parallax background

Smart Trend Scouting with ITONICS Crowd

Street credibility: How DMK Group collects food trends and inspirations worldwide


The Challenge

Worldwide and efficient trend scouting in various trend metropolises


  • Direct connection of external trend scouts to the internal trend management process
  • Digital and transparent trend scouting worldwide for more efficiency and the collection of worldwide trend signals

With 25 locations in Germany and the Netherlands and around 7,700 employees, the DMK Group is the largest German dairy company, processing milk into foods of the highest quality. With annual revenue of 5.8 billion euros, the DMK Group is also one of Europe's leading companies in the dairy industry.

The food industry is characterized by changing consumer requirements and needs, different trend developments in different regions and strong international competition. The early identification of weak signals in the corporate environment and the derivation of new business opportunities is, therefore, an essential component of successful innovation management at the DMK Group.

In order to meet these future challenges, DMK has been using the crowdsourcing tool ITONICS Crowd since 2018 to scout global trends in the food sector and respond quickly to changing customer needs.

Trend scouting at DMK
  • No own worldwide trend scouting network
  • Partially internal trend scouting activities & partially outsourcing of trend scouting activities to third parties
  • Limited resources in trend management
  • Time-consuming manual aggregation & documentation of trend scouting results in static documents

The Solution

Worldwide network of trend scouts via ITONICS Crowd

"The partnership offers us direct access to qualified scouts within the framework of ad hoc studies and deep dives with added value. What also distinguishes ITONICS from large consultancies or software houses is the competent and personal way in which projects are planned and implemented together."
- Kristin Mitlewski, Manager Innovation & Trends, Corporate Strategy, DMK

Download full Case Study

Learn more about the products and solutions that help the DMK Group grow and innovate at scale and download the full success story!

About DMK

With 25 locations and around 7,700 employees, the DMK Group is Germany’s largest dairy company, obtaining its raw milk from more than 8,600 active dairy farmers. The product portfolio ranges from cheese, dairy products and food manufacturing ingredients to baby food, ice cream, health products and special animal feeds. DMK is present in more than 100 countries all over the world with strong brands such as MILRAM, Osterland, Oldenburger, Rose, Humana, Casarelli, Intact, sanotact, hansal and NORMI that enjoy the full confidence of consumers at home and abroad.

Keep reading

26. July 2019
70 20 10 Rule Of Innovation

70:20:10 Rule of Innovation

One of the challenges that companies face is understanding how to manage their innovation resources. Should they go after the disruptive and risky idea? Or concentrate […]
19. July 2019
ITONICS at Innovation Campus Berlin

ITONICS at the Innovation Campus in Berlin

Since this year, ITONICS is part of the education program Innovation Campus of zero360 GmbH and the Gründerszene. The Innovation Campus is aimed at managers, professionals, […]
12. July 2019
Blog Article on Innovations at Silicon Valley showing the Golden Gate Bridge

Discovering Innovations: Insights from Silicon Valley

The careful monitoring of an organization’s internal and external corporate environment to spot the first signs of relevant business opportunities and threats is one of the […]
24. June 2019
Teaser Image of the Blog Article Innovate at Scale

How companies can innovate and scale

When it comes to innovation, we too often focus on the importance of the individual within the process. In business, we usually identify good innovators and […]

Mit nur zwei Klicks mehr erfahren und eine Demo starten: