Nourish：2018年食品饮料行业趋势报告（英文版）（15页）.pdf

1、The 2018trend reportWhy we all need to look at macro forces to unlock future opportunities in the age of disruption.The 2018 Trend ReportWayne Gretzky said:“skate to where the puck is going to be,not where it has been.”Disruption is everywhere we look,and the pressure to identify opportunities is mo

2、re urgent than ever in a rapidly evolving market.Traditionally,market research was the standard tool for discovering trends.However,because its based on what the consumer said and did yesterday,its inherently backward-looking it looks to where the puck has been.Where will the puck be going?Study the

3、 macro forces.In order to unearth future opportunities,we study thenumerous macro forces in society that affect everyone;from consumer,to producer,from processor toretailer,from young to old,rural to urban.Here are some predictions that we made at the tail end of 2016,all of which became big in 2017

4、.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 Journey Mindful Consumption Food is Food,Across BordersThose trends continue to reshape the face of food,and you

5、can read about them in the 2017 Nourish Food Trend ReportThe 2018 Trend ReportThe Word of the Year in the food industry is“disruption”.Our 2018 Trend Report is broken down into 8 disruption categories,with many of the trends weve identified driven by the Millennial consumer.Now outnumbering boomers,

6、they behave significantly different from previous generations.They are also becoming parents,with increasing and diversifying spending power.How will this fascinating group change the world of food?Read on to find out.1.Disruption in the way we source and purchase foodThe generations of digital nati