Specific Eligibility Criteria for the 6 Trend Zones 

Consumer Trend:  “I want to stay in control of my busy life and make sure that I am at my best for whatever the day presents”

The pace of life remains fast; it is still a challenge for many people to meet the demands of the many roles and activities in their daily lives. A need to perform to our best, especially in the workplace, remains.
Economic anxieties have now been added to the challenges of a complex world and busy day. People are increasingly looking for ways to simplify their lives; in today’s world it can be a way to get back in control and free head space for other issues. Consequently, the desire for convenience and simplicity remains, but solutions are limited by the money people have in their pockets.
Whilst life remains fluid and unpredictable, as the economy slows people are taking advantage of the time it frees. Taking time to unwind is becoming more of a possibility and something people feel they have permission to do.

Criteria

Products that enable consumers to simplify their busy lifestyles by demonstrating that they satisfy a minimum of one of the following:

1. Provide simple solutions, removing complexity and save time for the consumer
2. Provide ever improved convenience, where cost is not prohibitive
3. Help consumers maximise their physical and mental performance during the day
4. Help consumers to wind down and escape to recharge the body and mind
   

Consumer Trend:  “I need to balance the stresses in my everyday life with experiences that are fun and fulfilling”

As people lead ever busier and more stressful lives, they increasingly look for solutions that provide an antidote to the pressures of modern living. Free time continues to be a precious commodity that needs to be used wisely. As the financial crisis continues, people are seeking strategies that change the focus of life back to them and help them to feel better about the world, reigniting their positive outlook on life.

Whilst people are still seeking to enrich their lives with experiences that excite, push the boundaries and stimulate their senses, the tone has shifted more toward the need for respite, distraction and a little fun in life. Experiences are still highly valued but must easily fit into daily life and, more crucially, be low cost.

Criteria

A product or range of products that meet the consumer demand of fitting fun and adventure into their daily routines.  Products must demonstrate that they satisfy a minimum of one of the following:

1. Recognise the growing importance of play and spontaneity in daily life.
2. Products that recognise consumers desire to seek experiences in their lives through new flavours, fusions and food experiences. 
3. Co-creation – products that have a two-way relationship between brand and consumer.
4. Products that offer more excitement and sensorial experiences from the small things in life, stimulating all five senses – touch, taste, smell, sight and sound.

Consumer Trend:  “I would like products that create less negative impact on the world; I want choices that make me feel good without harming my wallet”
Whilst people are increasingly aware of the negative impacts of consumer culture, the welfare of the wider world has become less of an immediate concern. The short-term priority has shifted to addressing the challenges created by economic crisis and issues closer to home.
Companies and brands supporting good causes or with more environmentally friendly approaches remain aspirational, and are still the desired choice for many where the cost is affordable. Many people are increasingly shifting their attention toward the issues that impact their local community, pushing the bigger and trickier environmental issues back to the manufacturers and retailers to solve.

Criteria

Products must fulfil the growing consumer desire to live ‘sustainable lives’, demonstrating that they satisfy a minimum of one of the following:

1. Incorporate resource saving into everyday life to make less impact on the environment whilst saving money at the same time.
2. Provide a solution to consumers looking for ways to reduce their waste or ensure that it is recycled or repurposed and put to good use.
3. Are aware of the climate and the effects consumption will have on the planet’s health and its natural habitats.   
4. Products that Support a worthy cause through purchase choices.
5. Products that treating animals and people fairly in the production process.

Consumer Trend:  “I want to be in control of my health and wellness, to manage or improve it through making better choices”

As modern lifestyles create new health challenges, maintaining or improving health and wellness has become a well established priority in many people’s lives. As health infrastructures feel the strain of rising demand and falling support, the responsibility for people to find their own path to good health has become more important.
The economic crisis has shifted the focus of health and wellness toward managing the basics. Staying healthy and avoiding illness are the current priority where the cost of care is high and time out from the workplace may represent a risk. Higher order health needs have been put on hold for a while.
Navigating the choices on offer remains complex, many people are seeking more simplistic and cost effective approaches. Basic nutrition and, more traditional and natural solutions continue to grow in popularity.

Criteria

A product offers consumers solutions to manage their overall health and wellbeing within the demands of today’s specific needs and lifestyles.  Products satisfy a minimum of one of the following:

1. Product solutions that help protect against physical illness and disease.
2. Help consumers looking for balance in nutrition, diet and lifestyle.
3. Help consumers manage weight and external appearance.
4. Offer consumers solutions in the form of pure, fresh and natural.
5. Solutions that mitigate the effects of indulgence.

Consumer Trend:  “I like to pursue better value, to help maintain my lifestyle and to get the most from the money I have”

The proliferation of choice and information has empowered consumers, allowing them to be more selective in their purchase decisions. Rising economic anxieties and financial constraints have led to greater scrutiny of the market place, driving a stronger focus on value and a need to make smarter choices.
Deciding what good value is has become more complex. The relationship of quality to price remains. However, trust, familiarity, provenance and even wider environmental and social concerns can now form how a consumer sees value.
Room for luxury and indulgence remains. Cheaper does not necessarily mean better. Big splurges have been replaced by more considered choices; a desire for discernment is still strong and rarely now expressed by buying the most expensive option.

Criteria

A product or range of products that meets the demands of the informed and savvy shopper by satisfying a minimum of one of the following:

1. Company or product must recognise the consumer deepening desire for good value.
2. Accessible luxury: Luxury items at more everyday prices. 
3. Products that satisfy the consumer demand for exclusivity and rarity. 
4. Products or services that allow improved access to knowledge and discernment for identity and status.
5. Customisation and the shaping of products and services to meet individual needs.

Consumer Trend:  “I am looking for products and brands that are real and authentic, because they have stood the test of time and remained true to their heritage; they provide me with comfort and reassurance”

As the recession continues, people are looking to the past for stability and reassurance. Uncertainty and harshening times have created a heightened need for brands and products that are trustworthy, open and honest.
A more traditional and down to earth form of authenticity has emerged. The tried and tested are becoming more essential anchor points for people, comfort comes from products that have continuity with the past and that have stood the test of time. Old ways offer the real experience and a means to a simpler and more self-sufficient lifestyle.

Criteria

Products must demonstrate that they satisfy a minimum of one of the following:

1. Recognise the consumer demand for a back to basics approach i.e. rediscovering traditional and simple ways of manufacturing
2. Recognise the importance of the resurgence of respect for tradition and heritage.
3. Recognise the rising interest in the people and artisan skills behind products 
4. Address the growing demand for greater information on the provenance and authenticity of the product.  
5. Products that provide a modern take on tradition and heritage.