"Seize the Moment" - Consumers Respond to an Ever-Changing Array of Products

Harleysville, Pa. (June 2007) – The Natural Marketing Institute (NMI), the leading provider of strategic consulting, consumer insights and market research services for the health, wellness and sustainability marketplace, today expanded on one of the key trends it has identified as having a significant impact in 2007 and beyond.

From the rental of couture handbags to temporary “pop up” retail events, consumers are increasingly responding to a less permanent culture that is forever on the move. As part of this growing individualism, the retail brands that will lead in 2007 are “brand agnostic”, offering a temporary and ever-changing array of products, trends, brands and styles that enable consumers to discover new products and brands for themselves.

According to NMI President Maryellen Molyneaux, “A demonstration of the power of brand agnostic status can be seen in retailers such as Pac Sun, Urban Outfitters, Anthropologie and Sephora, which experienced double digit sales growth in 2006. They are able to adapt to the changing trends of consumers with a strategy that protects them against brands that fall out of favor. This trend is extending to the home furnishings category as consumers view their homes as seasonal and ever-changing. Even consumer durables are being redefined as consumers consider big ticket items as more transitional than permanent.”

A manifestation of this trend can be seen in the waning of brand loyalty by consumers. In 2005, 51% of consumers stated they were brand loyal (buying the same brand on a regular basis). In 2006, those claiming brand loyalty dropped to 44% and more than half of primary grocery shoppers stated that they are willing to try new products regardless of brand. In addition, the percentage of consumers who state they like to have the most innovative and coolest products increased by 35% over 2005. While these types of consumer trends are good for brand trial and may reduce the costs of market entry, marketers will need to increase brand retention activities.

NMI’s Top Ten Trends of 2007 are based on data and insight from a variety of NMI proprietary databases, including the Health & Wellness Trends Database™ and the LOHAS Consumer Trends Database™. For more information, visit http://www.nmisolutions.com or contact NMI at 215-513-7300.

NMI is a strategic consulting, market research, and business development company specializing in health, wellness and sustainability. For more information on NMI’s proprietary research reports and services, visit NMI’s website at http://www.nmisolutions.com/