Is premium the future of FMCG?

Is premium the future of FMCG?

Consumers are looking for premium brands and premium brands are the most successful worldwide. Premium products grew by 21% in Southeast Asia, by 23% in China between 2012 and 2014 and 26% in the USA from Apr 2015 to Apr 2016 across the home care and personal care categories, (Nielsen, 2016a). Different factors helped the growth of premium products:

  • Economic growth of middle class: Middle class is massively growing especially across emerging countries (Brazil, China, India, Indonesia, Mexico, Malaysia, Thailand, Vietnam, etc) and by 2030 (Reuters, 2012) will almost count 5 billion people worldwide (two times the current middle class population). This will encourage people to access a many different products and to expand their shopping basket with highest probability to trade up for premium products.


  • Urbanization: many people will move from the countryside or rural areas to cities and towns (from the current 2 billion to 5 billion by 2030, Nielsen, 2016b) gaining access to more services who will help to raise the premium products consumption. For instance, even more people will access Internet to be informed and buy and even more people will access convenience store or specialised stores to purchase premium products.


  • Digitalization: At the beginning of 2017 more than half the global population uses a smartphone, almost two-thirds has a mobile phone, more than half of all mobile connections are now ‘broadband’ and arond 20% of the world’s population shopped online in the past 30 days (We Are Social, 2017) Thanks to this data and thinking about the massive digital future growth more and more consumers will be affected by the effects of the omnichannel. The combination of different and many touchpoints any time and anywhere will make information more accessible and, as a result, many consumers more influenced by advertising, educational information, promotions, etc.


  • Wider offer available (private labels and brands). If in the past only manufacturers offered premium brands in last 10 years we saw a new phenomenon showing how even retailers could launch premium labels on the market moving from aggressive promotion and discounting to better and higher quality in their offer (especialy on food and beverage).On top, we can also talk about the rising of local brands and smaller countries which, although a different impact depending on the countries and regions, massively contribute to increase the percentage of premium products on the market.


1. What are consumers looking for?

According to Nielsen (2016a) many reasons encourage consumers to buy premium products. Results are different across different countries, regions and consumers generations:

  • Overall there is no always a correlation between highest incomes and premium products purchase rate. Indeed, the study (Nielsen, 2016a) shows how in many countries and regions a better salary doesn’t always influence the attitude to spend more.
  • Price is not the only attribute consumers link to premium products. Only 31% of global respondents declared to think about a premium product when the price is high. On the other hand quality and performance are considered a plus. Quality and performances change depending on the product category we are talking about. For food quality is made by the ingredients used to make that product, while for a home care product by the effectiveness of a formulation. Other factors are the design or the brand name. The bottle design for a detergent or the brand awareness might be decisive to encourage consumers to purchase a product in a certain category regardless the quality and the performance. Even sustainable attributes are relevant especially among the youngest generations (Millennials and Generation Z).
  • Social aspirations and status are important: many respondents, especially in emerging countries, declared that buying premium products increases their self-esteem, feel them better or more confident about themselves as individual or as members of social groups.

2. Private Labels vs brands: what’s the status?

The relevant growth of the premium fmcg products on shelf has been also facilitated by the launch of premium private labels. From the report (Nielsen, 2014) we can see how Europe, North America and Oceania, are the main region wolrdwide in terms of private labels presence. In Italy (Il Sole 24 Ore, 2016) premium and bio private labels products generated €1.32 billion (13.2% of the total private label segment value of the market in Sept 2016, respectively + 14% and +16.1%, vs Sept 2015). On the other hand low cost private labels lost share (-22% in value vs Sept 2015) only representing 2.6% of the total private label segment.

Figure 1: Premium Private Labels products in Italy, branded “Top Esselunga” 

premium products in italy prodotti_top


Local retailers massively invested in brand management and innovations in recent years building a high brand equity across different categories, with the main goal of creating store loyalty and getting better trade terms conditions vs manufacturers. However, there are categories (such as personal care) showing highest and similar value share across different regions around the world.

