The voting patterns of 10,000 consumers in the 2015 Product Innovation of the Year awards reveal 9 big trends shaping the future of FMCG

1. FMCG Trends 2015
The voting patterns of 10,000 consumers in the 2015 Product Innovation
of the Year awards reveal 9 big trends shaping the future of FMCG
Forward Thinking from Brand Genetics

2. FMCG Trends 2015
1.#ConvenienceRules - The mega-trend of
2015 and the future; consumers want it
quicker and easier from brands that buy us
time and save us effort
2.#OnTheGo - A variation on the
ConvenienceRules mega-trend, busy
consumers look to enjoy brands on the
move as they speed through our fast culture
3.#HealthMatters - With the rise of health-
tech and medical self-care, consumers
increasingly look to products offering health
benefits
4.#VirtuousPleasures - As consumers
become evermore health-aware, they look to
switch to good-for-you indulgence
5.#OwnLabelLove - Increasingly seen as
offering the same quality for less, consumer
love for own label options is becoming a
critical issue for brands
6.#MadeForMe - Consumers are looking for
products specially designed to fit their own
unique profiles, needs and lifestyles. One
size no longer fits all
7.#PremiumPull - Consumers increasingly
expect a premium experience, even from
mass market brands
8.#FruitTastic - AAs refined sugar comes to
stand for all things evil, the consumers
sweet tooth is increasingly satisfied with fruit
9.#TechTime - It’s tech time for FMCG as
digital natives embrace and expect tech-
enhanced experiences everywhere

3. #ConvenienceRules
One toothpaste does it all with winning innovation in the Toothpaste Category for
Aquafresh Complete Care from GlaxoSmithKline
Innovative discrete convenience with Feminine Care
Liner Category winner Always Dailies Folded &
Wrapped Pantyliners, by Procter & Gamble
Convenient multi-benefit innovation from Shampoo
Category winner Clairol 5 in 1 Camomile Shampoo
from Procter & GambleConvenient ‘Roll. Press. Go’ disposal innovation by
Feminine Care Pad Category winner Bodyform Ultra
Towels from SCA Hygiene Products Ltd
The mega-trend of 2015 and the future; consumers want it quick and
easy from brands that buy us time and save us effort

4. #ConvenienceRules
A quick and easy between-wash innovation wins
best Dry Shampoo Category for Batiste Dry
Shampoo, Church & Dwight UK Ltd
Convenient 8 in 1 multicooker innovation that does it
all with GoChef from JML wins best Kitchen Appliance
Category
The mega-trend of 2015 and the future; consumers want it quick and
easy from brands that buy us time and save us effort
Convenient cough mixture in tablet form wins Benylin
Chesty Cough & Cold Tablets from Johnson & Johnson
best innovation in Cough & Cold Products Category

5. #ConvenienceRules
Instant Flash Magic Eraser wins best innovation in
Household Cleaning Product Category for Procter &
Gamble
First ever 3 compartment detergent makes effective
laundry more convenient, winning Ariel best innovation
in Laundry Detergent Category for 3 in 1 Ariel Pods
Just add mess-free sheet to laundry for convenient whitening, winning
Spotless Punch Ltd best innovation in Laundry Additives, Whitening & Stain
Removal Category for Dylon White’n’Bright inspired by Colour Catcher
The mega-trend of 2015 and the future; consumers want it quick and
easy from brands that buy us time and save us effort

6. #ConvenienceRules
Quick and easy flavour wins best innovation in
Sauce & Seasoning Category for Knorr Flavour Pots
by Unilever
No mess, no fuss convenience with Butcher's Selection
Roast Beef in tray innovation, winning the Convenience
Products Category for Asda Stores Ltd
Roast in the bag simplicity with Butcher's Selection
Food Chicken in bag wins Asda Stores Ltd best
innovation in the Food Category
The mega-trend of 2015 and the future; consumers want it quick and
easy from brands that buy us time and save us effort

7. #OnTheGo
A variation on the ConvenienceRules mega-trend, busy consumers are
looking to enjoy brands on the move as they speed through our fast culture
Human fuel on-the-go wins the bet
innovation in Cereal Category for Weetabix
Ltd with Weetabix On The Go Breakfast
Drink
Portable liquid refreshment wins the Drinks
and Beverages innovation of the year for
Britvic Plc with Robinsons SQUASH'D
Need to keep going? No problem with new Sudafed Congestion &
Headache Relief designed to help you stay alert and active. Winning
innovation of the General Healthcare Category for Johnson & Johnson

