The New Consumer Binary

THE NEW CONSUMER BINARY

MARC BRUSH EDITOR IN CHIEF, NBJ

@allmybrush

TODD RUNESTAD EDITOR IN CHIEF, FUNCTIONAL INGREDIENTS

@toddrunestad

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RON

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JESSICA

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JOSHUA

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LARRY

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4 FACES, 1 VOICE

ONCE YOU START TO SEE THE EVENTS OF THE DAY AS PARTS OF TRENDS & THOSE TRENDS AS SYMPTOMS OF UNDERLYING SYSTEM STRUCTURE, YOU WILL BE ABLE TO CONSIDER NEW WAYS TO MANAGE & NEW WAYS TO LIVE IN A WORLD OF COMPLEX SYSTEMS.

— DIANA WRIGHT, THINKING IN SYSTEMS

“ 07

The advance of natural products is one manifestation of the system in flux.

PICK A SOCIAL FABRIC Politics? WIKILEAKS Wall Street? CROWDFUNDING Healthcare? PERSONALIZATION Education? CHARTER SCHOOLS

Climate? IT’S REALLY HOT Middle Class? OCCUPY Food? GMO

UNRAVELING

LAWNS IN VEGAS BUSINESS TRAVEL STRAWBERRIES IN JANUARY CHEAP GAS BIG SODA GMOS

AIR CONDITIONING PROCESSED FOOD HONEYBEES THE MALDIVES WINTER CARS

TOLERABLE REVERSIONS INTOLERABLE REVERSIONS

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WHAT WILL YOU GIVE UP?

We are actually in the latter stages of what you could call the production-driven world & in the early stages of a consumption-driven world. Now the consumer is in focus, not the product.

— PETER WENNSTRÖM, HMT

“

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newhope360.com/ newhope360.com/

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CULTURAL ANTHROPOLOGY, PART 1

WE’RE GETTING BETTER AT THIS THING, RIGHT?


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CULTURAL ANTHROPOLOGY, PART 2

WE’RE GETTING BETTER AT THIS THING, RIGHT?


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THE ALLOPATHIC MIND


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NATURAL VS RX MEDICINE

www.youtube.com/watch?v=ysa5OBhXz-Q

http://www.youtube.com/watch?v=ysa5OBhXz-Q


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RESTORE THE BALANCE


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HITS OR MISSES?

Cholesterol & chasing drug targets

Multivitamins & nutrient-dense

Sports nutrition & meal replacements

Reductionism or holistic hedonism? Inflammation!


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THE OLD TRIPTYCH


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THE NEW BINARY

Innovation can & will look just as much like UN-DOING as NEW-DOING.

(BE CLEAN)

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(BE SIMPLE) (BE SIMPLE)

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(BE SIMPLE) (BE HUMAN)

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15.3%

19.4%18.7%16.9%

11.8%11.6%

8.3%

5.4%

9.1%

4.6%

1.3%

5.1%

2.3% 3.0%

-1.0%

3.0%4.0%

10.8%

6.5%4.9% 4.7%

3.7%5.7%

2.9%4.5%

5.4% 6.1% 6.4% 6.0%4.4%

7.7%6.5% 6.3%5.9%

-5%

0%

5%

10%

15%

20%

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Rx Growth Supplement Growth

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THE DATA, PART 1

Source: IMS Health & NBJ


Functional 28%

Natural & Organic

40%

Natural Living 10%

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THE DATA, PART 2

Functional 33%

Natural & Organic

34%

Natural Living

9%

Functional 36% Natural &

Organic 24%

Natural Living

7%

CY 2001 : $56 B CY 2011 : $126 B CY 2021 : $261 B

Supplements 33%

Supplements 24%

Supplements 22%

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THE MEH LIST

SPF-4

5 mg CoQ10

200 mcg vitamin K2 (or MQ-4)

100% RDA vitamin C

RDAs

Flax

“Excellent source” of DHA (32mg=20%/160mg)

Selenomethionine

Cholesterol

dl-alpha-tocopherol


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DR OZ WINNERS

Garcinia cambogia (up 676% nat)

Green coffee bean (up 418%, 273% nat)

African mango

Raspberry ketones ($0>$46M 2011-2013)

7-keto

Moringa (up 937% nat)

Astaxanthin (up 300% supply, DSM)

Acai (so 2009)


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10 INGREDIENTS TO CHANGE THE WORLD

Algae

Krill

Vitamin D

Curcumin

Caffeine

Probiotics

DHA

Plant protein

Adaptogens

Marijuana

The New Consumer Binary

Food

Transcript of The New Consumer Binary