Page 54 - The Five Forces of Everything

Mood Food

Curiously, people’s more anxious outlook might explain why
many of today’s most successful new products are more
hedonistic than healthy. In the U.S., the top three most
successful launches in 2018 were Kinder Joy ($124.4m), M&M’s
Caramel ($120.6m) and Oui ($100.5m).* In the U.K., the fastest
growing CPG categories include Alcoholic Spirits (+£329m), Lager
(+£227m) and Rolling Tobacco (+£195m)**
*Observed by IRI. Multiple outlets only. Excludes convenience channel.
**Observed by AC Nielsen. Total grocery.

And then there are foods specifically
designed to enhance people’s mental
state. In 2018, Mintel observed that 66%
of U.K. adults believe that what they
consume can impact their emotional
wellbeing. Paradoxically, surveys also
show that people’s willingness to
believe such claims is declining. Below the belt. The beauty brand that reduces
anxiety about body image.
That said, we believe that this will be a vibrant space for innovation
in the coming years. Products aimed at boosting self-esteem, mental
wellbeing and addressing wider social and environmental issues will continue
to arrive. From a beauty drink that promises to reduce hair loss (see below
image) to a beverage that promises mood enhancement.

To address consumer confidence
issues, sensory cues that help
people understand the benefit can
only increase in importance.

Left: Not shampoo. The beverage that is scientifically
proven to reduce hair loss and increase hair density.

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FORCE #4 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS