https://vimeo.com/295149111

Over the last year we…• Discover business growth opportunities for The Kellogg’s

Company in emerging markets.• Develop the futures framework for The Coca-Cola

Company Global and BU’s operations.• Align how Master Card migrates their strategy from a

banking to a technology company.• Understand empty spaces to improve the Colgate-

Palmolive oral care global business.

2019 – 2020The greatest

transformation in the global

food industry

After thirty years of Food Claims Journey…

1990:“Processed”

(if can live for years, it’s good)

1996:“Light”

(if doesn’t get me fat, it’s good)

2003:“Clean”

(without chemicals, it’s good)

2009:“Pure”

(less ingredients, it’s good)

2015:“Authentic”

(if taste like homemade, it’s good)

2021:“Convenient”

(if food can adapt to myself and lifestyle,

it’s good)

Theexploration

it’s on!

WW New Masterbrand Positioning / Formerly Weight Watchers (2019)

• L i f e s t y l e f o r A l l.

• T h r i v i n g A g a i n s t.

• M i l l e n n i a l P a r e n t i n g.

• D e f r a g m e n t e d M o b i l i t y.

• E x i s t e n t i a l M a l e.

• S i m p l i c i t y a s L u x u r y.

• Y o u t h D r e a m.

SevenGlobalTrends

To Watch

Lifestyle for all.

Business leap from mass luxury to a democratic lifestyle.

In a world where people of all socioeconomic levelsand ages are better informed than ever, productswith high-quality standards will migrate towards amassive business model, making competition morecomplex -and exciting- within the FMCG’s.

Organic product sales grew 9.8% and volume increased 11.4%. Supermarkets, mass merchandisers anddiscount grocery chains now represent a combined 25% of organic sales, making them more widelyavailable to a diverse group of consumers. (Nielsen)

2025: sustainable packaging for all brands.

2023: at least five gluten-free facilities.

2021: natural flavors and colors on US-EU-UK chocolates.

ThrivingAgainst.

Struggling to stay alive in the system: Core Aspiration

In a world where poverty risk is real (and it’saround the corner), society will migrate itsaspirations from wellbeing, and balance, to aconstant search for fighting against the pressureand risks of a “post-modern liberal economy.”

The emerging middle class is growing in Latin America, but they can fall intopoverty at any given time. The vulnerable grew three times more than the middleclass. (World Bank Group)

The Coca-Cola Company USA / Diet Coke (2019)

MillennialParenting.

Emerging goals, fears, and myths around parenting.

In a world where Millennials overcome the barrierand become half of the global parents, all theiryouth believes will begin to show in the way howthey will manage to build a new generation, wheretechnology, experiences, and negotiation willevolve.

53% of Millennials are having children (The World Bank)

“As more Millennialsbecome parents, theirpresence in the organicmarket will get stronger,this year’s surveyfindings shows thepositive relationshipbetween organic andparenting. Over the next10 years, we’ll see asurge of new organiceaters and consumers—the millennial parents oftomorrow and theirchildren.”

Laura Batcha, CEOOrganic Trade Association (Forbes USA September 2018)

Defragmented Mobility.

From one way to commute, to the enjoyment of urban experience.

In a world where the best choice to be alive is toavoid traffic, a new behavior that includes amassive migration to electric cars, integrativetransportation facilities and new methods of ride-sharing will be part of a real time solution,combining multiple choices.

The revenue generated from ride-hailing in Latin America in 2018 amounts to $518 million (USD) and is expected to grow to $1,017 million (USD) by 2023. (Uber)

Just Crack an Egg / Kraft Foods USA (2018)

Existential Male.

Questioning and evolving the role of the ‘Alpha Male’ in society.

MGTOW

Less than one third of men aged 18 to 29 report feeling“completely masculine” compared with 65% of babyboomers. (Forbes)

In a world where women have moved ahead andboost change, men will question how far they arewilling to sacrifice their masculinity,relationships, and sexual preference, in search forevading a human time that is about to get to atipping point.

https://www.bodybuilding.com/content/fit-meals-7-muscle-making-recipes.html

1. Lean Beef Spinach Meatball Pasta.2. Spinach-Tomato-Feta Cheese Stuffed Chicken

Breast With Brown Rice.3. Mustard Baked Salmon With Grilled

Asparagus.4. Lean Body Gold Bar Banana Split With

Protein Ice Cream.5. Lean Pro 8, Banana, Blueberry, And Oatmeal

Pancakes.6. Lean And Green Meal Replacement Smoothie.7. Rocket Hica And Protein Dixie Cup Popsicles.

Simplicity as a Luxury.

From 'nouvelle baroque' to 'simply countryside.'

In a world where having time and freedom is aluxury of a few, and ornamentation fashionbecomes massive; the chance to have a simple(never basic) lifestyle and experiences that returnto the fundamentally beautiful things in life, willbecome a status symbol.

64% of consumers are willing to pay more for simpler experiences. Key brands that are disrupting industries are doing so, in part, by delivering simpler brand experiences to consumers. (Siegel+Gale)

The Kellogg Company Australia / Multibrand (2019)

Youthdream.

The postmodern version of eternal youth.

In a world where self-confidence means beauty,having a youthful attitude and appearance ratifiesand becomes the ultimate aspirational aestheticcode, with a whole new generation of ‘beautifulyoungster's’ on the road.

Taking into account the new costumers in the category, for us the next years are aboutnatural ingredients outside laboratories, with formulas that are good for theenvironment and gender neutral beauty products (Shiseido)

https://kalumibeauty.com/(USA, 2018)

SevenIngredients

To Watch

B o n A p p e t i t .C N B C .D e l i s h .E a t e r .E u r o m o n i t o r .F o o d & W i n e .F o o d D i v e .F o o d N a v i g a t o r .F o r b e s .J W a l t e r T h o m p s o n .M i c h e l i n G u i d e .M i n t e l .T h e N e w Y o r k T i m e s .T r e n d H u n t e r .W h o l e F o o d s .

Sources

YQ / Yoplait USA (2018)

V e r s a t i l i t y – V a r i e t y – V e g a n i s m

E x p e r i e n c e – N o v e l t y – O r g a n o l e p t i c

( + ) E n e r g y ( - ) C a l o r i e s ( + ) A f f o r d a b i l i t y

F o r e i g n – B a l a n c e - P r e m i u m

S n a c k - N a t u r a l - E n e r g y

I n d u l g e n c e - C r u n c h y - L i g h t

C l e a n - L i g h t - S a t i e t y

Finally, don’t forget…origins are everything!

Nobody want to repeat UK’s horse meat case in the future…

#notyummy

hello@luiscarloschacon.com