FMCG/CPG Consumer Trends for 2015

UK firm Brand Genetics recently published the voting patterns of 10,000 consumers in their 2015 Product Innovation of the Year awards. They reveal 9 big trends shaping the future of Fast Moving Consumer Goods/Consumer Packaged Goods (FMCG/CPG) in this interesting slideshare. The brands are in their UK dress, but themes seem international. What do you think?

Transcript
1. FMCG Trends 2015 The voting patterns of 10,000 consumers in the 2015 Product Innovation of the Year awards reveal 9 big trends shaping the future of FMCG Forward Thinking from Brand Genetics

2. FMCG Trends 2015

#ConvenienceRules – The mega-trend of 2015 and the future; consumers want it quicker and easier from brands that buy us time and save us effort
#OnTheGo – A variation on the ConvenienceRules mega-trend, busy consumers look to enjoy brands on the move as they speed through our fast culture.
#HealthMatters – With the rise of health- tech and medical self-care, consumers increasingly look to products offering health benefits
#VirtuousPleasures – As consumers become evermore health-aware, they look to switch to good-for-you indulgence
#OwnLabelLove – Increasingly seen as offering the same quality for less, consumer love for own label options is becoming a critical issue for brands
#MadeForMe – Consumers are looking for products specially designed to fit their own unique profiles, needs and lifestyles. One size no longer fits all
#PremiumPull – Consumers increasingly expect a premium experience, even from mass market brands
#FruitTastic – AAs refined sugar comes to stand for all things evil, the consumers sweet tooth is increasingly satisfied with fruit
#TechTime – It’s tech time for FMCG as digital natives embrace and expect tech- enhanced experiences everywhere

3. #ConvenienceRules One toothpaste does it all with winning innovation in the Toothpaste Category for Aquafresh Complete Care from GlaxoSmithKline Innovative discrete convenience with Feminine Care Liner Category winner Always Dailies Folded & Wrapped Pantyliners, by Procter & Gamble Convenient multi-benefit innovation from Shampoo Category winner Clairol 5 in 1 Camomile Shampoo from Procter & GambleConvenient ‘Roll. Press. Go’ disposal innovation by Feminine Care Pad Category winner Bodyform Ultra Towels from SCA Hygiene Products Ltd The mega-trend of 2015 and the future; consumers want it quick and easy from brands that buy us time and save us effort

4. #ConvenienceRules A quick and easy between-wash innovation wins best Dry Shampoo Category for Batiste Dry Shampoo, Church & Dwight UK Ltd Convenient 8 in 1 multicooker innovation that does it all with GoChef from JML wins best Kitchen Appliance Category The mega-trend of 2015 and the future; consumers want it quick and easy from brands that buy us time and save us effort Convenient cough mixture in tablet form wins Benylin Chesty Cough & Cold Tablets from Johnson & Johnson best innovation in Cough & Cold Products Category

5. #ConvenienceRules Instant Flash Magic Eraser wins best innovation in Household Cleaning Product Category for Procter & Gamble First ever 3 compartment detergent makes effective laundry more convenient, winning Ariel best innovation in Laundry Detergent Category for 3 in 1 Ariel Pods Just add mess-free sheet to laundry for convenient whitening, winning Spotless Punch Ltd best innovation in Laundry Additives, Whitening & Stain Removal Category for Dylon White’n’Bright inspired by Colour Catcher The mega-trend of 2015 and the future; consumers want it quick and easy from brands that buy us time and save us effort

6. #ConvenienceRules Quick and easy flavour wins best innovation in Sauce & Seasoning Category for Knorr Flavour Pots by Unilever No mess, no fuss convenience with Butcher’s Selection Roast Beef in tray innovation, winning the Convenience Products Category for Asda Stores Ltd Roast in the bag simplicity with Butcher’s Selection Food Chicken in bag wins Asda Stores Ltd best innovation in the Food Category The mega-trend of 2015 and the future; consumers want it quick and easy from brands that buy us time and save us effort

7. #OnTheGo A variation on the ConvenienceRules mega-trend, busy consumers are looking to enjoy brands on the move as they speed through our fast culture Human fuel on-the-go wins the bet innovation in Cereal Category for Weetabix Ltd with Weetabix On The Go Breakfast Drink Portable liquid refreshment wins the Drinks and Beverages innovation of the year for Britvic Plc with Robinsons SQUASH’D Need to keep going? No problem with new Sudafed Congestion & Headache Relief designed to help you stay alert and active. Winning innovation of the General Healthcare Category for Johnson & Johnson

