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Contact: Nancy White
The Natural Marketing Institute
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Nancy.White@NMIsolutions.com

NMI Reveals Top Ten Trends of 2007

Harleysville, Pa. (January 2007) -- The Natural Marketing Institute (NMI) is pleased to present their annual Top Ten Trends. These trends are the result of various NMI research sources including the Health & Wellness Trends DatabaseTM (HWTD), the LOHAS Consumer Trends DatabaseTM (LCTD), the Evolution of Personal Care Database (EPC), Healthy Aging/Boomer Database, HealthBeat InteractiveTM,  ESPTM (e-Screener Panel) and ImmerzionsTM as well as analysis of current activities in the marketplace.  NMI databases, now including 400,000+ U.S. consumers, provide comprehensive information across more than 150 product categories.

According to NMI President Maryellen Molyneaux, “Consumer desire for control is the overriding theme throughout all of NMI’s databases in 2006 and 2007. The tug of war that consumers are experiencing is manifested in each of our 2007 trends and will also be present in the trends presentations that we present throughout the year at industry events as well as in our annual trends report, The Health and Wellness Trends Report. ”

NMI’s Top Ten Trends of 2007:

1. The Age of the Individual: The Age of the Individual is exploding in 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 spans everything from personalized drinks including programmable bottles with flavor-release buttons, Puma’s custom-designed sneakers, customized hair coloring at point of sale to Toyota’s successfully customizable Scion. Emerging “independent attitudes” are driving greater polarization on health and wellness at both ends of the spectrum and increases in condition specific supplements reflect further expansion of the “made for me” culture.

2. Seize the Moment:  From the rental of couture handbags, luxury car timeshares to “pop up” retail events, consumers increasingly respond to the temporary in a culture that is less permanent and forever on the move. The retail brands that will lead in 2007 are “Brand Agnostic” offering an umbrella over a temporary and ever-changing array of products, trends, brands and styles that enable consumers to “discover” products for themselves. Brand loyalty in the beverage category has eroded with consumers seeking the thrill of discovery of new products, new flavors and innovative packaging concepts. Snacking is now perceived to be part of a healthy diet, providing greater opportunities with more immediate and on-the-go options as well as for preventing a lack of energy.

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. From luxury hybrid cars to couture dresses made from organic and sustainable fabrics, it is not enough to have it all – we also want to feel better about what we have. Luxury ecotourism is the fastest growing market in the tourism industry and cause marketing programs are exploding among consumer companies as sourcing, materials, trade practices and social causes become a part of the brand experience. Locally grown and sustainable foods are sought for their ethnic appeal as well as premier quality and the influence of the “USDA Certified Organic” seal on foods has increased significantly since 2004.

4. Back to the Future: In response to decades of over-massification, consumers are embracing back-to-the-future simplicity, authenticity, hand-crafted and a belief that quality is better than quantity. From Big Box to Boutique, consumers are gravitating to smaller footprint retail environments, including a resurgence of “high street” shopping for one-of-a-kind offerings including “artisanal” and handmade goods. Smaller grocery stores with quality food, legible labels, simple ingredients and reassuring packaging are also experiencing success. Consumers are also looking for ways to reduce stress and simplify their lives and find purpose beyond material possessions.

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, driving consumers to take ever-greater control of their environment, property, time and safety. Consumers appear to be “shutting down” as mounting external factors drive a malaise and general depressed attitude. This desire for safe foods and beverages and environmentally friendly products is translating to organic opportunities for manufacturers and retailers. These fear pressures seem to be influencing belief in the efficacy of fortified and/or functional foods and beverages

6. It’s Reigning Men: Men’s personal care is the fastest growing segment in the Bath and Body Care category, driven by “Queer Eye for the Straight Guy” and “The Massification of Metrosexuals”, thus creating permission for a broad target of men to participate fully in all aspects of the category. Men’s personal care products are enjoying continued expansion among men of all generations and look for specific spa destination offerings to target the needs of men. As more men comprise primary grocery shoppers, look for them to be accommodated in “traditionally female” environments such as grocery.

7. The New Consumer-Centric Media: New media is putting the consumer in greater control of positioning and messaging in a consumer content-driven world, changing the dialog of branding from one of authority to that of a peer. Brand sites are becoming more “self-driven” and allow consumers to customize their online experience and develop relationships with the brands. The growth of tight-knit websites and blogs also enable consumers to converse with each other increasing word-of-mouth buzz about products and services.

8. Memory Fast Lane: Consumers have an insatiable demand for knowledge and learning as keys to self-actualization, creating an ever-increasing desire to maintain and optimize brain power. Distractions and 24/7 connectivity intensifying, consumers of all ages find their ability to concentrate and retain memory being drastically reduced. Studies show that multi-tasking can permanently impact short-term memory.  Brain workout games for all generations allow consumers to focus on brain fitness as much as physical fitness. Nearly three-quarters of consumers are using supplements, foods or beverages to prevent memory problems.

9. Working Women Revisited: After years in the work force, women – and especially mothers – are revisiting everything from flex time to dinner time as the pendulum swings back to find center. A watershed study linked women’s entrance into the workforce in the 1970s with a significant decline in children’s diet, including the onset of Juvenile Diabetes, childhood obesity and other health implications. Working women looking for healthy convenience in snacking and meals for themselves and their families, both at home and in away-from-home dining, are creating opportunities.

10. The Centenarian Century: Seniors living past 100, the fastest growing demographic group, raise key concerns regarding society’s preparedness for the healthcare, insurance, social services and other fiscal resources required to support the aging. Baby Boomers will be the first wave of older adults who will lead a fundamental shift in the demographic structure of the nation, so look for more products and services that cater to Boomers. Changes in retail signage and product packaging to cater to an aging population are also likely. Eating healthy as a way to promote healthy aging, weight management and energy management are also critical issues for Boomers.

More information on these trends will be published in March in NMI’s 2007 Health & Wellness Trends Report.

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NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. For more information on NMI’s trend reports, proprietary databases and other services, visit NMI’s web site at www.NMIsolutions.com.

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