1.#ConvenienceRules - The mega-trend of 2015 and the future; consumers want it quicker and easier from brands that buy us time and save us effort 2.#OnTheGo - A variation on the ConvenienceRules mega-trend, busy consumers look to enjoy brands on the move as they speed through our fast culture 3.#HealthMatters - With the rise of health- tech and medical self-care, consumers increasingly look to products offering health benefits 4.#VirtuousPleasures - As consumers become evermore health-aware, they look to switch to good-for-you indulgence 5.#OwnLabelLove - Increasingly seen as offering the same quality for less, consumer love for own label options is becoming a critical issue for brands 6.#MadeForMe - Consumers are looking for products specially designed to fit their own unique profiles, needs and lifestyles. One size no longer fits all 7.#PremiumPull - Consumers increasingly expect a premium experience, even from mass market brands 8.#FruitTastic - AAs refined sugar comes to stand for all things evil, the consumers sweet tooth is increasingly satisfied with fruit 9.#TechTime - It’s tech time for FMCG as digital natives embrace and expect tech- enhanced experiences everywhere