Mixing-in-the-Moment (MITM) is a smart technology disruption of traditional value chains surrounding consumable additives (like detergents, fragrances, drinks, cosmetics and other fluids).This is proving to be a consistent and predictable disruption, driving new go-to-market routes, and spreading within and between industries. MITM offers incremental value and opportunity to disruptors with commensurate pain, confusion and potentially an existential threat to the business model of the disrupted.
Sensor types and pumps are consistent across industries, data sharing is consistent and AI analytic capability is consistent. With that in mind, a disruption becomes inevitable in any situation where consumable fluids are dispensed from a smart device - there are enough examples now to gain confidence in projecting future disruption. A standard multi-industry execution consists of value created by personalising and customising product experiences, turning the mundane into emotionally resonant and relevant value.
Generic “catch-all” fluids containing many ingredients is inefficient; each ingredient reacts well or poorly to a generic environment factor such as pH or °C; each ingredient in a fluid solution may be unstable with other needed ingredients; or expensive ingredients add unhelpful costs or are consciously avoided if generically applied rather than used only where and when absolutely necessary. With disaggregated ingredient solutions, you release just enough of what is necessary, at the perfect time in the process to optimise outcomes. This facilitates superior marketing claims for efficacy, efficiency, sustainability and immediacy.
One example from laundry care is reducing total spend by 26% versus conventional ownership. This is cheaper to the user, and the disruptor brand goes from retaining 31% of the total value to 84%, near doubling its physical cash earnings. That value is taken from other stakeholders in the conventional value chain; an appliance brand absorbs the revenue of both consumable brand and retailer. MITM is closely linked to incremental revenues for the disruptor, and consequential losses for those who are being disrupted.
Right now, auto-replenishment is niche - but this is spreading and expanding fast. This is creating more and more uninterruptable shopping journeys where users are locked into device and consumable formats, and because of value gains for users, they like it. There are global consumable brands beginning to react to MITM as an existential threat.
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