快速消费品市场分析及展望

2021CPG/FMCGTrends22021MintelCPGPredictionsEveryyear,wedevelopalistofpredictionsforthecomingyearBasedoninputfrommorethan40Mintelemployees,fromeveryoneofouroffices(Chicago,London,Sydney,Shanghai,Tokyo)FinalizedbyourleadingglobalconsultantsinChicago,London,andSydney

Predictionsareglobalinscope,andmaydiffersomewhatfromonepartoftheworldtoanother

Objective:Offerourinsightandideasastowhat’saheadforCPGproductsintheyeartocome3Today’sagendaAbrieflook:2021ConsumerpredictionsCPGpredictions:ThelistFirst,abrieflookatnewproductactivityAdozenCPGpredictions,onebyoneWhat’snextIntent:ShareourexpertknowledgeontrendsthatwillimpactyourbusinessWomenwillcontinuetoredefinegenderrolesaswellaslifestages42021MintelConsumerTrendsConsumerswilltakea“preparefortheworst〞stancetowardsbudgetingQRcodeswillprovideconsumerswithalternativechannelsforinformationandexperienceAnageingsocietywillmeannewchallengesandopportunitiesfortheworkplaceTraditionaluniversitieswillnolongerbetheonlyvenueforeducationBrandswillneedtodecidewhethertocounterorcatertotheissueofobesityHowdoesyour(urban)gardengrow?MorecitydwellerswillgetagreenthumbAutomationwillfindmachinesreplacingpeopleinnewandunexpectedwaysRetailerswillneedtogetmorecreativethancuttingpricesinordertolureconsumersinstorePreparefortheWorstWhereit’sAppOnHerOwnTermsNoDegree,NoProblemTheBigIssueRetiredforHireWhoneedshumans?RetailRebirthGardenStateGlobal2021CPGpredictions:Thelist5Wellness

QuietreductionRedefining“natural〞PersonalhygienecomesoutoftheclosetConvenience

ProfessionalisationoftheamateurLessismorereduxIndulgence

Econo-chicInstantresultsEnvironment

SustainablestaysfocusedonthebasicsDemographics

SimplicityforolderconsumersMarketingandmedia

BlurringcategoriesNewretroMorecradle-to-graceinitiativesGlobalnewproductintroductionsGlobalintroductionsdrivenbyFoodandBeauty

Totalintroductionsannuallytop250,000Newproductintroductions,global,bysupercategory6Source:MintelGNPD7AcloserlookatfoodanddrinkEuropeaccountsforthegreatestpercentageofproductintroductionsinallfoodanddrink

NorthAmerica’scontributiontotheglobaltotalcontinuestoshrink

Food&drinkintroductions,global,byregionSource:MintelGNPD12%20%27%4%37%8Foodanddrink,selectedclaimsClaimsthatfocusoninherentgoodnessdominatenewproductofferings

Mostclaimgroupsincrease,withdeclinesseenbyMinusandPlusgroups

Food&drinkintroductions,global,byselectedclaimcategorySource:MintelGNPD9Acloserlookatnon-foodNon-foodismoreofamixedbagintermsofintroductions,withmoredeclinesovertimecomparedtofoodanddrink

EuropealsocommandsthegreatestpercentageofintroductionsNon-foodintroductions,global,byregionSource:MintelGNPD10%23%24%3%40%10Non-food,selectedclaimsClaimactivityhasbeenquitesteadyinlasttwoyears

NotestagnationofNaturalNon-foodintroductions,global,byselectedclaimgroupsSource:MintelGNPD11PredictionOne:QuietreductionWhatitis:Severalkeyingredients—sodium,sugar,andhighfructosecornsyrup—havebeenexperiencingcovertreductionsinproductformulationsWhyit’simportant:Overtime,wemayseesomeshiftsfromcoverttoovert,dependingontheingredient,dependingontheregionoftheworldOfUSconsumers

believethatHFCS

inbeverages

promotes

obesitySource:MintelOxygenBrandswillneedtodecidewhethertocounterorcatertotheissue

ofobesityConsumerTrendsTie-in12PredictionOne:QuietReductionWhatweseeinthemarket:HFCSreductionmostimportantinNorthAmerica

Newproductintroductions,global,

withHFCS,byregionYoplait’sSimply…Go-Gurtyogurtinatube,USA,with“nohighfructosecornsyrup〞onfrontofpackSalesof$7Minfirst33weeks,outperformingthecategoryaverage;pricedatparitywith

regularGo-GurtSource:MintelGNPDIRISPredictionOne:QuietReductionPositivesandnegativesofsodiumreduction:ReducedsodiumlevelsessentialforgoodhealthanddiseasepreventionConsumersbalkatthecompromisedtasteResult:Companiesreduce,butdon’tcommunicateConsumerattitudestosaltWhat’sahead? Sodiumlevelswillcontinuetodrop,butlikelythatfewproductswillbelabeledas“reducedsodium〞13Source:TGIEuropa/Mintel14PredictionTwo:Redefining“Natural〞Whatitis:“Allnatural〞continuestobeill-definedandunderfire,leadingto

a“naturalshakedown〞Whyit’simportant:Focuslikelytoshifttogreateraccentuationofthepositives,

ratherthanthenegatives“Noadditives〞becomingthenorminmanycountries,

withpercentagesmuchhigherinsomecountriesratherthanothersNewproductintroductionswithnoadditives/preservativesclaims,globalSource:MintelGNPDConsumerpredictions

