Page 27 - The Five Forces of Everything

In future, expect consumers to take a
more holistic view over their choices,
where sustainability becomes a main
issue. Areas such as organic, transparency
and business ethics will continue to gain
relevance. In the U.K. for example,
ethical food sales are predicted to rise
by 17% to £9.6bn between 2019-2023,
according to Mintel.

Healthy Gut, Healthy Me
More holistic attitudes are not limited to the environment. The same lens
is being applied to personal health and wellbeing. Right now, gut health is
where the action is, and it’s generating a whole industry around fermented
foods - from kefi r to kombucha.

The science supporting gut health is compelling, which persuades us that
this is not another fad. A healthy gut not only promotes effi cient digestion,
it supports stronger immunity and happier mood – because up to 90% of
serotonin is made in the digestive tract. Brands playing in this space should
also consider fi ber and probiotics as reasons to believe.

The thing to remember here is that tomorrow’s
consumer will make less of a distinction between
what is good for them and what is good for the
planet. The conscious, holistic mindset is here
to stay and it’s important to be on the front
foot. With water predicted to become a scarce
resource, what are we doing now to limit its use
in manufacturing?

To help anticipate changes in consumers’ decision
criteria, it’s important to listen in to current
consumer sentiment. Social media
RX Bars are proudly transparent listening and online moderated consumer
by putting ingredients on the communities provide eff ective
front of their packs.
ways to stay one step ahead.
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FORCE #2 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS