the only report that connects trends + consumer drivers + brand storytelling
As the world of food and nutrition is changing along with its consumers, you must adapt and find the right ways to tell and channel your stories.
Our 2020 report aims to help you tell the right story for brand success by connecting What, Why and How.
1. WHAT: Trends
We present 6 Global Gamechangers in the market for food and health that will lead to 6 NEW NUTRITION INNOVATION STRATEGIES each indicating the CHANGE between the old strategy and the new. This is coupled with 15 EMERGING TRENDS to demonstrate the NEW STORY TO TELL exemplified by BRAND EXAMPLES with links to their websites to inspire.
2. WHY: Consumers
We introduce the Gamechanger Consumer. The Emerging consumer who’s drivers are based on NEW LIFESTYLES shaped by technology and the connected society coupled by NEW BELIEFS generated by their search for identity in their online communities. Find the right narrative for your brand with our Believer segmentation complete with Storytelling guidelines
3. HOW: Brands
We take a closer look at GameChanger Brands, analysing brands narratives as examples of storytelling connected to GameChanger Trends and Consumers Beliefs Systems to show you HOW to make the health trends work for your brand.
（and get the 2019 report for free)
“You really find the areas you’re looking for” “Inspiration for our projects”
“I lead the open innovation so I am always looking for new information. What struck me the most was the fact that it was quite topical, you really find different areas you are looking for, other reports are quite general and it is hard to navigate in them. “
“It’s a specialised report .. concentrating on healthy segments..”
“It presents itself as a specialised report on topical areas and concentrating on healthy segment – wellness, probiotics, nootropics, which I am interested in.”
“Crystal clear structure..” “Easy to navigate..” “Very visual… examples were great..”
“The structure was crystal clear – 6 different Gamechangers, 19 trends – I understood that. I could navigate through it quickly – it was very visual which was great. Examples were great too, I could then use them as an inspiration for our projects.What also added the credibility was that the examples covered different geographies”
Rishi Deb, Twinings
Open Innovation & Tea NPD Lead
If you have any questions or difficulties in signing up please don’t hesitate to contact email@example.com.
New Brand Creation Start-Up
On a mission to create the perfect vegan protein snackRead More
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 […]Read More
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.Read More
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)Read More
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 […]Read More