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Liquorish Ink 2018 Trend Tracker Report

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Top Global Trends for 2018 - Communication & Technology, Consumer & Retail, Fashion & Beauty, Food & Fragrance.

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Liquorish Ink 2018 Trend Tracker Report

  1. 1. ink Trend Tracker
  2. 2. COMMUNICATION & TECH TRENDS ink
  3. 3. AI The popularity of personalised online interaction is noticeable in the upward trend of chatbots and virtual assistants. Virtual companions go beyond being merely functional by offering meaningful engagement. Around 72% of regular voice technology users think brands’ apps should have unique voices and personalities; they don’t just want to use a generic assistant. The trick for companies is that, in addition to having this desired personality and spunk, the bots still need to be functional and helpful. TREND IN ACTION Replika is an AI companion that’s essentially a chatbot which aims to learn about a user and become a mirror image of that user. It’s an “AI friend that’s always there for you”. Hatsune Miku is a virtual popstar in Japan, also called a vocaloid. She is voiced by a singing synthesizer application and appears on stage through three-dimensional graphics. She performs in a world concert tour and patrons can dine with a hologram of her at The Blue Leaf Café in Japan. ink
  4. 4. LOCATION-BASED MARKETING Geo-targeting and GPS-connected apps have also given rise to an increased focus on location-based marketing. BIA/Kelsey’s 2016/2017 Local Commerce Monitor report indicated that location-aware advertising is experiencing the most growth in the mobile sector. Geo-targeting improves the accuracy and response potential of a campaign and reduces wasted advertising expenditure. Nearly half of the survey’s respondents who use location-aware mobile advertising gave it a return-on-investment rating of excellent (for 10-19 times the return) or extraordinary (20 times the return). Key benefits of this type of marketing are its relevance to space and place, and its ability to target consumers exactly where and when companies need to. TREND IN ACTION Waze and billboards: When you drive with Waze, it shows you adverts based on what’s closest to a user’s location, for example, a fast-food outlet in a 1km radius. Absa used this capability in 2017 on the N3 South in Johannesburg, where Waze would show an advert for Absa once users reached a particular location along the highway, and 500m later there was a physical Absa billboard on the route, which reinforced the campaign’s message to the users who had an intersecting interaction with the brand across two different platforms. Fast-food sandwich outlet Subway organized a campaign to increase the number of people eating at its restaurants in France by using geo-targeted adverts. The campaign targeted people within a set radius around each restaurant during prime lunch and dinner times. It also targeted pre-determined user profiles with well-defined parameters. The campaign showed users in the location and profile catchment group a Subway ad and then showed the distance to their closest Subway restaurant. ink
  5. 5. SNAPSHOT WORTHY A rising trend that stems from the food industry’s focus on creating Instagram-worthy meals, is creating aesthetically pleasing spaces, products and experiences that encourage Instagram and Snapchat users to post pictures of their interactions. In 2018, brands will move beyond one-dimensional picture props at events and increasingly look to create aesthetics-based urban marketing experiences. While urban environments have been used to visually engage consumers on their daily commutes, brands are starting to branch out and create experiences for consumers where they can interact with the spaces and share their experiences on social media. TREND IN ACTION Pigalle and Nike renovated a basketball court in Paris with geometric shapes, creating a visual experience that also served as a working basketball court. Robertson’s Reinvention Kitchen was a pop-up restaurant that opened for five nights, and which was reinvented every night with a new country and spice theme, and with a new chef in the kitchen each night. The project created five unique and visually vibrant immersive experiences that were easily Instagrammable. The Museum of Ice Cream is a wonderful installation that was built as an ode to ice cream. It’s filled with rooms made to look like ice cream and installations of features like giant ice cream cones and ice creams on sticks. Nescafé’s Taproom was created to offer a coffee shop experience, but without staff or menus. Patrons ‘unlocked’ the door with a Nescafé Sweet & Creamy sachet and the venue offered hot water to mix with it to make a cup of coffee, as well as providing Wi-Fi, couches and work stations.ink
