Mintel Predicts 10 Hot Trends to Hit Supermarket Shelves in 2007

Global Trendspotter Identifies Amazonia, Refills, and Teen Snacking Among Big Trends to Watch in the New Year

As the year comes to a close, Mintel’s trendspotters have predicted 10 key trends that will shape the consumer packaged goods (CPG) industry in the New Year. In addition to focusing on sustainability and a return to simplicity, companies are also expected to embrace more age-specific product launches, technology-savvy marketing initiatives and a rejuvenated celebration of the breakfast segment. The following provides a brief snapshot of the upcoming trends.

“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,” said 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.”

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.  We can expect to see more of products such as Happy Monkey Açaí Brazilian Rainforest Superberry Juice Drink in the UK, 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.  Committed to Ethical Products – Consumers will display a deeper commitment to 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 skincare 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 next year, 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 – Next year, consumers will start to see wider use of technology to advance packaging and consumer tracking procedures. In addition, although the radio frequency ID (RFID) 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 over-cooked food and imperfect offerings.  Utilizing this technology, Ripe Sense Anjou Pears in the US are packaged in a container that indicated 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 classical consumer marketing budgets. Consumers will see increased promotions, on-line sweepstakes, giveaways and other initiatives in cyberspace.

8.   Blooming Boomers – Now that the Baby Boomers are rapidly moving into retirement, Mintel expects to see 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. In France, Biotherm Homme Age Fitness Night Recharge has been introduced, an anti-aging fortifying night treatment for men that claims to regenerate and recharge the skin during the night. 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 US 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.

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NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry. Headquartered in Harrisburg, PA, NFRA is the sponsor of March National Frozen Food Month, June Dairy Month, June/July Ice Cream & Novelties promotion, End-of-Summer Back to Cool refrigerated promotion and October Frozen Foods Festival.  For more information, visit www.nfraweb.org.

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