Top 10 Trends For 2007
It’s that time of year when research firm Mintel International takes its annual stab at predicting the future. Mintel has announced 10 key trends that will shape the packaged goods industry in 2007.
The trend list reflects an overall theme of
responsibility that relates both to social and personal responsibility as
well as a focus on two seemingly contradictory trends —simplicity and
technology.
Lynn Dornblaser, director of Mintel Custom Solutions,
explains the apparent contradiction in this way. “While most of the
key trends for 2007 focus on simplicity, we will see creative uses of
technology, aiming to make the lives of consumers easier,” she notes.
The key trends, with brief explanations per Mintel,
are as follows.
1. Welcome to Amazonia. The Amazonia movement
highlights products that feature indigenous resources from the Amazon
rainforest. This trend is closely tied to increased interest in natural
products and exotic food ingredients.
2. Committed to ethnical products. Fair trade
products and those made with sustainable ingredients will continue to make
their way into mainstream product groups.
3. Revisiting refills. Mintel sees great
potential for refillable products as consumers seek out opportunities to
save natural resources and manufacturers respond with products that reflect
their environmental concerns.
4. Natural beauty. Products that are all natural
and have not been tested on animals will appeal to more purchasers of
cosmetics products.
5. Keeping it simple. Products that deliver basic
value and convenience as well as streamlined packaging will find favor.
Also hot: traditional ingredients and recipes.
6. Tech-advanced packaging, promotion and consumer
tracking. This trend reaches into many areas and ranges from broader
RFID packaging applications to the use of technologies that monitor product
freshness and prevent over-cooking.
7. Internet marketing prevails. Brand-based blogs
will become more frequent and Web-based marketing initiatives will continue
to chip away at more classical consumer marketing budgets.
8. Blooming boomers. Boomers may be headed
squarely in the direction of senior citizen status, but savvy companies
will introduce marketing initiatives that combat this stereotype, not to
mention easily accessible packaging.
9. Looks and tastes like teen spirit. The
research firm has identified a missed opportunity when it comes to snack
products for teens and predicts the advent of a new focus on efforts to
convert teen users into loyal adult purchasers.
10. A fresh start for breakfast. Beyond convenience,
marketers may begin focusing on products that bring more traditional
aspects of the meal back into play, Mintel predicts.
New Addition at Hershey Headquarters
New on the Hershey, Pa., campus of The Hershey Company
is the Global Customer Innovation Center, a state-of-the-art facility
designed for strategic customer planning sessions. The center provides a
destination for strategy sessions, brand building and program development
with retail customers. “Our customers are now able to see, touch,
taste and experience our latest benefit-driven new product innovations,
global brands, chocolate and cocoa technology, and merchandising
strategies,” said Dan Vucovich, vice president, chief customer
officer, The Hershey Company.
NPD’s “Snack-Fact”...What were
consumers giving as gifts during the Winter Holidays?
NPD’s SnackTrack Holiday Profiles offer insights
to promote understanding of the consumer attitudes and behaviors that drive
sales and consumption of snack foods during the major U.S. holidays
(Valentine’s Day, Easter, Halloween and Christmas).
Understanding consumer behaviors during these holidays
can help a company develop and identify new products or packaging, help
create holiday-focused advertising and consumer promotions, identify
opportunities for channel-specific strategies and position products more
effectively for the holidays.
For more information on this report and how your
company can benefit, contact Kevin Zieziula at The NPD Group, Inc.,
kevin_zieziula@npd.com, (847) 692-1815.
Are people giving food items as gifts?
YES 60% NO 40%
67% of those giving food as a gift report giving a ‘holiday version’
67% of those giving food as a gift report giving a ‘holiday version’
44% report giving food in a holiday package
58% report adult family members as the recipients
42% report getting ‘gift food’ from
supermarket/grocery stores
18% report giving a non-food item as well, most frequently
alongside microwave popcorn, chewy candy and cheese
Source: Snack Track, 2005 Winter Holiday Report
What are the top foods given as gifts? | |
Food Item | % of Respondents |
Chocolate Candy | 31.5 |
Cookies | 30.6 |
Other Food | 16.4 |
Nuts | 12.6 |
Hard Candy | 10.3 |
Fresh Fruit | 9.1 |
Chewy Candy | 7.8 |
Cheese | 7.4 |
Brownies | 6.0 |
Source: Snack Track, 2005 Winter Holiday Report |
Wrigley Buys Russian Company
Wm. Wrigley Jr. Co. has inked a deal to acquire an 80
percent interest in A. Korkunov, a leading premium chocolate maker in
Russia, with the remaining 20 percent to be acquired over time. Founded in
1999 by two Russian entrepreneurs, A. Korkunov is the seventh-largest
player in Russia’s $3.7 billion chocolate category. Wrigley has been
eyeing the chocolate market for some time and already has strong gum
distribution in Russia. Korkunov has a manufacturing facility located just
outside of Moscow.