Wennstrom’s Four Factors

21
Sep

How to Avoid the 4 Biggest Mistakes in Nutrition Marketing The health trend is no longer a health trend—it’s the re-definition of the food market to a market for nutrients—and the purpose of foods is to get consumers the right nutrients. The shift is fundamental. Consumers are shifting from counting calories to

24
Aug

Join Sam Waterfall at this year’s Vitafoods Asia and discover how you can stand out from the crowd in the complex Asian markets and escape the New Product Abyss. On 1 September Sam will be presenting: How you can avoid the four biggest mistakes in nutrition marketing by learning the

14
Apr

Sam Waterfall to Present at "Food Vision Asia” in Singapore to Explain How To Stand Out and Win When Launching Products into the Complex Asian Markets.   At a time when growth in Asia’s food and nutrition industry is outpacing the rest of the world, the first ever "Food Vision Asia" will look at strategies for market entry and expansion

14
Apr

It's almost that time of year again and HMT will be back at the Vitafoods Europe arena to bring you the latest in our research findings and giving you another opportunity to take part in our FourFactors introductory training session: How to avoid the four biggest mistakes in

14
Mar

Simple Beginnings – How the Food & Beverage Market is Starting in Cambodia

In this video, HMT Senior Consultant, Sam Waterfall reports from Siem Reap in Cambodia. He finds a Food & Beverage industry in its infancy but with products already positioned on all FourFactors. Cambodia is the 60th market

14
Mar

Why Your Education & Training should be Cross-Functional

Another thing Asia is doing well these days, is large-scale training events. While mega-scale events for the likes of Herbalife distributors are held in stadia and attract audiences of 15,000 and beyond, it’s not uncommon for regular corporate training events to cater for 150 or 200 plus. The numbers alone are not

02
Feb

Don’t Launch Your NPD into the Asian Abyss: Here’s How to Check Before You Step.

Are you about to launch a new Food, Beverage or Supplement product in 2016? Do you know that the failure rate of new launches in this category exceeds 80%? That’s right: Only 2 in 10 launches this year will still be on the shelves 12 months later. When it comes to product launch, the populous markets of Asia are an appealing target.

02
Feb

Africa: The Next Frontier for Healthy Food Brands

Last September, the HMT were in Lagos.. the second time in twelve months. The traffic was as heavy, the crowds in the roadside open market as busy.. what was different was a lift in the mood of the common man, the taxi driver, the shopkeeper. For after a change in political leadership through a free and fair election, Nigerians were

10
Nov

Welcome to the era of nutrition. These are the FourFactors for Brand Success

Consumers are shifting from counting calories to looking for the right nutrition. This is why you have to say goodbye to Food Marketing and start to learn the basics of Nutrition Marketing. When Kellogg’s CEO John Bryant told investors that one reason for the decline of the cereal category is: “I think consumers are changing their views on weight management from

10
Nov

HMT goes all in at FiEurope to help you out with your 2016 innovation challenges!

HMT will go all in at Fi Europe this year with a series of specialised talks and innovation sessions crafted for FiE to help you prepare for your 2016 innovation challenges and opportunities ahead. Starting with the Fi Conference we will be talking on topics ranging from: • Meeting consumer

14
Oct

Energy re-discovered – How to boost trust with Millennials

By Maja Stefanovic Although present on the beverage market for quite a while, the popularity of energy drinks doesn’t seem to be showing signs of slowing down any time soon. Statistically, the consumption of energy boosters such as Monster or Red Bull has kept, if not increased its level. However, a pattern has been emerging - one that could have great impact

12
Oct

Sex sells (food)…. Or does it?

By Melissa Chung The age-old adage “sex sells” has been proven for decades in the marketing of all sorts of products, food and beverages not being the least an exception. The heady mix of two primal urges – food and sex – has got tongues wagging and caught many an eye for brands

12
Oct

This is how you innovate like a challenger brand

(Or why you must challenge yourself before someone else does it.) When start ups and challenger brands are taking a bigger and bigger bite of the nutrition market then whether you are a challenger yourself or part of the established industry you must start every new innovation project by challenging yourself “in the

08
Oct

Private Labels: Tomorrows Co-Innovation Power

By Per Sundelin It’s not the first time we conclude that private labels are game-changers in the food & beverage industry. I trust you agree that this will not be the last occasion either. Some unfolding developments are interesting to observe. U.K. serves as a reference market for retailer’s own brands in many aspects,

19
Aug

HMTs Growth Market Book celebrates its first year. Here are two vital learnings from our global practice

It is little over a year now that we at the HMT put together our leanings from the emerging markets and wrote the Four Factors for Success in Growth Markets. We have continued to work with many brands and businesses in growth markets in the last year and our

13
Aug

Don’t Launch Your New Product In Asia Without Applying This Test

By Sam Waterfall Everyone knows Asia's hot right now but it's also a hot bed of marketing and innovation mistakes. Companies are launching expensive failures. HMT has been invited inside many of the region's leading innovators and has been working out what it takes to join the 20% of winning launches that will survive and thrive on the shelves beyond the