8. #HealthMatters
With the rise of health-tech and medical self-care, consumers
increasingly look to products offering health benefits
Detox, cleanse and shape up with Bootea 14 Day
TeaTox, winning innovation in the best Slimming
Product Category from Eighty Twenty Ventures Ltd
Lipid lowering Benecol innovation gets a Vitamin B1
boost to win in the best Nutritional Supplement
Category for Johnson & Johnson Ltd

9. #VirtuousPleasures
As consumers become evermore health-aware, they look to switch to
good-for-you indulgence
Rich buttery taste with the goodness of olive
oil innovation wins in the Spreads Category
with Bertolli with Butter from Unilever
Creamy taste but no fat wins best innovation in the
Healthy Yoghurt Category for Müllerlight Greek
Style Fruitopolis by Müller Dairy UK Ltd
White bread with wholemeal bread goodness is
innovation winner in the Bakery Products Category
with Kingsmill Great White for Allied Bakeries

10. #VirtuousPleasures
As consumers become evermore health-aware, they look to switch to
good-for-you indulgence
Delicious cereal bars with wholegrain goodness wins best
innovation in the Kids’ Snacks Category with Harvest
Cheweee Cereal Bars from Halo Foods Ltd
Smaller packs mean better-for-you smaller servings
and win Mars best innovation in the Dessert Category
for Mars Variety Mix Mini Ice Cream

11. #OwnLabelLove
Increasingly seen as offering the same quality for less, consumer love for
own label options is becoming a critical issue for brands
Tesco own-label innovation assault on premium beautycare, winning in four innovation of the year Categories - Skincare
Products, Facial Moisturiser, Women's Hair Removal Products and Beauty Products with Pro Formula Radiance Micellar Water,
Pro Formula Q10 Anti-Age Day Cream, Pro Formula Satin Smooth Ladies Razor, and BD Trade Secrets Dreamshine Highlighter

12. #MadeForMe
Consumers look for products specially designed to fit their own unique
profiles, needs and lifestyles. One size no longer fits all
Personalised to a major need in an ageing population,
Listerine Advanced Defence Gum Treatment wins best
innovation in Oral Care Category for Johnson & Johnson Ltd
Strict dietary requirements? No problem with gluten-free, wheat-free
and now dairy-free innovation Newburn Bakehouse Seeded Wraps
winner of the Free From Product Category by Warburtons Ltd

13. #MadeForMe
Consumers look for products specially designed to fit their own unique
profiles, needs and lifestyles. One size no longer fits all
Designed for new born infants, Johnson's
Baby First Touch Range is the winning
innovation in the Baby Care Category
Designed specifically for babies with nappy
rash, Sudocrem Care & Protect innovation
from Actavis Plc wins Nappy Cream
Category
Adapting to the size and movement of the infant,
Pampers new Active Fit range from Procter &
Gamble wins in the Nappies innovation category

14. #PremiumPull
Consumers increasingly expect a premium experience, even from mass
market brands
Exotic seed oil innovation for a luxury
experience is Hair Care Category winner for
Dove Advanced Hair Series Pure Care Dry
Oil by Unilever
Innovative combination scents from premiumised
Comfort with Comfort Creations Honeysuckle &
Sandlewood from Unilever wins best innovation in
the Laundry Care & Softener Category
Premium Febreze air freshener from Procter
& Gamble wins best innovation in the
General Household Products Category

15. #PremiumPull
Consumers increasingly expect a premium experience, even from mass
market brands
Premiumised cat food with toppings wins innovation of the
year in the Petcare Category for Felix Sensations
Crunchy Crumbles for Nestlé Purina PetCare UK
‘Ultimate’ premium crisps innovation for men wins
innovation of the year for KP Snacks with
McCoy's Ultimate,

16. #FruitTastic
As refined sugar comes to stand for all things evil, the consumers sweet
tooth is increasingly satisfied with fruit
Fruity and crisp wins Molson Coors Brewing
Company wins innovation of the year in the
Cider Categry for Carling
Crabbie's Fruits from Halewood International
Ltd wins best innovation Alcoholic Drinks
Category
Yes, banana is a fruit, and it wins Weetabix
Banana best innovation of the yea in the
Cereal Category for Weetabix

17. #TechTime
It’s tech time for FMCG as digital natives embrace and expect tech-
enhanced experiences everywhere
A sign of the times. For the first time, product
innovation of the year includes a tech category,
won by post-PC budget tablet Acer Iconia One 7
Tech for good, tobacco-free blu e-cigarettes, from
blu e-Cigs wins best innovation in the new e-
Cgiatettes Category for blu e-Cigs
Kitchen gadget for on-demand fizz with SodaStream
Play wins innovation of the year in the Drinks System
Category for SodaStream

