Mintel is awarded Business Superbrands Status for 2009

A warm thanks to all our clients, partners and employees for helping us to secure this prestigious award for the eighth year running.

Wining and Dining

Mintel’s consumer research for this report shows that, whilst on the whole older people consume fewer units per session than younger adults, those aged 45-54 consume more than those aged 35-44.

As these empty nesters are less likely than younger consumers to go out to drink, manufacturers need to help them to monitor their in-home consumption.

An emphasis on alcohol being one of several ‘accessories’ in enjoying an evening in is one way of doing this.

• Positioning drinks as ideal accompaniments to certain foods could help encourage consumers to enjoy them with a meal, slowing down consumption and shifting the focus from drinking to an entire dining experience.
• Introducing a greater variety of smaller 50cl bottles of wine could help remove the temptation to finish a whole 75cl bottle and subsequently reduce the amount of alcohol these drinkers consume per session.
• As own-label alcohol tends to be used for everyday drinking, there could be opportunities to launch more own-label low-alcohol wines. Tesco, which has been stocking more low-alcohol products, is in a good position to encourage this.

Blending for One

Hamilton Beach has launched a range of single-serve blenders designed to be easily portable and for use as a travel accessory.

The $19.99 device is sized to fit in-car cup holders and features a travel lid allowing it to double as a beaker.

Single serve

The blender plays to the demand for shortcuts and life-hacks – a simple gadget that cuts out excess and waste, and offers a time-saving alternative for creating customized drinks.

By making the blender single-serve, Hamilton Beach also taps into the power of the individual, recognising that kitchen appliances need not be designed to feed and water large groups.

Instead, there is much potential in catering to the single-serve lifestyle across the board, and we have seen how the idea of meeting the needs of the ‘one’ has moved on from cheap and unsatisfying microwave meals to more meaningful produce.

Here we see a device that is geared to individual creativity (and perhaps by extension a healthier diet) – blending drinks for one, and being easily able to transport them (thus slotting neatly into the FSTR/HYPR way of life) offers individuals the chance to feel empowered, and that a wide choice is open to them. And these, importantly, are themes that need to be explored by brands beyond the kitchen.

Mix and Match Moods

DIY perfume kits are becoming more widely available, but they need to overcome the power of familiarity and brand loyalty in order to be more than a niche or gift option.

Kits on the market

Firebox has launched the Design Your Own Fragrance Kit.

The £24.95 pack is available in Floral, Fresh and Oriental variants, each of which contains six 5ml blends, blotters to dip into each bottle, and a 20ml atomiser to dispense the end result.

Each ingredient is listed with an ‘emotion evocation’ – citrus, for example, is described as ‘uplifting, wholesome, easygoing freshness’; amber is ‘warm and sexy.’

France-based company Perfumelab offers a €75 ‘creation kit’ containing 20 ingredients, and dividing scents into different 'moods' including 'floral' and 'fruity'.

Customisation stands out

Products that tap into the DIY mentality allow the creation of an emotional, meaningful attachment between consumer and brand. Companies can be seen as more open, offering more choice to their customers; and those customers will feel empowered, enhancing the attachment they feel to the brand.

At the same time, we are drawn to products that best suit our moods – perfume kits tap into this, explicitly selling emotional resonance and enabling the user to mix a fragrance that matches how they feel.

With the fragrance market becoming cluttered (a boom in celebrity fragrances can be blamed in part for this) and consumers finding it difficult to choose, customisable options may be one way to stand out. But by choosing what makes up the end product, we take on more responsibility

• Do people want this, or would they rather rely on the consistency of a known and familiar brand?
• Can customisable kits become a valid alternative to established perfume brands as people look to assert their individuality?
• Is there, perhaps, room for known brands to develop products that can be customised to a greater extent, offering base ingredients (a la Lynx 3) and advice on how to create a mood by mixing?

Fusion Beauty Infuses Lash Enhancer With More

Fusion Beauty’s new cosmeceutical eyelash-enhancer is an example of Turbo Beauty and the on-going trend for beauty products as an alternative to salon treatments.  While the product is one of several lash enhancers entering the market, it has more skincare actives and makes additional moisturising/hydrating and protective claims.  StimuLashFusion Intensive Night Conditioning Lash Enhancer ($89) contains peptides, amino acids and sodium hyaluronate as well as ginseng, grape seed, bearberry and chamomile extracts.  This ophthalmologist-tested product can be used on lashes and brows, and is paraben- and fragrance-free.  Fusion Beauty is known for its beauty treatments based on discoveries in dermatology, cosmetics and biological sciences, which promise safe and effective results comparable to popular injectables, minus the injection.

Berry Flavoured Water

Mintel GNPD Innovations Club Score

Wh2Ole Berry Flavoured Water is said to be ideal at bridging the hunger gap between meals. It contains added fiber and protein, and contains just 30 calories per serving. This product is retailed in a 500ml bottle.

Announcement of Enhanced Service Offering from Hertz

Even though auto sales are looking bleak, the auto rental industry has an opportunity to grow business in the coming years. Hertz is the first international car rental company to venture into the car sharing arena, possibly signifying that other rental agencies will explore this same avenue in 2009 and 2010. This ad introduces hourly rentals, with rates starting as low as $12 an hour.