Page 15 - The Five Forces of Everything
P. 15


 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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