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Fragrance and flavor supplier Arylessence has released a report outlining trends that define US consumer attitudes and predict future buying behaviors. The company collected consumer data from more than 30 independent sources and an ongoing research and discovery process to compile the 10th Edition Arylessence TrendWatch, which found that US consumers are buying products that evoke emotion, remind them of the American experience, and reflect Brazilian culture, among others. Although these trends were reported for fragrance and food manufacturers, they can be translated into personal care.
The report shares detailed insights on several individual trends and their defining factors, which include fragrance and flavor notes, color factors, media influences, advertising and messaging themes and new product innovations. The report catalogs more than 280 new products introduced this year, reflecting the growing diversity of American tastes, increased experimentation by consumers and the determination of US and global manufacturers to innovate and improve competitiveness.
The trends covered in the report include:
• Emotive edge: ideas that connect with sensory touch points, transform consumers emotionally, and deliver memorable, sensuous experiences;
• American stories: a passion for American values, patriotic themes and, increasingly, locally sourced and locally produced foods, beverages, clothing and accessories;
• South America: reflecting the vitality and resources of South American countries plus the diversity of natural, exotic and nurturing ingredients sourced from the Amazon rain forest and other regions;
• Style rewind: renewed interest by fashion designers and consumers in everything vintage, classic and timeless, evoked by Hollywood glamour, old-world aristocracy, pre-war luxury, the Beat generation and hippie culture from the 1960s;
• Eco-evolution: reflecting a profound change in how global corporations, small entrepreneurs and consumers alike now think about the world, sharing a commitment to sustainability, protecting the planet, reducing waste, and using resources responsibly; and
• Modern menu: a major trend in food, how consumers relate to food, and how American attitudes to food are changing, while US food marketers and retailers innovate to keep pace with culinary desires.
"People are demanding the best quality, multiple benefits, maximum performance and less waste from products that cost less, including private label brands–but they also want exotic, super-ingredients like acai, lulo, and acerola; natural, soothing products that nurture and protect; and stimulating foods and flavors they have never tasted before; all sourced in sustainable, earth-friendly ways. For these products, consumers are willing to pay premium prices," noted Lori Miller, marketing director of Arylessence, in a company press release.
Other trends noted include "bang for your buck," redefining what value means; the power of nature, i.e., nature's ability to care, nurture, nourish and protect; and cause an effect, where proceeds from consumer purchases benefit others and help make the world a better place. Additional segments of the report cover consumer demographics, green or eco-friendly marketing and sustainability issues, new packaging designs and the growth of private brands.