04
Aug

Vitafoods Asia: How to position your brand for success

It’s a well-established fact that over 80% of new product launches will be delisted from retail shelves within 12 months or less. Meanwhile, the market is fragmenting in ways that few understand, fuelled by changing business channels and emerging technologies, and start-ups are riding this wave of change leaving established players lagging behind the innovation curve. So whether you’re trying

02
Apr

This is the reason why 8 out of 10 new innovations fail

If eight out of ten new products fail then there must simply be a major mismatch between consumers and producers. Research into the reason for failure When I created the FourFactors® of Success over ten years ago it was based on analysis of what factors make consumers buy brands in nutrition, health and wellness. The factors are about Need the product, Accept

17
Mar

If you’ve been following HMT for any length of time, or if you’ve attended our workshops, master classes or if you’re a FourFactors® Insider at FourFactors.com, then you’ll know that we’re big fans of Up&Go. Australia’s original liquid breakfast has long been the poster child of the FourFactors® concept development approach. In a nutshell, that’s because the on-the-go

17
Mar

Functional Food Flying High

“Ladies & Gentlemen. This is your Captain speaking. The next take off will be a seriously effective in-flight drink.” In recent years we’ve seen a trend away from functional foods towards more natural products. There have been multiple causal factors driving this trend including food scares, the trend towards natural labelling on

09
Mar

Consumer mind shift is hitting mass-market brands: From counting calories to looking for the right nutrition.

When Kellogg’s CEO John Bryant told investors that one reason for the decline of the cereal category is: “I think consumers are changing their views on weight management from ‘reduce calories’ to ‘nutritious foods’.. Then it clearly means that the nutrition trend has reached the mass market and it’s hitting mass-market brands like Kellogg’s and whole categories like cereals and soft

01
Mar

FourFactors® Works on Six Continents

When HMT consultants meet with new clients and brand owners around the world, one of the first questions we get asked is “Does the FourFactors® work everywhere?” Well we’re still working on a definitive answer to that question, but all we can say is that we’ve tested Peter Wennström’s methodology in over 60 different countries and we’re yet to discover

02
Feb

Coke Got Milk!

By Per Sundelin The iconic ‘Got Milk’ campaign retired in 2014, but look whose now got milk as an engine for Business Growth. I spent the last odd years working with food in different shapes, forms and locations. Adding them up is a bit scary, since it getting close to 25… I started as a sales rep for Marabou (today Mondelez), selling brands

25
Nov

Do you want to increase your chances of success in 2015?

If you´re satisfied with a 20% chance of success with your next launch then you should continue with your current agency but if you have higher aims then you may consider reading this…   Once again AC Nielsen publishes a report stating that 8 out of 10 new products fail. And once again I ask myself … why should you be satisfied

09
Sep

Understanding the psychology of markets

Target your growth market consumers with empowering health and wellness benefits that enable them to do more, be more and get more out of life! A growing economy creates a psychology of growth. To fully understand that psychology and its impact on consumer attitude to nutrition, health and wellness, we must put the growth market in to a historical perspective. We

05
Aug

Four pillars to support your pathway for growing category value in Emerging Markets.

A common mistake we have seen by western FMCG companies entering into emerging markets is not investing in building nutritional relevance for their brands. Many consumers in these growing economies still experience nutritional shortages, either for themselves or for their parents and will look to brands for genuine

30
Jul

Special Discount for World Juice Pre Conference Masterclass

How to Increase the Success of your Next Juice Product Launch un Nutrition, Health & Wellness After a successful masterclass before last year's World Juice conference, HMT are delighted to have been invited back to run another pre conference Masterclass at WORLD JUICE

02
Jul

NEW Book! “The FourFactors® for Growth Market Success”

The challenge: The emerging markets of Asia, Eurasia, LATAM & Africa are now the growth markets – but how do you win? What are the rules for success? The answer: The new book “The FourFactors for Growth Market Success: How to innovate successful brands in growing economies”, will lay down the simple rules for success - the dos and the donts

17
Apr

Moscow FourFactors Masterclass- Accelerate and Stay Ahead!

Discover how to accelerate your food & beverage innovation and stay ahead at the ever-popular FourFactors® of Success Masterclass. The FourFactors® is today the globally leading best practice based model for success in food and health marketing and branding. HMT have applied the FourFactors® in 50 countries across all relevant food and beverages categories in five years. The strength of

28
Mar

4 Ways To Harness Global Trends To Accelerate Your Brand Growth

Are you benefiting from the free boost the right trends can offer your business? If your inbox is anything like mine, Mondays and Thursdays bring a weekly influx of (supposedly) 'new' trends. Call it "trend spotting" or "Cool Hunting" or anything you like, but how can you actually apply trends to accelerate your brand growth? At HMT, we are privileged to