Broaden your horizon: Use the challenge to understand a complex challenge of the world population and try to come up with a targeted market analysis of the food market and specific unmet consumer needs.

Learn more about the Challenge

01.10.2018 – 24.01.2019

Access to Merck Accelerator Program

1st Place: 5.000 Euros

2nd Place: 2.500 Euros

3rd Place: 1.500 Euros

4th Place: 1.000 Euros

Status Quo

Globally, urbanization is forecasted to continue with urban areas to account for approximately 70 percent of world population in 2050. Per capita, global GDP is projected to increase with an average annual growth rate of 1.9 percent throughout the next years. Urbanization and income will have a significant impact on food consumption patterns.

Supply/producer side: With food there will be several stakeholders to consider, which will probably have very different topics and challenges on their minds: consumers, producers, and institutions.  This is just a start – feel free to add other players that will be relevant!

The Challenge

In the qualification phase you focus primarily on identifying unmet consumer needs. With a consumer perspective analysis of the food market, multiple customer segments can be identified and analyzed in depth!

Should you qualify for the elaboration phase you will visit the Merck Innovation Center and participate in a science & technology workshop to discuss and refine your strategy. Based on this, you develop ideas, of how these unmet consumer needs could be addressed based on Merck’s scientific and technological capabilities.

The Job

A starting point of your analysis could be one of various leads:

Institutions like ministries or NGOs shape consumer thinking about what good food is, esp. when it comes to nutrition, as well as “good” and “bad” foods, be that in terms of impact on health and the body as well as the environment. Try to grasp what thinking will drive their recommendations and “PR” activities in the future.