New products will play on the familiar in 2010, says Mintel

January 1, 2010

Mintel claims new product launches in 2010 will be a play on the familar - something recognisable with a twist.

“Post-recession, we don’t expect manufacturers to reinvent the wheel. Instead, we predict 2010’s new products will give shoppers something familiar paired with something new to better satisfy their needs,” said Lynn Dornblaser, Mintel’s leading new products expert.

“On retail store shelves, we expect today’s familiar mega trends - health and wellness, convenience, sustainability - to get a fresh, new makeover for 2010.”

Mintel predicts seven core trends will impact global new product development this year as manufacturers try to pique interest in new launches while keeping shoppers comfortable.

Symbol overload: consumers are hungry for nutrition facts. In the US, 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.

Sodium reduction: poised as the next major health movement, sodium reduction is finally ready to take hold. The key difference, said Dornblaser, is, “sodium reduction is being pushed by food companies and health organisations, not by consumers”. This could mean slow adoption of the ‘less salt’ mantra by shoppers, even as the food industry moves ahead.

Local gets stretched: let’s get real...for many shoppers, buying only local goods is a pipe dream. However, people still want products with recognisable origins and those that haven’t been shipped too far. In the UK, 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.

Simple made special: ready to get a kick out of buying ordinary products like soap and juice? Well 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.

Colour coding for convenience: cluttered retail store shelves make it hard to find your favorite cereal flavor or shampoo variety? Not anymore. To help shoppers make faster choices, more manufacturers will colour-code their products in 2010. Nearly two-thirds of Americans (64%) say they want colour-coded packaging and 45% of Brits claim to compare products by their labels. Colour coding also helps brands stand out on the shelf.

Iconic budget brands: private label 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.

Gen Y cleans up: the generation that grew up with Swiffer, Febreze and Tide to Go is calling out for grown-up cleaning products of their own. Gen Y - born between 1977 and 1994 - constitutes one-fifth (21%) of the global population. 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 has forecast 14 additional consumer packaged goods trends for 2010. To receive the complete list, contact HYPERLINK "mailto:press@mintel.com" press@mintel.com or call Mintel's press office at 312-628-7946.

Mintel estimates global new product introductions for 2009 will reach 2008 levels. In the US, where many niche players were hurt by the recession, Mintel does not expect 2009 totals to match 2008.