From Clockwork to Context
The new path to brand growth starts with relevance, not routine
1. Map your brand across the 14 Demand MomentsUse the Demand Moments framework to understand where your brand shows up now — and where it doesn’t. Are you overexposed to Daily Nourishment? Are you absent from Restore & Replenish, despite its rise to 23% of total occasions?
2. Identify the whitespaceDon’t ask, “how do I sell more of this?” Ask, “where else could this product be relevant?” Use Demand Spread Score to uncover overlooked moments — those between mealtimes, those after work, those in solo reset spaces. Growth often lives in the transitions.
3. Match the format to the momentRestore & Replenish is driven by product availability and health benefits. Savoury breakfasts are rising. One-bowl meals dominate. Brands must design packaging, messaging, and portioning to meet the reality of modern consumption.
4. Localise with purposeVersatility means showing up more often, but also more precisely. A product may play three different roles in three different countries. Demand Moments offers the behavioural clarity to stretch intelligently across cultures without losing relevance.
5. Design for stretch, not scaleDon’t just add SKUs. Add use cases. Think like an Everywhere Brand. Can your snack become a topping? Can your spread become a meal base? Can your drink become a ritual? When brands solve real jobs in more moments, growth follows naturally.
This is the central question facing every food and drink brand in 2025 and beyond.
The world has reorganised. The brands that win will be those that stop thinking in time slots and start thinking in jobs.
Jobs like Restore & Replenish — now the fastest-growing eating occasion across Europe. It reflects a shift toward functional, flexible, self-directed eating. Brands that show up here grow. In fact, those expanding into new demand moments are three to four times more likely to grow their consumer reach.
Versatility has become the ultimate growth engine. Brands with higher Demand Spread Scores — those that participate in more moments and rely less on a narrow core — outperform others. They are better built for a landscape where usage drives meaning. Not format. Not flavour. Not aisle placement.
Winning brands know how to stretch across moments and localise their role. Because the dishes people eat, and the categories that show up in them, vary widely from Madrid to Manila. Your category might be a breakfast staple in Brazil, a snack in Portugal, and a meal base in France. Understanding the dish is understanding the demand.
That’s what Demand Moments and Demand Spread Score make possible. They help you capture behavioural fluidity as it happens, not when the quarterly results come in. They surface opportunities where the clock used to dictate strategy, and where cultural context now defines relevance.
So, what job is your brand doing today?And what moments — or markets — are still waiting for you to show up?
Let’s identify the right demand moments for your brand — and turn them into growth.
