Blue Chip Consumer Packaged Goods Companies Are Leveraging Penton’s New Hope
Natural Media’s NEXT Trend for Early Innovation
Business Intelligence Solution Offers Pre-shelf Product Data, Predictive Consumer
Segmentation and Concept Lab for Food and Beverage Companies, Retailers, Suppliers
and Investment Firms in the Natural and Healthy Living Market
Anaheim, CA, March 6, 2014 – Penton’s New Hope Natural Media announced that blue chip
consumer packaged goods companies – TwinLab, MetaBrand, Lundberg Family Farms, General
Mills Small Planet Foods, Clorox, Kellogg’s Kashi, Quinoa Corporation, and PepsiCO – are
among those using NEXT Trend to gain a competitive edge when bringing natural products to
market. NEXT Trend offers proprietary pre-shelf natural products data, future trend predictions
and insights, a predictive consumer segmentation, custom research and extensive industry
expertise that helps enterprise level companies quickly recognize and act on emerging, highgrowth market opportunities.
NEXT Trend assists consumer products companies, retailers, suppliers and investment firms
identify key market drivers; predict which pre-shelf products and ingredients are poised for
widespread adoption; develop targeted, localized go-to-market strategies; and minimize risk and
accelerate speed to market with a fast, affordable, early product concept filter.
“The natural products industry is a burgeoning market that is projected to grow to $226 billion by
2018 with an annual growth rate of 8.6 percent,” said Fred Linder, SVP, Penton. “NEXT Trend
leverages 35 years of New Hope’s proprietary pre-shelf data to deliver intelligence, insights and
innovation. The natural products industry is a high-growth market that is becoming more
mainstream, and we are seeing an emerging need for data and insights that can help companies
successfully innovate and position themselves to gain a healthy share of the next trends in
natural products.”
Bill Tuohig, Vice President and Product Leader of New Hope Natural Media said, “NEXT Trend’s
pre-shelf data, predictive market intelligence and progressive data science techniques provide
companies with the analytical capabilities and insights to drive innovation at both an emerging
and mass market level.”
Next Trend’s exclusive pre-shelf data includes: 30+ top trends, 40,000+ products, ingredients and
attributes, 8,000+ ingredients, and 1,000+ product categories.
“NEXT Trend has provided us with early stage intelligence around new product innovation at
Lundberg Family Farms. The tool complements traditional scan data and offers interesting
product and ingredient insights that are unique to the natural and organic industry. It’s been
valuable in identifying trending ingredients and relevant claims to consider incorporating on our
packages,” said Todd Kluger, VP of Sales and Marketing, Lundberg Family Farms.
New Hope Natural Media's Predictive Consumer Segmentation is also overlaid within NEXT
Trend to help brands and retailers identify and target consumers who are most likely to be early
adopters of natural products and corresponding high success potential regions in the United
States. Five key consumer segments differentiated by early adoption, lifestyles, behaviors and
beliefs toward health and wellness were created from the research, redefining traditional market
segmentation. The segmentation allows companies to effectively target interested, passionate
consumers and provides them with concepts and marketing strategies to optimize product
innovation.
NEXT Trend also provides a dynamic Product Concept Lab within the Predictive Consumer
Segmentation, which allows product innovators to test new product concepts early in the new
product development cycle. This fast product filter allows innovators to focus on high potential
product concepts, which saves time and money and decreases new product development cycle
times.
“Discovering a consumer segment that is passionate about health and wellness, are new product
early adopters, and are willing to pay a premium price to stay healthy and maintain their
appearance, is rare in today’s natural products market. As our innovation team was exploring
growth opportunities, the NEXT Trend solution revealed a new, racially diverse, male consumer
segment called the #Young4Ever’s with these attitudes and beliefs. A high potential product
concept was validated when the consumer segment was overlaid with NEXT Trend’s certification
and category insights,” said Ed Rinker, Research Fellow, Open Innovation Networks, Clorox.
To learn more or see NEXT Trend in action, visit www.nexttrend.com. To schedule a demo,
please contact Colin Gerard, Sales Manager at Colin.Gerard@Penton.com or (303) 998-9170.
About New Hope Natural Media
New Hope Natural Media, a division of Penton, is the leading media resource and information
provider for the natural, organic and healthy products industry, with print, in-person/event, and ebusiness products and services.
About Penton
Penton is a professional information services company. We engage and inform millions of
professionals every day, helping them decide how to grow and solve their most critical business
challenges. As a leading provider of workflow solutions and insightful content, marketing services
and networking via in-person and online events, we help businesses do business. We focus our
industry expertise on five core growth markets - agriculture, transportation, natural products/food,
infrastructure, and industrial design and manufacturing.
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CONTACTS:
Heather Smith
New Hope Natural Media
Phone: (303) 775-2461
Email: hsmith@newhope.com
Kate Spellman
SVP, Marketing
Penton
Phone: (212) 204-4351
Email: kate.spellman@penton.com