Mintel has identified several trends that may impact the development of consumer packaged goods in 2011.

Natural shakedown

According to the market research company, marketers should get ready for a “natural shakedown”. While all types of natural claims have grown in importance in all regions, and across all product categories, the term ‘natural’ remains vague and “ill-defined”. As a consequence, misleading natural products are likely to come under fire and governmental authorities may opt for stringer regulations.

Mintel also expects to see a new focus on accentuating the positives of what is in a product, rather than emphasising what is not in it (e.g. “no parabens”, “free from synthesized chemicals”, etc.).

Sustainability stays focused on the basics

As far as sustainability is concerned, Mintel considers that rather than new developments, 2011 will be in the continuation of what we have seen. “There will be a greater focus on reduced packaging that promotes environmental responsibility.

New Retro trend: In a new ad campaign for Revlon’s Fire & Ice collection, Jessica Biel reenacts the brand’s 1952 ad for a collection by the same name, which starred Dorian Leigh.

Blurring categories

The development of hybrid products will of the responses of manufacturers to consumer needs. “Consumers don’t necessarily view products as being in one category or another, rather they look for solutions that meet their needs, and that may be something that straddles multiple categories.

Beyond hybrid forms, Mintel also sees a blurring of how consumers use products – for instance with personal care and home care products that do more than one thing.

Professionalisation of the amateur

The border between professional and consumer products is blurring too. Mintel says that on the model of “salon-style” hair treatments for home use, mainstream brands are getting into a more serious “professional” arena, by offering consumers what used by specialists.

New retro

Over the last year, more big brands have been revitalising old products and old ad campaigns, tapping into the escalating trend of nostalgia. Mintel anticipates more of these in 2011. The market research company says that many brands will use old formulations, old package designs, re-runs of advertising campaigns or new ads with a retro feel.

These annual predictions represent continuations of current big-picture trends, rather than major changes in the marketplace and what companies are doing,” notes Lynn Dornblaser, Director of innovation and insight at Mintel. “Understanding the major trend areas and how they change from year to year is essential for companies to be successful when developing and launching new products.