A global perspective can provide future trend insights. According to The Innova Database - an online international new product development tracking tool – upcoming product development driving forces include:
- Simplicity: An obvious increase in the use of the words “simple” and “homemade” within new product promotion
- Sustainability: Water, air, energy consumption, packaging and global warming are all focuses
- Cooking at Home: Rediscover cooking and entertainment skills; an increase in premium style prepared and frozen meals
- Inherent Nutrition: Foods with more traditionally perceived benefits, such as fruit and vegetables and milk; consumers are becoming increasingly skeptical of foods that fail to provide an immediate benefit
- Functional Superstars: Plant stanols, beta-glucan, selenium-enriched
- Immunity: Ingredients driving include Vitamin C, E, A, mineral zinc and probiotics
- New Delivery for Energy: Top market categories include energy and sport drinks, cereal and energy bars, tea, breakfast cereals, juice and juice drinks and dairy drinks
- “Free From” on the Rise: In 2009, Innova Market Insights tracked 7,949 new products positioned as either gluten or lactose free compared to 6,192 in the previous 12 months
- Extreme Flavors: Increase use of the word “intense” and “hottest;” herbs and spices
- Real Authenticity: It is no longer enough to simply create a product with a regional positioning; the product should be
based on ingredients from that region and ideally even be produced there
Additional Reading:
