Page 72 - The Five Forces of Everything

ILLUSTRATIONS

THE ENERGY CRISIS Besides small insurgents, global players are also maneuvering towards
cleaner energy sources. Mondelēz observes that snacks made from nuts
and seeds are growing rapidly. PepsiCo is partnering with brands like Gryo,
TOWARDS CLEANER SOLUTIONS off ering plant and insect-based energy solutions. Unilever recently signaled
its faith in cleaner energy with the acquisition of Graze snacks, too.
A recent survey* of over 17,000 consumers across 23 countries
observed that ‘energy levels’ is one of today’s biggest health With rising levels of concern about sugar, innovation in the clean energy
concerns, replacing ‘weight’ at the top spot in many geographies, space could be very lucrative. To succeed, products must not only be
including Europe. liked, they must deliver effi cacy that is felt - with built in sensory signals
that convince consumers the proposition is working.
With people moving away from artifi cial foods, and even talk of new
regulations for the sale of traditional energy drinks, manufacturers are Only the fi ttest survive, after all.
increasingly looking towards more natural energy sources in a range of
diff erent formats. *Observed by Royal DSM, May 2019

One result is K2VITAL Energy Sports Gel, which signals
superior absorption and effi cacy versus traditional food
supplementation.

CLIF now markets organic energy food in pouches - a format
that underlines its athletic credentials.

Meanwhile in Denver, Colorado, Patterbar is a brand that doesn’t want to
have to tell its customers what an isotope is. It bases its energy proposition
on nuts and seeds, with ingredients such as organic virgin coconut oil,
gluten-free oats, organic fl ax seeds, ancient wholegrains, fresh ginger and
sweeteners from fruit only.
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FORCE #5 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS