Top trends for 2015

With the beginning of a new year, Canadean forecasts the top trends which will influence consumer behaviour in 2015, and provides an insight into how manufacturers and marketers can target these evolving consumer needs to drive sales over the next year.

The company predicts that the desire for craft offerings will become increasingly influential. Consumers want their products to be produced and manufactured on a smaller scale to ensure quality and to feel a closer connection to the brands they choose. By emphasising the exclusivity of a product and the care with which it was formulated, brands will encourage sales among a growing number of consumers who want to move away from mass-produced items across the fast-moving consumer goods (FMCG) market.

‘Better-for-you’ ingredients

According to Canadean, consumers will be increasingly concerned about unhealthy ingredients such as sugar. 2014 saw the introduction of stevia into many popular products including Coca-Cola and Pepsi. Over the coming year, a greater number of ‘better-for-you’ offerings will emerge with healthier and more natural alternatives.

The polling institute also predicts that consumers will look for new and exciting products which mix their favourite foods and flavours together. Fusion products such as amaretto cider and chocolate flavoured wine will become even more popular. The increase in demand for these experiential offerings means manufacturers must continue to innovate with ingredients and positioning to encourage sales among consumers who want more than just traditional products.

Packaging drives sensory experience

The large number of products available on supermarket shelves means that many brands are in danger of fading into the background. Innovative packaging that draws consumer attention will be vital for retaining market share and for brands attempting to enter the market. The use of haptics – including tactile packs, bright colours and reflective surfaces – will help to enhance the sensory experience, while matt finishing and the feel of a product can denote quality and superiority, encouraging trading-up and higher levels of spending.