Seeing into the future

Researcher Mintel brings out its crystal ball to predict which trends will affect our industry next year

As the year comes to a close, trendspotters from Mintel's Global New Products Database (GNPD) have predicted 10 key trends that will shape the fast moving consumer goods (FMCG) industry in 2007, six of which are very relevant to developing menus.

Think sustainability, think natural is the first, and Mintel says the new year will see consumers experiencing a taste of the Amazon without leaving the comfort of their home.

The Amazonia movement highlights products that feature plentiful indigenous resources from the Amazon and is closely tied to increased interest in natural products and exotic ingredients. Botanicals from the region are linked to wellness and natural functionality, with exotic fruit such as açaí and cupuaçu continuing their rise to fame due to their anti-ageing benefits and link to the 'superfoods' concept. Expect to see more of products such as Happy Monkey açaí Brazilian rainforest superberry juice drink in the UK, made from all natural ingredients, blended açaí berries and red grapes.

Resources from the Amazon will really take off in food and non-food, but Mintel expects the beauty industry to truly embrace this trend. France has already seen a wide range of Natura cosmetics and beauty products featuring active
ingredients derived from Amazonian natural resources.

With a love of nature comes a deeper commitment to ethical products. Over the next year, fairtrade and sustainable ingredients will continue to expand into mainstream product groups. This will also help to highlight local and seasonal products, symbolising a return to fresher ingredients that have more of a community-orientated tie.

Biodegradable packaging will gain popularity, as companies reformulate packaging to be environmentally conscious. Mintel believes refillable packaging has an opportunity to make its mark as people look for ways to save natural resources.

"Sustainability is an issue for the long-term future, in all areas of life and in all parts of the world," comments David Jago, Mintel's director of GNPD custom solutions.

Simplicity in products and messaging is predicted to flood the FMCG market next year, with companies focusing more on clean lines and streamline packaging. Consumers are overwhelmed by choice, and a return to basic value and convenience will undoubtedly be welcome. Greater focus on traditional ingredients and recipes will also continue.

In 2007, consumers will start to see a wider use of technology to advance packaging and consumer tracking procedures. Meanwhile advances in heat strips and 'perfect cooking' technology will mark the end of overcooked food and burnt offerings.

Consumers can also expect to see a wider use of mobile phone technology to advertise and communicate product information and although the radio frequency ID process has been greatly debated, it is expected to have a more significant impact on consumer packaging procedures in time.

Breakfast, the day's most important meal, will continue to see new innovation and development. Beyond convenience, companies may find themselves looking for ways to bring more traditional aspects of the meal back into play. Dominated by bars and juices, companies are predicted to look for ways to resurrect other items that have been diluted by the on-the-go trend.

"We're talking about trends, not fads here, so we predict that all these developments will be around for some time. Of course certain innovations will have a greater impact on some regions than others. For example, Amazonia has great impact right now in North America, but will spread to Europe, while sustainability has been stronger in Europe, but is beginning to grow in the US," concludes Jago.