BrandswillneedtodecidewhethertocounterorcatertotheissueofobesityPredictionTwo:Redefining“Natural〞Allnaturalicecreammadefromjustfiveingredients,listedfrontofpack

Originalsevenvarietieshavesoldover$28Msincelaunch

Salesofthetop3out-performthebenchmarkforallHäagen-Dazsicecreamintroductionsinthesameperiod15

SeriesName

Häagen-DazsFive-VanillaBean-14.00fl.oz(US)

Häagen-DazsFive-Coffee-14.00fl.oz(US)

Häagen-DazsFive-MilkChocolate-14.00fl.oz(US)

Benchmark:Haagen-DazsexclFive(17SKUs)Häagen-DazsFive,USA,launchedspring2021QuadWeeksSource:MintelGNPDIRISPredictionTwo:Redefining“Natural〞16PepsiCo’sPepsiNaturalallnaturalcola,USA,madewithsparklingwater,sugarandkolanutextractAcautionarytale:Areallcategoriesrightfornaturalpositioning?SalesofPepsiNaturalhaveslid;producthasbeendiscontinued

Possiblereasons:“Natural〞consumersmaynotbesodadrinkersTheyalsomaynotchooseleadingnationalbrandsBewarepricepremiumsPepsiNatural:9.56¢peroz.comparedtoRegularPepsiat2.38¢Source:MintelGNPDIRISMintelestimateofcompoundannualgrowthrateforincontinenceproductsintheUS,

2021-202117PredictionThree:PersonalHygieneComesOutoftheClosetWhatitis:Forpersonalcareproducts,discretionisout,honestyisinWhyit’simportant:Lookformoreopendiscussionofformerlytaboosubjects,leadingtogreaterandmoreuniqueproductdevelopmentTransparencywillbethebasisforfuturemarketingSource:MintelGMNWomenwillcontinuetoredefinegenderrolesas

wellaslifestagesConsumerTrendsTie-in18WhatweseeinthemarketProductsnotlimitedtoageingwomen,butforwomenofallagesJohnson&Johnson’sK-YYours+MinelubricantSchickQuattroTrimStylerazorandtrimmerforwomenPoisepadsadvertisinginUS,featuringWhoopiGoldbergPredictionThree:PersonalHygieneComesOutoftheClosetOfUKconsumerssaytheyhavecutbackonhowoftentheyeatoutand/orhowmuchtheyspend19PredictionFour:ProfessionalizationoftheAmateurWhatitis:CPGproductscontinuetobringintothehomewhatusedtorequireaspecialist,acrossallcategoriesWhyit’simportant:Consumerscanhaveagreatersenseofcontrol,includingoverhow(andif)theyspendmoneyonservicesoutsidethehomeSignalsagreaterfocusformoreproductsthathelpconsumers

cookmore,andbetter,athomeConsumerswilltakea“preparefortheworst〞stancetowardbudgetingConsumerTrendsTie-in20Whatweseeinthemarket:Productsthathelpconsumerscreatemealsquickly,easily,andwithbetterresultsMcCormick’sRecipeInspirationsseasonings,USAPepsiCo’sGatoradeGSeriesProproducts,USAHero’sCocinaCreativaline(creativecooking),Spain,intendedtohelpconsumersgivedishesacreativetouchPredictionFour:ProfessionalizationoftheAmateur21Whatweseeinthemarket:NonfoodproductsthatbringexpertexperienceandknowledgetoamainstreamconsumerUnilever’sSedashampooandconditioner,Brazil,co-designedbysevenhairexpertsColgate-Palmolive’sAjaxProfessionalGrease&Staincleaner,FrancePredictionFour:ProfessionalizationoftheAmateurOfUKconsumersfeelretailersandmanufacturersshouldbechargedforexcessivepackaging22PredictionFive:LessisMoreReduxWhatitis:Lessismorethinkinglinkedincreasinglytoconvenienceandeconomicalsolutions,withtheenvironmenttakingasecondaryroleWhyit’simportant:Thistrendcanpossiblysignalarevivalofpreviously“tired〞categories,suchasdehydratedsoupWhilestickpackdrinkmixesarewelldeveloped,theconceptcanexpandintoadditionalcategories23Whatweseeinthemarket:Concentrates,simplifiedformsappearinginmanycategoriesBottleGreen’sSqueezySquash,UK,triplestrengthbeverageconcentratesStarbuck’sViainstantcoffee,USA,inanicedvarietyUnilever’sKnorrGourmetMomentsupscaledehydratedsoup,FrancePredictionFive:LessisMoreReduxPotNoodleconvenientmugpacktargetedatofficeworkersNearly£300,000salessincelaunch,£6,600averageweeklysalesonaRRPof49p24UnileverPotNoodleInaMug,UKSource:MintelGNPDIRISPredictionFive:LessisMoreRedux25PredictionSix:Econo-chicWhatitis:Luxuryismakingacomeback,butinamorelimitedwayWhyit’simportant:OccasionalsplurgesbyconsumersprovideopportunityforCPGproductspositionedas“smalltreats〞OfUKconsumersbuyvalueANDpremiumprivatelabelproductsConsumerswilltakea“preparefortheworst〞stancetowardbudgetingConsumerTrendsTie-in26Whatweseeinthemarket:Simpleproducts,withsimple“elevated〞benefitsMars’Twixcandybar,France,inalimitededitionmetaltin9-packMethodProducts’UltraConcentratedDishSoap,USA,inaPinkGrapefruitscentPredictionSix:Econo-chic27PredictionSeven:InstantResultsWhatitis:Productsthatprovideabenefit,instantly

