1. KMC Challenge: How can we bring potato-based product solutions to global markets?
inNOVATEFOOD.DK 2017

2. GLOBAL FOOD TRENDS EASY On The Go Help at Home Fast Casual Slowfood
HEALTHY
Indulgence
Feel Good
Fix Me
Flexitarisme
CLEAN
Free From
Natural
Traditional
Technology
LOCAL
Global
Made By
Sustainable
Artisan

3. Consumers are increasingly seeking out guilt-free, great-tasting products that provide healthy indulgence without any hassle

4. DENMARK
0.22 out of 3.9 million (5.6%)
USA
4.3 out of million (2.4%)
INDIA
7.7 out of million (6.6%)
HOWEVER LESS THAN 5% OF THE GLOBAL INTERNET POPULATION IS PAYING ACTIVE INTEREST IN NUTRITION

5. DENMARK
HIGH INCOME
MALE 46-75
FEMALE 26-55
WITH AN INTEREST IN
INDIA
HIGH/MEDIUM INCOME
MALE 18-34
FEMALE 18-24
WITH AN INTEREST IN
USA
HIGH/MEDIUM INCOME
MALE 35-54
FEMALE 25-54
WITH AN INTEREST IN

6. ... aND interest in FIBERS are LOW WHILE INTEREST IN GUT HEALTH IS EXPLODING

7. actually looks at each component of the nutrition fact label
33% of US grocery shoppers claim to almost always look at the nutrition fact label before buying a product... eye tracking studies however show that only 1%
actually looks at each component of the nutrition fact label
10% claim that they don’t understand what is written, and 10% don’t believe the data printed there.

8. 39% of consumers say food packaging is essential in establishing trust
Therefore they use certificates to navigate and put a lot of trust in product packaging
39% of consumers say food packaging is essential in establishing trust

10. THE CONVENTIONAL VALUE CHAIN
MONEY
POTATOES
PRICING
FUNCTIONALITY
RELATIONSHIP
FARMER
KMC
FOOD COMPANY
RETAILER
CONSUMER

11. 62% of global consumers would be interested in a service that analysed their DNA information to give them personalised health advice

12. Opportunity for KMC
Trusted leader within gut health. Increase the global awareness towards the true benefits of natural fiber ingredients and help people make food decisions that support good gut health.

13. A Consumer centric value CHAIN
DATA
HEALTH
INSIGHTS
PURPOSE
SUSTAINABILITY
FARMER
KMC
FOOD COMPANY
RETAILER
CONSUMER

14. COLLECT DATA USE TECHNOLOGY TO HELP FUTURE CONSUMERS CREATE AWARENESS
TOWARDS GUT HEALTH
Audience Marketing
Influencer Marketing
Traditional Advertising
USE TECHNOLOGY TO
SUPPORT GUT HEALTH
Nanotech to monitor microbiome
Visual Recognition to scan food
Take lead within 3D printed food
HELP FUTURE CONSUMERS
UNDERSTAND GUT HEALTH
Documentary Videos (Virtual Reality)
Educational Materials for Schools
TAKE PART OF THE PUPLIC
GUT HEALTH COMMUNITY
Food halls / festivals
Pop up restaurants

18. DATA FLOW FARMER KMC FOOD COMPANY RETAILER CONSUMER
DATA: EMERGING FOOD TRENDS
INSIGHT: NEW PRODUCTS
DATA: GUT HEALTH INDICATORS
INSIGHT: NEW MARKETS
DATA: BEHAVIORAL CONSUMER PROFILES
INSIGHT: NEW CONSUMERS
FARMER
KMC
FOOD COMPANY
RETAILER
CONSUMER

19. A sustainable Outcome based business model
GROWTH &
INNOVATION
HEALTHIER
& HAPPIER
FARMER
KMC
FOOD COMPANY
RETAILER
CONSUMER

20. Let’s take food forward

21. Thank you
Mads Peter Olsen