Mintel predicts global trends for 2010

January 1, 2010

Mintel has predicted new flavour and scent and beauty trends in consumer packaged goods for 2010.

On the flavour and scent front it anticipates new flavours and scents and old favorites will take over consumer packaged goods this year.

“As the economy recovers, we expect people to continue the trend of eating at home,” said Lynn Dornblaser, Mintel's leading new products expert. “The home cook is becoming more advanced with his or her cooking skills by trying new spices and flavors, as well as preparing everyday items in new ways.”

Mintel has identified six key flavors and two scents trends that will be recognisable in 2010.

Flavour predictions for 2010

Cardamom - known to be intensely aromatic with a strong, unique taste, cardamom will find a home in more than just ethnic fare. Cosmic Chocolate recently launched a chocolate bar flavoured with cardamom and oranges.

Sweet potato - candied, fried, baked or boiled...sweet potatoes are one of the most diversely prepared vegetables. Aside from being a delicious snack or side dish, they also will become known as the new functional food, as they are rich in dietary fiber, beta carotene and vitamins C and B6.

Hibiscus - commonly seen in teas, the USDA has said that consuming hibiscus tea can lower blood pressure. In the future, expect to see it become a common ingredient in the beverage market. Premium Essence Water from Hint now offers Hibiscus-Vanilla flavoured water.

Cupuaçu - the taste of the Amazon...cupuaçu is the next big superfruit. And when we say big, we mean big. It contains more than 10 vitamins and antioxidants, as well as essential fatty acids and amino acids. Musselmans launched a lime and cupuaçu flavored apple sauce showcasing this unique flavour.

Rose water - rose water is no longer just a fragrance. You can look forward to finding it as a common flavor in ethnic foods or, like Ghalia Organic Desserts in Los Angeles discovered, you can add it to your brownie recipe for a subtle rose water flavor.

Latin - latin spices will be heating up our palates next year, and you won't have to dine out to get these exciting flavors. Whole Foods Market now offers a Mayan Ceviche; meanwhile, Icelandic Salsa Shrimp Cocktail features a spice packet loaded with the popular Latin flavor of cilantro.

Scent predictions for 2010

Simple, clean - when it comes to new scents, manufacturers are keeping it simple. In 2010, expect to see everything from body lotions to dish detergents to air fresheners launched with few- or single-component scents. Palmolive launched its Clean + Clear dishwashing liquid that boasts no heavy fragrances or unnecessary chemicals.

Scents to influence mood - during a time of high-stress lifestyles, consumers are looking for any way they can to escape the rigors of everyday life. A candle that smells like a piña colada might be reminiscent of a beach vacation or an air freshener that has a pumpkin spice scent could remind you of the holidays.

Mintel has also forecast the top beauty trends for 2010. Though manufacturer and consumer attitudes were changed by the recession, innovation and resilience have shaped a new landscape for beauty in 2010, it says.

Nica Lewis, director of Mintel beauty innovation, said: “While 2009 brought its challenges for the industry, beauty brands and suppliers have continued to seek creative new ways to merge science, nature and sustainability for better results and more eco-friendly formulas and packaging. In 2010, we will see more consolidation in the beauty industry and the evolution of old trends, as well as new ones, as consumer confidence returns.”

1. Mood beauty

Make-up has long been associated with making the wearer feel better, but recent product evolution has seen actual ingredients enabling this. In 2010, consumers will be able to enhance their mood through make-up and skincare, going beyond aromatherapy.

2. Nu natural

Nu Naturalis a new vision of natural that is less focused on certification and more focused on results, efficiency and safety. In 2010, beauty products will evolve from today’s trend towards organic ingredients, revisiting attributes like authenticity, provenance and local production.

3. Pro-tech’t

Throughout 2009, there was a renewed emphasis on protection, one of the basic functions of skincare, hair care and color cosmetics. Beauty products offered increasingly powerful shields against not just UV rays, but also physiological and man-made factors.

In 2010, Pro-tech’t will strengthen this shield. Marketing language is already growing more robust, borrowing from computer technology (e.g. “firewalls”). Packaging, too, will expand beyond traditional glass and plastic to materials like neoprene and concrete.

4. Turbo Beauty 4G

Developing 2009’s Turbo Beauty trend, Turbo Beauty 4G continues to capitalise on advances in biochemistry for higher-tech beauty products. Expect more quasi-medical results and “mix-it-yourself” solutions: at-home kits and cures that offer alternatives to cosmetic surgery and non-invasive procedures.