MINTEL TRENDS

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M I N T E L T R E N D S BE STIMULATED. BE VALIDATED. BE DISRUPTIVE. BE INSPIRED.

trends.mintel.com

WHAT IS TRENDSCAPE?

3

TRENDSCAPE is a brainstorming tool to

explore the connections

between Trends content.

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4

What content is included in Trendscape?

TAGS

are key words

associated with

trends and

observations.

OBSERVATIONS

are indicators of

how consumer

behaviour is

evolving, and also

suggest new trends,

provide examples of

current trends

and/or indicate the

direction of a trend

SECTORS /

THEMES /

DEMOGRPAHICS

are unifying

dominant ideas, or

subjects associated

with trends and

observations

TRENDS

reflect changes

people make about

how they live and

make decisions.

Mintel’s global trends

cross continents,

vertical markets and

cultures

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How Trendscape works

5

• Each Trendscape centres on one focus item, which can be a search, a

trend, an observation, a sector, a demographic, a theme or a tag.

• Trendscapes contain the most recent observations connected to the focus

item and the most relevant trends

• Tags, sectors, demographics and themes are included to provide context

• The closer the bubble to the focus item, the more relevant it is

• Trendscapes focusing on a search contain only trends and observations that

are in the search results

• When you remove trends or observations, additional items from the

remaining content type are added to the Trendscape.

• When you remove sectors, demographics or themes, additional items from

the remaining attributes are added to the Trendscape.

• Removing tags from the Trendscape just hides the tags.

Note: Detailed rules for each type of Trendscape can be found at the end of this

document.

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WHY USE TRENDSCAPE?

IDEA HUNTING Kick-start your thought

process when faced with a

new project or investigating a

concept.

7

THE BIGGER PICTURE Get a bird’s eye view of your

subject area. Which concepts are

already being exploited? Which are

being ignored?

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WHERE NEXT? Understand what impacts your

brand, product or category and

how it changes over time

Example Brief:

Develop a new type of ‘luxury’

for beauty

8

IDEA HUNTING

Step 1: Create a Trendscape from a search

● Visit trends.mintel.com

● Run a free text search for “luxury”

● On the search page filter the results to include just those with the sector “beauty”

● Click on the “View Trendscape” button

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Step 2: Explore the most common connections

● Review the most common tags, sector, demographic and theme for the trends and

observations in the Trendscape

● Key tags/values: Time Saving, Aesthetic, Premium and Indulgence

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Step 3: Explore the least common connections

● Change the tag connections toggle to “least common” to review the least common tags,

sector, demographic and theme for the trends and observations in the Trendscape

● Key tags/values with ‘white space’: Adventure, Control, Connected, Freedom

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Step 4: Brainstorm

● What do the tags, sectors, demographics and themes tell you about luxury beauty?

The Trendscape shows us that lots of recent innovation centres around making

luxury beauty products and experiences indulgent yet time-efficient

Spaces that are being underrepresented include innovation for men,

connectivity and the home.

● Decide if you want to focus on the white spaces, more established ideas or

something in between.

● Explore the observations. What do you see happening in your market? What is

happening globally?

From eliminating decision fatigue to expanding the availability of exclusive

experiences, innovation in beauty is making luxury more accessible to the

mainstream consumer.

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Step 5: Ideas for a new type of ‘luxury’ for beauty

Offering luxury beauty experiences at the click of a button

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Pop-up Parlours UK

In the UK Benefit Cosmetics is opening a pop-

up shop in London where consumers can book

appointments through an accompanying app

http://reports.mintel.com/trends/#/observation/732078




Luxury exploration delivered straight to the home

Curated Beauty Box USA

Sephora has launched a subscription beauty

box sampling service—Play! by Sephora.

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Luxury that surpasses the body to make the home beautiful too

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Making Mornings Bearable France

The Morning Company is a French start-up

creating high-end morning and bathroom

beauty products.


Example Brief:

You are deciding how to

position a new protein drink

16

THE BIGGER PICTURE



● Run a free text search for “protein”

● On the search page filter the results to include just those with the sector

“Drink”


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observations in the Trendscape

● Key tags/values: Control, Expert, Choice, Simplicity

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● Key tags/values with ‘white space’: Faith, Authenticity, Customisation and Adventure

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Step 4: Brainstorm

● What do the tags, sectors, demographics and themes tell you about how protein

drinks are positioned?

The Trendscape shows us that recent innovation and campaigns have been

targeted at the health conscious affluent crowd..

Areas with the least connections in most recent activity include the retail space

and positioning for Ethical/Environmental and Work and Play.

● Decide if you want to focus on the white spaces, more established ideas or

something in between.

● Explore the observations. What do you see happening in your market? What is

happening globally?

The focus is on creating an ‘expert’ and educational positioning of the benefits

of protein and then offering the flexibility to consume when convenient to their

busy lifestyles.

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Step 5: Ideas for positioning a new protein drink

Promote as a convenient way to boost their daily protein intake for busy

consumers

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Drink Your Breakfast UK

Launching in the UK in early 2015, Australian

breakfast drink Up & Go wants to provide real

nutrition for those on the move.



Go with a premium positioning highlighting the value to consumers

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Super Milk US

In the US, Coca-Cola is diversifying its drink

portfolio, by offering ultra-premium milk,

Fairlife.



