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© 2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
2017 EMEA
PREDICTIONS
Richard Cope | Senior Trends C...
2
AGENDA
RIGHT HERE,
RIGHT NOW
1
SEAMLESS
SPENDING
2
TALKING
SHOP
3
THE SWEET
HEREAFTER
4
CULTURAL SOCIAL
RESPONSIBILITY
5...
3
RIGHT HERE,
RIGHT NOW
4
WHAT IS IT?
5
5
Aided in part by the rise in popularity of geo-location
technology, we expect brands to increasingly help
consumers de...
6
WHAT’S HAPPENING
IN 2017?
7
Pokémon Go’s popularity suggests how people can interact with their immediate surroundings
and how they search for thing...
8
Brands can alert users to sales or special offers curated just for them or leisure events
happening in the here and now....
9
DATA
10
OPENNESS TO SHARING LOCATION
29%
Of UK Millennials would be happy to share
their real time location with brands they li...
11
27%
UK
SOURCE: MINTEL LUXURY GOODS RETAILING INTERNATIONAL AUGUST 2015
LUXURY GOODS CONSUMERS INTERESTED
IN SMARTPHONE ...
12
SOURCE: MINTEL LIFESTYLES OF MILLENNIALS UK
OCTOBER 2015
MAGIC MOMENTS
21%
Of UK Millennials say they prefer to
live in...
13
SOURCE: MINTEL VISITOR ATTRACTIONS UK DECEMBER 2015,
TECHNOLOGY AND IRISH TOURISM – IRELAND, JULY 2015
OFF-PEAK OFFERS
...
14
SOURCE: MINTEL THE RESTAURANT DECISION-MAKING
PROCESS US JULY 2015, FOODSERVICE – IRELAND,
MAY 2014
OFF-PEAK OFFERS
39%...
15
15
France, August 2016: app Yatu allows
users who have opted-in to chat with
retailers, view stock levels, order
produc...
16
53%
Stadiums successfully deploying beacons to sell empty
seats, as well as sell more merchandise.
of NBA of NFL
75%
AM...
17 SOURCE: PROXBOOK
8mn
Beacons in operation globally as of 2016.
BETTER BEACONS
18 SOURCE: ZAPPER
1,000
UK bars, pubs and
restaurants have
Zapper’s Z-Beacon
Bluetooth technology
to alert users about
eve...
19 SOURCE: RoE2
Feb 2016 saw St. Patrick’s Cathedral
become one of the first Irish tourism
destinations to begin using bea...
20
WHAT DOES
IT MEAN?
21
21
The Netherlands:
Albert Heijn has
developed its own
Pokémon GO map,
which allows Albert
Heijn customers to
mark down...
22
NO TIME TO WASTE
22
The EU’s FoodLoop app
notifies users when items which
are nearing their best before
date have been ...
23
MEET WITH WEHEY!
23
Spain: Wehey is an app that enables users to converse with and meet people who are
physically close...
24
24
TIDE FOR BEER
Spain: Mustache Cerveza’s
campaign saw the changing
tide levels set the price of the
beer. When the ti...
25
ROOM TEMPERATURE
Montreal: The Ritz-Carlton offered a seasonal room package that saved guests more money
as the tempera...
26
1. Impulsive, playful consumers are ready to start
buying and doing things on the hoof, enjoying the
exploration factor...
27
SEAMLESS
SPENDING
28
WHAT IS IT?
29
WHAT IS IT?
Thanks to the simplicity and convenience they
offer, people are set to embrace new payment
methods such as ...
30
WHAT’S HAPPENING
IN 2017?
31
Autumn 2016: Apple Pay’s one-click payment services made available on any device using
the Safari browser.
31
FINANCIAL...
32
32
FINANCIAL CONNECTIVITY GROWS
Autumn 2016: Vodafone
Pay now allows users to
make contactless payments
from their Payp...
33
Autumn 2016: Tesco rolls
out its Payqwiq app across
the UK.
FINANCIAL CONNECTIVITY GROWS
34
34
FINANCIAL CONNECTIVITY GROWS
Fitbit will launch a wearable
device with NFC payment
capabilities in 2017.
35
DATA
36 SOURCE: VISA EUROPE, PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016
DIGITAL PAYMENTS GROWTH
3 billion
Contac...
37 SOURCE: VISA EUROPE
In 2015 Visa Europe claimed that 2
million contactless transactions are
carried out in Ireland each...
38 SOURCE: UK CARD ASSOCIATION; MINTEL CREDIT CARDS UK AUGUST 2016
DIGITAL PAYMENTS GROWTH
+12%
Volume of UK credit card p...
39 SOURCE: MASTERCARD39
PERCENTAGE OF MASTERCARD IN-STORE
TRANSACTIONS MADE VIA CONTACTLESS CARD:
41%
Poland
61%
Czech Rep...
40
SOURCE: MINTEL CONSUMER PAYMENT PREFERENCES UK OCTOBER 2015, PAYMENT
METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016
...
41
SOURCE: MINTEL CONSUMER ATTITUES TO MOBILE PAYMENTS UK AUGUST 2016,
PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JUL...
42 SOURCE: MINTEL ELECTRICAL RETAILING SPAIN FEBRUARY 2015
APPETITE FOR DIGITAL PAYMENTS
50%
Of Spanish consumers
like the...
43
SOURCE: MINTEL DIGITAL PAYMENT PREFERENCES
UK OCTOBER 2015; PAYMENT METHODS: ONLINE VS.
OFFLINE - IRELAND - JULY 2016
D...
44 SOURCE: MASTERCARD
DIGITAL PAYMENTS: THE CHALLENGE
13%
Of UK consumers have no reservations at
all about using their sm...
45
WHAT DOES
IT MEAN?
46 SOURCE: IRISH CENTRAL BANK
In May 2016 the Central Bank
announced as part of it’s campaign to
make Ireland a cashless s...
47
UK: Waitrose opened its first cashless store in Osterley in August 2016.
CASHLESS RETAILING
47
48
48
CASHLESS RETAILING
Austria: Cigarette vending
machines now accept
mobile payments.
49
49
UK: The Pavlok wristband notifies
users’ phones when they near their
spending limit and sends them a
255-volt shock ...
50
Germany: OKIKO is an online bank account that makes it easy for parents to track children’s
spending
TRACKING SPENDING
...
51
51
Malaysia: M.V.P is an online-based platform that allows users to purchase their drinks online in
advance before a ni...
52
52
Ghana Bank launched a
new biometric fingerprint
terminal service specially
created for rural consumers
who are unban...
53
53
Alibaba has announced plans
to develop virtual reality
payment technology that allows
users to pay with a nod of the...
54
PayPal introduced a contactless payment wristband at the Amsterdam
Open Air festival.
WEARABLE FINANCE
54
12% of RoI co...
55
55
UK: Barclaycard and Lyle & Scott created a
jacket with a built-in contactless payment chip
in the cuff of its right ...
56
56
UK: Barclaycard launched its second
collaboration with Topshop comprising
bracelets, smartphone cases and key chains...
57
57
UK: British student
Lucie Davis created
a set of false nails
that double as a TfL
Oyster card.
WEARABLE
FINANCE
58
1. Payment systems will need to be as reliable, convenient and efficient
as possible
2. With the payment process stream...
59
TALKING
SHOP
60
WHAT IS IT?
61
Brands are utilising platforms like Snapchat,
Whatsapp and Facebook Messenger to
instantly connect with consumers and o...
62
WHAT’S HAPPENING
IN 2017?
63
GROWING USAGE
1 bn
Monthly users of WhatsApp
1 bn
Monthly users of Facebook
Messenger
SOURCE: EU
64
64
April 2016: WhatsApp introduces
end-to-end encryption
October 2016: Facebook Messenger
rolls out end-to-end encrypti...
65
65
Facebook’s Messenger Platform gives any
third party the opportunity to develop their
own chatbots for Messenger
Snap...
66
DATA
67 SOURCE: MINTEL CONSUMER DATA CHARTS; 2016 Q167
SMARTPHONE OWNERSHIP:
91%
Spain
87%
Italy
80%
Germany
77%
France
88%
Ire...
68 SOURCE: MINTEL SOCIAL MEDIA IN TOURISM MARCH 2016, SOCIAL NETWORKING - IRELAND - MAY 2016
A SOCIAL EUROPE
47%
Of Europe...
69 SOURCE: ONLINE RETAILING - ITALY JULY 2016
INTEREST IS GROWING
59%
Of Italian consumers would like to be
able to contac...
70 SOURCE: MINTEL SOCIAL MEDIA NETWORKS UK MAY 2016
INTEREST IS GROWING
27%
Of UK social/media
network users
would find it...
71 SOURCE: MINTEL CONSUMER DATA CHARTS
20%
Of RoI consumers use Snapchat
at least once per week in 2016
INTEREST IS GROWING
72 SOURCE: MINTEL SOCIAL NETWORKING IRELAND MAY 2016
CONVENIENT AND EFFECTIVE
43%
Of Irish Consumers say that raising issu...
73 SOURCE: PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016
Payment Challenge
11%
Of RoI consumers noted that the...
74
WHAT DOES
IT MEAN?
75
WHATSAPP YOUR SERVICE
The Netherlands: Insurance
company Ditzo promises to
answer consumer questions
and queries via Wh...