  6. 6. S-COMMERCE 2017 saw brands beginning to use social media platforms as a direct path to purchase, and 2018 will see this s-commerce trend gain momentum in a big way. The lines between social media and e-commerce are blurring, with various platforms offering payment options to both small and large enterprises. Some of the options available include: paying via WeChat, ordering pizza via Twitter using emojis, and using Snapchat and Snapcash. Another popular sub-trend within s-commerce is brands rewarding consumers with discounts or specials for promoting their campaigns on social media platforms. TREND IN ACTION Opel created a different way of integrating s-commerce in their recent campaign on YouTube where they invited their fans to make and post videos and allowed fans to “buy” a new car with the views from their video. There were three cars for their online sharing campaign, costing between 589,900 and 922,800 YouTube views. Which meant that each view equated to approximately €40 in value. Opel’s idea is an extension of the viral phenomenon on Twitter of a Wendy’s customer in the US who tweeted, “How many retweets do I need for a year’s worth of chicken nuggets?” He did not get the required number of retweets but Wendy’s still gave him his chicken nuggets. David Harbour, an actor on Stranger Things, recently appeared in a high school senior’s yearbook photos wearing the school’s sweatshirt and holding a trombone. The senior had tweeted the actor asking how many tweets it would take for him to be photographed with her, and he replied that if she got 25,000 he’d do it. At last count, she’d received 30,191 retweets and Harbour held up his end of the deal. ink
  7. 7. AUGMENTING AUGMENTED AND VIRTUAL REALITY Video’s popularity is on the rise and it’s the top content format consumed on the internet, mostly through Facebook and YouTube. The next steps in this trend are augmented reality and virtual reality, which have been around for several years but have been slow in developing their appeal and effective application for audiences. Augmented reality has been more popular as it doesn’t need a headset, so games like Pokémon Go and the Ikea app can be used with just a smartphone. In the past couple of months, a few movies also have used virtual reality in their marketing. In South Africa, the cost of data could be seen as a limitation stopping this trend from going mainstream, but if it’s used correctly, it could be the difference between a truly exciting and memorable campaign or just another activation. TREND IN ACTION Spiderman Homecoming released a virtual reality (VR) experience before the movie’s release. Gamers could immerse themselves in the Spiderman universe by “becoming Spiderman”. They could shoot web out of Spiderman’s web shooters and swing through the air. The experience was available for free across all the major VR platforms a week before the movie hit cinemas. Jumanji released a similar VR experience close to its release date that was available at kiosks in malls in America, and versions of it were also available on home-based VR systems, which were distributed on PlayStation VR, Steam, Viveport and in the Oculus Store. Tech companies are partnering with caregivers to bring experiences to the elderly, so they can “live” their best dreams or relive their memories. For example, Intel and Brazilian story-sharing site Razões para Acreditar partnered to bring the elderly joy by creating a way for them to experience their travel dreams, like visiting tourist destinations or seeing the Russian ballet, using VR. In another example, the US-based Maplewood Senior Living facility offered their elderly residents a means to see and “visit” the neighbourhoods and houses where they used to live. ink
  8. 8. CONSUMER AND RETAIL TRENDS ink
  9. 9. AUTHENTICITY AND HONESTY Transparency and honesty were key for creating a healthy brand in 2017. This trend shows no sign of slowing down and is expected to have a significant impact on brands as they respond to customers’ demands for transparency, authenticity and honesty in 2018. This trend is being driven by an increase in connectivity, job automation and the intensifying search for meaningful consumerism. A connected world means that it is harder than ever to ignore the negative impacts that consumerism has on the planet, society and our own health. It also means that consumers have more access to information regarding how brands act internally and externally, where they source their products from, how they treat their products, and how they treat their employees. TREND IN ACTION TOMS, the shoe brand, believes in “buying one giving one” and for each pair that it sells, the company donates a pair of shoes to underprivileged communities. In South Africa, beauty salon chain Sorbet has created an organisational culture that emphasises servant leadership. The founder, Ian Fuhr, believes the purpose of life is to give, which he teaches in his induction training that all of Sorbet’s citizens (employees) go through. Truworth Wellness, a company in India, has an app that rewards employees for following health plans with points that can be exchanged for health products. The app also helps employees manage their sleep, relationships and emotional health. Checkers partnered with Gordon Ramsay and his daughter to create a new range of kids’ meals and snacks, Oh My Goodness, made entirely from natural ingredients with no preservatives. The range is healthier for kids, so parents’ minds are put at ease about what their kids are eating, and the products are still tasty for kids.ink
