A new year is upon us and the folks at Chicago research firm Mintel have issued their predictions of 10 trends that will influence the consumer packaged goods (CPG) industry in 2007. Along with a focus on sustainability and a return to simplicity, Mintel expects companies to launch more age-specific products, undertake some technology-savvy marketing initiatives and wake up to the breakfast segment. “The overall theme of responsibility - to the environment, to growers and to one’s well-being - can be seen throughout many of the year’s upcoming trends,” says Lynn Dornblaser, director of Mintel Custom Solutions. “Manufacturers are offering consumers more opportunities to support causes or to participate in sustainability and conservation. In addition, we are seeing increased targeting of both younger consumers and older consumers, addressing the needs of the two largest consumer groups. While most of the key trends for 2007 focus on simplicity, we will see creative uses of technology, aiming to make the lives of consumers easier.”
The following, as taken from Mintel press materials, provides a brief snapshot of the upcoming trends.
1. Welcome to Amazonia. The new year will see consumers experiencing a taste of the Amazon without leaving the comfort of their own homes. The Amazonia movement highlights products that feature plentiful indigenous resources from the Amazon rainforest. This trend is closely tied to increased interest in natural products and exotic ingredients.
Botanicals from the region linked to wellness and natural functionality, with exotic fruits such as açaí and cupuaçu, will continue their rise to fame due to their anti-aging benefits and link to the “superfoods” concept. Mintel predicts more products such as Happy Monkey Açaí Brazilian Rainforest Superberry Juice Drink in the U.K., which is made from all-natural ingredients, blended açaí berries and red grapes.
Resources from the Amazon will continue to take flight in both food and non-food, but Mintel expects the beauty industry to truly embrace this trend. In France, a wide range of Natura cosmetics and skincare products featuring active ingredients derived from Amazonian natural resources illustrate this trend.
2. A commitment to ethics. Consumers will display a deeper interest in ethical products. Over the next year, fair-trade and sustainable ingredients will continue to expand into mainstream product groups. This will help highlight local and seasonal products, symbolizing a return to fresher ingredients that have more community-oriented ties. Biodegradable packaging will also regain popularity, especially as more companies reformulate packaging to be more environmentally-conscious.
3. Revisiting refills. Mintel believes that refillable packaging has a strong opportunity to make a mark as consumers are increasingly looking for more opportunities to save natural resources. Manufacturers in diverse product categories are responding with products and packages that are better for the environment, reducing the quantity of materials used and continuing to care for ethical and social issues.
4. Natural beauty. Analysts also predict the continued emergence of more natural cosmetics and skin care products, showing that people are as committed to natural external beauty as they are to internal wellness. Crème de Jour Enrichie in France is an intense facial day cream formulated with manuka honey. This product has not been tested on animals, is all-natural, and is free from synthetic and animal ingredients.
5. Keeping it simple. Simplicity in products and messaging is predicted to flood the CPG market in 2007, with companies focusing more on clean lines and streamlined packaging. Consumers are overwhelmed by choices, and a return to basic value and convenience will be a welcome change. Greater focus on traditional ingredients and recipes will also continue to take the industry by storm.
6. Tech-advanced packaging, promotion and consumer tracking. This year, consumers will start to see wider use of technology to advance packaging and consumer tracking procedures. In addition, although the radio frequency ID process has been greatly debated, it is expected to have a more significant impact on consumer packaging procedures over time. Meanwhile, advances in heat strips and “perfect cooking” technology will mark the end of overcooked food and imperfect offerings. One example of this technology, Ripe Sense Anjou Pears in the U.S., are packaged in a container that indicates the fruit’s level of ripeness. Consumers can also expect to see a wider use of cell phone technology to advertise and communicate product information.
7. Internet marketing prevails. In the same technology vein, the Internet continues to build on its strong reputation as a marketing medium. More companies will join the blogging revolution, reaching out to consumers through corporate and brand-based blogs. In addition, Web-based marketing initiatives will continue to chip away at more traditional consumer marketing budgets. Consumers will see increased promotions, online sweepstakes, giveaways and other initiatives in cyberspace.
8. Blooming Boomers. With Baby Boomers rapidly moving into retirement, Mintel expects more initiatives combating the senior stereotype. Men overall are concerned about appearance and this will play out across new personal-grooming product launches geared towards older men. Mainstream products will see more modifications as companies try to design packing with easier accessibility for this age group.
9. Looks and tastes like Teen Spirit. In the teen circuit, expect more opportunities for home care product growth. Glade PlugIns Scented Oil Light Show in the U.S. features a light show with varied soothing color that can display on a wall. There is also a missing opportunity within the snacking sector - younger kids have received the greatest level of targeting but teens also wield substantial spending power. In addition, key avenues for companies lie within a new focus on products “growing up” with teens, converting teen users into adult loyalists.
10. A fresh start for breakfast. Finally, the day’s most important meal will continue to see new innovation and development. Beyond convenience, companies may find themselves looking for ways to bring more traditional aspects of the meal back into play. Dominated by bars and juices, companies are predicted to look for ways to resurrect other items that have been diluted by the on-the-go trend.