The Healthy Marketing Team revealed details from its 2019 Global Gamechanger report, which highlights key trends that are poised to change the nutrition industry.
 
According to the report, a primary driver for innovation is the quest to feed the world in a healthy and sustainable way. 
 
HMT identified several critical questions driving change in the category, such as:

• What is the role of food for health and wellbeing?
• How will food resources be managed?
• How do we produce healthier foods that meet the different needs and demands of people on this planet?
• What is the role of nutrition science in leading these efforts?
• How can technology enable these changes?

HMT said each of these questions led to a Nutrition Innovation Strategy showing the way forward.
 
“The Global Gamechangers are major drivers that challenge many of our current beliefs in the industry,” said HMT Founder Peter Wennström. “They reach worldwide in impact and are forcing businesses in the nutrition industry to respond with new strategies in order to remain in the game. But for those who learn how to leverage these drivers there are vast opportunities in the market-place. Probably the first important step is to stop thinking food and beverages— and instead think nutrition!”
 
The report describes 19 trends connected to the Global Gamechangers, illustrating them with product and brand examples. In order to better understand how to leverage the trends for brand innovation, the report introduces The Gamechanger Consumers—the trend setters, whose trust you must win for your brand. This is a result of HMT ConsumerLab’s research cooperation with the University of Lund on the early adopter consumers “who will change everything.” The report will introduce the four different profiles of the early adopters with Do’s & Don’ts for how to bond with them through developing the right brand story.
 
The report also takes a closer look at some of the Gamechanger Brands. To understand the impact of trends on current business, it is critical to understand the role of Gamechanger Brands, who see it as their mission to change the game and bond with the Gamechanger consumer. The report gives examples of how they connect to a specific Innovation Strategy and bond with a specific Early Adopter Consumer segment.