Consumer Trend Tracker
In case you missed our July set of postcards here are the examples of new products from
around the world.
More information can be found at
http://www.bordbia.ie/industryinfo/publications/bbreports/pages/consumerlifestyletrends.
aspx
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tom.collins@bordbia.ie
Sub-trend: Time to Play- Co-Creation
Farm hands over decision-making to consumers, UK
A large working farm has been taken over for the first time by
web users across the world, who vote on every key decision
taken on its cattle, pigs, sheep and crops.
Up to 10,000 farming novices choose which bull to buy, which
crop to plant and which sheep to breed via the MyFarm
experiment in Cambridgeshire.
Kisim’s Facebook fans help design & name a new bag, Israel
Israeli fashion brand Kisim invited visitors to its Facebook page
to help design and then name a brand-new leather bag. The
company reached out to consumers and fans and walked
them through each step of the design process, brainstorming
everything from the bag shape to its colour, handles, and
closure and compartment options; and then voting on the
final sketches and bag name.
Co-creation is proving a valuable strategy for ambitious brands. Consumers enjoy being part of the
creative process and co-creation initiatives can deepen engagement with a brand. Brands are
gathering consumer input at every stage of the production process, and in some cases, handing
over almost total control to consumers.
Sub-trend : Peak Performance- Delivering healthy and fun
products to boost daily performance
Vitamin products to maintain energy throughout the day, Brazil
beauty’in’s range of vitamin products contains ingredients designed
to provide flavour, refreshment, pleasure and energy in one
product. The sweets and drinks combine essential nutrients and
vitamins and are aimed at busy, urban professionals looking to be at
the top of their game throughout the day.
Supercandy” with performance-enhancing ingredients, US
Each biodegradable package of SNAP Infusion Supercandy
contains a daily dose of B vitamins, antioxidants and electrolytes
delivered via patented “SNAP bead” microcapsules. The product
was created by well known personalities in the athletics industry
who have sought to provide snackers with a sweet that will
increase their ability to perform physically and mentally.
Despite their best intentions, many consumers continue to turn to unhealthy snacks that are high
in sugar, salt, and fat to counter energy dips, often because satisfying, healthy alternatives can be
more difficult to obtain. Brands are increasingly providing solutions to help consumers maintain
their energy levels which are similar to the ‘bad’ snacks that consumers would normally choose –
albeit, healthier, more nourishing versions.
Sub-trend : Expert Status- Offering easily accessible information
for aspiring experts
Smartphone tagging for wine expertise, US
Fine Wine Partners has launched Cellar Key, an online resource
for smartphones. By scanning a Cellar Key QR barcode necktag,
consumers can access information on wines in the company’s
portfolio. Aimed at people who want to know more about the
wine they are consuming, the tags appear in bottle shops,
catalogues, and on restaurant wine lists.
Wine reviews and meal pairing on the go, UK
WineFindr is a phone app that scans wine bottle labels and
automatically pulls up information on the vineyard and wine
region. The app also offers complementary meal suggestions and
provides price comparisons across national supermarkets.
As consumers seek to become more knowledgeable and discerning about the products they buy,
many are looking to brands for simple solutions to help them become experts. Brands are taking
advantage of the proliferation of smart phones to build platforms for information about their
products to enable consumers to learn about their categories and products more easily.