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November 2019

2020 Key Trend 8: Provenance & Authenticity

PDF: 28 pages

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People want “somewhere” more than they want “anywhere” – and demand is rising for products that connect to heritage and place. It’s an opportunity for big and small companies alike, with four strategies companies can follow.

Introduction
Mega Trend 1: Snackification at the heart of strategy
Mega Trend 2: Naturally Functional
Mega Trend 3: Fragmentation
Mega Trend 4: Sustainability
Key Trend 8: Provenance & Authenticity
Summary
Category opportunities
Fragmentation
Premiumisation
Strategy 1: Provenance from here, local & authentic
Strategy 2: Provenance from there – authentic and natural
Strategy 3: provenance, authentically made “in the style of”
Strategy 4: Provenance guarantees the benefit

Contents