From mass-produced to personalised
Canadean predicts that the desire
for craft offerings will become increasingly influential. Consumers want their
products to be produced and manufactured on a smaller scale to ensure quality
and to feel a closer connection to the brands they choose. By emphasising the
exclusivity of a product and the care with which it was formulated, brands will
encourage sales among a growing number of consumers who want to move away from
mass-produced items across the FMCG market.
‘Better-for-you’ ingredients
According to Canadean, consumers
will be increasingly concerned about unhealthy ingredients such as sugar. 2014
saw the introduction of stevia into many popular products including Coca-Cola
and Pepsi. Over the coming year, a greater number of ‘better-for-you’ offerings
will emerge with healthier and more natural alternatives. One of the main
challenges will be to overcome the negative taste perceptions of these new
products through innovation and reformulation as consumers still put indulgence
first.
All things hot and spicy
The growing desire for hotter and
spicier food is set to continue in 2015, as manufacturers will replicate
popular heat trends from the catering industry to satisfy growing consumer
needs. Brands will innovate in formulation by including spicier ingredients in
meat, dairy, and snacks, as products infused with chillies become more popular.
After the Indian and Mexican food trend, manufacturers should prepare for the
next emerging spice cuisines from across South-East Asia and the Middle East.
Mix-and-match your favourite flavours
Canadean predicts that consumers
will look for new and exciting products which mix their favourite foods and
flavours together. Fusion products such as amaretto cider and chocolate
flavoured wine will become even more popular. The increase in demand for these
experiential offerings means manufacturers must continue to innovate with
ingredients and positioning to encourage sales among consumers who want more
than just traditional products.
Packaging drives sensory experience
The large number of products
available on supermarket shelves means that many brands are in danger of fading
into the background. Innovative packaging that draws consumer attention will be
vital for retaining market share and for brands attempting to enter the market.
The use of haptics – including tactile
packs, bright colours and reflective surfaces – will help to enhance the
sensory experience, while matt finishing and the feel of a product can denote
quality and superiority, encouraging trading-up and higher levels of spending.
