Chicago / IL. (mg) In the New Year we can expect to see a flood of new products that complement a simpler, purer and more natural way of life, according to research from Mintel Global New Products Database (GNPD). Mintel GNPD has identified innovative new product trends set to make it big in 2008. Tap water will experience something of a renaissance, grains from an ancient era will make their mark and women´s love of make-up may fade slightly as the au natural look makes a strong comeback. But first of all, the experts at Mintel GNPD predict that we will see an end to one of life´s little mysteries – the impossible-to-understand ingredients label …
01. Junk free foods, clean labels and transparency
«Junk» is described by consumer activist groups as any additives, preservatives, colours, flavours or otherwise unknown ingredients listed on the label. While the food industry clearly understands why these ingredients are in our food, consumers do not. Increasingly, and especially in Europe, consumers are demanding that these ingredients be removed from all foods, especially those targeting kids. Watch for some companies to expand their «junk free» labelling as they opt for clean labels, which list ingredients that are easily understood by consumers. In the food and beverage market, we will see companies finding ways to make their ingredient labels read more like home recipes than chemists´ shopping lists. In non-food products, however, the concept of a «clean label» is something that is inherently difficult to achieve. As a result, we expect manufacturers to include fewer tough-to-understand or controversial ingredients, as well as better explanations of what unfamiliar ingredients actually do. Taking this trend one step further, we will also see companies providing more product information than ever before. Manufacturers will increase transparency about where the ingredients come from, how they are manufactured and how they are packaged. This is all in-line with the rising interest in local sourcing and a greater interest in a product’s origin.
02. Bottled water backlash
Bottled water has been one of the fastest growing beverage products ever, with sales in the UK, for example, are now worth five times what they were just ten years ago. But this could all be set to change. Just recently, in the United States and Europe, some restaurants have stopped serving plain bottled water. Instead, they are serving a more retro drink, tap water. We predict that 2008 will be the beginning of a significant backlash against plain bottled water, as consumers become more aware of the environmental impact of bottling and shipping water from remote locations to their local supermarkets. We are likely to see companies launching more functional waters, such as those with added vitamins and calcium, while consumers go back to the tap, if all they want to do is quench their thirst.
03. Ethical and Environmental
Continuing on the environmental drive, we can expect to see major changes in the way manufacturers talk about their food miles and carbon footprints. One of the major barriers here is that consumers simply don´t know how many miles are too many or what level of carbon footprint is an acceptable one. So for 2008, we believe that manufacturers will discuss their company-wide environmental initiatives, instead of just focusing on the carbon footprint of a particular product. As a result, environmental claims will appear on company websites, rather than on the products themselves. Meanwhile, Fairtrade food and beverage products, which are well established in Europe, will spread increasingly into the US, Latin America and Asia. Fairtrade non-food products will follow, but the rate of development will be slower than Fairtrade food and drink.
04. The new face of ancient products – sacred grains and salt
Next year, we predict that certain ancient grains, such as amaranth, quinoa, teff, millet and kamut, will move from niche markets to the mainstream, appearing in products from leading manufacturers. Companies will focus on the whole grain nature of these grains and also on the fact that many are gluten-free. Expect to see more everyday products appearing with these new, yet old grains. From one ancient product to another – salt. Today, products with too much salt often get a bad rap. But on a more positive note, companies may follow Campbell Soup´s lead and start using sea salt instead of mineral salt. In addition, «place» salts (in example Hawaiian red clay salt) and flavoured salts will continue to appear more often on supermarket shelves.
05. Minerals – the next generation
The concept of mineral make-up was once reserved for smaller, niche companies. But today, most of the major cosmetic companies offer mineral make-up at prices more consumers can afford. One of the primary selling points of mineral make-up is that it provides a clean, pure «veil» of colour and coverage, letting everyone´s natural skin shine through. Might that mean that the next wave of cosmetics is truly the bare-faced look?
06. Food ingredients in non-food
Familiarity breeds contentment and confidence, which is one reason we see food ingredients increasingly appearing in beauty and even household cleaning products. And although not always the case, some food ingredients will maintain their functional benefits in non-food products (in example superfruits and their antioxidant content). At the other end of the spectrum, we are set to see a number of new product trends that focus on luxury and high-tech features.
07. Luxury home care products
A growing number of affluent young adults and empty nesters are looking to spend spare cash on enhancing their lives and their homes. In 2008, we will see more consumers splurge on exclusive, expensive, luxury home care products. These range from scented candles with designer labels to washing up liquid and surface cleaners with exotic fragrances and beautiful packaging. Though we have seen some of these products on the market already, they have mainly been sold in niche and speciality stores. Watch for that to change as mainstream companies embrace the trend by creating special luxury brands for common household products.
08. Movement of «masstige» personal care
One of the hot trends of late in cosmetics and skincare has been the rise of «masstige» brands. These are mass-market products with added benefits, such as SPF protection or anti-ageing components. Due to their prestige positioning, they also cost more than other products sold in mass-market stores. As a result, the market for skincare and cosmetics in mainstream retailers is split between low-cost products at one end and masstige products at the other. Will we see this divide continue, or will there be a backlash against the higher prices of masstige personal care, and growth, instead, in the middle of the market?
09. Faux genomics
We are still a long way from being able to scan an individual´s DNA to determine the correct diet and exercise regime for maximum health and wellbeing. But in the meantime, we do see the beginnings of companies trying to figure out ways to customise products as much as possible. Much potential for this trend lies in beverages, but in 2008 we will also see more single-use or single-benefit dietary supplements that are created for DIY customised healthcare.
10. Experiential shopping
In a world where you no longer just eat, you have a culinary experience and in place of a gift, you receive an experience day, we have seen a shift towards experiential shopping. With consumers, especially young adults, seeking entertainment and stimulation in every aspect of life, retailers will begin to create engaging environments to keep shoppers interested, happy and most importantly, in the store longer. In 2008, traditional supermarkets will expand the number and types of experiences they offer in store. We will see more in-store dining, warmer lighting and familiar display fixtures for food and beverage products. Retailers may begin to take a page from department stores and market non-food products by spraying or diffusing them throughout the store, creating a multi-sensory experience for shoppers.