  10. 10. AUTHENTICITY AND HONESTY Consumption choices for consumers are increasingly driven by the desire to create a story of personal identity to tell the world (and themselves) how smart, connected and healthy they are. Consumers want the same for brands. This means consumers want brands to be open and honest about what they do, and they are willing to force brands into this position. In terms of food, consumers distrust things that they cannot control and have a growing interest in the origins of the food and drinks that they consume. These factors have increased the need for manufacturers to be forthcoming about their ingredients and production processes. Transparency in the food and beverages industry needs to help consumers feel more confident about the safety and purity of the products they purchase. TREND IN ACTION Every year Woolworths releases a sustainability report called the Good Business Journey. 2017 was the 10th anniversary. The report details how Woolworths makes a difference to people, communities and the environment. Manulife, an insurer in Singapore, created and distributed mosquito-repelling pots to senior communities, as those communities are the most vulnerable to mosquito-borne diseases, such as Dengue fever and Zika. Libresse, a sanitary pad company, aims to make menstruation less of a taboo subject and partnered with BodyForm to create an ad that used a red liquid to signify blood when showing the absorbency capability of its products, rather than blue liquid that commonly appears in adverts for sanitary products. Libresse also previously ran an ad showing women bleeding from cuts and other physical injuries as a result of intensive activities like ballet training, running, playing rugby and boxing with the tagline, “No blood should hold us back”. Nescafé and Budweiser have both released packaging that celebrates the origins of their products. ink
  11. 11. AUTHENTICITY AND HONESTY TREND IN ACTION Whole Foods Market in the US sells sustainably sourced tuna and its food bars and venues label their food with calorie information. The Japan Gibier Promotion Association started using blockchain technology with game meat, increasing the traceability and safety of wild game sold for food. A supermarket in Germany, Edeka, removed all the foreign products from the shelves in its Hamburg store. This left the displays fairly empty and highlighted to consumers how much of the food they consume comes from other countries. The aim was to encourage appreciation for diversity in people, food and products. ink
  12. 12. FEWER STORES, MORE STORIES The retail store model will continue to evolve in 2018. A key driver of this is convergence; where retail is becoming a linked digital and physical service. The physical store is a key component of the new retail ecosystem in terms of offering experiences that engage with shoppers and entice them to linger. It is important to understand that retailers are no longer simply a point where inventory comes in and cash goes out, but rather a provider of quality experiences and services in order to encourage consumers to return to the store. “Stores can’t be just about distributing products. They need to be about distributing experiences: less stores, more stories. That means putting less emphasis on shopping and more emphasis on entertainment, hospitality, and community.” — Doug Stephens at Business of Fashion’s VOICES. TREND IN ACTION Samsung’s three-story store in New York offers consumers the opportunity to sign up for workshops, test the company’s latest devices or stroll through a Samsung VR tunnel. Moby Mart is a convenience shop that comes to customers in a vehicle created by Himalafy, Wheelys and the Hefei University of Technology. It’s just a prototype operated by humans for now, but in the future, it will be automated and incorporates eco- friendly values with an engine that is powered by electricity and solar panels. Alibaba, a massive online marketplace in China, has opened Hema stores combining the convenience of online shopping and the physical experience of brick-and-mortar stores. It is expanding its footprint in the Asian region, with at least 30 new stores expected to be opened by the end of 2018. Amazon has followed a similar path by opening up physical stores in America. NYC’s STORY Store reboots every few months to bring in a new range of merchandise to sell and a story to tell. It’s based on the premise of storytelling, where the products tell a story about the store. ink
