Marketing Forecast from Ad-ology

Menu items with descriptions that reference gluten, cholesterol, sugar and other health-related topics are expanding on restaurant menus as more operators recognize that an increasing number of Americans require controlled diets. The vast majority of consumers (73%) feel that restaurants should be transparent about their food’s fat, sodium and sugar content, as well as potential food allergens. Women feel even stronger about menu transparency than men.

The use of retail-based health clinics increased tenfold between 2007 and 2009, and, if the trends continue, health plans can expect to see a dramatic boost in retail clinic utilization, based on the findings of a new Rand Corp. study. The determining factors in choosing a retail medical clinic over a physician’s office were found to be age, health status, income and proximity to the clinic.

With the holiday shopping season in full swing, new research reveals that consumers’ heartstrings are leading their purchase decisions and putting brands’ support of social issues at the top of their gift lists. According to data from Cone Communications, an overwhelming 94% of consumers are likely to switch brands, about equal in price and quality, to one that supports a social issue. 81% would donate to a charity supported by a company they trust, if given the opportunity.

As the housing market rebounds and home-building resumes, the U.S. paint and coatings industry will grow at a consistent rate. The demand for paint and coatings in the U.S. is expected to rise 7.8% annually through 2015, according to a study by The Freedonia Group. The market is expected to expand strongly in both volume and value terms, as paint and coating suppliers will continue to invest heavily in the development of innovative, higher-value formulations.

As the home improvement industry continues to recover, specialty retailers (such as storage and organization) are making significant gains. Online shopping has also seen significant growth, with dollar sales up 15% over 2009. Online now represents five percent of all home improvement sales, but is even more important in the specialty channel, representing 20% of those sales, with kitchen and bath specialty stores leading the way in the 12 months ending September 2011.

eMarketer estimates that by the end of 2011, 33.7 million Americans will use a tablet device at least monthly—a rise of 158.6% over 2010, the year the iPad was released. Analysts predict the number of users will rise to nearly 90 million, or 35.6% of all internet users, by 2014. The iPad, which has clearly led the tablet market since 2010, will continue to do so throughout the forecast period, though its share will be slowly chipped away by competitors, such as Amazon’s new Kindle Fire.