02: The solution
Trendata makes
demand visible.
Before people buy.
Before they choose.
Before they appear in any business metric.
Over the past decade, Trendata has built a proprietary model that turns orientation behaviour — across search, social and AI — into a continuous, predictive view of the market.
18.5B
Orientation moments
per day
2–6 mo
Earlier signal than
traditional metrics
12 mo
Demand forecast
horizon
03: The intelligence
Demand.
Understood.
Seeing demand is not enough.
Organisations need to understand what is behind it.
Trendata makes demand understandable through three fundamental perspectives.
Market
Where demand develops.
Product
What people need.
Brand
Who people prefer.
Brand Insight 01
The overlap clusters around customer moments, not product categories.
Of HEMA's 570 product groups, 391 overlap with JUMBO. That overlap does not follow category logic. It follows five recurring customer moments.
Celebration & pastry
cake · pastry · wedding cake
6.3M
67%
HEMA
Gift, photo & personalisation
photo · gift card · photo book
5.5M
88%
HEMA
Coffee, tea & breakfast
coffee · coffee bean · cup
3.2M
48%
Balanced
Meal, fresh & cooking
pizza · chicken · bread
3.2M
24%
JUMBO
Table, kitchen & drinks
mug · glass · plate · candle
2.3M
86%
HEMA
The pattern is consistent. JUMBO owns the food moment. HEMA owns everything around it.
Brand Insight 02
Coffee is the most concrete joint opportunity.
The only major cluster where HEMA and JUMBO are near-equal in demand share. Both are growing. The role division is clear: JUMBO owns the product, HEMA owns the ritual around it.
→ Scroll to see growth data
| Product group |
HEMA 12M |
JUMBO 12M |
HEMA growth |
JUMBO growth |
| coffee | 654,508 | 671,089 | +33% | +10% |
| coffee bean | 213,762 | 185,227 | +48% | +32% |
| cup | 149,352 | 116,060 | +2% | +0% |
Brand Insight 03
Personalisation is uniquely HEMA. JUMBO cannot replicate it.
In the gift & personalisation cluster, HEMA carries 88% of combined demand. Photo albums, photo books, personalised gifts. This is a category JUMBO cannot credibly enter. Within the combined group, it is the clearest differentiator for HEMA's role: and the part of the brand that should be protected and expanded, not merged.
Brand Insight 04: Intent gap
Wedding cake reveals the full reach of the HEMA brand.
Wedding cake is not a product HEMA stocks. But HEMA carries the vast majority of the combined demand signal: 750,068 orientation moments versus JUMBO's 3,619. Customers are placing HEMA in a category it does not occupy.
Intent gap
Wedding cake. 750,068 signals. HEMA #3.
Wedding cake is HEMA's #3 orientation association: behind only photo and cake. It accounts for 3% of HEMA's entire 12-month orientation volume, for a product HEMA does not sell. That is not a gap in the assortment. It is a signal about what the brand has already earned.
05: Product Intelligence
Product Intelligence.
Wedding cake.
Product Intelligence answers what customers actually need — and where demand is moving before it appears in sales. The same model, one level deeper. Wedding cake is HEMA's #3 association. Here is what the product data shows.
Market vs HEMA — 4 years + 12M forecast
The total wedding cake market peaked in 2023 and has been declining. HEMA holds steadier. The next 12 months forecast: market continues to normalise, HEMA remains stable.
Wedding cake. What demand requires.
Within the wedding cake orientation signal, Trendata maps demand at four levels of detail. All figures are next 12-month forecasts.
Colour — next 12M
62%
white + gold dominate colour demand
The look is not a choice. It is the standard.
Finish — next 12M
+10%
drip finish — forecast next 12M
Buildable from existing HEMA dripcakes.
Size — next 12M
40 persons
#1 size · 17.7% share · +11%
35% of signals cluster on 25, 40 and 70 persons.
Region — next 12M
ZH +5%
only major region growing
All other major regions declining.
Colour, finish, size, region. This is what Demand Intelligence shows for one product group. The same depth applies across HEMA's entire assortment.
07: From insight to decision
Demand Intelligence changes
three types of decision.
The same signal. Applied across strategy, marketing and product. HEMA can align on the demand of today and anticipate the demand of tomorrow.
Strategy
Where to play.
Where to protect.
See where demand is forming before competitors do. Decide which markets to enter, which categories to defend and where the brand has earned ground it has not yet claimed.
Marketing
Activate demand
before it converts.
Reach customers in the orientation phase, not after they have already chosen. Earlier signal means earlier activation, at the moment demand is forming.
Product
Build what demand
is moving toward.
A 12-month demand forecast tells product teams what to build and what to deprioritise, before the shift appears in sales data. Anticipate, rather than react.
Valcon