18. Award Winners
9 trends, 43 innovation awards across 43 categories
Category Winner
#ConvenienceRules Toothpaste Aquafresh® Complete Care Toothpaste, GlaxoSmithKline
Shampoo Clairol 5 in 1 Camomile Shampoo, Procter & Gamble
Dry Shampoo Batiste Dry Shampoo, Church & Dwight UK Ltd
Feminine Care Pad Bodyform® Roll. Press. Go. Ultra Towels, SCA Hygiene Products Ltd
Feminine Care Liner Always Dailies Folded & Wrapped Pantyliners, Procter & Gamble
Cough & Cold Products Benylin Chesty Cough & Cold Tablets, Johnson & Johnson Ltd
Kitchen Appliances GoChef, JML
Laundry Detergents Ariel 3 in 1 Pods, Procter & Gamble
Laundry Additives, Whitening
& Stain Removal
DYLON® White’n’Bright™ inspired by Colour Catcher®, Spotless
Punch Ltd
Household Cleaning Products Flash Magic Eraser, Procter & Gamble
Convenience Products Butcher's Selection Roast Beef in tray, Asda Stores Ltd
Food Butcher's Selection Chicken in bag, Asda Stores Ltd
Sauce & Seasoning Knorr® Flavour Pots, Unilever
#OnTheGo Breakfast Weetabix® On The Go Breakfast Drink, Weetabix Ltd
CrispsDrinks and Beverages Robinsons® SQUASH'D, Britvic Plc
General Healthcare Sudafed Congestion & Headache Relief, Johnson & Johnson Ltd

19. Award Winners
9 trends, 43 innovation awards across 43 categories
Category Winner
#HealthMatters Slimming Products Bootea 14 Day TeaTox, Eighty Twenty Ventures Ltd
Nutritional Supplement Benecol® Plus Yogurt Drinks, Johnson & Johnson Ltd
#VirtuousPleasures Spreads Bertolli with Butter, Unilever
Healthy Yogurt Müllerlight® Greek Style Fruitopolis, Müller Dairy UK Ltd
Dessert Mars® Variety Mix Mini Ice Cream, Mars Chocolate UK Ltd
Bakery Products Kingsmill Great White, Allied Bakeries
Kids’ Snacks Harvest Cheweee® Cereal Bars, Halo Foods Ltd
#MadeForMe Oral Care Newburn Bakehouse Seeded Wraps, Warburtons Ltd
Free From Products Weetabix® On The Go Breakfast Drink, Weetabix Ltd
Nappy Cream Sudocrem Care & Protect, Actavis Plc
Baby Care Johnson's® Baby FIRST TOUCH Range, Johnson & Johnson Ltd
Nappies Pampers® Active Fit, Procter & Gamble
#OwnLabelLove Skincare Products Pro Formula Radiance Micellar Water, Tesco Stores Ltd
Facial Moisturiser Pro Formula Q10 Anti-Age Day Cream, Tesco Stores Ltd
Women's Hair Removal Products Pro Formula Satin Smooth Ladies Razor, Tesco Stores Ltd
Beauty Products BD Trade Secrets Dreamshine Highlighter, Tesco Stores Ltd

20. Award Winners
9 trends, 43 innovation awards across 43 categories
Category Winner
#PremiumPull Hair Care Dove® Advanced Hair Series Pure Care Dry Oil, Unilever
Laundry Care & Softener Comfort Creations Honeysuckle & Sandlewood, Unilever
General Household Products Febreze Sleep Serenity, Procter & Gamble
Crisps McCoy's® Ultimate, KP Snacks
Pet Care Felix® Sensations Crunchy Crumbles, Nestlé Purina PetCare UK
#FruitTastic Alcoholic Drinks Crabbie's Fruits, Halewood International Ltd
Cider Carling British Cider, Molson Coors Brewing Company
Cereal Weetabix® Banana, Weetabix Ltd
#TechTime Technology Acer Iconia One 7, Acer
E-Cigarette blu e-cigarettes, blu e-Cigs (UK)
Drinks System SodaStream Play, SodaStream

21. Forward Thinking from
Brand Genetics
Andrew Christophers
andrew.christophers@brandgenetics.com
+44 (0) 7967 175 623
Tom Ellis
tom.ellis@brandgenetics.com
+44 (0) 7815 896 09