FMCG Trends 2015

The voting patterns of 10,000 consumers in the 2015 Product Innovation

of the Year awards reveal 9 big trends shaping the future of FMCG

Forward Thinking from Brand Genetics

FMCG Trends 2015

1.#ConvenienceRules - The mega-trend of
2015 and the future; consumers want it
quicker and easier from brands that buy us
time and save us effort

5.#OwnLabelLove - Increasingly seen as

offering the same quality for less, consumer
love for own label options is becoming a
critical issue for brands

2.#OnTheGo - A variation on the

ConvenienceRules mega-trend, busy
consumers look to enjoy brands on the
move as they speed through our fast culture

6.#MadeForMe - Consumers are looking for

products specially designed to fit their own
unique profiles, needs and lifestyles. One
size no longer fits all

3.#HealthMatters - With the rise of healthtech and medical self-care, consumers

increasingly look to products offering health
benefits

7.#PremiumPull - Consumers increasingly

expect a premium experience, even from
mass market brands

4.#VirtuousPleasures - As consumers
become evermore health-aware, they look to
switch to good-for-you indulgence

8.#FruitTastic - AAs refined sugar comes to

stand for all things evil, the consumers
sweet tooth is increasingly satisfied with fruit
9.#TechTime - Its tech time for FMCG as
digital natives embrace and expect techenhanced experiences everywhere

#ConvenienceRules
The mega-trend of 2015 and the future; consumers want it quick and
easy from brands that buy us time and save us effort

One toothpaste does it all with winning innovation in the Toothpaste Category for
Aquafresh Complete Care from GlaxoSmithKline

Innovative discrete convenience with Feminine Care

Liner Category winner Always Dailies Folded &
Wrapped Pantyliners, by Procter & Gamble
Convenient Roll. Press. Go disposal innovation by
Feminine Care Pad Category winner Bodyform Ultra
Towels from SCA Hygiene Products Ltd

Convenient multi-benefit innovation from Shampoo

Category winner Clairol 5 in 1 Camomile Shampoo
from Procter & Gamble

#ConvenienceRules
The mega-trend of 2015 and the future; consumers want it quick and
easy from brands that buy us time and save us effort

Convenient 8 in 1 multicooker innovation that does it

all with GoChef from JML wins best Kitchen Appliance
Category

A quick and easy between-wash innovation wins

best Dry Shampoo Category for Batiste Dry
Shampoo, Church & Dwight UK Ltd

Convenient cough mixture in tablet form wins Benylin

Chesty Cough & Cold Tablets from Johnson & Johnson
best innovation in Cough & Cold Products Category

#ConvenienceRules
The mega-trend of 2015 and the future; consumers want it quick and
easy from brands that buy us time and save us effort

First ever 3 compartment detergent makes effective

laundry more convenient, winning Ariel best innovation
in Laundry Detergent Category for 3 in 1 Ariel Pods

Instant Flash Magic Eraser wins best innovation in

Household Cleaning Product Category for Procter &
Gamble

Just add mess-free sheet to laundry for convenient whitening, winning

Spotless Punch Ltd best innovation in Laundry Additives, Whitening & Stain
Removal Category for Dylon WhitenBright inspired by Colour Catcher

#ConvenienceRules
The mega-trend of 2015 and the future; consumers want it quick and
easy from brands that buy us time and save us effort

No mess, no fuss convenience with Butcher's Selection

Roast Beef in tray innovation, winning the Convenience
Products Category for Asda Stores Ltd

Quick and easy flavour wins best innovation in

Sauce & Seasoning Category for Knorr Flavour Pots
by Unilever

Roast in the bag simplicity with Butcher's Selection

Food Chicken in bag wins Asda Stores Ltd best
innovation in the Food Category

#OnTheGo
A variation on the ConvenienceRules mega-trend, busy consumers are
looking to enjoy brands on the move as they speed through our fast culture

Portable liquid refreshment wins the Drinks

and Beverages innovation of the year for
Britvic Plc with Robinsons SQUASH'D

Human fuel on-the-go wins the bet

innovation in Cereal Category for Weetabix
Ltd with Weetabix On The Go Breakfast
Drink

Need to keep going? No problem with new Sudafed Congestion &

Headache Relief designed to help you stay alert and active. Winning
innovation of the General Healthcare Category for Johnson & Johnson

#HealthMatters
With the rise of health-tech and medical self-care, consumers
increasingly look to products offering health benefits

