MIRHAMI 2030 “Future Images of Food Consumption", Phase

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SECTION I: INTRODUCTION 8 Mirhami 2030 These and niche segmentation, major companies, and recommended points of entry are some of the relevant issues for Finnish food companies that are provided in the study conducted by Finpro in conjunction with the Finland Futures Research Centre (FFRC) in 2006. Significant market potential exists for imported agricultural products to Japan, Russia and China. 1.1 PURPOSE & OBJECTIVES Our main objective is: § To provide the Mirhami companies with food for thought, ideas, and issues that break conventional thinking § To provide Finpro’s personal insight including views and strategies § To indicate potential driving forces § To indicate trends § Megatrends and their effect to 2030 § Weak signals that indicate probable change § To indicate probable behavioral aspects across various segments § Consumer § Retailer § Industry § Key current issues in various cultures & countries § Futurists and industry experts To take a broad visionary approach then focus to narrow approach – leading to the effect on the Finnish Food Industry – and the focus groups and workshops. The purpose of this report is to uncover specific foresight indicators weak signals, trend and drivers relevance to the Finnish food industry. It examines these within the context of the report written by Finpro Trade Offices in America, Russia, Germany, China, India, and Japan. We believe that each segment described in this report offers an unusual outstanding opportunity for high market growth within the next twentythree years, to 2030. The analysis is arranged to provide the reader with an overview of the market segments that are poised for high future growth. Moreover, this report provides and overview of the various global market segments, including the latest information regarding exciting new products and industry trends. Foresight of the market and analysis of products will provide a basis for understanding the significance of past developments and future possibilities The principal objectives of this report are to: § Obtain an understanding of the chief highgrowth opportunities within the context of trend identification with a view to that of relevance and importance to the Finnish Food Industry cluster of companies. § Discover feasible market opportunities via an identification of highgrowth applications in different markets, with a focus on the biggest and expanding markets for the Finnish food industry. This portion will be conducted in the focus groups and workshops to be held in Fall 2007 and in 2008. © Finpro & Finland Futures Research Centre
SECTION I: INTRODUCTION 9 Mirhami 2030 1.2 SCOPE & METHODOLOGY This report is formatted from the current situation (report analysis) to the future (assumptions and recommendations on key trends, mega trend, and how the report analysis fits into the scope of super trends). § Section I the Executive Summary provides a synopsis of our ideas of relevance to the Mirhami companies. This section also contains the purpose & objectives, and the scope & methodologies used in the 2006 research. § Section II the global report summary and analysis is a compilation of the research from the 2006 reports supplemented by additional research in August/September 2007. This section contains economic and industry insight. § Section III provides the foresight including weak signals and trends identified which lead to our conclusions of the driving forces. This is supplemented by the six supertrends to further our visions of the year 2030. § Section IV is the assumptions and conclusions section which is taken from the global studies as well as our ideas. Meetings between FFRC and Finpro were conducted regularly throughout the year in 2006 in person in Helsinki and by telephone with FFRC for the Phase I country reports. In 2006 two separate teleconference groups were conducted: (1) led by Jaana Tapanainen and including China, Germany, India, and Japan; and (2) led by Sharon Vegh including America and Russia to finalize Phase I. The reports were sent to FFRC in January 2007, with the exception of the Germany report which was received in July 2007. In early 2007, China (Maarit Ahola) joined the 2 nd group. In spring 2007, an interim meeting was held in Turku to discuss summarizing the global reports. The Mirhami program was reassigned to the restructured Life Science Team led by Meria Heikelä in Summer 2007. The outcome is this global summary managed by Maarit Ahola and conducted together with Sharon Vegh. Maarit Ahola now sits on the Steering Group. The project was conduced in June to September 2007. The result is the content of this report, Phase II. Due to time restrictions, the complexity of the field, and continuous research and commercialization in the countries studied, and in Finland, intensive comparative analysis is outstanding and should be conducted. © Finpro & Finland Futures Research Centre
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SECTION III: IMPACT ON THE FINNISH
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SECTION IV: ASSUMPTIONS & CONCLUSIO
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