Market Research and Data: Keeping it Clean - News Updates

Natural colors, “clean labels” and product origin will drive food marketing trends in 2008. Innova Market Insights offers the following top trends driving food marketing for this year:

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1. Go Natural: Growing consumer skepticism of additives and artificial colorants will lead to a further rise in the adoption of natural ingredients. Pepsi Raw, a premium product with high fructose corn syrup replaced by cane sugar, will be one of the first mainstream launches in this area. 2. Condition Specific: Specialized nutrition is no longer a niche sector, as a larger percentage of the population finds itself requiring it. Danone's acquisition of Numico indicates its aspirations, while DSM's launch of InsuVital demonstrates that mainstream products could soon be available in the race to prevent chronic conditions such as diabetes. 3. Greener Than Thou: Most major food and beverage manufacturers are aiming to give consumers and shareholders the impression that they are carbon conscious. The latest packaging moves are aimed to further declare this. 4. Novel Functional Application: New food technologies will make it possible to increase the drive for healthy products in new categories. Probiotics in chocolate is just one example of a future food, where consumers are given yet another option for achieving their dose of a healthy ingredient or nutrient. 5. Forward to the Past: Consumers are longing to return to times when things were simpler. Companies are relaunching products such as Cadbury’s Wispa (as a limited edition) to answer nostalgia demands. Look for marketing messages such as “like mom/grandma would have made it.” 6. Interactive Products: Brands are often positioned as more than just products, but ways of life. Packaging developments such as glow-in-the-dark and temperature sensitive cans and Coca-Cola’s upcoming launch of the Sprite cooling bottle, indicate a trend towards packaging that offers more. 7. Less is More: Packaging that uses less plastic to save on material costs, or packaging that is lower in weight, such as a diverse range of new closures, is being increasingly adopted. Coca-Cola is already introducing reduced-weight bottles. Countering this trend are larger and simpler formats that deal with the needs of older people who have difficulty opening some packaging formats. 8. Taking the Brand Further: Taking an established brand into an entirely new sector is hardly a new concept, but this is evidenced by Starbucks’ ventures with Pepsi, Kraft and Hershey. Similarly, Jamba Juice is planning to venture outside of foodservice through a licensing agreement with Nestlé. 9. Private Innovation: Own-label brands have traditionally been "inspired" by branded manufacturers in the launch of new products. Some recent exceptions, such as Aldi Süd's early adoption of Huhtamaki's Cyclero packaging, indicate that this is no longer the case. 10. Beautiful Day Arrive: Danone's Essensis launch proved to be a good one, with introductions following in several European markets. Other beauty products are bound to pop up in the upcoming months, including Emmi’s super premium Beauty Case. Meanwhile, men's beauty products have been one of the key trends in cosmetics in the last couple of years, and it’s only a matter of time before the food industry begins to exploit this burgeoning market. For more information, visit <a href="http://www.innovadatabase.com">www.innovadatabase.com</a>

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