76
The Netherlands: Ace
Jewelers has opened up a
WhatsApp account which
allows customers to quickly
and easily get in touc...
77
Netherlands: KLM uses Facebook
Messenger as a service channel
MOVING ONTO MESSENGER
77
78
Netherlands: Energy
supplier Oxxio has
released a robot chatbot
that people can ask
questions to.
CONVENIENT
CHATBOTS
79
CONVENIENT CHATBOTS
UK: Domino’s has
launched a chatbot called
Dom that allows customers
to order pizza directly from
F...
80
CONVENIENT CHATBOTS
Denmark: Bank Lunar
Way has developed a
Facebook chatbot that
allows customers to
check their balan...
81
BEYOND CUSTOMER SERVICE
Argentina: UNICEF
has been training
teachers to host
classes online and
respond to student
ques...
82
South Africa: SMS service MomConnect has launched a new Facebook Messenger chatbot,
enabling users to chat with trained...
83
China: Panda Blood is a mobile
platform on WeChat that helps
patients find matching blood
donors.
BEYOND CUSTOMER SERVI...
84
1. These platforms enable users to centralise information
2. They create user-generated content brands can harness
3. T...
85
THE SWEET
HEREAFTER
86
WHAT IS IT?
87
The UK is the latest country to declare a sugar tax, signifying a growing challenge for European
brands: namely how to ...
88
WHAT’S HAPPENING
IN 2017?
89
2018: UK INTRODUCES A TAX ON SOFT DRINKS
>5g:100ml
at a likely 18p per litre.
>8g:100ml
at a likely 24p per litre.
90
RoI SUGAR TAX ON THE WAY IN 2018
October 2016 saw Minister for
Finance Michael Noonan announce
plans to introduce a tax...
91
Pure fruit juices
and milk-based
drinks will be
excluded, as will
smaller producers.
FRUIT AND DAIRY
91
92
AIMS OF THE TAX
£5 bn
Cost of obesity to UK’s National Health Service.
£520 mn
A year in revenue will go towards encour...
93
Beyond the UK, more and more
governments are concerned
about obesity’s financial hit on
public health services and
whil...
94
DATA
95
SUGAR KIDS
5,500
Sugar cubes consumed
per year by an average
UK 4-10 year old.
22 kg
Same weight as a five
year old.
SO...
96
A BIGGER EUROPE
30-70%
Of Europeans by country
are overweight.
10-30%
The figures for obesity.
96 SOURCE: EU, WHO
97
A BIGGER IRELAND
97 SOURCE: EU, WHO, HEALTHY EATING – IRELAND, DECEMBER 2016
74%
Of RoI men
and 56% of
women are
estima...
98
SOURCE: NATIONAL INSTITUTE
OF PUBLI CHEALTH MEXICO
WILL IT WORK?
-12%
Decline in sales of fizzy
drinks in Mexico in the...
99 SOURCE: SOFT DRINKS – IRELAND, NOVEMBER 2016
WILL IT WORK?
57%
Of RoI drinkers say that they would either cut
back on o...
100 SOURCE: IRISH BEVERAGE COUNCIL
WILL IT WORK?
€60
The estimated increased cost to
annual grocery bills that the Irish
B...
101
SOURCE: MINTEL CONSUMER DATA CHARTS; CONSUMER ATTITUDES
TOWARDS SUGARS AND SWEETENERS UK JANUARY 2015101
CONSUMERS ACT...
102 SOURCE: MINTEL CONSUMER DATA CHARTS102
“ARTIFICIAL SWEETENERS (EG ASPARTAME,
SACCHARIN) DON'T TASTE AS GOOD AS SUGAR”:...
103 SOURCE: MINTEL CONSUMER DATA CHARTS, INNOVATIONS IN SOFT DRINKS - IRELAND - NOVEMBER 2015103
DEMAND FOR MORE PRODUCTS ...
104
SOURCE: MINTEL CONSUMER ATTITUDES TOWARDS
SUGAR AND SWEETENERS UK JANUARY 2015
A “NATURAL” HONEYMOON
56%
Of UK consume...
105 SOURCE: SOFT DRINKS – IRELAND, NOVEMBER 2016
SUGAR ANALYSIS
51%
Of RoI consumers feel there is too
much conflicting in...
106
WHAT DOES
IT MEAN?
107 SOURCE: BRITISH SOFT DRINKS ASSOCIATION
Mexico: “would you
give them 12
spoonfuls of sugar?
Then why would you
give th...
108 SOURCE: BRITISH SOFT DRINKS ASSOCIATION
Rather than contest the
legislation, they will downsize
can and bottle sizes a...
109
As a healthier alternative,
we might see growing
usage of sweeter-tasting
Agave syrup, but this might
be limited and s...
110
110
With smaller producers exempt,
this may provide opportunities
for independent craft soft drinks
producers to flour...
111
111
It’s also going to prove
difficult for brands to play
the “natural” card when
pushing alternatives,
because plant-...
112
112
Finland extended taxes to confectionery
and chocolate, but it will scrapped after the
EU found it favoured domesti...
113
113
UK: the National Health Service
(NHS) Sugar Smart barcode
scanning app shows users how many
cubes of sugar are in ...
114
114
November 2016: South Korea
is to restrict advertisements for
2,000 highly caffeinated food
and beverages.
NEXT?
115
115
October 2016: on World Obesity Day
the World Health Organization calls
for further 20% taxes on sodas, sport
drink...
116
WHAT DOES IT MEAN?
1. Short-term: good news for bottled water, fruit
and milk-based drinks and “naturals” like honey
a...
117
CULTURAL SOCIAL
RESPONSIBILITY
118
WHAT IS IT?
119
WHAT IS IT?
Public funding in Europe is in crisis, and
yet the region contains the highest
number of UNESCO World Heri...
120
WHAT’S HAPPENING
IN 2017?
121
FUNDING CONCERNS
€347 bn –
€325 bn
Drop in EU Cohesion Policy funding – which
assists cultural heritage management –
b...
122
MIGRANTS - TENSIONS AND OPPORTUNITIES
In 2015, net migration to
Europe saw a population
growth of 1.9 million
persons....
123
DATA
124 SOURCE: UNESCO124
Spain
45
42France
41Germany
51Italy
UNESCO WORLD HERITAGE SITES IN EUROPE:
125 SOURCE: EUROSTAT125
PERCENTAGE WHO ARE UNSATISFIED WITH STATE OF
STREETS AND BUILDINGS
34%
Rome
28%
Athens
27%
Berlin
...
126 SOURCE: EUROSTAT126
PERCENTAGE WHO ARE UNSATISFIED WITH STATE OF
STREETS AND BUILDINGS
20%
Paris
17%
Ankara
20%
Warsaw...
127 SOURCE: MINTEL SPONSORSHIP IRELAND DECEMBER 2015;
GET INVOLVED
72%
Of Irish consumers say that
sponsorships are only w...
128 SOURCE: MINTEL SPONSORSHIP IRELAND DECEMBER 2015
GET INVOLVED
Of Irish consumers say that they
would be more likely to...
129 SOURCE: MINTEL THE ETHICAL CONSUMER UK JULY 2015
SCEPTICISM RIFE
62%
Of UK consumers agree that companies
only act eth...
130 SOURCE: MINTEL THE ETHICAL FOOD CONSUMER UK JUNE 2015
TRANSPARENCY REMAINS KEY
52%
Of UK consumers say that they would...
131
WHAT DOES
IT MEAN?
132
Italy: Rome launched a campaign to encourage people and brands to adopt and sponsor
restoration works on the city’s hi...
133
Italy: Milan’s Adopt a Spire
campaign has seen support from big
name Italian fashion brands including
Roberto Cavalli,...
134
Italy: Luxury jewellery brand Bulgari
funded restoration works on Rome’s
Spanish Steps.
DIRECTLY FUNDING
135
Italy: Underwear brand Calzedonia
launched and funded a competition to
find new ways to cover the Roman
amphitheatre a...
136
Global: Converse's campaign Fix to Ride renovated and revived derelict skate parks.
DIRECTLY FUNDING
136
137
UK: Savse, a smoothie brand,
teamed up with running
community GoodGym to give a
makeover to London’s rundown
public sp...
138
WHAT DOES IT MEAN?
1. Brands will take centre stage as powerhouses of
change
2. These projects offer an opportunity to...
139
ASCENDING
AFRICA
140
WHAT IS IT?
141
WHAT IS IT?
Africa’s rising GDP and improving infrastructure
are making it an increasingly credible and powerful
tradi...
142
WHAT’S HAPPENING
IN 2017?
143
MODERATE SUB-SAHARAN GROWTH
+2.9%
GDP growth in 2017, thanks to
consumer consumption, investment,
and government spend...
144
IMPROVING INFRASTRUCTURE
2017: completion of the Mombassa-Nairobi section of the
East African Standard Gauge Railway (...
145
x
A NEW UNION
The African Union (AU) has agreed on an all-Africa
passport to remove visa restrictions. Diplomats will
...
146
BETTER BANKING
2028: African
Union nations are
working towards
the establishment
of an African
Central Bank and
ultima...
147
2020
50%
Of Africans will have access
to smartphones with mobile
broadband.