For brands the premium fmcg path is almost mandatory. Brands should continue to raise investments in brand management through marketing investments in communication and innovations, to better communicate the uniqueness of their value proposition and make their brand equity stronger. In order to do so, heavily marketing research investments looking for new and unmet needs among consumers are required to get the right consumer insights.

However perception of brands vs private labels even for premium products changes depending on the region and on the country. In Europe, Latin America, North America and Oceania, there is a high qualitative perception of private labels, considered as key SKUs able to drive brand differentiation and store loyalty. On the other hand the situation is completely different in Africa, Asia and Middle East, where consumers show the highest willingness to pay premium prices for brands. Most of the respondents still consider buying private labels too risky.


3. Management Implications


  • Only some products can be upgraded (Nielsen, 2016a): Personal Care is the main category across many regions showing highest differentation and innovations rate vs other products categories. Regardless this trend, differences and opportunities across categories are different depending on the country and on the region. Premium perceptions are not the same worldwide for all products and categories.


Figure 2: Premium’s Value share per Category across different global regions (Nielsen, 2016a)

Premium products growth

  • Think global act local: Differences are relevant depending on the market and the region we are taking into account. This implies how even marketing strategy should be locally adapted to support the launch of a premium product on the long-term, depending on the market area to be served.


  • Focus on digital and optimize your in-store visibility: In order to get highest results and makes the product successful an excellent quality, distribution or price are not enough. Firms and professionals need to find the right communication. Depending on products peculiarities firms need to find a balance between touchpoints showing highest awareness and trials (typically TVCs and high store visibility) and touchpoints showing a high degree of persuasion (e.g. digital). In many cases both brands and private labels are still struggling to achieve these goals.





Il Sole 24 Ore (2016), Private Label, la corsa è premium, December,

Nielsen (2016a), Moving on Up, December

Nielsen (2016b), The Dirt on Cleaning, April

Nielsen (2014), The State Of Private Label Around The World, November

Reuters (2012), The Swelling Middle,

We Are Social (2017), Digital in 2017: Global Overview

Best practices to remain sustainable in the Food industry

Best practices to remain sustainable in the Food industry

Best practices to remain sustainable in the Food Industry

Best Practices with Edible Insects Novel Food Law


best practices sustainable

Exporting food has an environmental cost so is it really impossible to remain sustainable while consuming it? What are the best practices then ?

My last interview with Risteco’s co-funder Isabelle Lacourt and Thanaphum Muang-Ieam, a Thai edible insects entrepreneur were edifying.

Environmental cost of international export, especially between different continents seem fundamentally not sustainable.

Eating bananas from Australia would generate about 1.4 ton of CO2 since planes pollute 3 times more than cars. Moreover, that would deprive local farmers of jobs. Furthermore, consuming exotic food would promote an irresponsible consumption way.

 So, should we stop eating bananas ?

On the 26th of october a conference involving the European Commission and the National Bureau of Agricultural Commodity and Food Standards (ACFS) evokating edible insects future legislation took place in Bangkok. This novel food law should enter into force by 2018 to make edible insects business legal into the European Union. According to the regulatory expert of the Public Federal Service of Public Health in Brussels, edible insects from Asia and other continents might be legalized if they respect specific conditions.

However, we can expect these Asiatic insects to be sold at a lower price than the european one. As a result, we could expect those bugs to be the main consumers choice in the coming years.

best practices sustainable

Then are edible insects still going to be a sustainable food?

best practices sustainable edible insect

Exporting is not always a bad thing” Isabelle Lacourt, cofounder of Ritseco says . It actually depends on the conditions the products have been made through. For instance, lambs from New Zealand actually revealed that exported food was sometimes healthier than the french ones.

In Thailand firms dealing with edible insects prepare to get into the European Market. They plan to produce this future food by huge amount. Is that wrong?

