Consumer behaviour is becoming more deliberate, more value-driven and more mission-led. Shoppers are no longer browsing categories, they are solving specific needs, whether that’s a quick meal, a healthier choice, or a better-value alternative.

This shift is exposing the limits of traditional NPD and static shelf fixtures. Adding more products is no longer enough to drive growth if they don’t clearly meet a defined occasion or need.

This presentation explores how manufacturers can respond by designing around real consumption moments instead of categories. How do you identify unmet needs, where are the biggest gaps between what consumers want and what is currently offered? And how do you work more closely with retail, foodservice and other partners to bring those solutions to life?