SOURCE: GSMA
148
SOURCE: MILLI MILLU
FACEBOOK’S FREE BASICS
April 2016: Facebook
announces it is
launching Amos-6
satellites to beam
br...
149
DATA
150
150
THE YOUNGEST CONTINENT
65%Of the African population
is under 35.
SOURCE: UNITED NATIONS150
151
AFRICA’S NEW “FOREIGN AID”
$51.8 billion
Estimated remittance flow to Sub-Saharan
Africa from Africans living abroad i...
152
INCREASED PRODUCTION
+3.3%
Annual increase in African
cereal output (2000-13) –
faster than any other region.
SOURCE: ...
153
LIFE LINE
10 million
M-Shwari accounts in Africa.
50,000
Loans are made every day.
SOURCE: COMPANY DATA
154
SOURCE: THE ECONOMIST
AFRICA’S
MIDDLE CLASS
14%
Of African
households have
annual incomes of
$5,500 or more – a
South ...
155
WHAT DOES
IT MEAN?
156
SAMSUNG BUILT FOR AFRICA
Samsung has created a line of
appliances designed for high
temperatures and humidity in areas...
157
DEMYSTIFYING AFRICAN
BEAUTY
06 September 2016 - South Africa: L’Oréal
has launched a new Research and Innovation
Centr...
158
CONSUMERS: COFFEE
1 kg per capita
Coffee consumption in Africa.
15-20%
Annual growth in coffee
consumption in Kenya.
S...
159
FAST-CASUAL AFRICA
Starbucks Corporate has secured a
licensing deal with Taste Holdings Limited
to open up Starbucks c...
160
CONSUMERS: GUINNESS
31.4%
Africa’s share of global Guinness sales.
$538 billion
Annual sales of Guinness in Nigeria.
S...
161
162 SOURCE: MINTEL CONSUMER DATA CHARTS 2016
“I PREFER TO TRY MANY DIFFERENT
TYPES OF BEER BRANDS”:
64%
Poland
60%
Italy
5...
163
Teff is a high protein, gluten-free grass native to Ethiopia and Eritrea. It is used to make
Ethiopian Tella beer and ...
164
SOURCE: THE ECONOMIST
EXPORTS: FLOWERS
30% Increase in
exports to
137,000 tonnes
(1998-2014).
Of Europe’s cut
flowers ...
165
INCREASED INGREDIENTS
+41%
Increase in food and drink product
launches citing African ingredients
(2001-15).
SOURCE: M...
166
Consumers are interested in buying sweet biscuits
made with non-wheat grains (e.g. spelt, amaranth).
39%of Germans
51%...
167 SOURCE: MINTEL CONSUMER DATA CHARTS 2016167
65%France and Germany
67%Spain and Poland
“I LIKE TO TRY NEW TYPES OF CERE...
168
PROVE THE PROVENANCE
48%
Of UK consumers would only
pay more for ethical products
if they knew where the extra
money w...
169
US: Kashi (Kelloggs)
has launched Teff
Thins. GNPD: 4347153
PRODUCTS: TEFF
169
170
PRODUCTS: BAOBAB
UK: Aduna’s Baobab powder can be added to smoothies and breakfasts and is directly and
responsibly so...
171
PRODUCTS: INGREDIENTS
Kalk Bay Foods’s Source
Africa range is a collection
of sauces, condiments,
jams, tea and cook’s...
172
GOURMET AFRICAN CHOCOLATE
Tanzania: Chocolate Mamas luxury artisan 100% African chocolate uses local sugar and
recycle...
173
PRODUCTS: ROOIBOS
Rooibos is a bush used to make a caffeine-free red tea, that is claimed to cure headaches,
insomnia,...
174
PRODUCTS: SOAP
South Africa: Khulu Soap uses traditional African herbs and distributes worldwide.
175
FASHION FACTORIES
The ASOS Africa collection is produced in Kenya, supporting the work of the SOKO clothing
manufactur...
176
FASHION HOUSE
South Africa: Maxhosa By Laduma is
a knitwear collection inspired by the
aesthetics of amakrwala – young...
177
RUN LIKE A KENYAN
July 2016: Enda is a crowdfunded
social enterprise working with
reebok designer Birdhaus that has
cr...
178
WHAT DOES IT MEAN?
1. Despite challenges, Africa’s economy, connectivity and
self-sufficiency is growing.
2. The emerg...
179
AIRPOCALYPSE
NOW
180
WHAT IS IT?
181
WHAT IS IT?
Air pollution is harming us right now and consumers
will start investing more in pollution protection
prod...
182
WHAT’S HAPPENING
IN 2017?
183
TAKING STOCK POST
PARIS
Ahead of the first statistical
stock take in 2018, European
governments will start
implementin...
184
184
URBAN GREENING
Paris has banned cars
registered before January
1997 from the city on
weekdays and is working
towar...
185
2025
100%Ban on sale of all fossil fuel-
based cars in Norway.
186
THE BIG SMOKE
London: a proposed £10 emissions surcharge on pre-2006 vehicles isn’t enough:
environmentalists want a b...
187
LOBBYING POWER
Greenpeace is publicly lobbying the
London Mayor and UK Prime Minister
to act faster to counter urban p...
188
188
CONSUMERS SEE THE SIGNS
+25%
More incidences of age spots on citizens
cheeks, after just a 10 microgrammes
increas...
189
DATA
190
SOURCE: EUROPEAN ENVIRONMENT
AGENCY
KILLER POLLUTION
400,000
Deaths caused by pollution
in Europe every year.
191 SOURCE: SANTÉ PUBLIQUE FRANCE
GALLIC FUG
48,000
People killed by air pollution in
France each year.
192 SOURCE: KING’S COLLEGE LONDON
LONDON PALLING
4,000
Londoners killed in a
few weeks of the
‘great smog’ of 1952.
9,500
...
193 SOURCE: WORLD HEALTH ORGANISATION 2016
SMOGGY EMERALD ISLE
681
People died in Ireland during 2012
because of air pollu...
194 SOURCE: POLLUTION INDEX
DIRTY EUROPE
77.2
Pollution index for
Turin – the third worst
in Europe.
70.5
Barcelona at #5.
195
SOURCE: INTERNATIONAL
TRANSPORT FORUM
KILLER CARS
23%
Of global greenhouse
gas emissions are
caused by transport.
196 SOURCE: KINGS COLLEGE LONDON
KILLER CARS
40,000
More than deaths
caused directly from
road accidents.
Lives cut short ...
197
CHINA: A VIEW OF THE
FUTURE
70%
About PM2.5 (#2).
Of Chinese are “very concerned”
about water pollution (#1).
61%
58%A...
198
SOURCE: MINTEL MARKETING POLLUTION-PROOF PRODUCTS
CHINA AUGUST 2015; 3,000 INTERNET USERS AGED 20-49
CHINA: A VIEW OF ...
199
GREEN AND TECH
PROTECTION
52%
Check the air quality index.
Of Chinese consumers say
they “place plants around me”
to c...
200
BEAUTY PROTECTION
PURCHASES
28%
Haircare products with anti-
pollution claims.
Of Chinese consumers have
bought skinca...
201
EAT YOURSELF CLEAN
45%Of Chinese consumers consider food therapy as “very
useful” in terms of pollution-proofing.
SOUR...
202
SOURCE: MINTEL CONSUMER DATA CHARTS
ENVIRONMENTAL PROTECTION
Consumers agreeing that the environment
(e.g. pollution) ...
203
WHAT DOES
IT MEAN?
204
POLLUTION PROTECTION PRODUCTS
August 2016, London: Elizabeth Arden uses live pollution data to promote the
benefits of...
205
POLLUTION PROTECTION PRODUCTS
April 2016, India:
Dettol and Amazon
launch a protective air
mask.
206
POLLUTION PROTECTION PRODUCTS
China: Mila is a shanghai-based start-up that lets consumers rent
smart air purifiers fo...
207
URBAN GREENING
Moscow: city planners are to plant 3,000 trees along ‘garden ring’, a
road that circles the centre of t...
208
TREE PLANTING IN IRELAND
The Tree Council of Ireland & Tetra Pak in October made 1,000 Rowan tree saplings
available t...
209
POLLUTION BEAUTY PRODUCTS
London: Iluxe Organics has opened a pop-up hair salon that offers a detox
hair treatment and...
210
TESLA MODEL X
$64,100
On single charge.
Starting cost.
466 km
11% of RoI drivers are cited
being a fully electric as a...
211
ELECTRIC EINDHOVEN
03 October 2016 – Netherlands:
Employees of the Dutch bank ABN
Amro in Eindhoven are set to
exclusi...
212
GREENER DELIVERIES
Foodservice: expect
more initiatives like on-
foot pizza delivery from
London’s Sodo – live
streame...
213
ANTI POLLUTION ART ADVERTISING
Madrid: Shiseido’s Titanium billboard eliminates Carbon Dioxide, Methane and Nitrogen O...
214
ANTI POLLUTION
ADVERTS
Green City Solution’s
CityTrees are vertical
gardens that do the
work of 275 trees by
inhaling ...
215
ANTI POLLUTION CONSTRUCTION
Australia: Flinders University has created red polymer bricks that absorb Mercury pollutio...
216
ANTI POLLUTION CONSTRUCTION
Alcoa’s Titanium Dioxide-coated Aluminium called
Reynobond with EcoClean reacts with sunli...
