The Mind of the Flexitarian Consumer
The consumption and production of animal proteins (i.e. meat and dairy products) are one of the most environmentally harmful food products. Despite this, the meat consumption is rising globally. However, the number of flexitarians is increasing as well. But on which motives and perceptions do flexitarians base their food choices? How can we understand the […]
We are now officially launching HMT Creative as an extension of our services
This turns HMT into a one-stop-shop agency for international brand building in food and health. We take you from consumer trends to market entry strategies; from brand positioning to brand communication and design including advice on nutritional labeling and claims.
Why are healthy agers so hard to catch?
The key to understanding healthy agers - understanding the myriad factors consumers must balance when considering ‘healthy ageing’ is the way to develop effective products and communication strategies.
(Published on Vitafoods insights)
This is NOT another Plant-Based webinar. It is about the Future of Food
On the 19th of May, we co-hosted this webinar together with the market experts Gira. Did you miss it? No worries, you find the Webinar Recording here. About the webinar: Our ambition is to combine our joint global market and consumer insight expertise to give you the bigger picture beyond Plant-based and support you in how to deliver sustainable […]
The 4 Rules for a Lifestyle Brand
Rules of play on building a strong Lifestyle brand à la Oatly - win the lifestyle consumers and cut through the clutter!
Oatly’s repositioning story:
the 3 secrets behind the brand success
Did you know that Oatly was a brand that was initially playing in functional foods? In 2012 HMT Repositioned Oatly, setting the base for a Oatly to grow into a successful global brand. Oatly shows a great example that success doesn’t come by chance. It starts by the creation of a solid strategic platform. We will show you how we helped Oatly with their repositioning and how this approach can help YOU.
Peter Wennström guests Vitafoods Insights’ Podcast – Pandemic accelerates healthy ageing market opportunity
Peter Wennström shares his insights on the topic and why he believes the pandemic is a Game Changer in terms of accelerating interest in supporting lifelong wellness.
Nutritional Myths’ Role in Accelerating Trends
Trends accelerate, whereby trends shift from being a lifestyle niche towards the new normal in the mass market. The speed with which trends accelerate depends on many factors, with the COVID-19 outbreak being a great example of how rapidly this can happen.
It appears that nutritional myths play a crucial role in accelerating trends, as they can provide consumers with the emotional comfort they seek in such uncertain times.
Curious to know more?
Meet at the crossroads: How to hit the market running with on-trend innovations
NutraIngredients published a great article by Nikki Hancocks about our annual Global GameChangers 2021 Report: 'Fast Forward to the Mass Market'
Join our free webinar “Plant-based…so what?”
Join our free webinar on Wednesday the 10th of March to learn where to play and how to win in the fast forwarding plant-based market by understanding the consumer triggers and barriers.
Plant-based Food: The Evolution of a Trend and Marketing in the Mainstream
Cultural analysis from HMT ConsumerLab in collaboration with Lund University
by Svea Anstis