Page 14 - The Five Forces of Everything
P. 14


                                    Texture Time

                                   In  the West, texture  typically  plays  a
                                   secondary  role in  food and  beverage
                                   innovation. In Asia, texture is as important as
                                   taste. With so much to play for, what could
                                   this opportunity look like in your category?
                                                                                           Aesthetic Imperative                     Ethnic Everywhere
                                   Texture  has become a key battleground  in
                                   the  coff ee  category.  Ready  to  drink  (RTD)        Presentation is everything. Glassware    Globally  inspired  fl avors
                                   innovation has been delivering more frothy,             is now as important as the beverage.     are breaking out of the
                                   foamy propositions to close the  gap  with              Personal confi guration is the antidote   world foods aisle.  Spices
                                   the coff ee shops. Meanwhile, Starbucks has             to mass. How can you help consumers      like  turmeric,  cardamom
                                   introduced  nitro-infusion  as well as lightly          add the personal touch?                  & cayenne  are  emerging  in
                                   carbonated and whipped products.                                                                 dairy, snacking and beverage
                                                                                           Weetabix (above) catered for aesthetic   categories.  How  can  your
                                                                                           personalization with a very successful   idea be spiced up?
       Bitter Beckons                                                                      campaign in the U.K.

       With manufacturers cutting sugar and salt levels, now is the time to
       invade  the  sensory  void  with  bitter,  sour  and  more  pungent  fl avors.
       Sharper. Hotter. Spicier.                                                                                                  Lifestyle Matters

                             Consider the  success of  Aperol. ‘The  spike  in                                                    Certain products have become
                             Aperol consumption is in line with rising demand                                                     markers of  people’s identity.
                             in the United States for herbal bitter liqueurs, or                                                  For  over  40,000  ‘hot  dudes’
                             amaro, more generally.” (The New York Times)                                                         on Instagram, hummus is life.
                                                                                                                                  How can your product become
                             Meanwhile,  Chupa-Chups has just launched  a                                                         part of a lifestyle identity?
                             number of ‘Extra Sour’ variants.

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       FORCE #1                                                                                                                          OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS
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