217
ANTI POLLUTION PACKAGING
The Body Shop is working on
turning greenhouse gasses in to in
to packaging lids, in order to...
218
OCEAN PLASTIC
Adidas is supporting non
profit Sea Shepherd and
has made a sample shoe
knitted together from
recycled f...
219
EAT YOURSELF CLEAN
We’ll see brands positioning “superfoods” as immunity boosters,
as well as others championing their...
220
PURE, UNPOLLUTED PROVENANCE
LABEYRIE GRANDE TRADITION FUMÉ D’ ÉCOSSE IS MARKETED AS BEING SELCTED
FROM SITES KNOW FOR ...
221
WHAT DOES IT MEAN?
1. European Governments, activists and consumers
are becoming more aware of and concerned about
pol...
222222
© 2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com
RICHARD COPE
rcope@mintel.com
@Richard_Mi...
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Mintel EMEA 2017 Trends Ireland

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2017 Consumer Trends with Richard Cope, Senior Trends Consultant, Mintel presented Tuesday, 22 November 2016.

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Mintel EMEA 2017 Trends Ireland

  1. 1. © 2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. 2017 EMEA PREDICTIONS Richard Cope | Senior Trends Consultant rcope@mintel.com @Richard_Mintel © 2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
  2. 2. 2 AGENDA RIGHT HERE, RIGHT NOW 1 SEAMLESS SPENDING 2 TALKING SHOP 3 THE SWEET HEREAFTER 4 CULTURAL SOCIAL RESPONSIBILITY 5 ASCENDING AFRICA 6 AIRPOCALYPSE NOW 7
  3. 3. 3 RIGHT HERE, RIGHT NOW
  4. 4. 4 WHAT IS IT?
  5. 5. 5 5 Aided in part by the rise in popularity of geo-location technology, we expect brands to increasingly help consumers decide what to buy, watch, do or eat, based upon pending timeframes from the next 30 minutes to the next 48 hours. WHAT IS IT?
  6. 6. 6 WHAT’S HAPPENING IN 2017?
  7. 7. 7 Pokémon Go’s popularity suggests how people can interact with their immediate surroundings and how they search for things to do and buy in any given moment. GAMIFIED INSPIRATION 7
  8. 8. 8 Brands can alert users to sales or special offers curated just for them or leisure events happening in the here and now. This provides businesses with a positive, serendipitous way to offer deals, something that will appeal as economies across the Euro region remain shaky. TIME FOR SAVINGS AND SERENDIPITY 8
  9. 9. 9 DATA
  10. 10. 10 OPENNESS TO SHARING LOCATION 29% Of UK Millennials would be happy to share their real time location with brands they like in exchange in order to receive nearby offers. SOURCE: MINTEL DIGITAL ADVERTISING UK MARCH 2016
  11. 11. 11 27% UK SOURCE: MINTEL LUXURY GOODS RETAILING INTERNATIONAL AUGUST 2015 LUXURY GOODS CONSUMERS INTERESTED IN SMARTPHONE MARKETING RELEVANT TO THEM AND THEIR LOCATION AT THE TIME: 21% Spain 20% Italy 13% Germany 12% France
  12. 12. 12 SOURCE: MINTEL LIFESTYLES OF MILLENNIALS UK OCTOBER 2015 MAGIC MOMENTS 21% Of UK Millennials say they prefer to live in the moment and not think about the future.
  13. 13. 13 SOURCE: MINTEL VISITOR ATTRACTIONS UK DECEMBER 2015, TECHNOLOGY AND IRISH TOURISM – IRELAND, JULY 2015 OFF-PEAK OFFERS 42% Of UK of consumers would be interested in visiting an historical or cultural attraction off-peak (e.g. weekdays, early mornings) if they got a discount. 16%Of RoI consumers not that deal sites such as Groupon are their first port of call when booking a holiday or short trip.
  14. 14. 14 SOURCE: MINTEL THE RESTAURANT DECISION-MAKING PROCESS US JULY 2015, FOODSERVICE – IRELAND, MAY 2014 OFF-PEAK OFFERS 39% Of US diners would be interested in trying a new restaurant if it lowered its prices during off-peak hours (eg 2-4pm). 32%Of RoI consumers select a foodservice outlet for meals because of a price promotion, money-off voucher or discount.
  15. 15. 15 15 France, August 2016: app Yatu allows users who have opted-in to chat with retailers, view stock levels, order products and receive offers up to 5km away in their local area. BETTER BEACONS
  16. 16. 16 53% Stadiums successfully deploying beacons to sell empty seats, as well as sell more merchandise. of NBA of NFL 75% AMERICAN SPORTS SUCCESS SOURCE: EU
  17. 17. 17 SOURCE: PROXBOOK 8mn Beacons in operation globally as of 2016. BETTER BEACONS
  18. 18. 18 SOURCE: ZAPPER 1,000 UK bars, pubs and restaurants have Zapper’s Z-Beacon Bluetooth technology to alert users about events, personalised offers and rewards. BETTER BEACONS
  19. 19. 19 SOURCE: RoE2 Feb 2016 saw St. Patrick’s Cathedral become one of the first Irish tourism destinations to begin using beacon technology. RoE2 have installed beacons at points of interest within the Cathedral. Once downloaded, the Beacon enabled App identifies the location of visitors and sends them information on points of interest as they approach each exhibit. ST. PATRICK’S CATHEDRAL USING BEACONS
  20. 20. 20 WHAT DOES IT MEAN?
  21. 21. 21 21 The Netherlands: Albert Heijn has developed its own Pokémon GO map, which allows Albert Heijn customers to mark down when and where they find Pokémon in Albert Heijn stores – attracting other users to Albert Heijn stores. POKÉMAPPIE
  22. 22. 22 NO TIME TO WASTE 22 The EU’s FoodLoop app notifies users when items which are nearing their best before date have been reduced in price
  23. 23. 23 MEET WITH WEHEY! 23 Spain: Wehey is an app that enables users to converse with and meet people who are physically close to them in the real world. Users can also publish posts on the network that are geo-tagged to specific locations, which must be visited to see the message. 10% of RoI consumers are interested in an app hat helps them to socialise during a hotel stay (eg connects you with other guests, gives details of social events nearby)
  24. 24. 24 24 TIDE FOR BEER Spain: Mustache Cerveza’s campaign saw the changing tide levels set the price of the beer. When the tide was high, the price went down while at low tide the beer became more expensive.
  25. 25. 25 ROOM TEMPERATURE Montreal: The Ritz-Carlton offered a seasonal room package that saved guests more money as the temperature drops. 25
  26. 26. 26 1. Impulsive, playful consumers are ready to start buying and doing things on the hoof, enjoying the exploration factor. 2. In an increasingly fluid, 24-hour society, “off-peak” is becoming more marketable. 3. Impulsive location-based purchases and experiences appeal to savvy shoppers and luxury consumers alike. 4. Flexible, playful price campaigns determined by tides or temperature sidestep the tawdriness of standard discounting campaigns. 5. These campaigns can be positioned as smart, social, fun and green. WHAT DOES IT MEAN?
  27. 27. 27 SEAMLESS SPENDING
  28. 28. 28 WHAT IS IT?
  29. 29. 29 WHAT IS IT? Thanks to the simplicity and convenience they offer, people are set to embrace new payment methods such as contactless cards, smartphones and wearables in record numbers.
  30. 30. 30 WHAT’S HAPPENING IN 2017?
  31. 31. 31 Autumn 2016: Apple Pay’s one-click payment services made available on any device using the Safari browser. 31 FINANCIAL CONNECTIVITY GROWS
  32. 32. 32 32 FINANCIAL CONNECTIVITY GROWS Autumn 2016: Vodafone Pay now allows users to make contactless payments from their Paypal account even when the phone is switched off or out of battery
  33. 33. 33 Autumn 2016: Tesco rolls out its Payqwiq app across the UK. FINANCIAL CONNECTIVITY GROWS
  34. 34. 34 34 FINANCIAL CONNECTIVITY GROWS Fitbit will launch a wearable device with NFC payment capabilities in 2017.
  35. 35. 35 DATA
  36. 36. 36 SOURCE: VISA EUROPE, PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016 DIGITAL PAYMENTS GROWTH 3 billion Contactless payments were recorded by Visa between 1 May 2015 and 30 April 2016. 42% of RoI consumers note they are using contactless payments more in 2016 compared to 2015
  37. 37. 37 SOURCE: VISA EUROPE In 2015 Visa Europe claimed that 2 million contactless transactions are carried out in Ireland each month. One contactless transaction every second. CONTACTLESS CRAZY
  38. 38. 38 SOURCE: UK CARD ASSOCIATION; MINTEL CREDIT CARDS UK AUGUST 2016 DIGITAL PAYMENTS GROWTH +12% Volume of UK credit card purchase transactions in 2015, to 3,127 million +42% Volume of UK of debit card transactions 2010-15.
  39. 39. 39 SOURCE: MASTERCARD39 PERCENTAGE OF MASTERCARD IN-STORE TRANSACTIONS MADE VIA CONTACTLESS CARD: 41% Poland 61% Czech Republic 27% Hungary 27% Slovakia
  40. 40. 40 SOURCE: MINTEL CONSUMER PAYMENT PREFERENCES UK OCTOBER 2015, PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016 APPETITE FOR DIGITAL PAYMENTS 39% Of UK consumers believe that a cashless society is inevitable in the future. 40 51% Of RoI consumers believe that a cashless society is inevitable in the future.