  13. 13. SEIZE THE MOMENT A carefully curated customer experience is vital for a brand’s success. Two mechanisms are driving the future of the customer experience: “attention saving” and “attention seizing” elements. Brands are shortening their customer journeys and removing pain points from their customers’ lives, thus creating attention saving moments. In terms of attention seizing moments, brands need to understand that only the best experiences will gain their customers’ attention. Brands are seizing customers’ attention through shock and awe, self-improvement stories and by cultivating experience theatres to create long lasting and meaningful brand connections. TREND IN ACTION Air Bank, a Czech finance company, tested the world’s first contactless ATM in Prague in 2017. L’Oreal launched the Beauty Gifter chatbot in Canada to remove the hassle of ordinary lifestyle tasks like choosing a gift for a friend. Starbucks created global interest with its limited-edition Unicorn Frappuccino, and created a buzz for rainbow coloured and unicorn inspired foods, clothes and décor. New York’s Metropolitan Museum of Art hosted a 45-minute exercise based tour to simultaneously increase the physical health and offer an educational experience to its patrons. TymeDigital is a digital bank that has entered into a 10-year partnership with Pick ‘n Pay and Boxer stores to operate money transfers and kiosks. They were granted a banking license at the end of 2017. Bank Zero is launching in South Africa, possibly by the end of 2018. It will go a step further than TymeDigital, as an app-only bank, with no physical stores. Everything is done on the app and clients will be able to access cash from ATMs locally and internationally.ink
  14. 14. COLLABORATIVE RETAIL Diversification and collaboration are the order of the day in 2018. Current economic realities are forcing brands that want to stay relevant to come up with smarter, innovative offerings that directly overcome a consumer pain point or meet a need. Brand collaborations are also on the rise and will increasingly be used to offer an ecosystem of products and services to consumers that appeal to their lifestyles and aspirations. At the heart of this is knowing what consumers really need and want, not just from what they say but because of their lifestyles and stages, and creating products, services and experiences to meet these. TREND IN ACTION Woolworths has opened a takeaway restaurant in Cape Town called Now Now that offers affordable and fresh food for takeaway. The restaurant works as a conventional eatery as well as via “click and collect” where customers order via the Now Now app and then go and collect their food. Women’s Health partnered with Adidas to create a fitness event for women called Fit Night Out, hosted in Cape Town and Johannesburg. The event included multiple fitness classes over the afternoon and evening as well as a goodie bag and stalls related to female fitness. Amazon acquired Whole Foods and expanded its online inventory, changed the Whole Foods pricing strategy and extended its physical store footprint. Both brands benefited from the acquisition and collaboration. Supreme, a purposefully scarce fashion brand, and Louis Vuitton, a luxury fashion brand, collaborated on a line of co- branded products. This took advantage of the fans who love each brand. The line was only sold at specific pop-up stores in Tokyo, Paris, Los Angeles, Beijing, Sydney, Seoul and Miami. Reducing the supply of the products increased the demand exponentially and created a one-of-a-kind experience for customers. ink
  15. 15. FASHION AND BEAUTY TRENDS ink
  16. 16. FEM-POWERMENT FOR ALL Over the past few years, women all over the world have increasingly confronted and challenged stereotypes. They’ve started to speak out and place a spotlight on conditions, behaviours, opportunities and people that have hindered, or even violated, them in the past. In 2018 stereotypes are going to be further challenged, especially stereotypes about women. It’s a year for new perspectives, for discovering the many facets of femininity and embracing the power of genuine self- acceptance. Marketers would be wise to challenge stereotypes in all forms by really getting to grips with the nuances of women’s identities and portraying them through the lens of authentic insight and not predefined parameters. TREND IN ACTION Rihanna launched her brand Fenty Beauty in 2017. Fenty Beauty aims to fill a void in the beauty industry by focusing on a wide range of traditionally omitted foundation shades, from the lightest to the darkest and everything in between. British musician FKA Twigs created an Instagram magazine in October 2017 that celebrated the heritage and creativity in braided hairstyles with images of different styles and models. Moringa School hosted a coding bootcamp for women in Kenya. They opened the course to 100 women and offered them a 50% subsidy. Moringa school also has campuses in South Africa and Ghana. I-cut is an app created by five Kenyan girls that helps those affected by female genital mutilation. The Kenyan girls took part in an initiative held by Google, Verizon and the United Nations that teaches girls entrepreneurial, tech and leadership skills. ink
