The first step was an extensive trends analysis of more than 200 reports
from leading research institutes, NGOs and think tanks. This resulted in the
identification of 20 trend clusters comprising a total of 84 subtrends (Figure 1,
pages 10 and 11). The list ranged from Health Awareness (including subtrends
such as the growing private market for health products and services, and
the convergence of industries like healthy cosmetics and functional foods)
to Entertainment Society (with subtrends including the increasing demand
for entertaining and unconventional POS, and the growing number of people
playing games online).