“Producing at a high scale is necessary in order to be profitable otherwise it is too expensive” Thanaphum Muang-Ieam co-funder of Global Bugs, answers.


Therefore the best practices to remain sustainable are:

  1. Increase your production to get into global markets

  2. Reducing your crickets breeding space

  3. Develop a local farmer learning and support model

  4. Anticipate future sustainable development hurdles

best practices sustainable” It is wrong to make huge firms based on a vertical integration process. We need to separate the different supply chain activities to reach a better quality food »Dr. Yupa Hanboonsong said.

« Mass production is never conducive to biodiversity » Isabelle Lacourt added. Indeed, single supplier, concentration & production cost’ permanent reduction work are not sustainable.

Promoting sustainable food is a great opportunity to provide billions of people with high quality food standards. It should not be seen only as a business opportunity. If business is the key point of any sustainable activities, long-term effects of any opportunist approach might lead to a poor food quality.

Discover my three months edible insects’ investigation and best practices here.

The future impact of mature consumers in the FMCG industry

The future impact of mature consumers in the FMCG industry

Considered one of the top trends will shape the FMCG industry in 2017, mature consumers phenomenon may have important implications for FMCG, where both manufacturers and retailers need to rethink their products and services in order to be more attractive for the mature segment

In 2015, around 1,6 billion people worldwide aged 50 and over and by 2050 this number might double by approximately reaching 3,2 people (AT Kearney, 2013).

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Sum up :

• Mature segment will represent a key segment in coming years

• Many FMCG manufacturers and retailers are already massively investing for mature consumers

• Mature consumers are not all the same [/mks_pullquote]

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Therefore, what it is sure, it is that FMCG professionals will face with a population that will be healthier, older and even wealthier. Indeed, R&D improvements in the drugs production, clinical trials and medical researches progresses in the fight of serious diseases will allow people to live longer and healthier. This fact will have relevant implications in terms of wellness; firstly people aged 50 and over will increase their presence at work, by representing a relevant share of the total workforce, especially in developed countries. Secondly by working longer, and by continuing to earn and spend wages, they will represent the richest segment in many countries.



1. What mature consumers want

A research made by AT Kearney (AT Kearney, 2013), with a sample of 3,000 consumers (aged 60 and over) interviewed, shows all consumption characteristics of the segment:


  • A clearer and easier product packaging: for many consumers the pack of many products would not be clear enough. Most of them claim to have a better product description in the front of pack where, often, the label showing the type of product is too small and not visible. Moreover even the packaging itself would be too complicated to open in many cases, by generating confusion for mature consumers.


  • Need of more assistance and services inside the stores: many mature consumers would like to get more help from clerks inside the store (most the products are hard to reach on shelves, because they are either too high or too low). This need is against what we are recently looking at (i.e. many retailers which are dawnsizing their stores, especially in developed countries, by also reducing the number of employees). They would also claim the need of more services (i.e. more places to sit down and where they could relax throughout their shopping experience as coffee areas) even in the so-called proximity stores (the preferred store format by many consumers interviewed)


  • Shopping behaviour is different vs younger generations: although the differences across markets and global regions, mature consumers show a different buying behaviour. They would be more willing to spend more for branded products (and less for promo items and special offers) by also purchasing a smaller number of items. Additionally they would prefer shopping during weekdays, early in the mornings and with more frequence during the week since they love shopping by looking at it as an alternative way to spend their free time


  • Technology is always more relevant: the number of mature consumers facing to the Internet and to the digital devices world is increasingly growing. Across many markets consumers claim to start shopping online (through home delivery service) and most of them would like to be well informed at home and in-store during their shopping experience.