Emphasise sustainability

Eat a Beer US

ReGrained is a US company that takes spent

grain from craft breweries and turns it into

healthy and sustainable granola bars.

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Example Brief:

You manage the Kit Kat brand

24

WHERE NEXT?



● On the search page select the tags that represent the values of your brand,

category or product

● Values associated with the Kit Kat brand: Convenience, Indulgence,

Playfulness, Sharing

● Save the search so you can run it periodically


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observations in the Trendscape.

● Key tags/values: Empowerment, Control, Authenticity

● Check out the most relevant trends

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Transumers Consumers are spending more time

in transit. Commutes –as well as the

‘places in between’—offer new

marketing opportunities.

Open Diary Whatever happened to discretion?

Consumers are more comfortable

making private matters public than

ever before.

Straight to You Consumers are expecting products

and services to be brought directly to

them, whereeer they are.

Experience is All Retailers’ over-emphasis on speed,

convenience and price has led

consumers to crave experience

more than ever




● Key tags/values with ‘white space’: Self-expression, Polarisation, Freedom, Happines0

● Check out the most relevant trends

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Who Needs Humans Automated technology has

machines increasingly replacing

people—for better or worse.

Play Ethic Work like an adult, play like a kid.

Fauxthenticity Consumers have grown more

comfortable with goods and services

that look, taste, sound or feel like the

real thing, even though they’re

known pretenders.

Life Hacking Consumers are seeking tools to help

them perfect their productivity.

Step 4: Brainstorm

● What do the tags, sectors, demographics and themes tell you about what is affecting

your brand?

Innovation for products and campaigns with the same values as those

associated with KitKat has seen strong emphasis on Women, in Food Service

and on Connectivity in general.

Areas that appear to be less exploited include those around making

connections for consumers who don't have the time our resources to 'Have a

Break' with loved ones.

● Check out the observations in your Trendscape or click through to trends that inspire

you to explore the observations.

● Refocus the Trendscape on any tags, sectors, demographics or themes that are

interesting.

● Move the bubbles around to create clusters for your ideas.

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Step 4: Brainstorm

The Kit Kat brand values Trendscape with observations

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Step 5: Inspiration from observations

Give consumers some ‘solo’ time out with a secret game

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Facebook’s Secret Game US

California-headquartered Facebook has a

secret game inside its Messenger app.



Facilitate consumers having a habitual break time with friends - even when

they are apart

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Running Together, Apart China

In China, running app Codoon has enabled

runners to participate in the Xiamen Marathon

without physically being there.

Fauxthenticity Consumers have grown more

comfortable with goods and services

that look, taste, sound or feel like the

real thing, even though they’re

known pretenders.



Create fun and 'fauxthentic' experiences by launching special flavours or

packaging for special events

Bucket over Bouquet UK

To mark Valentine’s Day in the UK, KFC

launched a romantic dinner date service.

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Experience is All Retailers’ over-emphasis on speed,

convenience and price has led

consumers to crave experience

more than ever


Step 6: Compare Trendscapes

● Download the snapshot of your Trendscape

● Come back every quarter or every 6 months to see the updated Trendscape using

your saved search and get a new snapshot

● Alternatively, use the time filter on the search results page to see how the

Trendscape changes going back in time

● Compare the Trendscape snapshots to see what has changed

● Other comparisons to keep in mind

● What values does your target market associate with your brand?

● What values are associated with your competitors?

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DETAILED METHODOLOGY

Trendscape Methodology: Search Focus

35

RULES

1. Trendscape is focused on a search (all text and filters).

2. Display the most recent 12 observations from the search results.

3. Add the related trends for these observations, prioritising those most

relevant to the search criteria. Do not display more than 12 trends.

4. Add the 8 most relevant tags as well as the most relevant sector,

demographic and theme – the more connections a tag, sector, demographic

or theme has to the trends and observations displayed, the more relevant it

is.

Note: Trendscapes focusing on a search contain only trends and observations

that are in the search results.

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Trendscape Methodology:

Sector/Demographic/Theme Focus

36

RULES

1. Trendscape is focused on one sector, demographic or theme.

2. Display the most recent 4 observations linked to the focus item.

3. Add the top 3 trends for the focus item, as ranked by the Trends analysts.

Note: the complete list of ranked trends for each item can be found on the

sector / demographic / theme and region landing pages

4. Add the 2 most recent observations for each of the top 3 trends.

5. Add the related trends for the 4 most recent observations in rule 2.



or theme has to the trends and observations displayed, the more relevant it.

is.

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Trendscape Methodology: Tag Focus

37

RULES

1. Trendscape is focused on one tag.


3. Add the related trends for these observations.

4. Add the 3 most recent observations for each related trend.




is.

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Trendscape Methodology: Trend Focus

38

RULES

1. Trendscape is focused on one trend.


3. Add the related trends for these observations.

4. Depending on how many trends are displayed at this point, add between 4

and 9 of the most recent observations for each of the related trends.




is.

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Trendscape Methodology: Observation Focus

39

RULES

1. Trendscape is focused on one observation.


3. Add the related trends for the focus item.

4. Depending on how many trends are displayed at this point, add between 4

and 9 of the most recent observations for each of the related trends.




is.

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Visit trends.mintel.com for more

THE

WORLD’S

LEADING

MARKET

INTELLIGENCE

AGENCY

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MINTEL TRENDS

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