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Packaged Goods Trends for 2010

Posted: January 14, 2010

Datamonitor (www.datamonitor.com) predicts the following emerging trends in packaged goods for the year 2010:

Meat: Products highlighting meat content will continue to grow in prominence following such novel launches as meat-flavored lollipops (Das Lolli Man Bait), potato chips (Mackie’s of Scotland Haggis and Cracked Black Pepper Potato Chips), chocolate candy (Mo’s Dark Bacon Bar) and vodka (Bakon Premium Bacon Flavored Vodka). Datamonitor’s analysts posit that the envelope could be pushed further, including meat-flavored ice cream, yogurt and fruit juice.

Wearable skin care: Wearable skin care products harness nanotechnology to incorporate ultrafine particles like copper or aloe vera into clothing or bedding. SkinGlow brand bedding uses Cupron Copper technology that professes to smooth or reduce the appearance of wrinkles, fine lines and more in just a few weeks of use.

Functional drink boom: The functional drink market is poised for its next chapter, led by Muscle Milk, a protein-enhanced exercise recovery drink brand from Cytosport. The crossover potential for so-called “muscle” beverages, traditionally marketed to weightlifters and power athletes, may have wider appeal. Minimizing ingredients: Food and drinks companies are rethinking ingredient lists, seeking to streamline and eliminate more “obscure” additives. According to Datamonitor, “Ingredients that sound more at home in a chemistry lab are out, and in their place are ingredients that most consumers recognize.” The report singles out Haagen-Dazs’ 5 Ice Cream as a key example.

Shots: The shot format, which has long been focused on dairy-based drinks, is moving to the energy drink market. Datamonitor identifies both energy and non-alcoholic relaxation drinks in this category, including Koma Unwind Chillaxation Shot and Tranquila Relaxation Shot. Datamonitor’s Product Launch Analytics notes that the number of new products featuring the words “shot” or “shots” has doubled since 2006.

Gluten: “The gluten-free movement continues to strengthen each year,” explains Datamonitor, “and with the incidence of food-related allergies on the rise, things look good for suffers of celiac disease seeking products they can enjoy.” Datamonitor’s Product Launch Analytics notes a doubling of new gluten-free products since 2005.