Skip to content
Teaser-DMK-Trendmanagement-DE
Foresight | Customers & Community

How DMK Group Established A High-Performance Trend Management

By Sophia Hoferer
14 May 19
The identification and interpretation of trends are some of the most important activities in innovation management. Trends reflect consumer needs and changing consumer behaviors over time. DMK Group, one of the leading dairy companies in Europe, is faced with new technologies, changing customer habits, and a fierce international competition in its industry. The early identification of new business opportunities on the basis of relevant food trends is becoming an essential task to meet future challenges. 

Free Download: Identifying Business Opportunities Based on Food Trends

The Challenge

Early identification of business opportunities based on relevant food and technology trends

Innovation at DMK Group:

  • Limited resources for trend management
  • Time-consuming aggregation, evaluation and documentation of scouting results
  • Manual trend scouting activities
  • Knowledge sharing within the trend scouting community needs improvement
  • No integrated network of internal trend scouts

Supported by ITONICS Radar and ITONICS Inspirator, DMK Group implemented a powerful trend management process from trend scouting to the derivation of new business opportunities and scouted over 2,000 relevant inspirations in five food trend areas with only a small scouting team.

Crucial for the success of our project was ITONICS’ expertise in trend management. We were not just looking for a software partner, but for someone who is familiar with the topic and who we can trust.

Barbara Siegert, Head of Innovation / Corporate Strategy, DMK

ITONICS Inspirator App for trend collection ITONICS Trend Radar

A High-Performing Trend Management Unit

DMK established an integrated trend management process from trend scouting to business opportunities.

  • Reduced time to collect, aggregate and analyze trend knowledge
  • Better and faster recommendations on business opportunities for the individual business units based on profound trend knowledge
  • Trend management unit at DMK is still run by two full-time employees only

The dairy company developed an efficient trend scouting network consisting of internal and external trend scouts.

  • Successful integration of internal trend scouts that collected more than 1,500 relevant inspirations at 30 trade fairs and conferences within one year
  • Increased accuracy for the trend identification thanks to the integration of external and internal trend knowledge
  • Accessible trend knowledge for the whole community and resolution of individual data silo

Innovate like DMK Group

To learn more about the tools and capabilities that help DMK and other innovation leaders grow, browse through the features of the ITONICS Innovation OS or book a free demo with our expert team.
ITONICS-logo-dark-2021-3
More insights on Foresight