  41. 41. 41 SOURCE: MINTEL CONSUMER ATTITUES TO MOBILE PAYMENTS UK AUGUST 2016, PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016 APPETITE FOR DIGITAL PAYMENTS 29% Of UK consumers say that it would be/is more convenient to pay for things using a smartphone than other payment methods. 41
  42. 42. 42 SOURCE: MINTEL ELECTRICAL RETAILING SPAIN FEBRUARY 2015 APPETITE FOR DIGITAL PAYMENTS 50% Of Spanish consumers like the idea of a mobile payment app that would allow them to pay for electrical or electronic products instore without having to queue.
  43. 43. 43 SOURCE: MINTEL DIGITAL PAYMENT PREFERENCES UK OCTOBER 2015; PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016 DIGITAL PAYMENTS: THE CHALLENGE 50%Of UK consumers believe that cash is the only method of payment that is 100% secure. 41%Of RoI consumers feel similarly.
  44. 44. 44 SOURCE: MASTERCARD DIGITAL PAYMENTS: THE CHALLENGE 13% Of UK consumers have no reservations at all about using their smart device (i.e. smartphone) as a payment method.
  45. 45. 45 WHAT DOES IT MEAN?
  46. 46. 46 SOURCE: IRISH CENTRAL BANK In May 2016 the Central Bank announced as part of it’s campaign to make Ireland a cashless society it shall install cashless payment systems for use by employees in restaurants and shops located within its new headquarters on North Wall Quay in Dublin’s docklands. Central Bank goes Cashless
  47. 47. 47 UK: Waitrose opened its first cashless store in Osterley in August 2016. CASHLESS RETAILING 47
  48. 48. 48 48 CASHLESS RETAILING Austria: Cigarette vending machines now accept mobile payments.
  49. 49. 49 49 UK: The Pavlok wristband notifies users’ phones when they near their spending limit and sends them a 255-volt shock if they exceed it. TRACKING SPENDING Of RoI consumers would like to be able to set daily limits on how much they can spend with contactless payments (eg €100) limit per day) 41%
  50. 50. 50 Germany: OKIKO is an online bank account that makes it easy for parents to track children’s spending TRACKING SPENDING 50
  51. 51. 51 51 Malaysia: M.V.P is an online-based platform that allows users to purchase their drinks online in advance before a night out. PLANNED SPENDING
  52. 52. 52 52 Ghana Bank launched a new biometric fingerprint terminal service specially created for rural consumers who are unbanked or underbanked. USE YOUR BODY 61% of RoI consumers believe biometric measures (eg fingerprints/ iris scan) would help to improve online payment security SOURCE: PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016
  53. 53. 53 53 Alibaba has announced plans to develop virtual reality payment technology that allows users to pay with a nod of their heads. USE YOUR BODY 26% of RoI consumers would be interested in alternative means of verifying their identity when buying stuff online (eg taking a selfie instead of a password) SOURCE: PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016
  54. 54. 54 PayPal introduced a contactless payment wristband at the Amsterdam Open Air festival. WEARABLE FINANCE 54 12% of RoI consumers would be keen to try Contactless wristband (pre-loaded with a set amount of credit) to pay for things at a concert or festival SOURCE: EVENTS TOURISM - IRELAND - AUGUST 2016
  55. 55. 55 55 UK: Barclaycard and Lyle & Scott created a jacket with a built-in contactless payment chip in the cuff of its right sleeve. WEARABLE FINANCE
  56. 56. 56 56 UK: Barclaycard launched its second collaboration with Topshop comprising bracelets, smartphone cases and key chains which incorporated Barclaycard’s bPay contactless payment technology. WEARABLE FINANCE
  57. 57. 57 57 UK: British student Lucie Davis created a set of false nails that double as a TfL Oyster card. WEARABLE FINANCE
  58. 58. 58 1. Payment systems will need to be as reliable, convenient and efficient as possible 2. With the payment process streamlined, brands can focus on enhancing the in-store experience for customers 3. This technology will give businesses greater freedom with where they set up shop 4. However, there is a risk that as cash usage declines people will be more reckless with their spending WHAT DOES IT MEAN?
  59. 59. 59 TALKING SHOP
  60. 60. 60 WHAT IS IT?
  61. 61. 61 Brands are utilising platforms like Snapchat, Whatsapp and Facebook Messenger to instantly connect with consumers and offer superior levels of customer service. WHAT IS IT?
  62. 62. 62 WHAT’S HAPPENING IN 2017?
  63. 63. 63 GROWING USAGE 1 bn Monthly users of WhatsApp 1 bn Monthly users of Facebook Messenger SOURCE: EU
  64. 64. 64 64 April 2016: WhatsApp introduces end-to-end encryption October 2016: Facebook Messenger rolls out end-to-end encryption with its “secret conversations” feature GREATER SAFETY SOURCE: SOCIAL NETWORKING - IRELAND - MAY 2015
  65. 65. 65 65 Facebook’s Messenger Platform gives any third party the opportunity to develop their own chatbots for Messenger Snapchat Partners connects brands with tech developers to optimise and analyse advertising content for the platform GREATER CONTROL SOURCE: SOCIAL NETWORKING - IRELAND - MAY 2016
  66. 66. 66 DATA
  67. 67. 67 SOURCE: MINTEL CONSUMER DATA CHARTS; 2016 Q167 SMARTPHONE OWNERSHIP: 91% Spain 87% Italy 80% Germany 77% France 88% Ireland
  68. 68. 68 SOURCE: MINTEL SOCIAL MEDIA IN TOURISM MARCH 2016, SOCIAL NETWORKING - IRELAND - MAY 2016 A SOCIAL EUROPE 47% Of Europeans use social media networks each week. 93% Of RoI internet users log-on to a social network at least once per week.
  69. 69. 69 SOURCE: ONLINE RETAILING - ITALY JULY 2016 INTEREST IS GROWING 59% Of Italian consumers would like to be able to contact customer service through an instant messenger.
  70. 70. 70 SOURCE: MINTEL SOCIAL MEDIA NETWORKS UK MAY 2016 INTEREST IS GROWING 27% Of UK social/media network users would find it useful to contact brands via messaging apps such as WhatsApp. 70
  71. 71. 71 SOURCE: MINTEL CONSUMER DATA CHARTS 20% Of RoI consumers use Snapchat at least once per week in 2016 INTEREST IS GROWING
  72. 72. 72 SOURCE: MINTEL SOCIAL NETWORKING IRELAND MAY 2016 CONVENIENT AND EFFECTIVE 43% Of Irish Consumers say that raising issues with a company via social media is more effective than contacting them directly.
  73. 73. 73 SOURCE: PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016 Payment Challenge 11% Of RoI consumers noted that they would be comfortable using a social media or messaging app (eg Facebook Messenger, Whatsapp) to send payments to friends and family. However 61% disagreed and 28% remained unsure.
  74. 74. 74 WHAT DOES IT MEAN?
  75. 75. 75 WHATSAPP YOUR SERVICE The Netherlands: Insurance company Ditzo promises to answer consumer questions and queries via WhatsApp within two hours.
  76. 76. 76 The Netherlands: Ace Jewelers has opened up a WhatsApp account which allows customers to quickly and easily get in touch with the online retailer. WHATSAPP YOUR SERVICE
  77. 77. 77 Netherlands: KLM uses Facebook Messenger as a service channel MOVING ONTO MESSENGER 77
  78. 78. 78 Netherlands: Energy supplier Oxxio has released a robot chatbot that people can ask questions to. CONVENIENT CHATBOTS
  79. 79. 79 CONVENIENT CHATBOTS UK: Domino’s has launched a chatbot called Dom that allows customers to order pizza directly from Facebook Messenger.
  80. 80. 80 CONVENIENT CHATBOTS Denmark: Bank Lunar Way has developed a Facebook chatbot that allows customers to check their balance via chat or even transfer funds between accounts.
  81. 81. 81 BEYOND CUSTOMER SERVICE Argentina: UNICEF has been training teachers to host classes online and respond to student questions via WhatsApp so that those in remote areas of Northern Argentina can access education.
  82. 82. 82 South Africa: SMS service MomConnect has launched a new Facebook Messenger chatbot, enabling users to chat with trained medical staff free of charge. BEYOND CUSTOMER SERVICE
  83. 83. 83 China: Panda Blood is a mobile platform on WeChat that helps patients find matching blood donors. BEYOND CUSTOMER SERVICE
  84. 84. 84 1. These platforms enable users to centralise information 2. They create user-generated content brands can harness 3. There’s growth potential in sectors where confusion or embarrassment are rife 4. A consistent tone of voice will be essential 5. Expectations around response times will increase WHAT DOES IT MEAN?
  85. 85. 85 THE SWEET HEREAFTER
  86. 86. 86 WHAT IS IT?
  87. 87. 87 The UK is the latest country to declare a sugar tax, signifying a growing challenge for European brands: namely how to deliver the future of sweetness going forward. WHAT IS IT? 87
  88. 88. 88 WHAT’S HAPPENING IN 2017?
