Megatrends

The global changes identified by us shape our operating environment over the long term. Through our strategy and responsible operations we create the future with the choices we make today, by responding to the challenges and opportunities the megatrends bring. Megatrends are also taken into account in our focus areas of corporate responsibility.

Sustainable development and responsible operating methods

Impacts

• Stakeholders’ expectations are growing throughout the value chain
• Regulations and reporting obligations are increasing
• The scarcity of natural resources calls for resource efficiency and adaptation to climate change

Our answer

• We consider expectations in our products, packaging and marketing
• We further develop our production in line with sustainable development
• We optimise transport
• We require our partners to operate more sustainably
• We share best practices and strengthen the vitality of local communities

Digitalisation

Impacts

• Automation offers opportunities to improve production efficiency
• Digitalisation is reflected in consumer and customer behaviour
• Services are expected to be available immediately
• The amount of information and data is growing
• Information is distributed, and experiences are exchanged, at an increasing rate

Our answer

• We continue to apply the Lean philosophy across the Group
• We use big data
• We use multiple channels for consumer communications and better customer experiences
• We have an active presence on social media

Globalisation and changes in the global economy

Impacts

• Changes in exchange rates, raw material prices, the economic situation and import restrictions
• Global trends and product ideas spread rapidly

Our answer

• We focus on differentiating ourselves from the competition in selected markets
• We monitor global trends and changes
• We ensure the predictability of the prices and availability of materials through long-term procurement agreements
• We focus on prudent risk management

Changes in population structure

Impacts

• Urbanisation continues
• The number of single-person households is increasing
• The population is ageing in certain market areas

Our answer

• We consider new opportunities created by new consumer groups and packaging sizes
• We create new concepts

Changes in consumer behaviour

Impacts

• Choices are increasingly made based on naturalness, healthiness, individuality and product origin
• Consumer groups are becoming polarised

Our answer

• We invest in innovative products and new product segments
• We further develop our products
• We consider trends in taste, raw materials and packaging
• We increase consumer insight
• We strengthen marketing, sales and our brand identity