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As an official pre-Vitafoods Asia event on the 10th of September, the international brand strategy and innovation consultancy HMT, will demonstrate how to win in tomorrow’s market place in Asia. The masterclass will be held at Pan Pacific in Singapore and FourFactors® creator and HMT founder Peter Wennstrom, will together with his team of marketing and innovation experts bring you an understanding of how you can be the winner in the future landscape for food and health.

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“Science” & “technology” in food is today seen by many consumers as the health enemy, whereas “natural” food is considered as wholesome & healthy, leading to an almost demonization of science. This is unfortunate since food science will be needed in order to address the very serious global challenges that we are facing and to help us develop both more natural and healthier foods. So how can we turn this around?

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Two Nordic-based agencies within the market of food, nutrition and health – the Healthy Marketing Team and Invenire Market Intelligence Oy – join forces to accelerate consumer-centric innovation. Together their purpose is to run a collaborative program of masterclasses and workshops in the Nordic region, based on the FourFactors® model.

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Cultural differences between nations and continents have an impact on human behaviors, as stated by the Hofstede’s National Culture Theory, and is thus an important factors in consumer perception and behaviour. This spring, HMT intern Thanyathorn Wongnitchakul will investigate how the cultural differences between Europe and Asia is affecting the consumer perception of healthiness of cow's and plant milks.

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There is a new wave of engaged and convicted consumers, who's purchase choices increasingly are influenced by emotional, and almost “religious" beliefs, rather than facts and rational arguments. These consumers are not only convicted that their food choices are important for their own well-beeing; they believe that they can do good by the food choices they make, and they are not afraid to preach about their convictions to others. We call these consumers the "Disciples of the Church of Healthy Eating".

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