Marketing trend: wellbeing

Already on the radar in 2019, the concept of wellbeing is a trend – quite obviously – also this year and it will probably stay at the front of people’s minds for years to come. Consumers have become more conscious about their health and wellness and they are seeking brands that recognise their bodies uniqueness and their specific lifestyles while proposing healthy alternatives to include in their consumption. Here are some reflections and data.

Doncaster Council - wellbeing

In 2019 the concept of health has been turned into that of wellbeing, including in itself emotional and mental wellness: consumers have become more aware and started to conceive of their body as an ecosystem, then looking for solutions that integrate attention to personal health with their continuously evolving and specific needs.

Today the health-centric trend is more rooted than ever, wellbeing is the concept on which brands can build their innovation, but they have to be awake to the fact that wellbeing is still an intimidating idea: people self-limit from reaching health and wellness goals if they feel this can increase the stress level in their daily routine. Lack of time, lack of self-motivation or other lifestyle-related issues need to be taken into consideration and the “healthy offer” has to be manageable if not easy.

Improving health, feeling happier and looking better should be translated into a routine as simple as possible to practice, made of realistic and measurable goals, easy to integrate into daily life [i.e. drink more water, eat more vegetables, get an annual wellness exam, spend time with friends/family].

If you are looking for a change in your brand strategy, or if you are looking to increase your understanding of your sector and trends with a market analysis, I would love to hear from you.

P.S. If you are reading just my English posts: while I’ll continue to work, my blog goes on vacation until September [lucky him!] and wishes you to have a great summer! 🙂

What’s a hybrid vegetable product?

In a society always more focused on making healthy choices with regards to food and drink, I often discover new terms and new ways to define a certain category of products or some new variants. More and more often, for example, I’ve heard experts talking about “hybrid vegetable products”, but what exactly are they?

Barilla - advertising campaign

Everyone is caring for their wellbeing. Everyone seems to be focused on having a healthier diet. Many in the last 5 years have been evaluating or just decided to have more salutary eating habits starting from introducing more vegetables in their diet and decreasing their meat consumption. In this scenario “hybrid vegetable products” made their entrance some years ago.

Put simply, the hybrid vegetables products are a variety of food that include processed vegetable as ingredients while leaving out other traditionally used components of the recipe. While products like cauliflower rice, courgette spaghetti and vegetable chips are essentially innovative in the way people present and consume a pure vegetable, in this case products such as pizza, pasta and rice in particular are modified in a way that enrich their content with vegetables and legumes decreasing the “less-good-for-you” ingredients [i.e. white flour or white rice]: the new product contains a percentage of vegetables, but it is still the original product at the basis. One of many examples is when pasta is produced using chickpeas in place of durum wheat flour.

Hybrid vegetable products answer the consumers’ desire to eat what you have in the past together with the need for healthier but convenient food. Other than that, in this moment, comparing the price of a “normal” product in a certain category with the corresponding hybrid one, it appears clear that the second is usually priced at a premium, up to three or four times higher than the regular counterpart.

If you are interested in finding out other innovation trends related to your market, or you are looking for better understanding of your sector and trends with a market analysis, I would love to hear from you.

[via: Nielsen]

Other posts about food & drink

Food waste: perception is far from reality

During the last decade, waste has become a worldwide issue connected with environmental protection and climate change. One side of the problem stands on the facts that people are often not aware of the results of their actions as they really occur. Unfortunately, food waste isn’t an exception: here are some data.

According to a Movinga’s analysis, food waste is usually underestimated and the perception of how much of the food bought by private households get thrown away is far from reality:

  • Switzerland is the country where facts and realisation are the most distant: people are wasting 18% of the food they purchase, but they think they are throwing away just 5%, a gap of 13%.
  • In US there is the highest food waste rate: almost a quarter of purchased food is for the bin, but Northern Americans think they consume 85% of their grocery shopping.
  • UK is in the third place in the ranking that measures the discrepancy between actual and estimated food waste: Britons expect to misspend 5% of their food shopping, when in reality this percentage is three times higher.

Statista - food waste
[via: Statista]

The need of spreading awareness on the subject is clear as much as finding new ideas to help people avoid the problem such as different forms of packaging, reuse tutorials and educational programs.

If you have – or are thinking of creating – a business which aims to have a green approach, increase recycling or narrow down waste and you are interested in analysing the subject further, I would love to hear from you.

Other posts about market analysis

Gender equality

This Sunday is going to be Women’s Day. So this seems to me a good occasion to share the 2019 Gender Equality Index. Advances in this field cannot be considered completely satisfactory, however we have made some progress in Europe. Let us work even harder to achieve new goals in the next future.

The research was released by the European Institute for Gender Equality and the analysis was based on 6 different areas: work, money, knowledge, time, power and health. In EU the average Gender Equality score was 67.4 points out of 100 in 2019, with an increase of 1.2 points since 2015, an almost negligible improvement, but better than nothing in any case. Still too many are the EU countries where the index is subdued: let’s take Sweden as an example and let’s try hard to at least reach its position, the only country where 80 points are exceeded, reaching 83.6 rate. Have a look at the complete overview.

