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FMCG’s Innovation Trends:
New product development
trends for 2010
Barcelona, September 2009
This document was prepared by Advisium Group staff. Thedistribution / quotation of this document is allowed but always
referring to Advisium Group as the source of it.
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Introduction and Summary
Consumer Goods Product Development Trends for 2010
How can Advisium Group help you innovating?
Agenda
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This document was prepared by Francisco Pestana at Advisium Group p. 3© Advisium Group. 2009.
FMCG Innovation Trends: New Product Development trends for 2010
Scope and reach of this document
New Product
Development
Communication Sales promotion
Insights
Gathering and
Analysis
This document was prepared to share a point of view of what we at Advisium Group think will be the NPD
(New Product Development) trends for 2010 in West Europe and the USA. Other aspects in consumer
goods innovation related to insights intelligence, marketing communications and sales promotions will
be analyzed in other documents to be released very soon.
Product categories:
Foods, Beverages, Household & Personal Care.
Countries covered:
UK, USA, France, Spain, Germany, Netherlands,
Belgium, Italy, Portugal, Sweden.
Time period:
Launches from April 2008 to September 2009.
NOT included in this document
Analyzed in this document
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This document was prepared by Francisco Pestana at Advisium Group p. 4© Advisium Group. 2009.
• Real vs. Aspirational image:
- Fit, exotic, trendy, smart,
winning, funny, centered,
relax, charisma, values,
connected, authentic, hard
working…
An ideal start point for innovation is to target at least one of its target market / public’s general needs,
interests and / or concerns.
Shoppers’ and consumers’ interests as innovation triggers
GeneralNeeds /
Interests /
Concerns
My worldMe My social circle
• Health• Convenience
• Hedonism
• Value savviness
• Social responsibility
• Eco-friendship
• Solidarity / sharing
Consumption
/ Shopping
Drivers
FMCG Innovation Trends: New Product Development trends for 2010
• Health and Wellnessproducts
• Value-for-Moneyproducts
• Convenient products
• Products that meanspecial Rewards
• Products which reinforce /help to project a real /aspirational self-image
• Products that can beshared
• Products which are lessdamaging / intrusive withthe world’s naturalresources
• Purchases that have acharity effect
• Purchases that later onhelp to build a sense of justice (i.e. sharing music)
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Consumer Goods New Product Development Trends
C o n s u m p t i o n / S h o p p
i n g D r i v e r s
• Bio / 100% Natural
• Fitness / Calorie Control
• Functional / Natural Benefits
• Less added stuff is Better!
• Fair Trade / Solidarity
• Eco-friendship
Product DevelopmentTrend 2009
Description
Health and
Wellness
Social
Awareness
1
• Hedonism
• Collector’s edition
• Limited edition
Special
Rewards
Seek3
• Convenience
• Value for Money
Value / Time
Savviness2
5
GrowthPerspectives
Self-image
Projection /Aspirational
Reinforcement
4
• Exotic / Stylish
• Young Attitude
• Retrostyle / Nostalgia
• High
• High
• High
• Medium
• Low
• Medium
• Low
• High
• High
• High
• Medium
• Medium
• Medium
• High
FMCG Innovation Trends: New Product Development trends for 2010
• Interest for keeping a healthy and
balanced lifestyle, most of the times
limited of excesses and complemented
with exercising and 100%natural reliefs
• Practical orientation to save self’s
valuable resources such as time, money,
effort, space, …
• Behavior that makes an individual to look
for a reward or a way to disconnect from
the daily stress (self-indulgency)
• Tendency to conscious or unconsciously
own and use objects that reinforce one’saspirational self-image
• Sensibility for topics that impact the world’s
society and its environmental sustainability,
most of the times motivated by NGOs
communication campaigns
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Summary
Consumer Goods Product Development Trends for 2010
How can Advisium Group help you innovating?
Agenda
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This document was prepared by Francisco Pestana at Advisium Group p. 7© Advisium Group. 2009.
1. Health and Wellness
Bio / Natural product claim
The number of Bio and natural products keeps growing at most of the categories as the perception of
artificial ingredients is considered unhealthy and some times evil. NATURAL, BIO and GREEN are most
common words included at the brand / sub-brand / taglines of these products.
Foods Beverages Household & Personal Care
1
2
3
4
5
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Fitness / calorie control
LIGHT is no longer a trendy word for fitness & calorie control product ranges. Today’s word for these
products is ZERO . Portions control (i.e. Calorie Packs) and 1/X FAT claims are growing. A breakthrough
for these products could be Danone’s SatisfAcción, which claims satiating effects.
Foods
1. Health and Wellness1
2
3
4
5
Beverages
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Functional benefits through natural ingredients
Natural functional benefits are up! The most common innovation benefits targeted are beauty, energy,
health, anti-aging and relax. The natural ingredient most of the times becomes the essence of the
product personality and communication.
Foods Beverages Household & Personal Care
1. Health and Wellness1
2
3
4
5
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Less added stuff is Better!
Lean trend is growing within new consumer goods launches. “No added” claims were the start of this
new generation of NPDs. Häagen-Dazs’s Five and Sanex’s Zero% are now solid examples of this trend.
Foods Beverages Household & Personal Care
1. Health and Wellness1
2
3
4
5
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Convenience
Foods and Beverages Household & Personal Care
Convenience keeps as a leading innovation driver. Packaging, conservation, transportation / storage,
regeneration, usage, consumption, dosing and bundled benefits are the major subtrends. In the
household and personal care categories, pencil type packaging / dosifiers are growing in popularity.
