Author: Sally Kemkers

The beverage industry is being fundamentally reshaped. Consumers no longer expect drinks simply to refresh them. They increasingly expect beverages to hydrate, energise, calm, support digestion, provide protein, replace alcohol or fit a healthier lifestyle. Taste remains essential, but function has become a core purchase driver. For R&D teams, this means innovation can no longer start with ingredients or technologies, it has to start with understanding the consumer need first. 

After two inspiring days at ISPIM and the Innovation Conference Board in Granada, I returned with fresh ideas, new connections and renewed confidence in the future of innovation.

A clear theme emerged: innovation isn’t just about technology. It’s about understanding people, anticipating change and communicating ideas in ways that inspire action.

In today’s fragmented, AI-driven market, innovation teams risk chasing amplified micro-trends instead of real human needs. This article explores how R&D teams can cut through cultural noise, avoid the “rabbit hole” of niche trends, and refocus on meaningful, need-led innovation.

At Empak 26, experts across R&D, data and branding explored how consumer-first packaging is evolving beyond protection and compliance to deliver emotional connection, trust and smarter digital experiences. From QR-enabled simplification to behaviour-led design and luxury brand equity, the discussion highlighted practical tools R&D teams can use today to create faster, simpler and more personalised packaging for tomorrow.

Product Stories are not marketing polish, they’re a practical R&D tool for exploring, stress-testing and translating innovation into real-world impact. Across three very different use cases, they helped teams unlock better ideas, move faster and protect return on R&D investment.

Packing Innovation On Show At London Packaging Week 2025
Two days at London Packaging Week left me energised by many examples of how packaging is evolving. As a user-centric product developer, I see this convergence between feeling and function as the most exciting design frontier – where empathy, inclusivity and circularity meet creativity and impact.

We recently led food research in London, conducting face to face IDIs and sampling products with consumers, with…

WEBINAR 17 November at 3pm (GMT)  Join us and delve into how Panasonic’s strategic collaborations scaled insight training…

Join Untapped partner, Sally Kemkers, as she chats with semiotic and cultural brand expert, David Panos about Cultural Insights And Innovation In A Post Pandemic Era.