 10
Key Trends of Natural Marketing in 2007 (Part 1 & 2)
The Natural Marketing Institute (NMI) has published
its list of what it considers to be the top 10
trends affecting natural marketing in 2007 and
beyond, with the consumer's increased desire for
control being the overriding theme throughout all of
the highlighted trends. Here are the first five
trends in our two-part issue. Be sure to check our
next newsletter for the last five trends.
The NMI's first five natural marketing trends list
for 2007 includes:
Trend #1 The Age of the Individual
The Age of the Individual is a reaction to mass
marketing and a declining trust in the traditional
authorities of church, government and the
corporation, driving a culture of consumer-generated
content, products and services that are "made just
for me". Consumer customization will continue to
expand, particularly in the health and wellness
spectrum.
Trend #2 Seize the Moment
Consumers increasingly respond to temporary events
in a culture that is less permanent and forever on
the move. They demand greater innovation and exhibit
a greater willingness to try new products,
regardless of the brand. Consumers seek the thrill
of discovery of new products and innovative
packaging concepts. In addition, these
forever-on-the-move consumers will drive new
innovation in healthy convenience.
Trend #3 A 'Deeper Values' Experience
The retail and brand “new luxury” explosion that
made consumers expect an extremely high level of
experience at every touch point, is now evolving
beyond the physical and emotional dimensions to the
experience of fundamental core values. It is not
enough to have it all - we also want to feel better
about what we have, even if it means paying more for
it. Sourcing, materials, trade practices and social
causes become a part of the consumer brand
experience.
Trend #4 Back to the Future
Consumers are embracing back-to-the-future
simplicity, authenticity and a belief that quality
is better than quantity. Consumers are gravitating
to smaller, footprint retail environments for
one-of-a-kind offerings and handmade goods. Products
with legible labels, simplified ingredients and
reassuring packaging are also experiencing success.
Nowhere is this movement more apparent than the
explosive growth of consumer brands, perceived to be
small and authentic.
Trend #5 The New 'Fear Factor'
Scandals across religious, government and corporate
institutions began the erosion of trust, while the
explosion of widespread technology in a post 9/11
world is creating a highly fear-based society. This
is translating into an increased desire for safer
foods and beverages, organic and
environmentally-friendly products, and significant
opportunities for manufacturers and retailers to
build market share through trust and reassurance.
Trend #6 It’s Reigning
Men...
Men's personal care is the fastest-growing segment
in the Bath and Body Care category, driven by the
'metro-sexual' phenomenon, creating permission for a
broader target of men to participate in the
category. Look for them to be increasingly
accommodated in the traditionally female
environments of grocery, drug and specialty retail.
Trend #7 The New Consumer-Centric Media
New media is putting the consumer in greater control
in a content-driven world, changing the role of
branding from one of authority, to that of a peer.
Websites are increasingly enabling consumers to
customize their online experience, creating
tight-knit communities of like-minded people, thus
driving word-of-mouth about products and services as
a result.
Trend #8 Memory Fast Lane
Consumers have an insatiable demand for knowledge
and learning as keys to self-actualization. With
distractions and 24/7 connectivity intensifying,
consumers find their ability to concentrate and
retain memory being drastically reduced. Consumers
across all age groups indicate significant concern
about preventing concentration and memory problems.
Trend #9 Working Women Revisited
After years in the workforce, women (especially
mothers) are struggling to find a happy medium with
mealtime and health. A recent study linked womens’
entrance back into the workforce with a significant
decline in children's diets, thus offsetting a range
of health problems. This has resulted in working
women looking for healthy convenience options in
snacks and meals.
Trend #10 The Centenarian Century
Seniors living past the age of 100 (the
fastest-growing demographic group) are raising
concerns regarding society's preparedness and
ability to deliver the healthcare, insurance, social
services and financial resources required to support
them. Significant changes lie ahead in retailing,
product offerings and packaging solutions, financial
services, and long-term healthcare and retirement
options they will need.
---Source: The
Natural Marketing Institute
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