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2010 trends to note

The Fresh Ideas Group’s 2010 Consumer Trends Forecast is one of the few 2010 prediction lists that gets my attention each year because of its pertinence to our industry. Some of their trends that caught my attention:

Women in the driver’s seat. Due in part to deep layoffs of men, women are poised to become the majority of workers for the first time in 2010, according to the Wall Street Journal. Equally impressive is that women make up 85 percent of all consumer purchases.
Nonprecious organic: We will see an increase in “nonprecious organic”—product prices within 20 percent of the same conventional product but USDA certified organic. In 2009, this already took place with 48 percent of the baby salad greens category sold in organic, according to ACNielsen.
Supercharged foods and calories that count: Truly nutritionally charged ingredients will be a mantra for 2010. Counting calories alone will not be as important as assessing the quality of those calories (boy, for the future of humanity I hope this one takes off!).
Health under the magnifying glass: There will be new competitive spirit and reporting on healthiest versus least healthy states, counties and cities. (I see this as possibly increasing the importance of the presence of natural products stores in a given state, county or city.)

For the full trends list, visit

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