On-Trend Products Defying Economic Downturn
Strong ethical or premium positioning pushing products through economic upheaval, according to Innova Market Insights
Taste the Trend Pavilion, 2011 IFT Food Expo [Booth# 6253], June 12-14, New Orleans Morial Convention Center, New Orleans, LA
NEW ORLEANS, June 9, 2011 /PRNewswire/ -- Innova Market Insights reveals that new food products with an ethical or premium positioning are on the rise despite the difficult economic situation. New data shows that consumers, while pinching pennies elsewhere, are readily snatching up value-added products positioned on ethical platforms.
As a percentage of total US launches, new food products with an ethical positioning, grew from 3.7% in 2008 to 6.0% of introductions tracked in the first quarter of 2011. This paradigm shift comes as the wellness category is blurring to encompass new areas not typically considered as health and nutrition, such as "minimally processed," "locally sourced," and "sustainable" and appealing to a more "responsible" American consumer increasingly concerned about the environment and sustainability.
The US market accounted for 25% of all new global products tracked with a "FairTrade" positioning [Apr 10-Mar 11], with an explosion in launch activity in the past two years. Innova Market Insights reported a doubling in tracked US launches with the typically higher-priced "FairTrade" positioning from 2008 to 2010, the worst years of the current economic collapse.
"Consumers believe that products manufactured with more respect toward animal or human welfare and the environment are worth the extra charge," says Lu Ann Williams, Head of Research at Innova Market Insights. "This, in turn, led to a surge in third-party certification from organizations such as FairTrade, Rainforest Alliance Certified and the Marine Stewardship Council."
"Manufacturers must meet the demands of third party certifiers in order to capitalize on this growing trend and boost their brand image," continues Williams. This means creating minimally processed foods, with an eye on agricultural practices and sustainable ingredient sourcing.
Also flying in the face of the soft economy is the "premium" trend. An Innova Market Insights scan of new launches found that 14.2% of new products tracked during the first quarter of 2011 had a premium positioning, compared to 10.5% in 2010 and up from 8.4% in 2008; when the economic crisis began. These statistics indicate that consumers are willing to indulge, even – or perhaps especially – in times of financial woe.
"Recent product launch activity reveals that US manufacturers are not giving up on premium products, despite the uncertain recovery," explains Williams. "Instead, they are aiming to meet the demand for added-value encompassing better quality and offering consumers a momentary escape in stressful times." She concludes that this trend will pressure stagnant brands to innovate.
Innova Market Insights will present the "Taste the Trend Pavilion" at this year's IFT Food Expo in New Orleans [Booth #6253]. Market researchers will discuss key trends, including "Offering Real Value" and "10 Ways to Go Green" at the leading food technology event.
About The Innova Database:
The Innova Database (www.innovadatabase.com) is the product of choice for the whole product development team. See what food manufacturers are doing around the world in a way you never thought possible. Track trends, competitors, ingredients and flavors. It contains excellent product pictures, search possibilities and analysis.
Get the world of new products on your desk, set e-alerts, examine category activity, find new ideas, be inspired. In today's fast moving environment this is a resource you cannot afford to be without.
SOURCE Innova Market Insights
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