What makes 10 Key Trends so useful?

10 Key Trends is a practical guide to the trends that will drive long-term growth in the food & beverage industry – and how to use them successfully in your own business. We explain what is happening – the key consumer trends shaping our business – and how you can act on them. It’s a practical guide to strategy, giving you the depth you need to develop your own ideas, evaluate your product development choices and make well-informed decisions that maximise your chances of success. Because success does not come from simply choosing a high-ranked trend, it comes from your strategy.

Our practical “how to” focus means you get:

• Well-informed opinions, clearly expressed – and we’re not afraid to be honest if we don’t think there’s a growth opportunity – and backed up by information, data and consumer research
• More than 150 mini case studies of brands in the US, Europe & Asia
• A unique strategy toolbox 
• The choice of PDF and/or PowerPoint formats so you can easily use the information inside the report in your own presentations.

What's inside?

1. The trends – and where they are heading

We set out the most important long-term growth trends, explain why they matter, and forecast their direction of travel for the next five years. For each trend, we show:

• whether it will grow, and why
• how much it is likely to grow, and why
• whether it is higher risk or lower risk

2. Your strategy choices

For each trend, we show:

• which strategies companies are following, why, and how successfully, illustrated with mini case studies of brands in the US and worldwide;
• which strategies are higher risk and which lower risk; 
• which have become established paths for companies and which are emerging opportunities. 

3. Strategy toolbox to turn trends into products

• The four most common approaches to innovation in the food & beverage business – we show which paths were taken by the brands in the report. 
• The consumer lifecycle – identify the right strategy for your target consumer
• How to tap into the growing diversity of consumer beliefs about health.