Progressive Grocer Product

Summer 2015

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cover feature their CPG products this year, simplicity is still a key desire of theirs, the 2014 NPP report fnds. Consumers want products that are simpler these days, and nearly one-third of this year 's Pacesetters make life easier. This is true in the food and beverage aisles, where they want options that have fewer, simplifed ingredients, are less processed, and have no artifcial colors and favors. It's true in non-food aisles, too. Consumers want cleaners that are less harmful to the environment, beauty and personal care solutions made with natural ingredients, and natural pet food and pet care solutions. "We know that life is just too complicated these days," Viamari says. "Consumers want meals that are easier to prep, snacks and drinks they can eat on the run, household and personal care products that are faster and easier to use — anything and everything that makes their lives a bit easier." CPGs are delivering simplicity in a couple different ways. Convenience is hugely important to time-starved consumers, and products that make everyday tasks more convenient are hitting home across CPG aisles. For example, bite-sized and handheld food launches, including Eggo Bites, Hormel REV Wraps, and Wholly Guacamole Minis, make it easier to eat on-the-run. Windex Touch-Up cleaner offers the ability to quickly clean the surfaces consumers use most. Simplifed designs make household care tasks faster and easier, such as Scotch-Brite Stay Clean line of cleaners. Another powerful simplicity trend in CPG is the simplifcation of ingredient lists. For example, SkinnyPop is a premium popcorn with "no artifcial anything." And this doesn't just pertain to foods consumers consume themselves. Many want pure and simple for their beloved pets. Rachel Ray Nutrish Zero Grain pet foods also were a hit with consumers because they were made with recipes that contained no grains, gluten or fllers. Expectations are high for new CPG products this year – both from the companies making and marketing the products and from consumers. Nearly 40 percent of this year 's NPP were more powerful, more delicious and/or more rewarding. These products promoted power, results, "going pro," and restaurant/café quality. While it is not a new trend, it is a trend that is growing and raising the proverbial bar for CPGs looking to really make an impact on their market segments. "Consumers want to relax and indulge but they often don't have time or the money or the inclination to make an effort to get there," Viamari says. "CPG products that allow consumers to escape quickly, conveniently and inexpensively are really hitting the mark today. Bold and exciting favors, fun beauty care options, scents that offer pizzazz or relaxation, CPG solutions are doing it all." For example, numerous restaurant brands crossed over to the CPG aisles, allowing consumers to eat restaurant-quality cuisine at home without restaurant prices. Last year, fve restaurant crossovers achieved NPP status, including: Starbucks Discoveries and Starbucks Iced Coffee; Olive Garden Signature Salad Dressing; Red Lobster Cheddar Bay Biscuit Mix; and Dunkin Donuts coffee creamer. Traditional CPG brands also found success with gourmet and artisan favors. For instance, Kellogg's Special K Nourish offers a hot cereal with a multigrain blend that includes quinoa, oats, wheat and barley. Nine NPP launches offered premium-quality solutions for pets as well. Iams ProActive Health Weight Control cat and dog food is the top-selling launch in this area, capturing more than $58 million in its frst year by offering a nutritional system containing fat metabolizing L-carnitine. Beauty care products also brought more professional and longer-lasting results along with addressing glamour frustrations, such as split ends, dry skin and premature wrinkles. 8 Progressive Grocer Products Showcase / Summer 2015

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