Richard Cope
Richard is a Senior Trends Consultant, bringing the latest consumer trends to Mintel clients through bespoke presentations and represents Mintel at global conferences.

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On the eve of Mintel’s 2014 Big Conversation events, Richard Cope outlines four areas of commercial opportunity where consumers will be buying – and buying in to – in 2014.

Internationalism on the Agenda

Brand Britannia fever, driven by Olympic medals, Royal weddings and births, is in the past and this year’s sporting events, immigration legislation and pending referendums will put Brazil, Russia, China, Scotland, Bulgaria and Romania in the spotlight. Mintel’s data confirms that Brits are open, curious and savvy when it comes to buying into new, engaging or better value products from abroad.

Club Tropicalia

In particular, the World Cup is going to make the world fall in love with all things Brazilian. The country has not hosted the event since 1950 and it’s almost as long since the 1950’s Bossa Nova and 1960’s Tropicalia movements brought its music to a global audience. This time around the showcase of Brazilian commercial cultural exports will encompass everything from churrasco to cachaça to beachwear and beauty products.

A Private Function

With the launch of Google Glass and the fallout from the NSA scandal, surveillance and data monitoring we’re going to see consumers looking for greater privacy – but also greater functionality – from their data as they bid to take further control of it to help them to streamline their lives and better analyse themselves. All of this is raising discussion around data privacy, but also its value and usability. For more see Look Both Ways.

Healthy Fuels

In late 2014 new labelling legislation – The Food Information Regulation (EU) 1169/2011 to be exact – will ‘require additional caffeine labelling for high-caffeine drinks and foods where caffeine is added for a physiological effect’. This is going to place pressure on the energy drinks brands and in the run-up to this legislation we’re going to see a new wave of competition from natural and vegetable drinks launches.