Mintel predicts boom in ethical living

The next year will see a raft of new products developed to suit “a simpler, purer, more natural way of life”, according to research company Mintel. Its Global New Products Database predicts new “junk free” foods, a backlash against bottled water and a continued demand for ethical and environmental products.

The research predicts that companies will increasingly remove additives, preservatives, colours and flavours from food and will move to “clean labelling” that is clear and easy for consumers to understand. It also expects food companies to become more transparent about where ingredients are from and how food is made and packaged.

It forecasts a backlash against plain bottled water, but a rise in functional products that contain added vitamins and calcium. It says the changes will be driven by growing consumer awareness about the environmental impact of bottling and shipping water.

The research adds that the growth in ethical and environmental issues will lead to a return to “au natural” trends in make-up. It is expected to lead to a rise in mineral-based cosmetics and more food ingredients, such as “superfruits”, in non-food products.

The GNPD also predicts a growth in “experiential shopping”, with people receiving “experiences” instead of gifts and a growth in in-store dining to encourage consumers to stay in stores for longer.