2. Are FMCG companies and retailers really paying  attention to matures segment?

Procter and Gamble divested all its food and beverage brands by focusing more on beauty and personal care brands: In 2014 P&G announced that it would have sold around 100 brands (i.e. Pringles to Kellogs and pet food brand sas Iams, Eukanuba and Natura to Mars and Spectrum Brands from across its portfolio to focus on its top most profitable brands. With this choice P&G would be focus more on beauty and personal care brands (at the top of the mature consumer shopping list). Pantene, for example, shows and important range of Age Defy, a specific range focused on 50 or older women, offering shampoos, conditioners and advanced thickening treatment


Pantene age defy


Unilever is increasingly becoming a personal care companies. Indeed, although Unilever massively divested in the Foods business as of 2014 by selling 7 foods brands just in 2014, it always remains the main congloemerate company in FMCG. The following graph 1 shows this trend at Unilever, representing the food category decline in terms of turnover in 2015 vs previous years.

Graph 1: Unilever Turnover trends across the last 4 years within the 4 Unilever categories

Graph Unilever data

Source: Unilever Annual reports (2012, 2013, 2014, 2015)

Dove, for instance, launched Pro Age, offering body wash, cream and deodorants for women between 50 and 65 years old.



L’Oréal showing an important range of products for mature consumers, especially with L’Oréal Paris, offering anti wringle creams, hair colour and hair care products. Thanks to the 2015 massive campaign “L’Oreal Paris Age Perfect campaign”, showed how mature consumers represent a massive opportunity to boost sales in coming years.

L’Oreal Paris Age Perfect campaign


Many retailers across many markets in order to value the proximity service in center urban areas are offering a free (or in many cases a cheap) home delivery service (depending on the final shopping bill) both if they shopping in-store or online. Most of them are also investing to semplify their online service as well as the usability of their applications and websites to make easier the navigation for baby boomers and more mature consumers.

Carrefour express Italia


Others try to better satisfy simple but relevant needs for old consumers. Main example are the Japanese supermarkets where the local giant retailer Aeon launched floors inside their supermarkets fully thought for the mature segment: larger aisles, more accessible shelves, relaxing areas inside the store, personal shoppers help consumers to pick up the shopping until the parking and escalators are slower to avoid accidents.


A customer shops for vegetables at an Aeon Co. supermarket in Chiba, Japan, on Tuesday, April 1, 2014. Japan's economy will probably withstand a sales tax increase that takes effect today as Prime Minister Shinzo Abe prepares economic stimulus measures and companies raise wages, the country's new bank lobby chief Nobuyuki Hirano said. Photographer: Tomohiro Ohsumi/Bloomberg



3. Management Implications


  • Mature consumers need different and specific strategies to be satisfied: from a manufacturer perspective older consumers need to have easier packs and clearer information on them. Even the communication should be direct and simple, without being so much refined. From a retailer perspective mature consumers need bigger stores with more services inside. Online they need something easy and quick to be used and understood
  • Mature consumers are not all the same: as per other important segments what we generally showed above does not reflect the overall market. Significant differences remain across consumers coming from different markets, with a different age, education and digital access. Just to stay in Europe we cannot classify equally 50s British consumers with 50s Italian consumers as consumers are equally browsing online and buying FMCG products online
  • Mature consumers represent a significant growing segment for coming years: in order to raise sales and value FMCG manufacturers and retailers will need to dedicare more energies and time to this segment, the only one growing (especially in developed markets) both in terms of number of people and in shopping value. As mentioned in this article, mature consumers will represent the main workforce and the richest segment for next decades, especialy in developed markets.



AT Kearney (2013), Understanding the Needs and Consequences of the Ageing Consumer

Unilever Annual Reports (2012, 2013, 2014, 2015)

Top 10 food trends in Europe

Top 10 food trends in Europe

Top 10 food trends in Europe:

Dried vegetables, protein-rich yogurt, burger without beef. These products are not only the core of organic shops, they become alternatives increasingly popular with consumers who aspire to a generally healthier diet … even if sugary is still a venial sin assumed. Overview of these top 10 food trends observed in Europe with Innova Market and Nielsen insights.

