Page 15 - The Five Forces of Everything

IMPLICATIONS

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