Top 2012 Trends: Purity, Authenticity and Sustainability

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December 20, 2011

It’s that time of the year for top 10 lists and a new report identifying the top trends in the food and beverage industry says that consumers will continue to look for products that offer value beyond low prices.

Purity, authenticity and sustainability all rank high among shopper’s preferences, according to Dutch market research company Innova Market Insights. It has identified 10 key trends likely to impact the food and beverage market through 2012 and beyond. Retailers and private label manufacturers should bear in mind that shoppers will continue to look for products with added value beyond low prices, despite the ongoing economic uncertainty.

The term “pure" is the new natural. “Natural products are becoming the rule rather than the exception in most western markets, despite ongoing issues with a clear definition of what natural encompasses,” according to Innova Market Insights. The report shows the number of products using the word "pure" between 2008 and 2009 doubled, and grew by another third in 2010 and considerably more in 2011.

Green is a given, according to Innova. Corporate social responsibility and sustainability strategies are increasingly important, and are not likely to subside anytime soon. The idea of supporting local suppliers and identifying where products come from is gaining momentum. This is being driven by an interest in supporting local suppliers, a desire for ethnic-style lines, concerns over the quality and safety of imported products, or the demand for authenticity in terms of products from a particular country or region, according to the report.

Budgets may remain tight but premium products continue to stand out at retail. “Consumers still have to eat and are likely to look increasingly to the extremes of discount or super-premium products, with center-ground brands squeezed,” according to Innova. “A premium treat can be justified as an affordable indulgence during difficult economic times, particularly if it can also encompass a better-for-you element”.

Senior Focus
Developing store brands specifically for seniors is a recipe for success. Companies are starting to address the needs of an aging population, both in terms of packaging functionality as well as general and specific health concerns. Front-of-package labeling that makes nutritional information easier to read is one example of ways manufacturers can better serve this population.

In all, Innova identified 10 trends to watch.

1. “Pure” is the New Natural
2. Green is a Given
3. Location, Location, Location
4. Premium Stands Out
5. Seniors Draw Attention
6. Forty is the New Twenty
7. Grounded in Science
8. Regulators Force a Rethink
9. Unmeasurable Niches
10. Boom for Protein

Read These Related Articles:

• Research: Household Products Brands Under Attack as Consumers Still Fixate on Price
• August Private Label Dollar Sales Up, CPG Down (Correction)
• Nielsen Forecasts Long Growth Pattern in U.S. Store Brands
• Research: The New Path to Purchase
• Deloitte Research: Store Brands Are Here to Stay

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