A few days ago, Tmall FMCG industry, Tmall New Product Innovation Center and global digital marketing consulting group Flywheel joined hands to launch the white paper "2024 Tmall FMCG Trend New Product Star Release", positioning 4 trend keywords and 23 trend new products in the core FMCG tracks of beauty, personal care, home cleaning, and mother and child.
Trend 1: Cognitive awakening
As more and more individuals are moving from blind following to rational thinking, in the world of rapidly iterating and renewing goods, consumers are no longer simply satisfied with the passive acceptance of information, but translate consumption behavior into a process of deep understanding and independent judgment. In the process of selecting new products, they jumped out of the consumer trap with their super self-learning ability, did not accept the "pseudo-concept", only paid for the "real science", and completed the continuous self-evolution on the road of constantly seeking "new", and reversely promoted the construction of the logical order and professional advancement of the consumer goods market.
In the field of skin care, consumers are no longer satisfied with the single focus on product ingredients, but are gradually evolving into formula parties and technology parties that study formula science and technological innovation, showing a trend of more professional and rational consumer cognition. Judging from the data of Tmall search terms, "recombinant collagen" increased by 191% year-on-year, "melasma" increased by 138% year-on-year, "antioxidant" increased by 104% year-on-year, "anti-wrinkle firming" increased by 77% year-on-year, "repair cream" increased by 58% year-on-year, "soothing repair" increased by 39% year-on-year, and "niacinamide" increased by 13% year-on-year. The representative new products are as follows:
Trend 2: The Way of Purity
In the current social environment, people are eager to seek a return to the original self, back to the true power, it reveals people's deep yearning for the origin of life and the purity of nature in the depths of their hearts, and the life philosophy of "less is gained, more is confused" also affects people's choice of new products. When "low-fat and low-calorie" snacks become the first choice, when "naked makeup" is popular, and when "natural and safe" becomes a hot topic, Pure leads the new product consumer market to a more environmentally friendly, healthy and sustainable development path, so that every consumption choice to buy new products has become the respect and protection of the pure world.
The concept of beauty and skin care is constantly improving, and it has become more and more common to choose harmless, additive-free, natural, safe and gentle products, so as to care for the skin in a pure way and realize deep care for yourself and your family. Keywords such as "advanced original sense", "saving sensitive skin", and "minimalist skin care" increased by 23% year-on-year on related social media. More and more new products advocate users to accept the self, with the concept of purity and minimalism to continue to link with consumers, some of the new products are as follows:
Trend 3: Changing personality
When the society's attention to individual emotional and psychological needs has reached an unprecedented high, new consumer goods, as the intersection of life and spiritual world, have a significance far beyond the practicality of the material level, and are an important carrier for the expression of individual inner emotions and personality. People hope to show their artistic and personalized personality through the explicit colors and aromas, highlighting their unique taste, and at the same time, they also hope to obtain emotional healing and harvest positive spiritual energy in the immersive atmosphere created by the new products in the home scene.
When buying new products, we not only expect to show personal characteristics and tastes through product design, but also pay more attention to the added emotional value and spiritual healing effect that products can bring. Brands need to carefully observe the inner feelings of consumers, integrate the inspiration of new product development through multi-dimensional integration of fragrance, touch and visual color, and cultivate both internal and external cores, so as to create a unique emotional healing power of products in an all-round way and innovate the consumer experience. Some of the new products are as follows:
Trend quadruple mirror pampering
When modern people's pursuit of self-improvement and high-quality life is becoming more and more obvious, consumers' refined demand for new products has penetrated into various categories of clothing, food, housing and transportation. From the luxurious beauty experience of home beauty devices to the meticulous care of hair, from the home cleaning tools that are blessed by black technology to liberate their hands to the intelligent new products with continuous iteration of functions, "living with an eight-fold mirror" has become a true portrayal of individuals, and consumers can still grasp the protection and pampering given to them by the times and the progress of science and technology in their busy lives.
The demands for new products are becoming more and more refined, not only pursuing an efficient and convenient user experience, but also hoping to bring them the enjoyment of exquisite life and all-round meticulous care through intelligent technology. Keywords such as "quality life", "smart things", and "must-have for lazy people" have increased by 41% year-on-year on relevant social media. Some of the new products are as follows:
(Source: TMIC Frontier Insights)