11.04.10
Market anaylsis firm Mintel has offered its prediction of the trends set to impact the worldwide consumer packaged goods (CPG) market in 2011. Of the 12 trends that will impact product development, here’s a few to consider:
Redefining Natural: Get ready for a "natural shakedown!" While all types of natural claims have grown in importance in all regions, and across all product categories, the term "natural" is still ill-defined. Terms that are vague or not well understood will come under fire and we are due to see an intervention of regulatory bodies. Also, expect to see a new focus on accentuating the positives of what is in a product, rather than emphasizing what is not in it.
Professionalization of the Amateur: Mainstream brands are getting into a more serious "professional" arena, by bringing into the home what used to require a specialist service. This trend arguably has its origins in personal care markets, with "salon-style" hair treatments for home use, but continues to expand to include household and food, according to Mintel.
Sustainability stays focused on the basics: Sustainability is not slipping down the priority list, but instead of seeing new developments, expect to see a continuation of what we have seen, with a few twists. There will be a greater focus on reduced packaging that promotes environmental responsibility in combination with uniqueness. Also, expect water usage to become a hot, consumer-facing issue in 2011.
Blurring Categories: How much more innovation can you get out of a category? Manufacturers' response to consumer needs is the driver to developing hybrid products. Consumers don't necessarily view products as being in one category or another, rather they look for solutions that meet their needs, and that may be something that straddles multiple categories. Beyond hybrid forms, we also see a blurring of how consumers use products – such as with personal care and home care products that do more than one thing.
Redefining Natural: Get ready for a "natural shakedown!" While all types of natural claims have grown in importance in all regions, and across all product categories, the term "natural" is still ill-defined. Terms that are vague or not well understood will come under fire and we are due to see an intervention of regulatory bodies. Also, expect to see a new focus on accentuating the positives of what is in a product, rather than emphasizing what is not in it.
Professionalization of the Amateur: Mainstream brands are getting into a more serious "professional" arena, by bringing into the home what used to require a specialist service. This trend arguably has its origins in personal care markets, with "salon-style" hair treatments for home use, but continues to expand to include household and food, according to Mintel.
Sustainability stays focused on the basics: Sustainability is not slipping down the priority list, but instead of seeing new developments, expect to see a continuation of what we have seen, with a few twists. There will be a greater focus on reduced packaging that promotes environmental responsibility in combination with uniqueness. Also, expect water usage to become a hot, consumer-facing issue in 2011.
Blurring Categories: How much more innovation can you get out of a category? Manufacturers' response to consumer needs is the driver to developing hybrid products. Consumers don't necessarily view products as being in one category or another, rather they look for solutions that meet their needs, and that may be something that straddles multiple categories. Beyond hybrid forms, we also see a blurring of how consumers use products – such as with personal care and home care products that do more than one thing.
New Retro: Over the last year, Mintel has seen more big brands that revitalize old products and old ad campaigns, tapping into the escalating trend of nostalgia—and there is more to come in 2011. Companies are returning to a time when life seemed somehow easier, whether that's the 1980s for consumers in their 20s, or the 1970s or 1960s for older consumers. You'll see this with brands using old formulations, old package designs, re-runs of advertising campaigns or new ads with a retro feel.
"These annual predictions represent continuations of current big-picture trends, rather than major changes in the marketplace and what companies are doing," notedLynn Dornblaser, director of innovation and insight at Mintel. "Understanding the major trend areas and how they change from year to year is essential for companies to be successful when developing and launching new products."
More info: www.mintel.com