back

FOR IMMEDIATE RELEASE

STRATEGIES INTERNATIONAL SPOTS BRANDING TRENDS FOR 2004
Toronto agency focuses on shelf appeal based on consumer trends.

TORONTO, ON (December 19, 2003) – Strategies International, a Toronto-based branding and design agency, announces new trends for 2004. Based on client work and research data, Strategies International is predicting the emergence of a healthy consumer economy, healthier food choices driven by nutritional labelling and a return to simpler package and logo design with instant "shelf appeal."

"Consumers are buying healthy, buying convenience and buying simple," says Greg Bérubé, president of Strategies International. "Strategies International is continuously thinking ‘shelves’ which is very important for 2004 because over 70 percent of all purchasing decisions will be made at store level."
There is a growing movement towards organic foods and healthier eating. As companies race to understand how the new nutritional labelling legislation will affect their products, Strategies International predicts in 2004 the back of the package will be as important as the front. Major food manufacturers will have until December, 2005 to fully comply with the new legislation.

"Nutritious eating is becoming way of life for more and more people and nutritional labelling will be an integral component, allowing consumers to make that change. This brings a whole new level of healthy eating understanding to consumers and will increase competition for food manufacturers," says Steve Trofimchuk, of Nutrition Labelling Solutions. "Consumers are reading labels to see which product is best suited for their nutritional needs. Companies are considering altering their recipes in order to provide a healthier, more competitive food product."

Strategies International is seeing another trend: consumers spend more money on items of convenience. The evidence is in the proliferation of single serve items on the market today. From wipes to antibacterial small hand-wash soap, consumers are willing to pay extra for items of convenience because of the inherent benefit. In addition, the new packaging of brand name products is becoming more innovative in order to offer that convenience and an advantage over the competing no name products.

Lastly, a return to the simpler side of designs is beginning to take hold. North America is beginning to tire of the large flashy logo. New logos are cleaner than they have been in the recent past. Europe has embraced this trend and North America is taking notice. Multidimensional images are fading and now designers are looking to the late 1980’s style of design for direction.

The pace of life is not slowing and consumers will continue to make purchasing decisions at shelf making it a greater challenge for food companies to build brand loyalty. The year 2004 will be a hard one for manufactures, as they must pay close attention to, not only consumers, but to the new labelling legislation, to stay competitive.

For further information contact:
Rob Landsmann, Fantail Communications Inc., 416-363-4805, rob@fantailinc.com



Archived Press Releases