Page 80 - The Five Forces of Everything

changing in the health space. In 2018,
MINTEL observed that 42% of British
consumers are interested in personal diet
PASSPORT FACTORS This future has already arrived in Japan, where
plans based on their DNA.

Nestlé, the world’s largest food company, has signaled
its strategy to get more personal by investing in artifi cial
The Five Forces represent macro dynamics affecting consumer intelligence, DNA testing and an app to harvest people’s

behavior today. Beyond these, we offer three universal factors obsession with Instagramming their food. 100,000 users
that should guide any execution. already receive lifestyle advice and specially formulated
supplements based upon the pictures they send. The program can
cost $600 (£463) a year for capsules that make nutrient-rich teas,
Authenticity smoothies and other products such as vitamin-fortifi ed snacks.
With trust in brands more fragile than in past times, manufacturers are Achieving a more personal relationship with customers can take many
placing more importance on authenticity. forms, and must involve a deeper understanding of people’s emotional
and functional needs across tightly defi ned occasions.
A great back story and naturally set packaging are no longer enough for
today’s discerning shoppers. They seek evidence of genuineness, integrity Convenience
and meaningful distinctiveness.
While there is increasing demand for more meaningful moments from
We believe that authenticity is a touchy, feely, sensory thing. brands, convenience remains an important consideration. However,
Unlocking sensory cues that fulfi ll your promise to the consumer in a people’s expectations of convenience are shifting. People are looking for
tangible way. Think of it as the fi nal 5% of product engineering – that small more involvement with their food. This may involve greater fl exibility,
physical detail that punches above its weight. creativity and customization.
Personalization PEPSICO understands this and has launched Quaker’s Overnight Oats, a

Against a tide of homogeneity, range that off ers interaction - but without
people are demanding something much physical eff ort. That said, those who
more personal. This can take want to create an Instagram-ready breakfast
many forms, from a proliferation can go right ahead!
of options like Estee Lauder’s
42 Shades, to a yoghurt that
lets you add the granola
yourself.

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FIVE FORCES OF EVERYTHING People’s expectations from brands are also