2. Health and Wellness1
2
3
4
5
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Value-for-money
Recession and a growing popularity of private label products, are triggering Value-for-Money product
launches. Some companies revamp their brands (i.e. Henkel’s Dixan), others truly launch new concepts /
brands (i.e. Coca-Cola’s Menos es Más), while the rest communicate price rebates at their packaging.
Foods and Beverages Household & Personal Care
2. Value / Time Savviness1
2
3
4
5
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3. Special Rewards Seek
Hedonism
Some products as Unilever’s Magnum Temptation have become an attainable luxury and pleasure ritual
for many families. Recent innovations such as Illyisimo, Lay’s Sensations and Trident Senses, all aim for
a similar hedonist consumption that drives to similar success results.
Foods Beverages
1
2
3
4
5
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Collector’s edition
For years, product collecting has been a profitable niche for many companies. Beverage products such
as Coca-Cola have a long experience with this type of NPD. With a recession or without it there will
always be a number of collectors willing to pay a premium for these kind of products.
Foods Beverages Household & Personal Care
3. Special Rewards Seek1
2
3
4
5
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Limited edition
Most of the times, limited edition products are variants of a regular product with a different flavor (in the
case of Foods & Beverages), which are offered through impulse channels. In essence, the question is
that a claim such as “limited edition” should trigger an impulsive behavior from the customers.
Foods Beverages Household & Personal Care
3. Special Rewards Seek1
2
3
4
5
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Exotic / Stylish
Exotic and stylish product designs target emotional buying. Wrigley’s Five chewing gum is an excellent
example of an exotic + stylish design product, whose launch has been reinforced with a communications
image in the line of Apple’s iPhone.
Foods Beverages Household & Personal Care
4. Self-image Projection / Aspirational Reinforcement1
2
3
4
5
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Young attitude
Young people and youngsters wannabes are the target segment for these products, such as Pringles
Xtreme. Online cultural elements are generally integrated into the packaging visuals to reinforce this
youth and fresh image (i.e. Perrier’s Conversations packaging).
Foods Beverages Household & Personal Care
4. Self-image Projection / Aspirational Reinforcement1
2
3
4
5
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Retrostyle / Nostalgia
Brands with a large heritage can always be relaunched with variants recovering its old image but adapted
to new times (i.e. Pepsi’s Pepsi-Cola throwback ). Some other times, a product can be recovered and
commercialized again with its same image and communication as n years ago (i.e. Legrain’s Moussel ).
Foods Beverages Household & Personal Care
1
2
3
4
5
4. Self-image Projection / Aspirational Reinforcement
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Fair Trade / Solidarity
Fair trade, ethics and solidarity are a strong concern amongst Gens X and Y. Some brands promote
charity actions and communicate them through trade-marketing material. Some others place logos of
fair-trade or NGOs certifications. Just a few of NPDs are exclusively oriented to Fair Trade and Solidarity.
Foods Household & Personal Care
5. Social Awareness1
2
3
4
5
Beverages
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Eco-friendship
Eco-friendship product development trend grows due to the emphasis placed on ecological concerns by
global opinion leaders and the massive media. Ecological food, sustainable packaging and greener
cleaning products are part of this trend.
Foods Beverages Household & Personal Care
5. Social Awareness1
2
3
4
5
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Summary
Consumer Goods Product Development Trends for 2010
How can Advisium Group help you innovating?
Agenda
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This document was prepared by Francisco Pestana at Advisium Group p. 22© Advisium Group. 2009.
MODEL &
DEVELOP
FEED THE IDEAS’
GREENHOUSE
TEST &
OPTIMIZE
LAUNCH &
MONETIZE
SELECT &
PRIORITIZE
1 2 3 4 5
We help companies to INNOVATE through a very open perspective, which helps to bring changes to their
USPs (Unique Selling Propositions) and the ways their product is placed, sold and consumed.
Our approach across the innovation funnelHow can Advisium Group help you innovating?
Feed an innovation
greenhouse by screening
continuously for market
opportunities. Somemethods for this goal
include shopper / consumer
insights intelligence,
benchmarks with similar
markets and creativity
sessions with the entire
organization (Sales-Force,
Brand Managers, Trade
Marketers, R&D Teams,
Customer Service…).
Develop new initiatives
portfolios based on a
strategic projection of what
should be accomplished inthe short, mid and long
term.
Lead new product
development initiatives
through specific Project
Management practices ininnovation that help to
rightly allocate required
resources and to analyze in
depth the financial and
commercial impact of
innovation projects.
Launch sets of concept and
pilot tests, which help to
identify improvement
areas. These opportunitiesare then targeted and
optimized to increase
probabilities of a successful
launch.
Perform all the launch
activities and manage all
the post-launch daily
activities, successmeasurement and
initiatives for optimization
too.
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Our reach in innovationHow can Advisium Group help you innovating?
We help companies to lead their innovation initiatives around the following areas:
New Products and
Services Development
We help companies to generate a newproduct “from scratch” and / or toinnovate through any of their products’essential attributes:
• Format / packaging
• Usage / storage / disposal
• Claim / positioning / communication
• Consumption / purchasing moments
• Interaction with other products /services
Sales Model Innovation
We help companies to innovate their Sales and Trading Model through:
• New channel relationship /collaboration models
• New market / channels entry strategy
• New models to accelerate sales
conversion
Business Models Innovation
We help companies to innovate their business models by designing, modelingand launching:
• New business models
• New corporate / service cultures
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Contact: Francisco Pestana
email: fpestana@advisium.net
http://www.advisium.net
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