Lipid lowering Benecol innovation gets a Vitamin B1

boost to win in the best Nutritional Supplement
Category for Johnson & Johnson Ltd

Detox, cleanse and shape up with Bootea 14 Day

TeaTox, winning innovation in the best Slimming
Product Category from Eighty Twenty Ventures Ltd

#VirtuousPleasures
As consumers become evermore health-aware, they look to switch to
good-for-you indulgence

Rich buttery taste with the goodness of olive

oil innovation wins in the Spreads Category
with Bertolli with Butter from Unilever

White bread with wholemeal bread goodness is

innovation winner in the Bakery Products Category
with Kingsmill Great White for Allied Bakeries

Creamy taste but no fat wins best innovation in the

Healthy Yoghurt Category for Mllerlight Greek
Style Fruitopolis by Mller Dairy UK Ltd

#VirtuousPleasures
As consumers become evermore health-aware, they look to switch to
good-for-you indulgence

Delicious cereal bars with wholegrain goodness wins best

innovation in the Kids Snacks Category with Harvest
Cheweee Cereal Bars from Halo Foods Ltd

Smaller packs mean better-for-you smaller servings

and win Mars best innovation in the Dessert Category
for Mars Variety Mix Mini Ice Cream

#OwnLabelLove
Increasingly seen as offering the same quality for less, consumer love for
own label options is becoming a critical issue for brands

Tesco own-label innovation assault on premium beautycare, winning in four innovation of the year Categories - Skincare
Products, Facial Moisturiser, Women's Hair Removal Products and Beauty Products with Pro Formula Radiance Micellar Water,
Pro Formula Q10 Anti-Age Day Cream, Pro Formula Satin Smooth Ladies Razor, and BD Trade Secrets Dreamshine Highlighter

#MadeForMe
Consumers look for products specially designed to fit their own unique
profiles, needs and lifestyles. One size no longer fits all

Personalised to a major need in an ageing population,

Listerine Advanced Defence Gum Treatment wins best
innovation in Oral Care Category for Johnson & Johnson Ltd

Strict dietary requirements? No problem with gluten-free, wheat-free

and now dairy-free innovation Newburn Bakehouse Seeded Wraps
winner of the Free From Product Category by Warburtons Ltd

#MadeForMe
Consumers look for products specially designed to fit their own unique
profiles, needs and lifestyles. One size no longer fits all

Designed for new born infants, Johnson's

Baby First Touch Range is the winning
innovation in the Baby Care Category

Designed specifically for babies with nappy

rash, Sudocrem Care & Protect innovation
from Actavis Plc wins Nappy Cream
Category

Adapting to the size and movement of the infant,

Pampers new Active Fit range from Procter &
Gamble wins in the Nappies innovation category

#PremiumPull
Consumers increasingly expect a premium experience, even from mass
market brands

Premium Febreze air freshener from Procter

& Gamble wins best innovation in the
General Household Products Category

Exotic seed oil innovation for a luxury

experience is Hair Care Category winner for
Dove Advanced Hair Series Pure Care Dry
Oil by Unilever

Innovative combination scents from premiumised

Comfort with Comfort Creations Honeysuckle &
Sandlewood from Unilever wins best innovation in
the Laundry Care & Softener Category

#PremiumPull
Consumers increasingly expect a premium experience, even from mass
market brands

Premiumised cat food with toppings wins innovation of the

year in the Petcare Category for Felix Sensations
Crunchy Crumbles for Nestl Purina PetCare UK

Ultimate premium crisps innovation for men wins

innovation of the year for KP Snacks with
McCoy's Ultimate,

#FruitTastic
As refined sugar comes to stand for all things evil, the consumers sweet
tooth is increasingly satisfied with fruit

Yes, banana is a fruit, and it wins Weetabix

Banana best innovation of the yea in the
Cereal Category for Weetabix

Fruity and crisp wins Molson Coors Brewing

Company wins innovation of the year in the
Cider Categry for Carling
Crabbie's Fruits from Halewood International
Ltd wins best innovation Alcoholic Drinks
Category

#TechTime
Its tech time for FMCG as digital natives embrace and expect techenhanced experiences everywhere

A sign of the times. For the first time, product

innovation of the year includes a tech category,
won by post-PC budget tablet Acer Iconia One 7
Tech for good, tobacco-free blu e-cigarettes, from
blu e-Cigs wins best innovation in the new eCgiatettes Category for blu e-Cigs
Kitchen gadget for on-demand fizz with SodaStream
Play wins innovation of the year in the Drinks System
Category for SodaStream

