Nourish：2019年食品饮料行业趋势报告（中译版）（30页）.pdf

1、The 2019trend reportRevealing the Why Behind the What in a Shifting MarketWelcome to our third annual Trend Report.Again this year,we focus on trends rather than fads.Whats the difference?Trends have staying power,they influence consumer behaviour and are likely to evolve,adapt,and join the mainstre

2、am rather than disappear.Fads quickly rise to prominence and just as quickly vanish when theyre found to lack substance.An example of a fad is the use of activated charcoal to colour ice cream and other foods black.This was called out as a“trend”by many reports but turned out to be little more than

3、a passing craze that has already come and gone.What powered it?In a nutshell,that pretty black ice cream cone looked amazing on Instagram!In the end,charcoal was more about great looks than great taste,and any possible functional benefits of a charcoal detox were soon debunked.To understand trends w

4、e need to understand the“why”behind the“what”,and to look at big picture macro forces to point us toward future opportunities for success.In the 2018 Trend Report,we borrowed a quote from The Great One to illuminate this approach.This year,we shift to Mario the Magnificent who rather humbly said,“Wh

5、en Im able to see the ice ahead of time,when I get the puck Im able to make some pretty good plays.”Knowing what direction to take when the opportunity comes puts you in control of the game.To fully understand the new developments were observing,its important to take a look back at our 2017 and 2018

6、 Reports,which continue to reshape the food industry and provide opportunities.The 2019 Trend Report2017 Trends Food with a Function,Naturally Occurring From Protein to Protein+Fibre Simply Made,Real Ingredients Take Me Halfway There Portability Made for Me Narrowing the Farm Gate to Dinner Plate Mi