CHICAGO—Next year's new products will recreate the familiar, but add something new to satisfy shoppers’ needs says Mintel’s 2010 global consumer packaged goods (CPG) predictions. "On retail store shelves, we expect today's familiar megatrends--health and wellness, convenience, sustainability—to get a fresh, new makeover for 2010," said Lynn Dornblaser, Mintel's leading new products expert
Next year, Mintel predicts seven core trends will impact global new product development as manufacturers try to pique interest in new launches while keeping shoppers comfortable.
1. Symbol reduction: In the United States, nearly half of adults say having caloric information on the front of packages would help them reduce their intake. However, people feel confused and skeptical about different companies' nutrition symbols. In response, more manufacturers will opt for clean, clear facts on front-of-pack statements in 2010.
2. Sodium reduction: Poised as the next major health movement, sodium reduction is finally ready to take hold. The key difference, Lynn Dornblaser, is that "sodium reduction is being pushed by food companies and health organizations, not by consumers."
3. Local: People want products with recognizable origins and those that haven't been shipped too far. For 2010, the definition of "local" will expand, becoming more practical for major companies to use and for mainstream shoppers to purchase.
4.Simple made special: In 2010, chic packaging and premium positioning will make today's grudge purchases more enjoyable. The recent trend towards boutique-inspired packaging highlights how manufacturers will make the mundane a little more special next year.
5. 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 percent) say they want color-coded packaging and 45 percent of Brits claim to compare products by their labels. Color coding also helps brands stand out on the shelf.
6. Private Label: Many shoppers now equate private labels with national brands and value them as such. In 2010, low cost, high-quality private labels will thrive.
7. Gen Y cleans up: Gen Y—born between 1977 and 1994—constitutes one-fifth (21 percent) of the global population and they desire household cleaner products. While there aren't a wealth of Gen Y-focused cleaners on the market now, expect that to change in 2010. New products will highlight simplicity of use and quick, easy results to appeal to Gen Y shoppers.
Mintel also estimates global new product introductions for 2009 will reach 2008 levels. In the United States, where many niche players were hurt by the recession, Mintel does not expect 2009 totals to match 2008.
