Existing Items to be “Tweaked” to Be New in 2010
I have just finished reading a summary of the recent report done by Mintel regarding their prognostications for the packaged goods business in the upcoming year. In a nutshell (if you’ll pardon the pun), they predict that many of the new packaged goods products that will be introduced in 2010 will be somewhat recognizable to many consumers, but will have a “new and improved twist” that will, hopefully, induce sales. There are several aspects to their report, some with which I concur but there are some findings in their research that are simply not consistent with our daily experience in operating Epicurean Foods.
“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,” states Lynn Dornblaser, Mintel’s leading new products expert. “On retail store shelves, we expect today’s familiar megatrends–health and wellness, convenience, sustainability–to get a fresh, new makeover for 2010.”
Several Factors To Influence New Product Introductions Including Low Sodium Levels
Interestingly, Mintel predicts several key factors will influence new product introductions as manufacturers try to create interest in their new items while simultaneously keeping shoppers “comfortable”.
One of the most intriguing aspects of their report from our perspective at Epicurean Foods is the section that discusses sodium reduction in gourmet foods. Industry experts within the gourmet food industry and the more mainstream “grocery store” channel generally agree that the demand for sodium reduction in many foods is finally ready to take hold. In her comments, however, Dornblaser remarks that “Sodium reduction is being pushed by food companies and health organizations, not by consumers.“ She contends that this could mean slow adoption of the “less salt” mantra by shoppers, even as the food industry moves ahead.
I would tend to disagree with Dornblaser on this key point. Literally on a daily basis, we are asked by our customers about the relative salt levels in many of our spice rubs, dip mixes and bread dipper seasoning mixes. (We once had an inquiry about the sodium levels of our sea salts, but we will ignore that for now…) Consumers today are very concerned about their relative salt intake and are making great efforts to educate themselves about what are healthy levels of salt ingestion. One of our largest private label customers has also requested that we work with them to develop an entire line of low-sodium dip mixes, further confirming our own findings and daily experience.
Definition of “Local” Likely To Expand
The authors of the report correctly conclude that while many consumers would prefer to “buy local”, reality precludes it in many cases. (It’s hard to buy local produce in Boston or Toronto in February.) However, many people are still interested in eating foods that are either unique to a specific growing or producing region of the world (e.g. Balsamic Vinegar of Modena) or from producers located as close to their location as possible.
Balsamic Vinegar continues to be very popular with gourmet food consumers
We concur with the author’s assessment that in 2010 the definition of “local” will continue to expand. Many of our customers have already indicated their great interest in our plans to continue to add hundreds of new gourmet and specialty food items to our website items from artisanal producers from around the world.
Greg Sprout, Co-Founder,
Mintel forecast 14 additional consumer packaged goods trends for 2010. To receive the complete list, contact press@mintel.com or call Mintel’s press office at 312-628-7946.
I really like your blog and i respect your work. I’ll be a frequent visitor.