8. #HealthMatters With the rise of health-tech and medical self-care, consumers increasingly look to products offering health benefits Detox, cleanse and shape up with Bootea 14 Day TeaTox, winning innovation in the best Slimming Product Category from Eighty Twenty Ventures Ltd Lipid lowering Benecol innovation gets a Vitamin B1 boost to win in the best Nutritional Supplement Category for Johnson & Johnson Ltd

9. #VirtuousPleasures As consumers become evermore health-aware, they look to switch to good-for-you indulgence Rich buttery taste with the goodness of olive oil innovation wins in the Spreads Category with Bertolli with Butter from Unilever Creamy taste but no fat wins best innovation in the Healthy Yoghurt Category for Müllerlight Greek Style Fruitopolis by Müller Dairy UK Ltd White bread with wholemeal bread goodness is innovation winner in the Bakery Products Category with Kingsmill Great White for Allied Bakeries

10. #VirtuousPleasures As consumers become evermore health-aware, they look to switch to good-for-you indulgence Delicious cereal bars with wholegrain goodness wins best innovation in the Kids’ Snacks Category with Harvest Cheweee Cereal Bars from Halo Foods Ltd Smaller packs mean better-for-you smaller servings and win Mars best innovation in the Dessert Category for Mars Variety Mix Mini Ice Cream

11. #OwnLabelLove Increasingly seen as offering the same quality for less, consumer love for own label options is becoming a critical issue for brands Tesco own-label innovation assault on premium beautycare, winning in four innovation of the year Categories – Skincare Products, Facial Moisturiser, Women’s Hair Removal Products and Beauty Products with Pro Formula Radiance Micellar Water, Pro Formula Q10 Anti-Age Day Cream, Pro Formula Satin Smooth Ladies Razor, and BD Trade Secrets Dreamshine Highlighter

12. #MadeForMe Consumers look for products specially designed to fit their own unique profiles, needs and lifestyles. One size no longer fits all Personalised to a major need in an ageing population, Listerine Advanced Defence Gum Treatment wins best innovation in Oral Care Category for Johnson & Johnson Ltd Strict dietary requirements? No problem with gluten-free, wheat-free and now dairy-free innovation Newburn Bakehouse Seeded Wraps winner of the Free From Product Category by Warburtons Ltd

13. #MadeForMe Consumers look for products specially designed to fit their own unique profiles, needs and lifestyles. One size no longer fits all Designed for new born infants, Johnson’s Baby First Touch Range is the winning innovation in the Baby Care Category Designed specifically for babies with nappy rash, Sudocrem Care & Protect innovation from Actavis Plc wins Nappy Cream Category Adapting to the size and movement of the infant, Pampers new Active Fit range from Procter & Gamble wins in the Nappies innovation category

14. #PremiumPull Consumers increasingly expect a premium experience, even from mass market brands Exotic seed oil innovation for a luxury experience is Hair Care Category winner for Dove Advanced Hair Series Pure Care Dry Oil by Unilever Innovative combination scents from premiumised Comfort with Comfort Creations Honeysuckle & Sandlewood from Unilever wins best innovation in the Laundry Care & Softener Category Premium Febreze air freshener from Procter & Gamble wins best innovation in the General Household Products Category

15. #PremiumPull Consumers increasingly expect a premium experience, even from mass market brands Premiumised cat food with toppings wins innovation of the year in the Petcare Category for Felix Sensations Crunchy Crumbles for Nestlé Purina PetCare UK ‘Ultimate’ premium crisps innovation for men wins innovation of the year for KP Snacks with McCoy’s Ultimate,

16. #FruitTastic As refined sugar comes to stand for all things evil, the consumers sweet tooth is increasingly satisfied with fruit Fruity and crisp wins Molson Coors Brewing Company wins innovation of the year in the Cider Categry for Carling Crabbie’s Fruits from Halewood International Ltd wins best innovation Alcoholic Drinks Category Yes, banana is a fruit, and it wins Weetabix Banana best innovation of the yea in the Cereal Category for Weetabix

17. #TechTime It’s tech time for FMCG as digital natives embrace and expect tech- enhanced experiences everywhere A sign of the times. For the first time, product innovation of the year includes a tech category, won by post-PC budget tablet Acer Iconia One 7 Tech for good, tobacco-free blu e-cigarettes, from blu e-Cigs wins best innovation in the new e- Cgiatettes Category for blu e-Cigs Kitchen gadget for on-demand fizz with SodaStream Play wins innovation of the year in the Drinks System Category for SodaStream