Award Winners
9 trends, 43 innovation awards across 43 categories
Category
#ConvenienceRules Toothpaste

#OnTheGo

Winner
Aquafresh Complete Care Toothpaste, GlaxoSmithKline

Shampoo

Clairol 5 in 1 Camomile Shampoo, Procter & Gamble

Dry Shampoo

Batiste Dry Shampoo, Church & Dwight UK Ltd

Feminine Care Pad

Bodyform Roll. Press. Go. Ultra Towels, SCA Hygiene Products Ltd

Feminine Care Liner

Always Dailies Folded & Wrapped Pantyliners, Procter & Gamble

Cough & Cold Products

Benylin Chesty Cough & Cold Tablets, Johnson & Johnson Ltd

Kitchen Appliances

GoChef, JML

Laundry Detergents

Ariel 3 in 1 Pods, Procter & Gamble

Laundry Additives, Whitening

& Stain Removal

DYLON WhitenBright inspired by Colour Catcher, Spotless

Punch Ltd

Household Cleaning Products

Flash Magic Eraser, Procter & Gamble

Convenience Products

Butcher's Selection Roast Beef in tray, Asda Stores Ltd

Food

Butcher's Selection Chicken in bag, Asda Stores Ltd

Sauce & Seasoning

Knorr Flavour Pots, Unilever

Breakfast
Drinks and Beverages

Weetabix On The Go Breakfast Drink, Weetabix Ltd

Crisps
Robinsons SQUASH'D, Britvic Plc

General Healthcare

Sudafed Congestion & Headache Relief, Johnson & Johnson Ltd

Award Winners
9 trends, 43 innovation awards across 43 categories

#HealthMatters

#VirtuousPleasures

#MadeForMe

#OwnLabelLove

Category

Winner

Slimming Products

Bootea 14 Day TeaTox, Eighty Twenty Ventures Ltd

Nutritional Supplement

Benecol Plus Yogurt Drinks, Johnson & Johnson Ltd

Spreads

Bertolli with Butter, Unilever

Healthy Yogurt

Mllerlight Greek Style Fruitopolis, Mller Dairy UK Ltd

Dessert

Mars Variety Mix Mini Ice Cream, Mars Chocolate UK Ltd

Bakery Products

Kingsmill Great White, Allied Bakeries

Kids Snacks

Harvest Cheweee Cereal Bars, Halo Foods Ltd

Oral Care

Newburn Bakehouse Seeded Wraps, Warburtons Ltd

Free From Products

Weetabix On The Go Breakfast Drink, Weetabix Ltd

Nappy Cream

Sudocrem Care & Protect, Actavis Plc

Baby Care

Johnson's Baby FIRST TOUCH Range, Johnson & Johnson Ltd

Nappies

Pampers Active Fit, Procter & Gamble

Skincare Products

Pro Formula Radiance Micellar Water, Tesco Stores Ltd

Facial Moisturiser

Pro Formula Q10 Anti-Age Day Cream, Tesco Stores Ltd

Women's Hair Removal Products

Pro Formula Satin Smooth Ladies Razor, Tesco Stores Ltd

Beauty Products

BD Trade Secrets Dreamshine Highlighter, Tesco Stores Ltd

Award Winners
9 trends, 43 innovation awards across 43 categories

#PremiumPull

#FruitTastic

#TechTime

Category

Winner

Hair Care

Dove Advanced Hair Series Pure Care Dry Oil, Unilever

Laundry Care & Softener

Comfort Creations Honeysuckle & Sandlewood, Unilever

General Household Products

Febreze Sleep Serenity, Procter & Gamble

Crisps

McCoy's Ultimate, KP Snacks

Pet Care

Felix Sensations Crunchy Crumbles, Nestl Purina PetCare UK

Alcoholic Drinks

Crabbie's Fruits, Halewood International Ltd

Cider

Carling British Cider, Molson Coors Brewing Company

Cereal

Weetabix Banana, Weetabix Ltd

Technology

Acer Iconia One 7, Acer

E-Cigarette

blu e-cigarettes, blu e-Cigs (UK)

Drinks System

SodaStream Play, SodaStream

Forward Thinking from

Brand Genetics

Tom Ellis
tom.ellis@brandgenetics.com
+44 (0) 7815 896 09

Andrew Christophers
andrew.christophers@brandgenetics.com
+44 (0) 7967 175 623