Trends in Packaged Goods for 2009
May
5
Written by:
5/5/2009 8:39 AM
Trends in Packaged Goods for 2009
The consumer packaged goods industry will see the results of several trends in 2009 that will impact brand marketing, product design and development, packaging design, and merchandising. Here are six important trends:
1. That’s Nutty!
In contrast to earlier warnings, nuts are now being hailed as nutritional powerhouses, and are showing up in more new product launches. Snack bars are becoming simpler--avoiding chocolate coatings in order to showcase nut ingredients. An example is PepsiCo's Quaker True Delights Chewy Granola Bars (launched in the US) in which "large chunks of macadamia nuts" are visible. Seeds - including flax seeds, sunflower seeds and pumpkin seeds--are also getting their due on the health front.
2. Don’t Worry, Be Happy.
Energy drinks have certainly taken the world by storm, but the beverage market will see an increase in relaxation offerings in 2009. Drank Relaxed Energy Beverage (US) is dubbed the "world's first extreme relaxation beverage". The drink claims to induce a natural calming and soothing effect when consumed. Other new products include Purple Stuff Pro-Relaxation & Calming Elixir (US) and Nescafe Body Partner Relax Coffee, a decaffeinated coffee infused with chamomile (Philippines). This trend may move beyond the beverage market to gum, chewable candy, breath mints, and desserts.
3. Concentrate.
Companies are encouraging consumers to add their own water to household chemicals when possible. Arm & Hammer Essentials is a new line of cleaning products including Glass Cleaner and Multi-Surface Cleaner consisting of empty 32 fluid ounce trigger sprayer bottles with attached 1.2 ounce (35ml) bottles of liquid concentrate. Kilrock Aquo Refillable Trigger Cleaning Spray is a UK product that follows the same principle.
4. Mirror, Mirror on the Wall …
In personal care, a generation of food and drinks that are specially-formulated to enhance beauty is emerging. Nestle's new Glowelle Beauty Drink Supplement Powder (US) fights signs of aging from the inside out with skin-beautifying antioxidants. Masterfoods' Dove Beautiful Milk Chocolate has skin nourishing ingredients like vitamins C and E, along with biotin, zinc and cocoa flavanols. In the UK, Beauty Spring Water touts its Praventin ingredient as rich in Lactoferrin to help reduce acne.
5. Steam Heat.
A growing number of food makers are introducing products based on a new generation of microwave cook-in-bags that vent excess steam during the cooking process. New launches include Dole Easy Steamer Potatoes (US), Birds Eye Steamfresh Specially Seasoned Rice (US) and Bonduelle Vapeur Vegetables (France).
6. Betty Ford for Food.
The detox trend is another area to watch, with food-based detox products using active ingredients such as the liver-friendly dandelion root. The trend is buoyed by endorsements for detox diets from celebrities such as Beyonce Knowles and Oprah Winfrey. Recent detox launches include Function Urban Detox Goji Berry Drink (US) and V Water Detox Vitamin Water (UK), as well as Biore Detoxify Daily Scrub (US) in the personal care category.
Source: packexpo