Marketing Forecast from Ad-ology

According to new research from Mintel, mood is now the most popular motivator of fragrance choice for women, as over half (54%) of female fragrance users decide what fragrance to use based on how they’re feeling. Coming in at second place, 31% of fragrance users say they decide which fragrance to apply based on their activity (work function vs. a personal outing). Motivations for fragrance purchase differ just as much as fragrance choice, but the clear favorite is in-store samples. Sixty-nine percent of fragrance owners say they’re motivated to purchase a new fragrance based on samples they’ve tried in a store, while 26% cite a recommendation from a family member or friend as the impetus behind a new purchase.

The emphasis on nationwide health care reform in 2010 has cemented the health and fitness industry’s emphasis on the need for proper accreditation and certification, according to an American College of Sports Medicine (ACSM) survey of fitness trends. The growing demand for educated and experienced fitness professionals claimed the top spot in the survey for the fourth consecutive year. Physician referrals is expected to be a top fitness trend for 2011, as medical professionals partner with heath and fitness professionals to seamlessly integrate exercise into their patients’ lives. “With an estimated 80% of Americans not having a regular exercise program or a place to exercise, health and fitness professionals must search for news ways to deliver their services to people who need them,” said Walter R. Thompson, Ph.D., FACSM.

Pies are predicted to be the top restaurant trend in 2011, according to Andrew Freeman & Co., a California consultancy. The emergence of pies – both sweet and savory – as a top trend in 2011, follows on the heels of the current cupcake trend. Other top trends predicted for 2011 include a proliferation of one-ingredient restaurants centered around one key ingredient, much like the popular gourmet burger concepts; the continued popularity of mini plates; more heart-healthy options; and experimentation of flavors in the popsicle, soft-serve and yogurt segments. In addition, restaurants will utilize popular ingredients to influence dishes, such as honey from local beekeepers for use in sauces and dressings.

Online retailers were not hurt as much as traditional retailers during the Great Recession. And as the economy continues to recover, businesses in the online sector are looking for an improved holiday season this year. A recently published survey by Shop.org reinforces what similar surveys have found regarding shoppers and planned expenditures for 2010.

The types of websites consumers turn to for health-and-wellness information and the reasons they go online for such information are greatly influenced by the stage of the condition they are experiencing and varies by ailment type, age and gender, according to new research by Kantar Media. According to the new data, the primary reason for going online for health information was to gain general knowledge about a condition (71%), followed by researching symptoms that either the individual or someone else was experiencing (59%). A healthcare professional recommendation makes a health website trustworthy, say 56% of respondents, followed by 46% who said the inclusion of academic articles or scientific research does, and 39% who said having information that is easy to understand does.

Sales for prestige makeup in U.S. department stores continue on a positive trend. In the first eight months of 2010, Face and Nails were standout segments, outperforming the total makeup category. Face, the largest segment with 49% dollar share of makeup, grew 3% in dollar volume, versus last year. Concealer (+6%), Foundation (+3%), and Blush (+2%) helped lead the way for Face category growth. The Nail segment, the smallest makeup segment, with only one percent dollar share, grew a double-digit 31% year-to-date (Jan thru Aug.) 2010, compared to the same time last year. “The growth areas in prestige makeup reflect the changing preferences with women,” said Karen Grant, vice president and global industry analyst, The NPD Group. For many women, color categories like lip color allow them to “experiment and indulge without breaking the bank.”