  89. 89. 89 2018: UK INTRODUCES A TAX ON SOFT DRINKS >5g:100ml at a likely 18p per litre. >8g:100ml at a likely 24p per litre.
  90. 90. 90 RoI SUGAR TAX ON THE WAY IN 2018 October 2016 saw Minister for Finance Michael Noonan announce plans to introduce a tax on sugary drinks. The tax is being delayed until after Brexit to align the tax with that of the UK/NI to prevent cross-border purchasing of sugary drinks.
  91. 91. 91 Pure fruit juices and milk-based drinks will be excluded, as will smaller producers. FRUIT AND DAIRY 91
  92. 92. 92 AIMS OF THE TAX £5 bn Cost of obesity to UK’s National Health Service. £520 mn A year in revenue will go towards encouraging sports participation in primary schools.
  93. 93. 93 Beyond the UK, more and more governments are concerned about obesity’s financial hit on public health services and whilst they will be taking an interest in the levy’s effectiveness in health, more brands across Europe will consider this as a portent for a need to reformulate not just carbonated soft drinks, but other high sugar products in other sectors. WHAT NEXT?
  94. 94. 94 DATA
  95. 95. 95 SUGAR KIDS 5,500 Sugar cubes consumed per year by an average UK 4-10 year old. 22 kg Same weight as a five year old. SOURCE: PUBLIC HEALTH ENGLAND (PHE)
  96. 96. 96 A BIGGER EUROPE 30-70% Of Europeans by country are overweight. 10-30% The figures for obesity. 96 SOURCE: EU, WHO
  97. 97. 97 A BIGGER IRELAND 97 SOURCE: EU, WHO, HEALTHY EATING – IRELAND, DECEMBER 2016 74% Of RoI men and 56% of women are estimated to be obese or overweight by the WHO. BUT only 32% Of RoI consumers identify themselves as being overweight, while 5% identify themselves as being obese
  98. 98. 98 SOURCE: NATIONAL INSTITUTE OF PUBLI CHEALTH MEXICO WILL IT WORK? -12% Decline in sales of fizzy drinks in Mexico in the year after its introduction 10% Tax on sugar sweetened drinks.
  99. 99. 99 SOURCE: SOFT DRINKS – IRELAND, NOVEMBER 2016 WILL IT WORK? 57% Of RoI drinkers say that they would either cut back on or stop drinking sugary carbonated soft drinks if the price were to increase by 30c per litre. 15% Expect to stop drinking CSDs altogether.
  100. 100. 100 SOURCE: IRISH BEVERAGE COUNCIL WILL IT WORK? €60 The estimated increased cost to annual grocery bills that the Irish Beverage Council estimate the sugar tax will add.
  101. 101. 101 SOURCE: MINTEL CONSUMER DATA CHARTS; CONSUMER ATTITUDES TOWARDS SUGARS AND SWEETENERS UK JANUARY 2015101 CONSUMERS ACTIVELY REDUCING CONSUMPTION OF, OR AVOIDING SUGARY FOODS: 63% Poland 63% Spain 60% Italy 54% France and Germany 53% of RoI consumers note that they actively limit the amount of sugar they use (eg in baking, adding to tea/coffee)
  102. 102. 102 SOURCE: MINTEL CONSUMER DATA CHARTS102 “ARTIFICIAL SWEETENERS (EG ASPARTAME, SACCHARIN) DON'T TASTE AS GOOD AS SUGAR”: 30% Poland 22% Italy 29% Germany 27% Spain 25% France
  103. 103. 103 SOURCE: MINTEL CONSUMER DATA CHARTS, INNOVATIONS IN SOFT DRINKS - IRELAND - NOVEMBER 2015103 DEMAND FOR MORE PRODUCTS WITH NATURAL, LOW-CALORIE SWEETENERS (EG STEVIA): 31% Spain 17% France 26% Poland 25% Germany 23% Italy 34% of RoI consumers are interested in trying carbonated drinks that use natural sweeteners in 2015.
  104. 104. 104 SOURCE: MINTEL CONSUMER ATTITUDES TOWARDS SUGAR AND SWEETENERS UK JANUARY 2015 A “NATURAL” HONEYMOON 56% Of UK consumers agree that products high in natural sugar (e.g. from fruit) are still healthy. 51% Agree that products made from honey are better for you than those made with sugar.
  105. 105. 105 SOURCE: SOFT DRINKS – IRELAND, NOVEMBER 2016 SUGAR ANALYSIS 51% Of RoI consumers feel there is too much conflicting information on what constitutes a healthy diet. 76% Of RoI consumers agree that food and drink companies should be doing more to reduce the amount of sugar in their products.
  106. 106. 106 WHAT DOES IT MEAN?
  107. 107. 107 SOURCE: BRITISH SOFT DRINKS ASSOCIATION Mexico: “would you give them 12 spoonfuls of sugar? Then why would you give them a soda?” ran the sugartax campaign by the Nutritional Health Alliance. ACTIVISTS PRESS HARDER
  108. 108. 108 SOURCE: BRITISH SOFT DRINKS ASSOCIATION Rather than contest the legislation, they will downsize can and bottle sizes and reformulate with non-sugar alternatives. THE CDC REACTION 45% Of CSDs consumed in the UK are already low/no calorie.
  109. 109. 109 As a healthier alternative, we might see growing usage of sweeter-tasting Agave syrup, but this might be limited and short-lived due to the fact that is itself two-thirds sugar. SUGAR ALTERNATIVES 109
  110. 110. 110 110 With smaller producers exempt, this may provide opportunities for independent craft soft drinks producers to flourish – as Fritz Cola and Ali Cola have done in Hamburg, Germany and beyond – albeit in a market without a soft drinks sugar tax. CRAFT ALTERNATIVES
  111. 111. 111 111 It’s also going to prove difficult for brands to play the “natural” card when pushing alternatives, because plant-based sweetening ingredients like Stevia leaves have to be processed. A SIMPLE “NATURAL” ANSWER: WATER
  112. 112. 112 112 Finland extended taxes to confectionery and chocolate, but it will scrapped after the EU found it favoured domestic producers. The potential challenge for manufacturers of cakes, biscuits, sweets and ice cream would be far greater, because sugar is fundamental not just to taste but also to providing texture and bulk. OTHER SECTORS BEWARE 29% of RoI consumers note concerns over sugar content has seen them reduce their purchasing of chocolate between 2015-16. 28% of RoI consumers expressed interest in trying prepared meals formulated to contain less sugar.
  113. 113. 113 113 UK: the National Health Service (NHS) Sugar Smart barcode scanning app shows users how many cubes of sugar are in a product. ANALYSIS
  114. 114. 114 114 November 2016: South Korea is to restrict advertisements for 2,000 highly caffeinated food and beverages. NEXT?
  115. 115. 115 115 October 2016: on World Obesity Day the World Health Organization calls for further 20% taxes on sodas, sport drinks and 100% fruit juices. NEXT?
  116. 116. 116 WHAT DOES IT MEAN? 1. Short-term: good news for bottled water, fruit and milk-based drinks and “naturals” like honey and agave. 2. Whatever the rights and wrongs, it will get people thinking – and learning – about their sugar intake. 3. Brands are prepared, but Mintel’s data shows people are ready to cut down. 4. Medium-term: The WHO is pushing other countries to follow this lead and the cost of obesity to governments will force them to act. 5. Longer-term: concerns, cut backs and legislation may extend to other formats
  117. 117. 117 CULTURAL SOCIAL RESPONSIBILITY
  118. 118. 118 WHAT IS IT?
  119. 119. 119 WHAT IS IT? Public funding in Europe is in crisis, and yet the region contains the highest number of UNESCO World Heritage sites. In light of this, brands are stepping in to fund restoration and repair work.
  120. 120. 120 WHAT’S HAPPENING IN 2017?
  121. 121. 121 FUNDING CONCERNS €347 bn – €325 bn Drop in EU Cohesion Policy funding – which assists cultural heritage management – between (2007 – 2013) and (2014 – 2020). SOURCE: EU
  122. 122. 122 MIGRANTS - TENSIONS AND OPPORTUNITIES In 2015, net migration to Europe saw a population growth of 1.9 million persons. SOURCE: EUROSTAT
  123. 123. 123 DATA
  124. 124. 124 SOURCE: UNESCO124 Spain 45 42France 41Germany 51Italy UNESCO WORLD HERITAGE SITES IN EUROPE:
  125. 125. 125 SOURCE: EUROSTAT125 PERCENTAGE WHO ARE UNSATISFIED WITH STATE OF STREETS AND BUILDINGS 34% Rome 28% Athens 27% Berlin 27% Madrid 28% Dublin
  126. 126. 126 SOURCE: EUROSTAT126 PERCENTAGE WHO ARE UNSATISFIED WITH STATE OF STREETS AND BUILDINGS 20% Paris 17% Ankara 20% Warsaw 16% London
  127. 127. 127 SOURCE: MINTEL SPONSORSHIP IRELAND DECEMBER 2015; GET INVOLVED 72% Of Irish consumers say that sponsorships are only worthwhile if they give something back to the sport or community.
