Purity and simplicity drive health and wellness consumers, Mintel

Underpinning all these trends are themes of purity and simplicity.

As such, if dietary supplement marketers want to capitalize on these tendencies, they will have to keep in mind the needs of the increasingly ethical and even at times, spiritual, consumer.

"In the New Year, we can expect to see a flood of new products that complement a simpler, purer and more natural way of life,…" states the Fresh forecasts for 2008 report, which draws on the Mintel Global New Products Database.

One category set to be affected by a drive towards simplicity, according to Mintel, is recoil from the bottled water trend.

However, this could actually create further opportunities for functional beverage manufacturers.

Bottled water has been one of the fastest growing beverage products ever, says Mintel, with sales in the US having exploded since 2000.

However, recently consumers have begun backing away from bottled water in baby steps, and inching back towards tap water.

"We predict that 2008 will be the beginning of a significant backlash against plain bottled water, as consumers become more aware of the environmental impact of shipping water from remote locations to their local supermarkets," states the Mintel forecast.

However, indicates the analyst, consumers can be lured back to the bottle if they perceive these products as having added value and manufacturers can provide the promise of functional offerings with each sip.

That this category is predicted to see even further growth is likely to please those marketers only just beginning to cash in on the trend.

According to Euromonitor, in the US, the market for functional/fortified bottled water ballooned from $206mn in 2002 to $1.4bn in 2006 alone.

The researcher also predicts the looming trend of genomics will eventually make inroads in the functional beverage category.

Genomics as it is applied to nutrition involves the tailoring of what is laid out in one's DNA to create a diet best suited to an individual.

"Much potential for this trend lies in beverages, but in 2008, we will also see more single-use or single-benefit dietary supplements that are created for DIY customized healthcare," predicts Mintel.

Some companies already offer services based on the controversial science Mintel says is far from developed.

These include mail-in applications with cheek swabs that are then analyzed so as to design a personal nutraceutical profile.

"We are still a long way from being able to scan an individual's DNA to determine the correct diet and exercise regime for maximum health and wellbeing," states the forecast.

"But in the meantime, we do see the beginnings of companies trying to figure out ways to customize products as much as possible."

Also in 2008, Mintel has predicted that ethical and environmental purchasing motivators are likely to play a more significant role in the way companies advertise and present their goods to consumers.

According to the firm, the term "carbon footprints" registers little meaning with consumers as they don't yet know at what level a carbon footprint is unacceptable or what constitutes too many food miles.

For that reason, Mintel predicts companies will make environmental claims surrounding their entire corporate activities and less to do with individual products.

"So for 2008, we believe that manufacturers will discuss their company-wide environmental initiatives instead of just focusing on the carbon footprint of a particular product," states the analyst in its forecast.

While fairtrade food and beverage is well established in Europe, Mintel said the category will spread further into the US, thereby highlighting another certification stamp supplement manufacturers may want to seek out so as to add further perceived value to their products.