未来をつかもう。今、このときに。

長年の経験を活かし、フード&ドリンクの世界にトレンド予測の専門技術を結集。今日と未来を創造するイノベーターをサポートします。

業界エキスパートの見識と精緻なデータ分析をベースにし、世界的観点からトレンドを見据えた情報は、消費者が食べたい、飲みたい、体験したいと思う製品やサービスの開発を可能にします。

今が未来を創出する

食材、健康、テクノロジー、パッケージングまで、適切なトレンドを見極めましょう。食品の未来にイノベーションを起こし、消費者のニーズや嗜好の変化に対応する力が求められています。

今から計画して未来をつかむ

消費者の心に響く適切な製品や体験を提供するには、戦略的なソリューションを開発・実施し、飲食の未来を再定義することが重要となってきます。

消費者を理解してニーズを先取り

WGSNのトレンドに関する専門知識を活用すれば、消費財業界全体を360度見渡すことができます。

  • WGSNの基軸であるフューチャーコンシューマー分析を活用し、飲食業界のペルソナを特定し、そのニーズを満たす
  • お客様の業界や未来戦略に影響を与えるマクロな社会的推進要因を発見する
  • WGSNは、ロサンゼルスから、ロンドン、サンパウロ、香港にいたるまで、現場を注視する業界エキスパートの広範なネットワークを誇る。そのグローバルな視点をもとにアクションを起こす

自信を持って決断する

刻々と変化する消費者の価値観や食品のトレンドについて、最新動向から10年後の予測まで、徹底的に分析します。

  • 食品、飲料品、食材、料理、フレーバー、健康、ウェルネス、サステナビリティ、パッケージングまで、知っておくべきトレンドを追跡することで、フード&ドリンクの未来に迫る
  • 消費者予測やカテゴリー分析を活用し、プロセスのあらゆる段階でアイデアを検証することで、自信ある意思決定を下す
  • 当社が提示する詳細な予測分析と実行可能な推奨事項を参考に、戦略的に考える

タイミングを計る

トレンドは、その成長を理解することで、お客様のブランドと消費者のニーズに適応させることが可能になります。

  • WGSN独自のデータとトレンド曲線分析でトレンド採用のタイミングを知る
  • 当社の消費者インサイトと短期及び中期予測を参考に、製品開発、マーケティング、リテールバイイングのプランを確実なものにする
  • WGSNが独自に開発したFood & Drink Feedから、日々のインスピレーションと新鮮なアイデアを得る
  • 業界を揺るがす大きな変化や、ディスラプター、イノベーター、インフルエンサーを追跡し、効率的な計画を立てる

オートミルクの台頭は数年前から予測

  • WGSNはすでに2014年の段階で、アレルギー、健康、持続可能性、動物福祉への関心が高まっていることから、植物性のライフスタイルが主流になると予測しました。
  • 2018年には、植物性食品の売上高は小売食品全体の10倍の伸びを示し、オートミルクは、米国と英国で最も急成長している植物性ミルクとなったのです。
  • WGSNはオートミルクの登場をどのように指摘したのでしょうか。その4年前のトレンド予測はここから確認できます。

当社エキスパート

Andrea Bell

Director, Insight

Part trend forecaster, part futurist, Andrea has in-depth knowledge of the consumer marketplace and behavioral shifts that impact society. She leads our future consumer analysis and works with global brands to create world-class strategies.

Andrea is in demand as an international speaker, recently appearing at Cannes Lions International Festival of Creativity, MoMA and NRF’s Big Show in New York. Her consumer expertise has been featured in numerous publications, including Vogue, Business of Fashion, and The Wall Street Journal.

Andrea’s special skills include never losing a game of Scrabble and always befriending the dog at any social gathering.

Kara Nielsen

Director, Food & Drink

An established food trend expert, Kara leads WGSN’s team of strategists in creating insightful reports and forecasts on global food and drink trends.

Kara has years of experience in the strategic innovation sector, researching, writing and speaking about how to translate trends for new product development. She has shared insights with numerous food brands and previously worked at CCD Innovation, Sterling-Rice Group and CEB Iconoculture Consumer Insights.

Based in San Francisco, Kara has experience as a restaurant pastry chef and holds a master's degree in food studies.

Lisa White

Creative Director; Director, Lifestyle & Interiors

A future thinker with over 25 years of experience, Lisa is an expert in lifestyle and design and has predicted key long-term trends such as experience design and the home hub. Her industry knowledge, creativity and cutting-edge eye drive WGSN’s future innovation and macro trends, as well as product development forecasts.

In demand as a speaker, Lisa curated the 2019 International Design Biennale in Saint-Étienne, France. She has been quoted in numerous publications, including the WSJ, Le Monde, Corriere Della Sera, and the South China Morning Post.

On weekends, Lisa can be found working culture into horticulture, and vice-versa.

Joe McDonnell

Head of Insight

Coming from a media and creative background, Joe is an industry leader in analysis and insight in consumer forecasting, market-research and business strategy, assisting clients looking to future-proof their businesses. He manages a global team of experts tracking consumer, marketing, retail and innovation trends.

Joe is a respected thought leader, with international publications and events seeking his input. He previously worked for two of the globe’s largest communications networks, Omnicom and WPP’s Mindshare, where he helped brands execute award-winning advertising campaigns in sport, fashion and entertainment.

If you were wondering, yes, Joe wrote this about himself in the third person.

Jennifer Creevy

Head of Food & Drink

Jen heads up a global team of food and drink strategists, analysts and trend forecasters. Always starting with customer insight, she delivers data-led trend content that enables clients to make confident decisions.

Having worked in the food and drink space for over 15 years, Jen has consulted with brands across the globe to develop future strategies. As content director of Retail Week, she set the vision for its intelligence resource, Retail Week Prospect, to provide access to the strategies and financial data of UK retailers.

Jen is passionate about the natural world and is a member of several conservation groups.

Ella Hudson

Head of Research

Ella is obsessed with the human condition and understanding why we do the things we do, citing people-watching as a favourite pastime.

Sitting at the intersection of WGSN's products to coordinate strategists, analysts and researchers from around the world, Ella's position supports each team to deliver accurate, human-centred recommendations that enable clients to make decisions with confidence.

Ella’s previous experience includes roles at Sunspel, Chloé and Vivienne Westwood, specialising in accessories and jewellery.

A born and bred Londoner, Ella can be coaxed away from city life at the promise of a brisk walk and a good pub lunch.

Sara Gaspar

Head of Data Analysis

Sara's data expertise combined with trends knowledge built over five years at WGSN gives her a powerful blend of maths and creativity.

Sara leads a team of data analysts with an objective to extract value from cross-business data to provide insights on trends, product performance and market dynamics. They help clients make actionable, data-informed decisions across multiple verticals, such as WGSN Fashion, Beauty, and Food & Drink.

A lifelong learner, Sara is furthering her background in economics, statistics, and fashion buying and merchandising with an MSc in applied statistics to continue to bring world-class statistical analysis to WGSN.

Laura Saunter

Senior Strategist, Insight

Laura is an expert forecaster in the retail space, exploring how the landscape is shifting and analysing consumer attitudes. A specialist in store design, luxury commerce and shopper behaviour, she identifies new consumer tribes, emerging business strategies and the future of the store.

Laura has worked on bespoke consultancy projects and presentations for global brands, including LVMH and Bulgari. An accomplished public speaker and panellist, she reports on conferences and events around the world. She also has a first-class honours degree from Oxford University.

When not examining trends, Laura can be found in a sunny climate practising her multilingual skills.