Trends

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What will be the breakthrough new food products of next year? The trend experts at Mintel released their 2010 global consumer packaged goods predictions. Overall, the theme is about recreating the familiar.

“Post-recession, we don’t expect manufacturers to reinvent the wheel,” said Lynn Dornblaser, a new products expert at Mintel. “Instead, we predict 2010’s new products will give shoppers something familiar paired with something new to better satisfy their needs. On retail shelves, we expect today’s familiar megatrends — health and wellness, convenience, sustainability — to get a fresh, new makeover for 2010.”

Next year, Mintel predicts the following trends will impact global new product development as manufacturers try to pique interest in new launches while keeping shoppers comfortable.

Sodium reduction. Poised to be the next major health movement, sodium reduction is finally ready to take hold. The key difference, Dornblaser says, is that “sodium reduction is being pushed by food companies and health organizations, not by consumers.” This could mean slow adoption of the “less salt” mantra by shoppers, even as the food industry moves ahead.
Fitter products. Expect an increase in lighter, slimmer and easier products in 2010. They’ll be lighter in formulation (cleaner labels), slimmer (less packaging) and easy to use (simple packaging and formulations). Mintel’s Global New Products Database indicates that 48% of U.S. products had a decline in number of ingredients. A shorter ingredient list has become something to brag about, and a “natural” positioning beats all other claims.
Real, fresh. “Fresh” continues to grow, including on restaurant menus. It can mean better for you, local, additive free, less processed, more natural, traditional and authentic. It often ties in with decreasing number of ingredients and increased explanation of where products come from.
Local gets stretched. For many shoppers, buying only local products isn’t realistic. However, people still want products with recognizable origins and those that haven’t been shipped too far. In the U.K., for example, nearly half of shoppers buy British-made products when they can. For 2010, the definition of “local” will expand, becoming more practical for major companies to use and for mainstream shoppers to purchase.
Detox redux. The concept of “detox” is coming on strong. The claim declined in beauty and personal care, but growing in food (108%+) and drink (19%+). Detox has become a new way to talk about weight managment and even mainstream brands are beginning to make detox claims.
Simple made special. In 2010, chic packaging and premium positioning will elevate everyday items to a new level. Companies will be reinvigorating brands in new ways, and everyday basics will become “destination” products. The recent trend towards boutique-inspired packaging highlights how manufacturers will make the ordinary a little more special next year.
Small moves in eco-friendly. Companies are taking smaller, yet significant moves regarding the environment. Consumers are taking smaller steps themselves. That’s because subtle changes are easier for consumers to accept. What we’ll likely see in 2010 are products that not only offer an environmental story but provide value for money and products that use new ways to appeal to consumers.
Symbol overload. Shoppers say they’re confused and skeptical about different nutrition symbols on food packages. In response, more manufacturers will opt for clean, clear facts on front-of-packages in 2010. Coca-Cola announced it will put calorie information on the front of pack next year, expect to see other products do the same.
Color coding for convenience. To help shoppers make faster choices, more manufacturers will color-code their products in 2010. Nearly two-thirds of Americans (64%) say they want color-coded packaging and 45% of Brits claim to compare products by their labels. Color coding also helps brands stand out on cluttered store shelves.
Iconic budget brands. Private label or store 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.
Multipurpose makes inroads. Consumers must make do with less, so products that serve several needs will grow in popularity. Expect to see more beverages labeled as snacks and snacks positioned as meals.

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piggybankingrocerycart The recession is making its impact throughout the grocery industry, according to the Food Marketing Institute’s U.S. Grocery Shopper Trends 2009 report. Consumers are changing what they buy, how they shop and even where they shop. The new FMI report outlines three major shopping trends related to the economy:

Saving money on eating out: 55% of shoppers now spend less money on dining out than they did one year ago. People are eating out less (69%) or eating out in less expensive places (50%). Consumers also believe they’re doing something good for their family when they eat at home; 92% believe that home-cooked meals are much healthier than the food they eat when dining out.
Money-saving measures at current store: Shoppers are trading down, substituting and eliminating in efforts to save money on groceries. The most frequently cited change was the switch to private label (66%). Shoppers also said they were more likely to compare unit prices, clip coupons, seek sales specials, make grocery lists, and resist impulse purchases or luxury items.
Switch primary grocery store: Shoppers tend to have a great loyalty to their primary store and only 6% said they switched primary stores to save money. However, 45% said they occasionally shop at other stores to capitalize on sales specials.

Price has become shoppers’ primary means of comparison. While appearance, nutrition and brand are key features, 76% always check the price when purchasing an item for the first time. Beyond the first-time purchase, price is now the number one factor in selecting their primary store. The report concludes than many of these changes appear to be quite durable and not likely to be abandoned quickly after the economy improves.

One recessionary trend that Elizabeth Sloan identifies in Food Technology is the “pleasure principle.” As people cut back on dining out, she writes, they’ll be looking for additional excitement in the foods they eat at home. She says that despite a tough economy, consumers have demonstrated their willingness to splurge on indulgent treats, beverages that ensure enjoyable “me time,” and snack foods that provide a unique, emotional, flavorful and fun experience.

Ice cream and chocolate are tied as the top treats that people (55%) are willing to pay a premium; these categories are followed by cookies (37%), frozen cheddarbeer novelties (31%) and coffee (28%). Snacking frequency has rebounded and indulgent snacking has gained momentum, with 47% of consumers snacking on what tastes good rather than what’s healthy. The snacking trend includes foods that bring the restaurant experience home, “minis” (snack-sized versions of favorite indulgent treats), and extreme/unique flavors, such as Kettle Brand Chips that range from Cheddar Beer to Island Jerk.

Other recession-related “pleasure principle” food trends:

Comfort foods redefined: Feel-good foods will be dressed up with more authentic regional recipes, preparations and flavors. In 2009, chili topped the list of comfort foods appearing on restaurant menus, followed by fried chicken, ribs, grilled cheese, macaroni and cheese, catfish, waffles, meatloaf, chicken fried steak and pot roast. Terms like New York-style, Southwestern, Southern-style, Cajun-style, Boston-style and Santa Fe-style were the most frequently used American descriptors on menus.
Traditional, ancient and heritage: Food marketers and restaurateurs are touting traditional recipes and back story-laden “ancient” or “heritage” ingredients, such as ancient grains (quinoa or spelt).
Basic scratch ingredients with upscale twist: Flavored butters, exotic salts, unique forms of rice, preserves infused with wine or herbs, and unique oils, such as pine-flavored Smoked Olive Oil are appealing to cooking enthusiasts.
Party fare: With nearly half (47%) of consumers having people over at least once a month, it’s not surprising that there’s an explosive demand for foods and beverages that help make entertaining at home easier, fancier and more fun. New products include party-sized portions for potlucks, church gatherings and book clubs. Micro-distilled/artisan liquor tops the list of alcohol and cocktail trends for 2009.
International flair: With a 78% downturn in foreign vacations anticipated for 2009, U.S. consumers will be relying on more “armchair” culinary travel. Mexican food, regional Italian, Spanish, Japanese, Greek, Thai, Indian, Vietnamese and Moroccan top the list of restaurant foods consumers would like to prepare at home.
Flavor-driven products: Among IRI Pacesetters, 83% carried a new or unique variety claim, 69% boasted a new or unique recipe, 51% a new flavor combination and 27% an improved taste claim. Popular exotic fruit flavors include lychee, dragonfruit and black currant.