  17. 17. REDEFINING BEAUTY Globally the stereotypical concept of beauty has been under fire for some time. 2017 saw the start of many different women taking a stand against having to conform to a particular style of beauty. 2018 will see this trend continue, with beauty becoming a holistic concept that speaks to both the internal and external aspects of being a woman. Women will decide for themselves what makes them truly beautiful and no longer sheepishly follow what brands dictate in this space. Consumers will dictate their definition to brands, rather than the other way around. This drive has been propelled by the increase of information online, which has educated consumers in terms of appreciating how every person is different. Related to this is the rejection of the one-size-fits-all trend. Consumers want to be treated as individuals and eschew brands that fail to cater for their needs. It’s an extension of last year’s trend where beauty was personalised, stereotypes were dismantled, there was an increased interest in man makeup and a surge in body positivity campaigns that celebrated different sizes and skin colours. Not only will the future be more beautiful, it will also be more inclusive, personalised, diverse and inspiring. TREND IN ACTION Korea Grandma, a 70-year-old YouTube star, showcases beauty, fashion and lifestyle tips in a bubbly manner. She’s redefining the definitions of both beauty and ageing in a modern way. America’s Top Model, notorious for having a very narrow definition of beauty, especially with regards to age, has changed its tune for the 24th season that premiered in January 2018. There is no longer an age limit and contestants are more diverse in shape, size and colour than in any of the previous seasons. India held its first transgender beauty pageant in August 2017, and the winner, Nitasha Biswas, was crowned India’s first Miss Transqueen. Biswas will represent India at the Miss International Queen pageant in Thailand in March 2018. Audi created a campaign in 2017 called #untaggable that explored the definition of beauty and challenged stereotypes by featuring a woman with albinism who is a lawyer, model and activist as the campaign’s star. ink
  18. 18. AGE APPROPRIATE 2018 will see a stronger emphasis on the beauty and skincare needs faced in different stages of life, particularly before the age of 20 and after 50. The beauty industry has traditionally ignored the tween and older audiences, or has lumped people in these age groups together as homogenous entities. More focus is being given to the individual needs of these markets as brands start to realise just how powerful they are and how much longer people live. The homogenous categorization after 50 is no longer relevant as people are living beyond their 80s and 90s, and a person’s skincare needs at 50 are vastly different to those at 70 and 80. Cosmetics brands are also starting to focus on anti-ageing and age-defying properties and ingredients. These were previously hallmarks of skincare products, but are now straddling the cosmetics sector too. Younger age groups, tweens and teens, are also being catered for with specifically tailored lines of skincare and cosmetics. TREND IN ACTION No 7 has a foundation that has a serum which lifts, illuminates, hydrates and has SPF. Lime Crime is a vegan-friendly, affordable online cosmetics brand that is aimed at teens. Glossier has captured Millennials’ interest by using more optimistic terms in its marketing, such as “age better” instead of “anti-ageing”. A UK brand, B.Strong, has released a skin care range for women over 60. ink
  19. 19. K-BEAUTY AND J-BEAUTY In 2017, the beauty industry embraced South Korea’s influence in skincare and cosmetics. Products like sheet masks, snail gel and beauty blenders were among the popular items influencing the global market. In 2018, the influence of Asian trends will include Japanese influences such as oil cleansing and gentle skin care. The expansion also means that Japanese companies will most likely start adapting their advertising to appeal to international audiences. This cross- pollination will also spread the other way, with US and international brands spreading into Japan and other Europe, Middle East and African countries. TREND IN ACTION ink Shiseido, a Japanese brand, launched a new product line called Waso that spotlights key local ingredients, like soybeans, white jelly mushrooms and loquat leaf. Decorté, owned by KOSÉ in Japan, entered the UK market with products on sale at Selfridges and an ad campaign featuring Kate Moss.
