Heeeers 2011!

Heeeers 2011!
Tags: Business Strategy and Profitability, Consultant / Analyst, Health & Nutrition, Marketing / Branding / Promotion, Trends / Statistics
December 30, 2010

The media has been focused on recapping the previous year as they do each December. I have never been clear if this is to point out the cleverness and accuracy of forecasters from the previous year or to say "what on earth were we all thinking." Perhaps both. But what I find is in short supply this year is 2011 trends forecast Top 10 Lists. I have come across only 57 so far and at the same time last year there were already 85 posted. Is 2011 just so unpredictable that no one is bothering? Or, are we all still bemoaning 2010 and too unsettled by the previous year to look forward?

With that said, there are several holes I have noticed in the predictions put forth so far so I offer a few more – some obvious, some not – to round things out a bit.

The Unmentioned Top 10

Health - Cognitive function research – specifically development and decline. Sorry Gen Y and Xer's, this one focuses on the Boomers, WWII, and Swing Gen and Gen Z. Think focus, memory, depression and stress behaviors.

Health - Behavioral research is the newest focus of Obesity crisis. Government is backing this up with dollars as are major universities. It speaks to the birth of the crisis, not the confusing speak picked up by survey work. Actions speak louder than words as the saying goes.

Technology - BPA and acrylamide technologies move forward partly due to government concern and adversarial demand.

Technology - Packaging will be the prime battleground for sustainability. If your packaging ain't on the road to green at this point, well...enough said.

Government - FDA pushed to define Natural. Consumer surveys are repeatedly showing consumers trust "natural" less and companies are being accused of abusing the term.

Government - Legislation follows blame. Think CSPI toy lawsuit and the resulting California toy ban action – think it a coincidence? Think again. Never underestimate your adversaries.

Foods & Flavors – Central America coming in on South America's coat tails. Travel is acting as a courier for these regional flavors coming to town.

Foods & Flavors – Middle Eastern coming in off of the war – long time Orphan primed to Birth. It already has its feet wet in the street food scene so it will likely travel to the fast casual segment next. Hint – Falafal restaurant openings worldwide.

Consumer - The newest 800 pound gorilla to sit on a consumer's couch is distrust. Distrust of government, food safety, sustainability and health claims, and whatever the next diet fad is to be.

Consumer - My favorite – fearlessness returns! This is already birthing in the travel and wine scene. Adventure in food and flavor is back, comfort food is out. Think authentic or tie the foods and flavors to a time and place (in history or geography) – and above all else – remain humble and don't even THINK about "Americanizing" anything in 2011.

Well there you have it. But...what the hell do I know? I guess we will see in December 2011 when the press looks back at these and other industry predictions.

I am off now to saber champagne, eat too much, and play board games with Gen Z till the ball drops! And cheers to the baby New Year.