1 – Go with Transparency

27% of Europeans would like to stop eating transformed products. Consumers want a clear list of ingredients and transparency of the recipe. Some supplier don’t hesitate to highlight the recipe. In France, Marie made the brand name of one their product “All Simply “, where the ingredient list intends to be as short as reassuring. In US, for jerky products, local producer, Wild Merman, highlights  the nutrition facts.

top10food_marie        salmonjerky_1

2 – Go with Flexitarian

The soft vegetarian which consume meat in small quantity, has grown by 25% between 2011 and 2015. Vegetable Nuggets for kids, vegan salami and other alternatives are under expansion. Retailer like Carrefour adopted this trend with its private label “Carrefour Veggie” in France. In US, Hilary’s Mediterranean vegan burgers were recognized as a lighter and healthier version of a fried falafel.

top10food_veggie       hilary veggie

3 – Go with“0%”

There is now 12% desired gluten-free products, with an increase of 30% between 2011 and 2015. If these customers still a niche, the image is such that some products naturally gluten or lactose, even boast of his absence! The offer is growing, Innova Market’s insights noted, indeed a huge 26% increase of products bearing the words “without” the last four years. Recently in UK, Coca cola launched its new brand ‘Coca Cola Zero Sugar’ to highlight the fewer calories. In 2020 they target more than 50% of their sells from Diet coke range. Bjorg, widely known for their Gluten-free assortment, are present in 1/3 home in France.

top10food_zero top10food_bjorg

4 – Go with Natural Process

Key success is to enhance naturalness of the products, betting on natural and ancestral manufacturing methods. Fresh prepared goods are highly valued by retailers. Nestlé yogurt brand “La Laitière” use this image of ancestral fabrication indicating that only the fermentation participated in rendering its dairy product. Private label as “Carrefour Lunch Time” highlights this natural made image.

top10food_lalaitire top10food_salad

5 – Go with Vegetables & Fruits

These plants have never been so good news! If their benefits are globally well communicated, its hegemony is now spread in many product categories. For example fruit juice, a quarter of new products marketed in 2015 has at least one vegetable in their composition, against 16 % in 2011. Another trend that follows, the soup acquires acclaim . In Spain, the cold & hot soups are increasingly premium, like the brand Tio or Mucho Gazpacho

vegetable souptop10food_tio

6 – Go with Labels

The origin is a new recurring motif in the marketing of food products. Recognized labels linked to the origin of products tend to comfort consumers. The development of protected geographical indications (PGI) help brands to seduce shoppers. In France, as each year, Herta (Nestle) and Fleury Michon still the most loved brands, their labels play a large part of this success.

top10food_ham top10food_herta

7 – Go with Local

Local taste preference dominates: Local companies often have a deeper understanding of consumer tastes in their market and can respond more quickly to changing needs. Local products are a great way through which to differentiate, able to reinforce the link with local farmers and producers and provide a guarantee of food security. Retailers know how to link local farmer to shopper mostly through private label. Carrefour has one especially for Italy (Terre d’Italia) and France (Reflets de France). Virginia Tea company is a popular start up which promotes the American East Coast tea with an exclusive local sourcing.

top 10 food trends  top 10 food trends


8 – Go with Protein

Rich-protein products keep healthy. These products, originally created to satisfy athletes, are now desired by the mass market. Rich protein yogurt are a good example in terms of diversification as Danone did with Light & fit assortment. In a more local format, Think Jerky got funded in two month in 2015 by proposing a creative and healthy snack offer.