  20. 20. POLLUTION PROTECTION Air pollution is becoming a major global health concern. Mild effects include eye, nose and throat irritation as well as more serious symptoms like wheezing, coughing and other breathing difficulties, among other things. These factors have brought about a revolution in the manufacturing of both clothes and skin care that incorporate ways to protect the body and skin from air pollution. TREND IN ACTION Bioscarf, a stylish scarf that protects against air pollution, influenza and cold viruses, was created by Carlton Solle, a real estate developer who contracted a respiratory disease while visiting China. Khiel has an overnight masque made from orange extract and cilantro that helps combat pollution damage with its antioxidants. Decléor Paris created a lotion that has an anti-pollution plant extract that helps protect the skin against air pollution, as well as hydrating and plumping up fine lines. Anti-pollution masks have been updated, with more effective materials and more fashionable designs, for example Cambridge Mask Co., BEATCLOUDS™, Vogmask and Xiaomi. ink
  21. 21. FOOD AND FRAGRANCE TRENDS ink
  22. 22. RECONTEXTUALISING FOOD From small plates to dinning in beds, the world of food is reimagining the formats in which consumers can experience cuisine. This is driven by consumers’ appetites for variety and novel experiences. Brands, suppliers, restaurants and companies are looking for ways to delight and surprise their guests and their taste buds. TREND IN ACTION ink In Colombia, there is a gourmet restaurant, El Restaurante Interno, that is housed in the San Diego Women’s prison and which is staffed by inmates. Its tag line translates to “Second Chances” and the restaurant forms part of a rehabilitation programme which is funded by a charity and supported by some of Colombia’s top chefs. SupperClub is a restaurant where diners can book a five-course meal either at a table or on a bed. The guests are encouraged to kick off their shoes, lay back and relax while enjoying a culinary experience. The Peanut Butter Bar is a dessert bar centred around peanut butter that opened in Sydney, Australia in November 2017. The founders wanted to bring healthy and tasty desserts, drinks and snacks based on peanut butter to the public. A restaurant in Burma, Freedom Café, is setting up two-hour time slots for guests to eat, drink and play with the resident cats. Casey House in Canada opened a restaurant that was exclusively staffed by HIV-positive chefs. The aim was to dispel the stigma associated with HIV and those who are HIV positive. Nescafé’s Taproom was created to offer a coffee shop experience, but without staff or menus. Patrons ‘unlocked’ the door with a Nescafé Sweet & Creamy sachet and the venue offered hot water to mix with it to make a cup of coffee, as well as providing Wi-Fi, couches and work stations.
  23. 23. ROOT-TO-STEM Intentional waste reduction, including reducing food waste by employing methods like nose-to-tail cooking, where every part of an animal is used, has become increasingly popular. And the latest iteration of this is the trend of cooking root-to-stem, which involves making the entire vegetable or fruit consumable, including the stems and leaves that are usually reserved for composting. ink TREND IN ACTION Pickled watermelon rinds, beet-green pesto and broccoli-stem slaw. Chiara Organica is a pizza in Sweden made from leftover spelt grains from a brewery. The result is a high protein and fibre crust that is also lower in sugar. In an interesting non-consumable example, a Berlin-based accessory company is creating a line of handbags that are made from apple leather, which is 80% apple waste from apple juice production. It is 100% vegan and biodegradable.