Whyit’simportant:Results-drivenproductsanswertheneedbyconsumersforproductsthatperformWhilecurrentlyseenmainlyinpersonalcareproducts,italsocanexpandtofoodanddrink28Whatweseeinthemarket:Skincaremainly,atavarietyofpricepointsClinique’sAnti-BlemishSolutions,

LiquidMakeup,globalL’Oreal’sCollagenMicro-Pulse

EyeCorrectionSystemPredictionSeven:InstantResults29PredictionEight:SustainabilityStaysFocusedontheBasicsWhatitis:Reduce,reuse,recyclecontinuesastheenvironmentalmantra,asproductscontinuetobuildoncurrentinitiativesWhyit’simportant:FocusonthebasicswhileconsumersbalanceenvironmentalconcernswithbudgetaryconstraintsRememberthehiddenparentheticalstatement:consumerswillengageingreenliving—ifitdoesnotcostanymore29OfUKconsumerssaytheywouldbuymoreenvironmentallyfriendlyproductsifitsavedthemmoneyHowdoesyour(urban)gardengrow?CitydwellersgetagreenthumbConsumerTrendsTie-in30Whatweseeinthemarket:ConceptsborrowedfromothercountriesorcategoriesSimpleideas,easyforconsumerstoadoptPepsiCo’sQuakerChewyGranolaBars,USA,inaRip‘nGoboxlesscontainer,similartothoseseeninAsiaDolphinWater,Netherlands,inastand-updrip-freepouchPredictionEight:SustainabilityStaysFocusedontheBasics31PredictionNine:SimplicityforOlderConsumersWhatitis:Productsfocusmoreonsimple,realisticresultsratherthanhypeorloftypromisesWhyit’simportant:Olderconsumers,especiallyBabyBoomers,continuetolookforproductstailoredtotheirneedsInEuropeandNorthAmerica,overonethirdofthepopulationisaged45+yearsAnageingsocietywillmeannewchallengesfortheworkforceConsumerTrendsTie-inAsconsumersage,theynolongerbelievethehypethatpersonalcareproductsoffer

Opportunitytooffersimple,provensolutionsinstead32USconsumerattitudesregardinglookingyoungerPredictionNine:SimplicityforOlderConsumersSource:MintelOxygen33Whatweseeinthemarket:MorerealisticrolemodelsProductswithbenefits,atmassmarketpricesL’Oreal’sVisibleLiftanti-ageingfoundation,USAPredictionNine:SimplicityforOlderConsumers34Whatweseeonthemarket:Thebeginningsoffoodandbeverageproductsjustforthem,withsimple,clearbenefitsNestléNutritionResourceSeniorActiv,Switzerland,anutritionalsupplementforolderadultstoaidinimprovingnutritionalstatus,regainingstrengthandenergyafterillnessorsurgery,andsupportingphysicalstrengthandcognitivehealthPredictionNine:SimplicityforOlderConsumers35PredictionTen:BlurringCategoriesWhatitis:Moreandmore,CPGproductscannotbeeasilyslottedintoonecategoryoranother,causingconfusion—andopportunityWhyit’simportant:FocusshiftsfromlabelsandbrandingtobenefitsConceptisabitmoreadvancedinless-developedcountries,wherethefocusisonvalueandconvenienceOfUSconsumersusemultipurposefacialskincareproductsSource:MintelOxygen36Whatweseeinthemarket:SimplesolutionsatavarietyofpricepointsDrPepperSnappleGroup’sSunkistSolarFusion,USA,acarbonatedfruit-flavoreddrinkwithcaffeineL’Oreal’sPerfectCleanFoamingGel,global,withanintegrated“scrublet〞PredictionTen:BlurringCategories37PredictionEleven:NewRetroWhatitis:BigbrandscontinuetorevitalizeoldproductsandoldadcampaignsWhyit’simportant:“Retro〞meanssomethingdifferenttoeachagegroup,providingsignificantopportunitiesformanybrandsOfUSconsumerssaytheywouldliketoseemore“old-fashioned〞choicesonrestaurantmenusSource:MintelOxygen38Whatweseeinthemar