9 – Go with Fun

In 2020, Millennials will be the largest group of shoppers worldwide. Global mobile penetration will be 70% and the main influencing device will be online video. Buzz create an emotional link with the product, well-executed humor appeal, enhances recollection, evaluation and the intent to purchase. Doritos Roulette is a famous case, containing some ultra-spiced chips, makers claims they are the hottest sold in the UK. Jelly Belly is also well-known among younger in this concept, they even created a board game with their candies. In YouTube they are both doing the buzz with more than ten millions views.

top10food_jelly top 10 food trends


10 – Go with Exoticism

Discovering new foreign flavours still a famous trend and constantly renewed. Exotic products remain a niche market which contributes to renew the offer. It’s important for retailer and supplier to find the exotic touch of the moment. As Asian flavours are quite trendy in Europe nowadays, Unilever with his local brand Conimex in the Netherlands and global brand, Knorr Asia.



Source: Innova Market Insights, Nielsen, Kantar TNS, top 10 food trends

Superfood: healthy soul, healthy body

Superfood: healthy soul, healthy body

According to Andrew Weil, the world-renowned doctor considered as the “father” of integrative medicine, the superfood is a food (such as salmon, broccoli, or blueberries) that is rich in components (such as antioxidants, fiber, or fatty acids) considered beneficial to a person’s health, that pack a higher nutritional punch than regular fruit and vegetables. It can increases energy and vitality, regulates cholesterol and blood pressure. Moreover it may help to prevent or fight cancer and other diseases. In view of this sucess, some companies decided to create their own superfood (energetic bar and yoghurt with protein etc.).

Superfood a real trend product

With the latest research from Mintel finding that between 2011 and 2015 there was a 202% increase in the number of new food and drink products launched globally containing the terms “superfood”, “superfruit” or “supergrain”, it’s clear that consumers around the world have never had so many “super” products to choose from.

Indeed the number of shops specialized in superfood increased in the same period. Moreover, it is also possible to order this kind of sustenance. Adepts can find a large choice of products on or in order to maintain their balanced meal and their LOHAS (Lifestyles Of Health And Sustainability).

Flagship product in the SIAL 2016

After visiting the SIAL 2016, we have realized a top 3 of our prefered superfood producer.

Chef Quinoa

Their slogan is “Sempre pronta, sempre con te“. It means “always ready, always with you. They offer a large range of prepared dish with Quinoa. Elected as the 3rd best innovation of the SIAL, they propose quirky recipes developped in their Research & Developpement center in Peru.



They propose a range of biological cereals without sugar and added products. Available on Eastern Europe, these products are healthy and give the daily recommended amounts of natural fiber which gives you energy for the whole day! Moreover, we decided to present Milzu because of the great originality of their packaging.



Cultivated in Brazil, the fruit of Açaï is growing and growing. With its antioxidant virtues, its vitamins, omega 6 and 9, today you can find Acai everywhere. For instance in some products like sorbets (Açaï Frooty) and drinks with energy beer (Brasili Dada).


The Future trends


According to this graphic from New Hope study, the superfood is destined for a bright future. Indeed the increase of positive perception of organics foods and beverages is significant this last decade.

Gogi berries, kale, and chia seeds have all been labelled superfoods but nutritionists claim that the next-generation superfoods will eclipse them over the next few years.

The future of superfood is Açaï, Moringa, millet, microalgue and of course insects.

Source: LSA / New Hope / Telegraph

12 Trends on Wellness digital devices !

12 Trends on Wellness digital devices !

Health tech received a major boost, as manufacturers unveiled a slew of snackable wellness solutions and advanced trackers that keep the whole body under surveillance. Consumers’ continuing pursuit of wellness is taking a new turn: the wellness digital. As they seek to create wellness cocoons that can protect them from threats to their health, environment and emotional state – wherever they are. These 12 innovations will be use in the future by the grocery industry. Indeed, nowadays the consumers are paying attention to the wellness and their wish is to improve the quality and well being of their daily life. In this article you will see how modern technologies and can improve the consumer’s sleep, sportings activities or even mental health !

Fitness and sportswear

Example: Activity listener– Misfit Specter

Benefit: Tracks activity and sleep, and syncs with Misfit’s mobile app over Bluetooth

How it works: Details of pricing and availability have not yet been confirmed.



