By Julian Mellentin, Director, New Nutrition Business11.01.18
As brand owners, from Unilever and Danone down to the smallest and most entrepreneurial of startups, have found to their cost, no matter how smart your company is we are all at the mercy of trends. Our power to influence them is limited. Success comes from keeping an eye on the approaching waves, and if they’re right for your brand, catching them at the right time and successfully surfing them.
Personalization & Fragmentation
For consumers and businesses alike, this is a time of confusion and opportunity, as old health rules are overturned, new ideas emerge, old ingredients are reborn, and retail channels shift.
Consumer beliefs about what “healthy” means are fragmenting, and personalization is already an established part of consumer behavior, creating a wealth of opportunities. Drivers of the fragmentation of markets and consumers’ increasingly personalized choices include:
1. Loss of confidence in experts: People no longer see dietitians and health professionals as the experts on food and health. It isn’t surprising that consumers think dietary
Personalization & Fragmentation
For consumers and businesses alike, this is a time of confusion and opportunity, as old health rules are overturned, new ideas emerge, old ingredients are reborn, and retail channels shift.
Consumer beliefs about what “healthy” means are fragmenting, and personalization is already an established part of consumer behavior, creating a wealth of opportunities. Drivers of the fragmentation of markets and consumers’ increasingly personalized choices include:
1. Loss of confidence in experts: People no longer see dietitians and health professionals as the experts on food and health. It isn’t surprising that consumers think dietary
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