Julian Mellentin, New Nutrition Business11.03.14
You will find many things described as trends. But the test of a trend’s usefulness is whether you can leverage it to create a new market or category, or boost sales volume or profit margin. Our trend analyses are based on these criteria. Below are the most important trends for 2015, including some that will be stronger in Asia or South America than in Europe or North America.
Trends don’t exist in isolation. As we will show, they interact with one another, and the most successful brands and ingredients are the ones that stack up against multiple trends. It’s your ability to position yourself at that confluence of a variety of consumer beliefs and wants that will make the difference between success and failure.
Naturally Functional
Not only does Naturally Functional remain the biggest trend, it is growing in importance every year and has become the key driver of innovation in health.
If you want to understand the continuing success of almonds as an ingredient (and a snack in their own right) as well as coconut water—from zero to more than a $1 billion business in the Wes
Trends don’t exist in isolation. As we will show, they interact with one another, and the most successful brands and ingredients are the ones that stack up against multiple trends. It’s your ability to position yourself at that confluence of a variety of consumer beliefs and wants that will make the difference between success and failure.
Naturally Functional
Not only does Naturally Functional remain the biggest trend, it is growing in importance every year and has become the key driver of innovation in health.
If you want to understand the continuing success of almonds as an ingredient (and a snack in their own right) as well as coconut water—from zero to more than a $1 billion business in the Wes
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