Example: Ombra by Canadian sportswear startup OmSignal

Benefit: Measures and reports back on fitness metrics such as distance, heart rate and calories via the company’s OmRun platform

How it works: The OmBra gives instant feedback to the user via the accompanying app, allowing them to measure the effects of their training and workouts


Pocket health check/monitor

Example: Refit Card

Benefit: Lets users check their pulse and stress levels when the card is behind their smartphone.

How it works: The batteryless, near-field-communication based ECG monitor – a world first. It is developed by by South Korean health-tech company Solmitech. Price: $49


Example: San Francisco-based Sproutling, has developed a health sensing wearable device for babies. The device retails for $299, but the site currently shows that its sold out. Users area able to put their name in for a device on the waitlist.

Benefits: Designed to give insight into a baby’s wellbeing and predict sleeping patterns.

How it works: It tracks a baby’s heart rate, skin temperature, motion and sleep position. This is possible thanks to a wearable sensor in the form of a hypoallergenic anklet. Besides, it monitors room temperature, humidity, sound and light. Then it provides clear indicators of the optimum environment for sleep, as well as sending real-time updates to smartphone app.


Treatment and therapy

Example: Quell, a wearable band. Lets users check their pulse and stress levels when the card is behind their smartphone.

Benefit: That relieves pain, measure sleep duration and quality

How it works: Relieves pain by stimulating the user’s nerves, has been updated with an Overnight Therapy mode that will measure sleep duration and quality


Example: Fineck by Beijing studio Veari, is a wearable for the neck that tracks subtle movements via an app.

Benefit: Targeting people who experience neck strain and discomfort, tracks the neck activity and warn consumer when they are in a bad posture for too long. It also encourages consumer to adjust and exercise their neck muscles via app-based games and prompts.

How it works: Based on motion sensing.


Smart sleeper thanks to wellness digital

Example: Sleep Number’s bed mattress

Benefit: Track your heart rate, breathing and movement during sleep, and recommend when to go to bed and when to wake up to gain the most benefit

How it works: It Bed features sensors that track movement, heart rate and breathing, and then suggests ways to improve the user’s rest patterns – such as improved levels of firmness, comfort and support for their mattress


Example: A San Diego-based startup company, Hush, consists of 3 engineers have create the smart noise cancelling ear buds.

Benefit: To help deliver a peaceful sleep regardless of our surroundings.

How it works: Hush reduces sound in two ways: The sound eliminating foam provides passive noise reduction as a first sound barrier. The in-ear speaker plays a track to mask any residual sound that the earplugs do not block out.


Mood and mental health

Example: Brain-sensing headbands –Muse, created by Canadian tech company InteraXon

Benefit: The brain sensing headband helps you get the most out of your meditation practice by giving you real time biofeedback of what’s going on in your mind.

How it works: The headband uses brain-sensing technology to measure whether your mind is calm or active, and translates those signals into guiding sounds. Use the app to monitor your progress.


Example: Simi hormone-tracking

Benefit: Help women predict their future moods and fertility.

How it works: A saliva-based monitor and app analytics, through its calendar interface, the prototype can issue a warning when the user might be grumpy – handy for important meetings.


Environmental health

Example: Oxie – the first, smart, neck-worn air purifier

Benefit: It purifies the surrounding air from smoke, microorganisms and allergens.

How it works: Sleek enough to fit under your shirt collar, it places you in an “invisible bubble“


Example: The coiled Fervent Carpet rug, Dyson

Benefit: Fight Allergy, Mitest kill, bacteria kill

How it works: The rug is fitted with hydraulic connections that plug into domestic radiators, allowing it to heat up to 60⁰C every few month to kill off dust mitest. Soon to be released in Japan, British brand Dyson’s latest humidifier combines its bladeless technology with ultraviolet light to kill off 99.9% of waterborne bacteria.


So, the disruption in terms of wellness is everywhere and the digital is definitely the future of the grocery market !