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Sensory touch-points and the desire for sensuous, emotional experiences are still among the key factors driving U.S. consumer buying decisions, says a new report from Arylessence. But this "emotive edge" is just one of nine significant deep trends that reflect how consumers make choices today and predict how marketers will respond in 2011 and beyond.
Now in its tenth edition, Arylessence TrendWatch uses consumer data gathered from more than 30 independent sources and an ongoing research and discovery process to share detailed insights on nine 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 in excess of 280 new products introduced in 2010, reflecting the growing diversity of American tastes, increased experimentation by consumers, and the determination of U.S. and global manufacturers to innovate and improve competitiveness.
"Even in a challenging economy, U.S. consumers continue to look for inspiration and ideas that connect to their passions," says Lori Miller Burns, marketing director, Arylessence. "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."
Deep trends reported in Arylessence TrendWatch include:
Other Arylessence trends include Bang for Your Buck, redefining what value means; The Power of Nature, about nature's ability to care, nurture, nourish and protect; and Cause an Effect, where the proceeds from consumer purchases benefit others and help make the world a better place. Additional sections of Arylessence TrendWatch cover consumer demographics, green marketing and sustainability issues, new packaging designs, people-friendly ecodesign and the growth of private-label brands.