  24. 24. MIDDLE EASTERN AND ASIAN FLAVOURS Consumers have become increasingly interested in adventurous culinary experiences with flavours and cuisines from regions outside of their usual fare. Middle Eastern, Asian and Persian food from Israel, Morocco, Syria, Lebanon and the Philippines are likely to take centre stage in 2018. Flavours from these regions include cardamom, za’atar and harissa and are dominated by bitter and sour notes. ink TREND IN ACTION Harissa, cardamom, za’atar, shakshuka, grilled halloumi, lamb, pomegranate, eggplant, cucumber, parsley, mint, tahini, tomato jam and dried fruits. Frutarom Industries recently purchased 60% of a Southeast Asian savoury flavour and fragrance solutions company called Mighty, and has incorporated its flavour and fragrance profiles into their product range.
  25. 25. SUPERFOOD POWDER Powders add a serious nutritional power punch to foods these days. From the humble beginnings of protein powder, turmeric and matcha, these powders have expanded into an increasing number of foods. They are very easy to incorporate to various meals, like lattés and smoothies, as well as to meals like stews and soups. TREND IN ACTION ink • Charcoal powder • Cacao • Maca root • Good Life Baobab Fruit Powder • SuperFoods Wildcrafted Chaga Mushroom Powder
  26. 26. SCIENCE FICTION In 2017 there was a surge of commercial funding for the development of a burger made from vegetables that also looked like, cooked like and tasted like meat. This project has spurred the technology and science sectors to continue collaborating with the food industry in the creation of non-dairy dairy products, like nut milks, grain milks and vegetable milks, cheese and yoghurt. And now the revolution may extend to fragrances too. As personal DNA testing becomes more affordable and prominent, fragrances can become even more bespoke by being matched to your unique genetic make up. ink TREND IN ACTION In China, Tesco is testing a safety bag that removes pesticides from fruit and vegetables. The bag interacts with light to break down the pesticides, which can then be washed off. IKEA created a recipe series, where the recipe was printed on baking parchment with food-grade ink. The user would then place each of the ingredients on the spaces provided on the parchment, roll up the parchment and bake in the oven for 20 minutes, bringing IKEA’s expertise in simplicity to cooking. In Finland and Scandinavia McDonald’s created a McVegan burger that still looks like meat and which appears on the regular menu. Marmite conducted research to discover if there was a genetic predisposition to like or dislike Marmite. They found that there were 15 different gene variations that contribute to liking Marmite, but that environmental factors have a strong influence on whether a person likes Marmite or not.
  27. 27. LEGAL CANNABIS With the legalisation of the possession, cultivation and private use of marijuana at home in South Africa, and the rapid legalisation across America, we could well see the infusion of cannabis into foods and drinks in the future. ink TREND IN ACTION In a non-consumable example, cannabis suppositories made with organic cocoa butter have been created to help curb the pain that can be associated with women’s menstrual cycles. A cannabis oil-infused four-course gourmet “Dankquet” meal at a members-only club called NSFW was organised by Daniel Saynt, whose main proposition is that drugs are responsibly entertaining. He created the event as an educational experience, where people can learn how to do normally unsafe things. A salon in California, Bellacure, has launched a cannabis range that includes manicures, pedicures, scrubs and other body products.
  28. 28. ink Welcome to Liquorish Ink’s new Trend Tracking division. Trend Tracking is focused on identifying key trends from across the African continent and delivering key insights to help clients redefine the markets within which they operate. For more information please contact Leigh-Anne Acquisto @ leigh-anne@liquorishink.co.za.

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