Marketing trends, consumer trends, brand trends, 2011, 2012

 

NATURAL +/-

The consumer discovers that more natural food doesn't mean safer.
Securing the supply chain could change the ideas about the natural food.

The danger is invisible. Eco-labels, farmer’s labels or organic labels are failing when the organic soy kills 40 people in Germany, when Japanese prime minister must taste a tomato on television to prove it’s eatable.

The consumer pays his attention on the supply chain and makes the report that the trading practices offer finally few guarantees. He wonders about the marketing arguments when a great brand of Brazilian beauty products is suspected to sell more organic certified products than it produces organic plants.

The suspicion is not new. Consumers are appealed by other security mechanisms for a more controlled nature or a tamed nature even if not coming from the traditional production.

New consumer and brand trend to inspire your product and brand strategy for 2011.
This trend lies at the convergence of four of the 10 trends not to be missed:
WOMANITY,  SITUATION =EXPERIENCE, PROTECTING  CARING, THE EVOLUTION OF SPECIES
 

Changes in consumption are following a change of the image of the perfect nature. It's a megatrend.

IMAGE OF IDEAL NATURE

The model has evolved since the Wild Nature Untouched and its Amazon rainforest emblem.

The trend is,
- A friendly nature organized by man
A safe, comforting, harmonious refuge where to eat proudly own fruits and vegetables and including organic variety, respectful and responsible techniques, sustainable vision....

- A reconstructed hedonist environment,
to create emotions, well-being, pleasure.

From the biggest to the smallest one.

Giant parks
like the Montreal Garden of St. Vincent in the Eastern Caribbean.  A divine opulence with species imported from other continents. "A place of peace, harmony, and full of joyful anticipation."

 

Closer to us, gardens and kitchen gardens.
They will provide a profusion of fruit, flowers and vegetables of the highest quality and safest it can be desired. It shall exercise all the good environmental practices.
The intimacy with the nature complies with our desires in exchange for the respect and for the attention. There's passion in the air!

Each year, the festival international des jardins de Chaumont sur Loire offers famous gardeners reach their interpretation of a common theme in their dedicated area.

The micro-urban gardens of roof, terraces, balconies, kitchens... and for children!  Quite a bargain for manufacturers developing goods and services in the garden market.

The Merry Farming Kit includes a pastille of seeds and substratum ready to put in a soda bottle cap.
Amber's Garden Pre-Seeded Vegetable Garden Mats are easy to plant & grow. “Simply lay the mat, cover with soil, water and watch them grow. It's so easy that even kids can do it”.
Vilmorin educates and entertains children with kits ready to plant.

By extension, gardening design and fashion
that distills at home the lifestyle that goes with it. Colors, cheerfulness, soothing landscape, reassuring timelessness to create a niche where you like to rest.

This trend full of Womanity is based on a sense of abundance and wealth far from the standard minimalist design.

Among his collection of posters to decorate the garage doors, Style -Your- Garage has not forgotten the bucolic scenery.
In advertising, Microsoft and Sony propose to choose the color of your laptop as you choose that of your flowers.
Cacharel has redesigned its fragrances bottles using gardening style to better communicate freshness and good humor.
SchipholAirportPark is the first green park within an airport mixing real plants, artificial plants and animated decorations on the walls. A mix inspiring decoration of offices, public spaces as well as commercial galleries and apartments.

 

APPLICATION EXAMPLES

The sensory and practice are two major areas to be explored.

The sensory
The scents, colors, tastes can be expressed in food, perfumes, decoration, fashion and many other markets yet.

 

It inspires the fragrances such as the l’Eau des Jardins de Clarins, Ô de l'Orangerie de Lancôme.
What is produced in gardens gives safely delicious tastes which we can associate.
Cucumber and mint showersThe Body Shop, flowers and apples for Rachel's yogurt.

In practice
It is about all the resources to create and make live the garden. But what we notice especially, it is the development of the services of coaching to create and maintain own garden.
 

 

MySECRET[E]. Garden allows users to create a real garden with an augmented reality programme on their smartphones. The interface allows visitors of the Jardins de Métis in Quebec to choose new species of plant, attach a secret message and then 'plant' it in the garden.
SproutRobot is an on-line service that offers gardening plans and sends seeds when it's time to plant.
Le Verdure Del Mio Orto gives you a space in its farm and grows your fruits and vegetables you choose depending on the size of your family.

The ideal representation of nature shows the will to tame nature, rather than force it or undergo it. So that it is good in the plate and good for the humor.

HOW TO MAKE FOOD SAFER?

New practices assert on the model of the gardens and kitchen gardens nearby.
The aim is to bypass the food chain and improve control.
Do it yourself. It is a temptation accompanied by an offer in strong development.
However the best of the practices and the know-how could go alongside to the worst in badly mastered personal experiments.

Produced, transformed and eaten in the same place or in immediate local.

They are the urban farms. Will be the agricultural revolution of our century?                              

Farms on the roof with processes as hydroponics, soil-less cultivation;

The Lufa Rooftop Greenhouse Farm or more traditional Food From The Sky, mounting 10 t of compost on a roof in London.
Remember the production of honey on top of Harvey Nichols store.

 

And why not an agricultural production made in the basement of the office?
In Tokyo, Pasona 02 produces since 2007 some rice and vegetables.

At the same time develops the self-grown and self transformed food.

With Back to the Roots, “open the box, mist on a little water, and watch the mushrooms grow” at home.
Aromatic herbs of the cook Jamie Oliver (Gasa Group) or those of jardins du Midi are to grow yourself.
In Germany around major cities Meine Ernte rent you plot of land to grow.
You can make your beer yourself with the personal brewing machine Williams Warn,  your whiskey like The Nines Hotel in Portland and your wine with Brooklyn Winery right in New York.
 

 

HOW REASSURING CONSUMERS?

On one side, short circuits, hyper local. Offering sometimes less natural food but safer, on the other side.

 

The “fresh from the farm” which had marked the spirits in the 90s knows a renewal of attention, when connected to a small well identified producer of nearness supposed to work with love.

Le Petit Producteur in France delivers only around the place of production.
Following the trend ‘back to local’, many services do link directly producers and consumers such as Lovefresh, Made in Local, Foodhub...

 

Food or goods produced and transformed on the spot is a variant.

Soaps Beekman made with the goat's milk and the plants of the property.
Cotton of the Carolinas harvests cotton and manufactures shirts exclusively within North and South Carolina

The return to proven solutions, that is to say the food process industry when provides a counterpart of quality or health benefits.
The high-end products which suppose a superior quality as the chocolate Prestat or the cereal bars Wow! Bob.
The "super fruits" of the garden are well known to improve health and energy. Drinks like Little Miracles, Fusion and Sirco, which stimulates blood circulation.

 

 

CONCLUSION

 

The search for healthy food follows paradoxical ways. Let be the short retailing circuit around the model of the garden and which invites each one to grow at home some aromatic plants, flowers, fruits and vegetables. Let be the awakening of a new distrust towards fresh products usually regarded as the ultimate healthy food. The effect will be a return to a more industrial but good quality food.

Tomorrow, new control procedures will develop under requirement of the consumer, such as systematic bacteriological controls, with labels that go with it. Also, guarantees anti radioactivity, as Shu Uemura who established the reputation of its cosmetics on DeepSeaWater from the Sea of Japan and who is now facing the threat.

 

The trend-strategy annual report delivers clear recommendations, illustrated by examples and pictures, immediately actionable for all brands.

 

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