Statista - EU 2019 Gender Equality Index
[via: Statista]

Run for travel

Running is not my cup of tea. I can walk indefinitely, but running is an activity that I dislike wholeheartedly. Anyway, apparently, lots of people love running, lots of travellers – especially Millennials – are interested in finding the perfect spot to have a run even when they are on holiday or on a business trip. For them, last summer Miami Ad School ideated a promotional campaign “Run the world” used by Brooks, running shoes USA brand.

The concept idea is very creative: transforming running miles into airline flight miles. The process to put it into practice was quite simple. These were the steps to follow:

  1. open an account on Strava app
  2. put a special code in it
  3. select a destination and run wherever you like [even making a loop in the nearest park]
  4. with the run, cover the distance to the chosen location

Doing that, one gained the flight ticket to finally reach the dreamed-of destination. Other than that, the three runners with the most different routes run could have their entire vacation provided and documented.

Brooks - promotional campaign

Not for me, but I hope that some brand would organise a similar initiative for walking-lovers. Anyway, a fantastic idea to promote shoes and the beauty of travelling the world, don’t you think?

Ibis and the odd direct marketing

I couldn’t stop myself bringing this direct marketing campaign to your attention, even if I tried to forget about it and postpone it, but this is so odd and sort of funny, at the end I’ve decided to give in and share. Ibis, the famous hotel chain, in order to create awareness for one of their value added services – the Ibis business card – has created a very special offer for customers that own the card. Suspense.

Ibis is a hotel chain well known as specialised in business trip accommodation, so they often propose campaigns and loyalty services for business clients. One of the latest was a direct marketing campaign named “Dream apparel”.
Follow me carefully here because things are about to get sort of surreal.

Assuming that their clients sleep very well in their hotel rooms, they have the idea to offer their business customers a literally “taylor made” gift: in order to bring with them the comfort they experienced in their Ibis accommodation, the hotel will provide for the morning after a handmade tailored shirt made with [drumroll] a brand new sheet. I’m not joking, see for yourself!


Honestly I have to say, this strategy grabs your attention for sure and maybe – after a good lough – it’s even appealing. Certainly the concept is original – at the edge of folly – and full of lateral thinking. But everything is very, very odd, don’t you think?

Take a coffee with your neighbour [Tim Hortons]

Is everyone back from holiday? My blog is! As a good purpose for this restart of the year, I’ll follow the advice of Tim Hortons advertising campaign and take a coffee more often with one of my neighbours. The coffee brand have organised a social experiment in Canada using the “coffee’s power” and its brand experience convincing neighbours to “properly” meet and chat for the first time. The result is fantastic.

Nowadays our lifestyles are very often busy and quite stressful, and sometimes we feel we don’t have the time to build new relationships. In Canada people are usually described as friendly, but Tim Hortons discovered that 50% of them don’t know their neighbour, so they decided to organise a social experiment focused on building a fantastic brand experience on convincing neighbours to have a coffee together. Despite -5C degree and a bit of initial embarrassment, the operation went smoothly: you can have a look by yourself at the happy ending.


Not really original – Nescafé have done something similar a bunch of times – but well organised and anyway very consistent with the brand identity. Well done Tim Hortons, and thank you for being such an inspiration. And you, are you going to follow the advice?

Other posts about brand experience

Diversity in supermarket

In recent years the world seems to have gone mad and many countries – including UK and Italy, unfortunately – have developed “attitudes” that are not very inclusive towards diversity, be it in terms of gender, origin or lifestyle. I was looking for a good example able to show the reason why those “attitudes” are profoundly wrong and absurd when I bumped into the powerful ambient marketing activity organised some months ago by Edeka, a German supermarket chain. Curious? Read on!

Edeka‘s will was to take sides, to take part and position and to show how important and indispensable the presence of diversity is for a contemporary society. So, Edeka have had the idea to put into reality the narrow-minded vision so popular in recent years, and eliminate all the foreign products from their shelves. Have a look at the result for yourself!

Edeka couldn’t have found a more powerful statement than this. With this ambient marketing campaign activated in all their supermarkets, the meaning of diversity has been transformed into reality and Edeka made clear that diversity can give people much better supermarkets and much better society and lives.

Creative, strong and quite shocking, Edeka’s ambient marketing campaign underlines the amazing impact that a good metaphor can have and how sometimes one doesn’t need lots of words to make a point, a “little” action can be just as effective. Don’t you think?

P.S. Now, think carefully about Brexit…

Other posts about ambient marketing

Meatless on Mondays

Greenfield Natural Meat Co., in order to prove they truly believe in sustainability, have launched a social campaign to encourage people to go “meatless on Monday”. That is their contribution to lower the consumption level of meat and guarantee a better meat quality in the market.

I’m almost vegetarian, or better, I’m a flexitarian as people recently started calling “a person who has a primarily vegetarian diet but occasionally eats meat or fish” [Oxford Dictionary]. I like meat, I couldn’t live without eating – from time to time – some of the amazing traditional Italian meat dishes, a fantastic British hamburger or a succulent Sunday roast. But I’m trying to buy and eat meat just when I know the quality is high and the meat is part of a tasty recipe.

According to The Grocer and BBC, 12% of Britons have a meat-free diet and an average of 29% of consumed meals are meatless, so I’m not the only one agreeing with Greenfield Natural Meat Co. on having a diet with a lower meat consumption or at least a meat free Monday. And you, are you going to join the meatless Monday movement?