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NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van retailconnecties | Arnoud de Vrij, Danone en Tris Verhoelst, Ipsos Strategy3

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Develop a category & retail vision to drive business impact today Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!

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1 © Ipsos | Strategy3 Trends & Foresight NIMA MARKETING DAY INTRODUCING FROM TRENDS & FORESIGHT TO STRATEGIC PARTNERSHIPS TO STRATEGIC PARTNERSHIPS TO STRATEGIC PARTNERSHIPS
Ipsos Strategy3 – Ipsos’ business and growth advisory We believe that in order for any business strategy, marketing plan, brand positioning, or new innovation to be successful, it must do three things: • Be rooted in the organization’s strategy • Be informed and inspired by market research • Drive through to actual in-market activation PATRICIA VERHOELST ENGAGEMENT MANAGER - STRATEGY3 We approach every challenge through three lenses 1 Strategy- led 2 Research & data-driven 3 Activation focused We are not a consultancy firm, research agency or innovation lab. We are all three.
“BRING HEALTH THROUGH FOOD TO AS MANY PEOPLE AS POSSIBLE”
DANONE: A top10 FMCG player in NL BABY PLANTBASED DAIRY #1 CATEGORY CAPTAIN #1 CATEGORY CAPTAIN #3 CHALLENGER 87% portfolio NL Nutriscore A/B ARNOUD DE VRIJ MARKETING | CATEGORY MANAGEMENT | SALES
TREND FRAMEWORKS TRANSLATION INTO FORESIGHTS CREATING A CATEGORY VISION WHY LOOKING AHEAD? 01 02 03 04
FUTURE READINESS IS NO LONGER A “NICE TO HAVE” FOR ORGANIZATIONS In our fast-paced, constantly evolving, and increasingly interconnected world, organizations need to go beyond the last data point to unpack change and become future ready. Future-prepared firms outperformed the average by a 33% higher profitability, and 200% higher growth
Inspiring new ways of positioning & communicating Maintaining cultural relevancy and connection with your targets Infusing your innovation pipeline with rich inspiration Informing your strategic planning for the next 1-3 years Trends are used by our clients across the organization in many categories, from M&A strategy to line extensions and disruptive innovation TRENDS AREN’T FLASHES IN A PAN. THEY’RE FUEL FOR GROWTH.
Strategic Foresight is the ability to learn from the future and apply it to today’s business challenges
Applying trends & foresight to understand the impact on the category within the retail context was a new objective Therefore, we started a journey to create a future vision of retail and define what it means, specifically within our category now and in the future.
PEOPLE-CENTRIC Keeping people at the center of the framework CO-CREATED Blend our expertise with your business knowledge ACTIONABLE Drive adoption and action, we’ll utilize tried and true techniques to embed the thinking We believe that the most transformative trend programs follow three important aspects: Danone Trends & Ipsos Retail Trends Define the future vision for retail & the category Translate what the future vision means for the category and retail tomorrow A 3-step approach to an actionable Category Vision
Bringing together category & retail trends Reassessment of value Fragmentation of channels Automation of choice changes the journey Digitization of young consumers Experience matters Reduce, reuse or recycle the new mantra
Expected future category changes PRODUCT DIVERSITY & IN-STORE PLACEMENT/ EXPERIENCE PERSONAL PHYGITAL ADVISORY FULL TRANSPARENCY (PRICE & SUSTAINABILITY) MANDATORY SUSTAINABILITY CONVENIENT EFFICIENCY
CATEGORY EVOLUTION SPACE AND NAVIGATION IN-STORE SHELF ACTIVATION Based on this starting point we further crystalized the category implications defining 3 key elements PRODUCT DIVERSITY & IN-STORE PLACEMENT/EXPERIENCE EXPERIENCE-LED SHOPPING PERSONAL PHYGITAL ADVISOR BENEFIT-LED NUTRITION FULL TRANSPARENCY TECHNOLOGY OFFERING AFFORDABLE NUTRITION TO ALL CATEGORY EVOLUTION SPACE AND NAVIGATION IN-STORE SHELF ACTIVATION CATEGORY EVOLUTION SPACE AND NAVIGATION IN-STORE SHELF ACTIVATION
How do we use it and what is the impact?
© Ipsos Strategy3 Patricia Verhoelst Engagement manager, Strategy3 Patricia.Verhoelst@ipsos.com Arnoud de Vrij Commercial Category Sales Arnoud.devrij@danone.com

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NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van retailconnecties | Arnoud de Vrij, Danone en Tris Verhoelst, Ipsos Strategy3

