Product trends expected to make it big in 2008

In 2008, new products that complement a simpler, purer and more natural way of life are set to dominate, according to research from Mintel Global New Products Database (GNPD).

Junk-free foods, clean labels and transparency

'Junk' is described by consumer activist groups as any additives, preservatives, colours, flavours or otherwise unknown ingredients listed on the label. While the food industry clearly understands why these ingredients are in food, consumers do not. Increasingly, consumers are demanding that these ingredients be removed from all foods, especially those targeting children. Watch for some companies to expand their 'junk-free' labelling as they opt for clean labels which list ingredients that are easily understood by consumers.

In the food and beverage market, we will see companies finding ways to make their ingredient labels read more like home recipes than chemists' shopping lists.

Taking this trend one step further, we will also see companies providing more product information than ever before. Manufacturers will increase transparency about where the ingredients come from, how they are manufactured and how they are packaged. This is all in line with the rising interest in local sourcing and a greater interest in a product's origin.

Bottled water backlash

Bottled water has been one of the fastest growing beverage products ever, with sales in the UK, for example, now worth five times what they were just 10 years ago. But this could all be set to change ...

Just recently, in the United States and Europe, some restaurants have stopped serving plain bottled water. Instead, they are serving a more retro drink, tap water. Mintel predicts that 2008 will be the beginning of a significant backlash against plain bottled water as consumers become more aware of the environmental impact of bottling and shipping water from remote locations to their local supermarkets.

We are likely to see companies launching more functional waters, such as those with added vitamins and calcium, while consumers go back to the tap if all they want to do is quench their thirst.

Ethical and environmental

Continuing on the environmental drive, we can expect to see major changes in the way manufacturers talk about their food miles and carbon footprints.

One of the major barriers here is that consumers simply don't know how many miles are too many or what level of carbon footprint is an acceptable one. So for 2008, manufacturers will discuss their company-wide environmental initiatives, instead of just focusing on the carbon footprint of a particular product. As a result, environmental claims will appear on company websites, rather than on the products themselves.

Meanwhile, Fairtrade food and beverage products, which are well established in Europe, will spread increasingly into the US, Latin America and Asia.

The new face of ancient products - sacred grains and salt

In 2008, ancient grains, such as amaranth, quinoa, teff, millet and kamut, will move from niche markets to the mainstream, appearing in products from leading manufacturers. Companies will focus on the whole grain nature of these grains and also on the fact that many are gluten free. Expect to see more everyday products appearing with these new, yet old grains.

From one ancient product to another - salt. Today, products with too much salt often get a bad rap. But on a more positive note, companies may follow Campbell Soup's lead and start using sea salt instead of mineral salt. In addition, 'place' salts (eg, Hawaiian red clay salt) and flavoured salts will continue to appear more often on supermarket shelves.

Food ingredients in non-food

Familiarity breeds contentment and confidence, which is one reason we see food ingredients increasingly appearing in beauty and even household cleaning products. And although not always the case, some food ingredients will maintain their functional benefits in non-food products (eg, superfruits and their antioxidant content).

At the other end of the spectrum, we are set to see a number of new product trends that focus on luxury and high-tech features.

Faux genomics

We are still a long way from being able to scan an individual's DNA to determine the correct diet and exercise regime for maximum health and wellbeing. But in the meantime, we do see the beginnings of companies trying to figure out ways to customise products as much as possible.

Much potential for this trend lies in beverages, but in 2008 we will also see more single-use or single-benefit dietary supplements that are created for DIY customised healthcare.

Experiential shopping

In a world where you no longer just eat, you have a culinary experience and in place of a gift, you receive an experience day, we have seen a shift towards experiential shopping. With consumers, especially young adults, seeking entertainment and stimulation in every aspect of life, retailers will begin to create engaging environments to keep shoppers interested, happy and most importantly, in the store longer.

In 2008, traditional supermarkets will expand the number and types of experiences they offer in store. We will see more in-store dining, warmer lighting and familiar display fixtures for food and beverage products. Retailers may begin to take a page from department stores and market non-food products by spraying or diffusing them throughout the store, creating a multi-sensory experience for shoppers.