The consumer packaged goods industry looks set to become increasingly innovative in 2009 as manufacturers look for new and exciting ways in which to capitalize on the growing health, beauty and eco trends. While health foods such as nuts and seeds will come to the fore, novel ingredients will include flowers and natural sweeteners.
Until fairly recently, experts had warned consumers to avoid nuts due to their high fat content. However, nuts are now being hailed as nutritional powerhouses, which is why they are showing up in more new product launches. In fact, snack bars are becoming increasingly simple - avoiding chocolate coatings in order to showcase nut ingredients. Such products include PepsiCo's Quaker True Delights Chewy Granola Bars (launched in the US) in which "large chunks of macadamia nuts" are visible. Seeds - including flax seeds, sunflower seeds and pumpkin seeds - are also getting their due on the health front.
Meanwhile, although energy drinks have certainly taken the world by storm, the drinks market looks set to see an increase in relaxation offerings in 2009. New product launches going the relaxation route include Drank Relaxed Energy Beverage (US) dubbed the "world's first extreme relaxation beverage". The drink claims to induce a natural calming and soothing effect when consumed. Other new products include Purple Stuff Pro-Relaxation & Calming Elixir (US) and Nescafe Body Partner Relax Coffee, a decaffeinated coffee infused with chamomile (Philippines). This trend is not limited to the beverage market; Lotte Relax Gum Apple Tea Mint (Japan) is a new functional chewing gum with theanine from green tea that claims to deliver a relaxing effect.
In household goods, companies are encouraging consumers to add their own water to products when possible. That is the idea behind Arm & Hammer Essentials (US), a new line of cleaning products including Glass Cleaner and Multi-Surface Cleaner that is comprised of empty 32 fluid ounce trigger sprayer bottles sold with attached 1.2 ounce (35ml) bottles of liquid concentrate to be mixed with water. Kilrock Aquo Refillable Trigger Cleaning Spray is a UK product that follows the same principle.
In personal care, a generation of food and drinks that are specially-formulated to enhance beauty is emerging. Although this trend is very much in its infancy, it has attracted some attention from heavy-hitters in the food industry like Nestle and Masterfoods. Nestle's new Glowelle Beauty Drink Supplement Powder (US) fights signs of aging from the inside out with skin-beautifying antioxidants. Masterfoods' Dove Beautiful Milk Chocolate has skin nourishing ingredients like vitamins C and E, along with biotin, zinc and cocoa flavanols. In the UK, Beauty Spring Water touts its Praventin ingredient as rich in Lactoferrin to help reduce acne.
Steam cooking is becoming increasing popular in the frozen food market due to its perceived benefits of keeping food fresh and tasty. A growing number of food makers are introducing products showcasing the cooking power of steam and, buoyed by a new generation of microwave cook-in-bags that vent excess steam during the cooking process, the trend is picking up momentum. New launches include Dole Easy Steamer Potatoes (US), Birds Eye Steamfresh Specially Seasoned Rice (US) and Bonduelle Vapeur Vegetables (France).
The detox trend is also picking up speed, with food-based detox products using active ingredients such as the liver-friendly dandelion root. The trend is also being buoyed by endorsements for detox diets from celebrities such as Beyonce Knowles and Oprah Winfrey. Recent detox launches include Function Urban Detox Goji Berry Drink (US) and V Water Detox Vitamin Water (UK), as well as Biore Detoxify Daily Scrub (US) in the personal care category.
Stevia is a natural sweetener that comes from the South American stevia plant and has the potential to turn the sweetener world upside down. This zero calorie sweetener has been used for years in South America and Japan, but has been banned in processed foods and beverages in the US and much of Europe. That could change in 2009 as the FDA is preparing to decide if stevia variant Rebaudioside A may safely be used in processed products. If approval is granted, the new product floodgates could open quickly, as both Coca-Cola and PepsiCo are ready to launch stevia-sweetened drinks.
Meanwhile, despite the current economic turmoil, companies are still eager to be perceived as environmentally friendly. Eco claims made on new food and non-food packaged goods from around the world have nearly doubled in the last two years, according to Datamonitor's Product Launch Analytics. Nature Babycare Eco Sensitive Fragrance Free Awarded Wipes (Finland), Plush Eco Fabric Softener (Brazil) and Nvey Eco Organic Erase Corrective Makeup (Australia) are some products that are definitely on trend.
Elsewhere, flowers are beginning to play a bigger role in new product formulations. Floral flavors like lavender, hibiscus and jasmine have long enjoyed success in non-foods, but are newer to foods and drinks markets. Examples include OOBA Sparkling Refreshing Hibiscus Beverage (US), which is said to have a high level of antioxidants; Simply Hibi Health Drink (UK), and Lavender-Jalapeno flavored Theo Caramel Collection Chocolates (US). As they are subtle, non-fattening and aromatic, floral flavors look set to surprise in 2009.
Packaged goods makers are also focusing on the mental fitness trend, launching a growing number of brain health products onto the market. Indeed, according to Product Launch Analytics, mentions of the word "brain" on new food and beverage products worldwide have nearly tripled in 2007-08 versus 2005-06. Touting "good for your brain" ingredients like DHA omega-3s are recent entries like Kellogg's LiveBright Brain Health Bar (US), IQ Plus Brain Drink (Austria and Germany) and Unilever's Rama Idea! Margarine (Europe).