  • 1. 1 © Ipsos | Strategy3 Trends & Foresight NIMA MARKETING DAY INTRODUCING FROM TRENDS & FORESIGHT TO STRATEGIC PARTNERSHIPS TO STRATEGIC PARTNERSHIPS TO STRATEGIC PARTNERSHIPS
  • 2. Ipsos Strategy3 – Ipsos’ business and growth advisory We believe that in order for any business strategy, marketing plan, brand positioning, or new innovation to be successful, it must do three things: • Be rooted in the organization’s strategy • Be informed and inspired by market research • Drive through to actual in-market activation PATRICIA VERHOELST ENGAGEMENT MANAGER - STRATEGY3 We approach every challenge through three lenses 1 Strategy- led 2 Research & data-driven 3 Activation focused We are not a consultancy firm, research agency or innovation lab. We are all three.
  • 3. “BRING HEALTH THROUGH FOOD TO AS MANY PEOPLE AS POSSIBLE”
  • 4. DANONE: A top10 FMCG player in NL BABY PLANTBASED DAIRY #1 CATEGORY CAPTAIN #1 CATEGORY CAPTAIN #3 CHALLENGER 87% portfolio NL Nutriscore A/B ARNOUD DE VRIJ MARKETING | CATEGORY MANAGEMENT | SALES
  • 5. TREND FRAMEWORKS TRANSLATION INTO FORESIGHTS CREATING A CATEGORY VISION WHY LOOKING AHEAD? 01 02 03 04
  • 6. FUTURE READINESS IS NO LONGER A “NICE TO HAVE” FOR ORGANIZATIONS In our fast-paced, constantly evolving, and increasingly interconnected world, organizations need to go beyond the last data point to unpack change and become future ready. Future-prepared firms outperformed the average by a 33% higher profitability, and 200% higher growth
  • 7. Inspiring new ways of positioning & communicating Maintaining cultural relevancy and connection with your targets Infusing your innovation pipeline with rich inspiration Informing your strategic planning for the next 1-3 years Trends are used by our clients across the organization in many categories, from M&A strategy to line extensions and disruptive innovation TRENDS AREN’T FLASHES IN A PAN. THEY’RE FUEL FOR GROWTH.
  • 8. Strategic Foresight is the ability to learn from the future and apply it to today’s business challenges
  • 9. Applying trends & foresight to understand the impact on the category within the retail context was a new objective Therefore, we started a journey to create a future vision of retail and define what it means, specifically within our category now and in the future.
  • 10. PEOPLE-CENTRIC Keeping people at the center of the framework CO-CREATED Blend our expertise with your business knowledge ACTIONABLE Drive adoption and action, we’ll utilize tried and true techniques to embed the thinking We believe that the most transformative trend programs follow three important aspects: Danone Trends & Ipsos Retail Trends Define the future vision for retail & the category Translate what the future vision means for the category and retail tomorrow A 3-step approach to an actionable Category Vision
  • 11. Bringing together category & retail trends Reassessment of value Fragmentation of channels Automation of choice changes the journey Digitization of young consumers Experience matters Reduce, reuse or recycle the new mantra
  • 12. Expected future category changes PRODUCT DIVERSITY & IN-STORE PLACEMENT/ EXPERIENCE PERSONAL PHYGITAL ADVISORY FULL TRANSPARENCY (PRICE & SUSTAINABILITY) MANDATORY SUSTAINABILITY CONVENIENT EFFICIENCY
  • 13. CATEGORY EVOLUTION SPACE AND NAVIGATION IN-STORE SHELF ACTIVATION Based on this starting point we further crystalized the category implications defining 3 key elements PRODUCT DIVERSITY & IN-STORE PLACEMENT/EXPERIENCE EXPERIENCE-LED SHOPPING PERSONAL PHYGITAL ADVISOR BENEFIT-LED NUTRITION FULL TRANSPARENCY TECHNOLOGY OFFERING AFFORDABLE NUTRITION TO ALL CATEGORY EVOLUTION SPACE AND NAVIGATION IN-STORE SHELF ACTIVATION CATEGORY EVOLUTION SPACE AND NAVIGATION IN-STORE SHELF ACTIVATION
  • 14. How do we use it and what is the impact?
  • 15. © Ipsos Strategy3 Patricia Verhoelst Engagement manager, Strategy3 Patricia.Verhoelst@ipsos.com Arnoud de Vrij Commercial Category Sales Arnoud.devrij@danone.com