  128. 128. 128 SOURCE: MINTEL SPONSORSHIP IRELAND DECEMBER 2015 GET INVOLVED Of Irish consumers say that they would be more likely to use brands that sponsor local charities, teams or events. 48%
  129. 129. 129 SOURCE: MINTEL THE ETHICAL CONSUMER UK JULY 2015 SCEPTICISM RIFE 62% Of UK consumers agree that companies only act ethically when it benefits them.
  130. 130. 130 SOURCE: MINTEL THE ETHICAL FOOD CONSUMER UK JUNE 2015 TRANSPARENCY REMAINS KEY 52% Of UK consumers say that they would only pay more for ethical products if they knew where the extra money went.
  131. 131. 131 WHAT DOES IT MEAN?
  132. 132. 132 Italy: Rome launched a campaign to encourage people and brands to adopt and sponsor restoration works on the city’s historical statues, fountains, palazzos and archaeological sites. ADOPT A MONUMENT 132
  133. 133. 133 Italy: Milan’s Adopt a Spire campaign has seen support from big name Italian fashion brands including Roberto Cavalli, Gucci, Armani, Prada and Etro. ADOPT A MONUMENT
  134. 134. 134 Italy: Luxury jewellery brand Bulgari funded restoration works on Rome’s Spanish Steps. DIRECTLY FUNDING
  135. 135. 135 Italy: Underwear brand Calzedonia launched and funded a competition to find new ways to cover the Roman amphitheatre at Verona. DO IT TOGETHER
  136. 136. 136 Global: Converse's campaign Fix to Ride renovated and revived derelict skate parks. DIRECTLY FUNDING 136
  137. 137. 137 UK: Savse, a smoothie brand, teamed up with running community GoodGym to give a makeover to London’s rundown public spaces. DO IT TOGETHER
  138. 138. 138 WHAT DOES IT MEAN? 1. Brands will take centre stage as powerhouses of change 2. These projects offer an opportunity to engage with local residents and celebrate growing levels of diversity 3. Brands will need pick projects that closely align with their identity 4. Transparency and honesty will be key to set sceptical minds at ease
  139. 139. 139 ASCENDING AFRICA
  140. 140. 140 WHAT IS IT?
  141. 141. 141 WHAT IS IT? Africa’s rising GDP and improving infrastructure are making it an increasingly credible and powerful trading partner and Europe will start to buy in to and reach out to the benefits of Africa’s growing middle class and rapidly improving connectivity.
  142. 142. 142 WHAT’S HAPPENING IN 2017?
  143. 143. 143 MODERATE SUB-SAHARAN GROWTH +2.9% GDP growth in 2017, thanks to consumer consumption, investment, and government spending. +3.6% GDP growth in 2018. SOURCE: WORLD BANK
  144. 144. 144 IMPROVING INFRASTRUCTURE 2017: completion of the Mombassa-Nairobi section of the East African Standard Gauge Railway (SGR). 144
  145. 145. 145 x A NEW UNION The African Union (AU) has agreed on an all-Africa passport to remove visa restrictions. Diplomats will start using them in 2018. The AU is also formulating plans for a single African market.
  146. 146. 146 BETTER BANKING 2028: African Union nations are working towards the establishment of an African Central Bank and ultimately perhaps a single currency. 146
  147. 147. 147 2020 50% Of Africans will have access to smartphones with mobile broadband. SOURCE: GSMA
  148. 148. 148 SOURCE: MILLI MILLU FACEBOOK’S FREE BASICS April 2016: Facebook announces it is launching Amos-6 satellites to beam broadband internet to people across Sub- Saharan Africa. 148
  149. 149. 149 DATA
  150. 150. 150 150 THE YOUNGEST CONTINENT 65%Of the African population is under 35. SOURCE: UNITED NATIONS150
  151. 151. 151 AFRICA’S NEW “FOREIGN AID” $51.8 billion Estimated remittance flow to Sub-Saharan Africa from Africans living abroad in 2010. $43 billion The figure for Official Development Assistance (ODA). SOURCE: WORLD BANK
  152. 152. 152 INCREASED PRODUCTION +3.3% Annual increase in African cereal output (2000-13) – faster than any other region. SOURCE: UN FOOD AND AGRICULTURE ASSOCIATION
  153. 153. 153 LIFE LINE 10 million M-Shwari accounts in Africa. 50,000 Loans are made every day. SOURCE: COMPANY DATA
  154. 154. 154 SOURCE: THE ECONOMIST AFRICA’S MIDDLE CLASS 14% Of African households have annual incomes of $5,500 or more – a South African classification for “middle class”.
  155. 155. 155 WHAT DOES IT MEAN?
  156. 156. 156 SAMSUNG BUILT FOR AFRICA Samsung has created a line of appliances designed for high temperatures and humidity in areas where water and energy are limited, including Duracool Refrigerators and Ecobubble SCOUT washing machines.
  157. 157. 157 DEMYSTIFYING AFRICAN BEAUTY 06 September 2016 - South Africa: L’Oréal has launched a new Research and Innovation Centre aimed at better understanding the unique properties of different African hair and skin. SUPPORTED TRENDS: SERVING THE UNDERSERVED
  158. 158. 158 CONSUMERS: COFFEE 1 kg per capita Coffee consumption in Africa. 15-20% Annual growth in coffee consumption in Kenya. SOURCE: GHANAWEB; GAIN
  159. 159. 159 FAST-CASUAL AFRICA Starbucks Corporate has secured a licensing deal with Taste Holdings Limited to open up Starbucks cafés in South Africa and other fast-growing African economies. SUPPORTED TRENDS: EXTEND MY BRAND
  160. 160. 160 CONSUMERS: GUINNESS 31.4% Africa’s share of global Guinness sales. $538 billion Annual sales of Guinness in Nigeria. SOURCE: DIAGEO
  161. 161. 161
  162. 162. 162 SOURCE: MINTEL CONSUMER DATA CHARTS 2016 “I PREFER TO TRY MANY DIFFERENT TYPES OF BEER BRANDS”: 64% Poland 60% Italy 52% France 50% Spain
  163. 163. 163 Teff is a high protein, gluten-free grass native to Ethiopia and Eritrea. It is used to make Ethiopian Tella beer and Iniera flatbread. PRODUCTS: TEFF 163
  164. 164. 164 SOURCE: THE ECONOMIST EXPORTS: FLOWERS 30% Increase in exports to 137,000 tonnes (1998-2014). Of Europe’s cut flowers come from Kenya. x12
  165. 165. 165 INCREASED INGREDIENTS +41% Increase in food and drink product launches citing African ingredients (2001-15). SOURCE: MINTEL GNPD 3% of RoI consumers have bought African style prepared meals in the three months to August 2016.
  166. 166. 166 Consumers are interested in buying sweet biscuits made with non-wheat grains (e.g. spelt, amaranth). 39%of Germans 51%of Italian PROVENANCE POTENTIAL 37%of Spanish SOURCE: MINTEL
  167. 167. 167 SOURCE: MINTEL CONSUMER DATA CHARTS 2016167 65%France and Germany 67%Spain and Poland “I LIKE TO TRY NEW TYPES OF CEREAL/SNACK/ENERGY BARS” 63%Italy
  168. 168. 168 PROVE THE PROVENANCE 48% Of UK consumers would only pay more for ethical products if they knew where the extra money went. Of UK 25-34s say companies ethics and behaviour have an impact on their purchasing decisions. 52% SOURCE: MINTEL THE ETHICAL CONSUMER UK JULY 2015168
  169. 169. 169 US: Kashi (Kelloggs) has launched Teff Thins. GNPD: 4347153 PRODUCTS: TEFF 169
  170. 170. 170 PRODUCTS: BAOBAB UK: Aduna’s Baobab powder can be added to smoothies and breakfasts and is directly and responsibly sourced from and processed by small suppliers via its local partner ORGIIS. 170
  171. 171. 171 PRODUCTS: INGREDIENTS Kalk Bay Foods’s Source Africa range is a collection of sauces, condiments, jams, tea and cook’s salt.
  172. 172. 172 GOURMET AFRICAN CHOCOLATE Tanzania: Chocolate Mamas luxury artisan 100% African chocolate uses local sugar and recycled maize packaging. SOURCE: CHOCOLATE MAMAS172
  173. 173. 173 PRODUCTS: ROOIBOS Rooibos is a bush used to make a caffeine-free red tea, that is claimed to cure headaches, insomnia, asthma, eczema and even premature ageing. 173
  174. 174. 174 PRODUCTS: SOAP South Africa: Khulu Soap uses traditional African herbs and distributes worldwide.
  175. 175. 175 FASHION FACTORIES The ASOS Africa collection is produced in Kenya, supporting the work of the SOKO clothing manufacturing workshop. For every item sold, ASOS donates $9 to the scheme. 175
  176. 176. 176 FASHION HOUSE South Africa: Maxhosa By Laduma is a knitwear collection inspired by the aesthetics of amakrwala – young Xhosa who are prescribed by tradition to dress in dignified formal clothing for six months after their manhood initiation. The lines are for sale in Japan and the UK.
  177. 177. 177 RUN LIKE A KENYAN July 2016: Enda is a crowdfunded social enterprise working with reebok designer Birdhaus that has created the world’s first “Kenyan running shoe”, for the us market, using local materials.