18. Award Winners 9 trends, 43 innovation awards across 43 categories Category Winner #ConvenienceRules Toothpaste Aquafresh® Complete Care Toothpaste, GlaxoSmithKline Shampoo Clairol 5 in 1 Camomile Shampoo, Procter & Gamble Dry Shampoo Batiste Dry Shampoo, Church & Dwight UK Ltd Feminine Care Pad Bodyform® Roll. Press. Go. Ultra Towels, SCA Hygiene Products Ltd Feminine Care Liner Always Dailies Folded & Wrapped Pantyliners, Procter & Gamble Cough & Cold Products Benylin Chesty Cough & Cold Tablets, Johnson & Johnson Ltd Kitchen Appliances GoChef, JML Laundry Detergents Ariel 3 in 1 Pods, Procter & Gamble Laundry Additives, Whitening & Stain Removal DYLON® White’n’Bright™ inspired by Colour Catcher®, Spotless Punch Ltd Household Cleaning Products Flash Magic Eraser, Procter & Gamble Convenience Products Butcher’s Selection Roast Beef in tray, Asda Stores Ltd Food Butcher’s Selection Chicken in bag, Asda Stores Ltd Sauce & Seasoning Knorr® Flavour Pots, Unilever #OnTheGo Breakfast Weetabix® On The Go Breakfast Drink, Weetabix Ltd CrispsDrinks and Beverages Robinsons® SQUASH’D, Britvic Plc General Healthcare Sudafed Congestion & Headache Relief, Johnson & Johnson Ltd

19. Award Winners 9 trends, 43 innovation awards across 43 categories Category Winner #HealthMatters Slimming Products Bootea 14 Day TeaTox, Eighty Twenty Ventures Ltd Nutritional Supplement Benecol® Plus Yogurt Drinks, Johnson & Johnson Ltd #VirtuousPleasures Spreads Bertolli with Butter, Unilever Healthy Yogurt Müllerlight® Greek Style Fruitopolis, Müller Dairy UK Ltd Dessert Mars® Variety Mix Mini Ice Cream, Mars Chocolate UK Ltd Bakery Products Kingsmill Great White, Allied Bakeries Kids’ Snacks Harvest Cheweee® Cereal Bars, Halo Foods Ltd #MadeForMe Oral Care Newburn Bakehouse Seeded Wraps, Warburtons Ltd Free From Products Weetabix® On The Go Breakfast Drink, Weetabix Ltd Nappy Cream Sudocrem Care & Protect, Actavis Plc Baby Care Johnson’s® Baby FIRST TOUCH Range, Johnson & Johnson Ltd Nappies Pampers® Active Fit, Procter & Gamble #OwnLabelLove Skincare Products Pro Formula Radiance Micellar Water, Tesco Stores Ltd Facial Moisturiser Pro Formula Q10 Anti-Age Day Cream, Tesco Stores Ltd Women’s Hair Removal Products Pro Formula Satin Smooth Ladies Razor, Tesco Stores Ltd Beauty Products BD Trade Secrets Dreamshine Highlighter, Tesco Stores Ltd

20. Award Winners 9 trends, 43 innovation awards across 43 categories Category Winner #PremiumPull Hair Care Dove® Advanced Hair Series Pure Care Dry Oil, Unilever Laundry Care & Softener Comfort Creations Honeysuckle & Sandlewood, Unilever General Household Products Febreze Sleep Serenity, Procter & Gamble Crisps McCoy’s® Ultimate, KP Snacks Pet Care Felix® Sensations Crunchy Crumbles, Nestlé Purina PetCare UK #FruitTastic Alcoholic Drinks Crabbie’s Fruits, Halewood International Ltd Cider Carling British Cider, Molson Coors Brewing Company Cereal Weetabix® Banana, Weetabix Ltd #TechTime Technology Acer Iconia One 7, Acer E-Cigarette blu e-cigarettes, blu e-Cigs (UK) Drinks System SodaStream Play, SodaStream

21. Forward Thinking from Brand Genetics Andrew Christophers andrew.christophers@brandgenetics.com +44 (0) 7967 175 623 Tom Ellis tom.ellis@brandgenetics.com +44 (0) 7815 896 09

John Matera About John Matera

John Matera is VP of Marketing for RedTail Solutions

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