What will the breakthrough new products of next year be? Most likely something recognisable... with a twist. The trend experts at Mintel have released their 2010 global Consumer Packaged Goods (CPG) predictions, saying next year's new products will recreate the familiar.
"Post-recession, we don't expect manufacturers to reinvent the wheel. Instead, we predict 2010's new products will give shoppers something familiar paired with something new to better satisfy their needs," states David Jago, Director of Trends and Innovation at Mintel. "On retail store shelves, we expect today's familiar megatrends - health and wellness, convenience, sustainability - to get a fresh, new makeover for 2010."
Next year, Mintel predicts seven core trends will impact
global new product development as manufacturers try to pique interest in new
launches while keeping shoppers comfortable.
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Symbol overload: Consumers are hungry for nutrition
facts. However, people feel confused and sceptical about different
companies' nutrition symbols - indeed, in the UK nearly half (45%) of
consumers find nutritional labels too cluttered. In response, more
manufacturers will opt for clean, clear facts on front-of-pack statements in
2010.
-
Sodium reduction: Poised as the next major health
movement, sodium reduction is finally ready to take hold. Indeed, 35% of UK
consumers now consider low salt content when buying food. The key
difference, says David Jago, is that "sodium reduction is being pushed by
food companies and health organisations, not by consumers." This could mean
slow adoption of the "less salt" mantra by shoppers, even as the food
industry moves ahead.
-
Local gets stretched: In today's society, for many
shoppers buying only local goods is a pipe dream. However, people still want
products with recognisable origins and those that haven't been shipped too
far. In the UK 46% of consumers buy products from their own country when
they can and 43% of US consumers claim they buy local when possible. In
2010, the definition of "local" will expand, becoming more practical for
major companies to use and for mainstream shoppers to purchase.
-
Simple made special: Ready to get a kick out of buying
"ordinary" products like soap and juice? Well in 2010, chic packaging and
premium positioning will turn today's grudge purchases into enjoyable
events. The recent trend towards boutique-inspired packaging highlights how
manufacturers will make the mundane a little more special next year.
-
Colour coding for convenience: Cluttered supermarket
shelves make it hard to find your favourite cereal flavour or shampoo
variety? Not anymore. To help shoppers make faster choices, more
manufacturers will colour-code their products in 2010. In the UK, 45% of
consumers claim to compare products by their labels often and nearly
two-thirds of Americans (64%) say they want colour-coded packaging, which
also helps brands stand out.
-
Iconic budget brands: Private label "brands" are
starting to look a lot more like brands. As consumers cut spending because
of the recession, smart marketers ramped up promotions for their private
label lines. Many shoppers now equate private labels with national brands
and value them as such. In 2010, low cost, high quality private labels will
thrive.
-
Gen Y cleans up: Generation Y (born between 1977 and
1994) consumers now make up 21% of the global population. While they grew up
with tried and trusted established brands, this generation is now calling
out for products of their own. Looking at the cleaning sector, there aren't
a wealth of Gen Y-focused cleaners on the market at present - but expect
that to change in 2010. New products will highlight simplicity of use and
quick, easy results to appeal to younger shoppers.
Namnews - Wednesday 18th November 2009
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