  178. 178. 178 WHAT DOES IT MEAN? 1. Despite challenges, Africa’s economy, connectivity and self-sufficiency is growing. 2. The emerging Middle Class is open to European products and global brands, but these will work best when given some African regional authenticity and roots. 3. Authenticity and ethics appeal to European consumers, creating export potential for African products and ingredients. 4. African specialities and expertise in fashion, fitness, health and beauty can yield new markets. 5. Greater trade is both a commercial opportunity and moral duty.
  179. 179. 179 AIRPOCALYPSE NOW
  180. 180. 180 WHAT IS IT?
  181. 181. 181 WHAT IS IT? Air pollution is harming us right now and consumers will start investing more in pollution protection products, whilst brands endeavour to be part of the solution, not the problem.
  182. 182. 182 WHAT’S HAPPENING IN 2017?
  183. 183. 183 TAKING STOCK POST PARIS Ahead of the first statistical stock take in 2018, European governments will start implementing some of the actions called for by the Paris climate summit.
  184. 184. 184 184 URBAN GREENING Paris has banned cars registered before January 1997 from the city on weekdays and is working towards a 100% ban on diesel vehicles in the city by 2020. 48% of RoI drivers cited being diesel as a key influence when buying a car, compared to 15% who cited petrol.
  185. 185. 185 2025 100%Ban on sale of all fossil fuel- based cars in Norway.
  186. 186. 186 THE BIG SMOKE London: a proposed £10 emissions surcharge on pre-2006 vehicles isn’t enough: environmentalists want a ban on diesel vehicles.
  187. 187. 187 LOBBYING POWER Greenpeace is publicly lobbying the London Mayor and UK Prime Minister to act faster to counter urban pollution. 187
  188. 188. 188 188 CONSUMERS SEE THE SIGNS +25% More incidences of age spots on citizens cheeks, after just a 10 microgrammes increase in NO2 per cubic metre. SOURCE: LEIBNIZ RESEARCH INSTITUTE FOR ENVIRONMENTAL MEDICINE.
  189. 189. 189 DATA
  190. 190. 190 SOURCE: EUROPEAN ENVIRONMENT AGENCY KILLER POLLUTION 400,000 Deaths caused by pollution in Europe every year.
  191. 191. 191 SOURCE: SANTÉ PUBLIQUE FRANCE GALLIC FUG 48,000 People killed by air pollution in France each year.
  192. 192. 192 SOURCE: KING’S COLLEGE LONDON LONDON PALLING 4,000 Londoners killed in a few weeks of the ‘great smog’ of 1952. 9,500 Londoners killed each year due to pollution in 2015.
  193. 193. 193 SOURCE: WORLD HEALTH ORGANISATION 2016 SMOGGY EMERALD ISLE 681 People died in Ireland during 2012 because of air pollution related issues. 15 people per 100,000. In May 2016 the WHO named several Irish towns/ cities as breaching air pollution safety levels. Including Longford town, Armagh, Bray, Belfast, Derry, Galway and Dublin.
  194. 194. 194 SOURCE: POLLUTION INDEX DIRTY EUROPE 77.2 Pollution index for Turin – the third worst in Europe. 70.5 Barcelona at #5.
  195. 195. 195 SOURCE: INTERNATIONAL TRANSPORT FORUM KILLER CARS 23% Of global greenhouse gas emissions are caused by transport.
  196. 196. 196 SOURCE: KINGS COLLEGE LONDON KILLER CARS 40,000 More than deaths caused directly from road accidents. Lives cut short each year in the UK by air pollution. 20x
  197. 197. 197 CHINA: A VIEW OF THE FUTURE 70% About PM2.5 (#2). Of Chinese are “very concerned” about water pollution (#1). 61% 58%About vehicle exhaust (#3). SOURCE:MINTEL MARKETING POLLUTION- PROOF PRODUCTS CHINA AUGUST 2015
  198. 198. 198 SOURCE: MINTEL MARKETING POLLUTION-PROOF PRODUCTS CHINA AUGUST 2015; 3,000 INTERNET USERS AGED 20-49 CHINA: A VIEW OF THE FUTURE 83% An air purifier. Of Chinese consumers have bought a mask. 58% 57%A water purifier. 198
  199. 199. 199 GREEN AND TECH PROTECTION 52% Check the air quality index. Of Chinese consumers say they “place plants around me” to counter pollution. 33% SOURCE: MINTEL MARKETING POLLUTION- PROOF PRODUCTS CHINA AUGUST 2015
  200. 200. 200 BEAUTY PROTECTION PURCHASES 28% Haircare products with anti- pollution claims. Of Chinese consumers have bought skincare products with anti-pollution claims. 24% Source: MINTEL MARKETING POLLUTION-PROOF PRODUCTS CHINA AUGUST 2015; 3,000 INTERNET USERS AGED 20-49
  201. 201. 201 EAT YOURSELF CLEAN 45%Of Chinese consumers consider food therapy as “very useful” in terms of pollution-proofing. SOURCE: MINTEL MARKETING POLLUTION PROOF PRODUCTS CHINA AUGUST 2015
  202. 202. 202 SOURCE: MINTEL CONSUMER DATA CHARTS ENVIRONMENTAL PROTECTION Consumers agreeing that the environment (e.g. pollution) affects skin: SOURCE: MINTEL CONSUMER DATA CHARTS 41% France 37% Italy 35% Germany 28% Spain
  203. 203. 203 WHAT DOES IT MEAN?
  204. 204. 204 POLLUTION PROTECTION PRODUCTS August 2016, London: Elizabeth Arden uses live pollution data to promote the benefits of its Prevage City Smart Hydrating Shield SPF50 product.
  205. 205. 205 POLLUTION PROTECTION PRODUCTS April 2016, India: Dettol and Amazon launch a protective air mask.
  206. 206. 206 POLLUTION PROTECTION PRODUCTS China: Mila is a shanghai-based start-up that lets consumers rent smart air purifiers for a monthly subscription fee. 206
  207. 207. 207 URBAN GREENING Moscow: city planners are to plant 3,000 trees along ‘garden ring’, a road that circles the centre of the city. 207
  208. 208. 208 TREE PLANTING IN IRELAND The Tree Council of Ireland & Tetra Pak in October made 1,000 Rowan tree saplings available to Irish school children through the website, www.treeday.ie. 208
  209. 209. 209 POLLUTION BEAUTY PRODUCTS London: Iluxe Organics has opened a pop-up hair salon that offers a detox hair treatment and blow-dry to deep cleanse polluted hair. 209
  210. 210. 210 TESLA MODEL X $64,100 On single charge. Starting cost. 466 km 11% of RoI drivers are cited being a fully electric as a key factor when buying a car in the future.
  211. 211. 211 ELECTRIC EINDHOVEN 03 October 2016 – Netherlands: Employees of the Dutch bank ABN Amro in Eindhoven are set to exclusively use shared electric vehicles instead of company cars. SUPPORTED TRENDS: WHY BUY
  212. 212. 212 GREENER DELIVERIES Foodservice: expect more initiatives like on- foot pizza delivery from London’s Sodo – live streamed by periscope.
  213. 213. 213 ANTI POLLUTION ART ADVERTISING Madrid: Shiseido’s Titanium billboard eliminates Carbon Dioxide, Methane and Nitrogen Oxide, equivalent to 1,000 trees. 213
  214. 214. 214 ANTI POLLUTION ADVERTS Green City Solution’s CityTrees are vertical gardens that do the work of 275 trees by inhaling pollution and have been installed in Germany, Norway and Hong Kong. They double as advertising hoardings with NFC and beacon technology.
  215. 215. 215 ANTI POLLUTION CONSTRUCTION Australia: Flinders University has created red polymer bricks that absorb Mercury pollution. 215
  216. 216. 216 ANTI POLLUTION CONSTRUCTION Alcoa’s Titanium Dioxide-coated Aluminium called Reynobond with EcoClean reacts with sunlight to decompose air pollutants in to harmless particles. These panels are 5% more expensive than standard, but save on maintenance costs. SOURCE: MINTEL
  217. 217. 217 ANTI POLLUTION PACKAGING The Body Shop is working on turning greenhouse gasses in to in to packaging lids, in order to reduce its use of oil-based plastics by 70% by 2020.
  218. 218. 218 OCEAN PLASTIC Adidas is supporting non profit Sea Shepherd and has made a sample shoe knitted together from recycled fishing nets.
  219. 219. 219 EAT YOURSELF CLEAN We’ll see brands positioning “superfoods” as immunity boosters, as well as others championing their pure sourcing from unpolluted areas, which is standard for bottled waters, but beginning to emerge in sectors like fish and meat . 219
  220. 220. 220 PURE, UNPOLLUTED PROVENANCE LABEYRIE GRANDE TRADITION FUMÉ D’ ÉCOSSE IS MARKETED AS BEING SELCTED FROM SITES KNOW FOR THEIR QUALITY OF WATER. 220
  221. 221. 221 WHAT DOES IT MEAN? 1. European Governments, activists and consumers are becoming more aware of and concerned about pollution. 2. Asia’s protection market signifies the products Europeans will buy into. 3. Beauty is at the vanguard but ‘eat yourself clean’ foods can follow. 4. Pollution protection brands will also look at anti- pollution construction, advertising and packaging materials. 5. Anti-pollution products to be marketed as savvy and stylish.
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  223. 223. © 2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com RICHARD COPE rcope@mintel.com @Richard_Mintel

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