Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!usa-post Newsgroups: usa-today.trends From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: trends Tue, Mar 3 1992 Date: Tue, 3 Mar 92 06:00:08 EST Message-ID: 03-03 0000 DECISIONLINE: Trends & Marketing USA TODAY Update March 3, 1992 Source: USA TODAY:Gannett National Information Network CONSUMERS' PERCEPTIONS CLEAR: The trend is clear. Packaged-goods companies are reformulating old products and developing new ones - from deodorants to toilet-bowl cleaners - without dyes or color additives. Experts say consumers will perceive the products as environmentally kind or healthier, even if there's no real benefit. "Clear connotes pure, a more natural product," says consultant Pete Bogda. (For more, see special Clear package below.) MINIVANS ARE GETTING BIG: Chrysler popularized minivans when it entered the market late in 1983 with its then-radical front-wheel-drive small vans. According to Ward's Automotive Reports, in 1983 minivan sales totaled 30,948 and grabbed just 0.3% vehicle share. Last year, 811,565 of the vehicles were sold, commanding a full 7% market share. TUPPERWARE PARTIES HAVE CHANGED: Daytime gatherings in the living room, a staple of the '50s, are still part of the Tupperware sales program. But with two-income families and people generally more pressed for time, consumers are looking for more than a chance to buy plastic containers. Today's Tupperware parties increasingly focus on news, not partying. "We have to offer today's customer good value," says a distributor. DOO-WOP IS BACK, WITH A TWIST: Street corners are alive again with the sweet, soulful sound of group harmonies. Vocal quartets Color Me Badd and Boyz II Men have put doo-wop back into the Top 10. Though still defined by tight harmonies and scat-like background choruses, doo-wop is no longer groups like the Cadillacs under the glow of a street light. Today, the music is on MTV - to a rap beat. Hip-hop doo-wop, it's called. BOOMERS LOOK TO CONTACTS: Today, more than half of the USA, about 134 million, wear glasses or contacts. Eye experts look for that number to rise as baby boomers near the age when aging eyes affect their ability to read and use their computer terminals. Few people wear conventional hard contacts anymore. There are bifocal contacts; contacts that enhance color perception; even contacts that make brown eyes blue. MORE ARE RAISING DIVIDENDS: An increasing number of companies are raising dividends, a sign that corporate managers believe the recession is ending. Last month, there were 129 dividend increases vs. 101 a year earlier, Standard & Poor's said Monday. And there were only 23 dividend reductions and omissions vs. 47 a year earlier. So far this year, dividend increases are up 19%; slashes and omissions are down 55%. SUBWAY GOES TO JAPAN: Subway sandwiches appear to have global appeal. The typically American sandwiches will be available in Japan March 25. Suntory Limited will launch the first shop in Tokyo and four more will open within six months. Suntory expects to open 200 stores by 1995. Subway has opened 5,500 outlets in the past five years. TIMES ARE TOUGH ALL OVER: It's not only the U.S. economy that's faltering. Part of what's holding back the recovery is sluggish economic growth around the world. Exports account for about 7.5% of U.S. economic activity. Next year, only Mexico, Canada and Japan are expected to show growth of 3% or more, according to a survey by James Buhr, editor of Globescope, a monthly newsletter. MOVE TO CITIES STILL STRONG: After 72 years under wraps, the 1920 Census was opened Monday. The count of 106 million people was the first to include many baby boomers' parents, and reflects the massive immigration to the U.S. in the early part of the 20th century. More people - 51% - lived in cities than rural areas for first time. That trend has continued. The 1990 Census showed 78% of Americans live in cities. SPECIAL PACKAGE ON CLEAR: CLEAR IVORY BEING TESTED: Companies are beginning to offer clear versions of their products, hoping to appeal to consumers who perceive the clear products as being more pure. Procter & Gamble is test marketing clear Ivory dishwashing liquid in five states. It's touting Clear Ivory for improved sudsing and grease-cutting. The stuff could replace the venerable 35-year-old milky white liquid. NO MORE COLORED WATER: Introduced in January, Vanish Drop-Ins Clear toilet-bowl tablets are alternatives to the colored cleansers marketed by Drackett, a Bristol-Myers Squibb subsidiary. "Many people have no desire to have colored water in their toilet bowls," says spokesman David Perkins. PepsiCo is trying to develop a clear cola. Consumers find clear sodas more refreshing, says the company's Andrew Giangola. IT'S JUST BEGINNING: Ban is using a "don't mess that dress" ad campaign to push its clear deodorant, aiming for women bothered by caky white residue. The trend is probably just beginning. Once firms see some clear success, others are bound to follow. "Five years ago," says consultant Pete Bogda, "everyone was introducing `fixin' fresh' (easy-to-fix, almost-fresh) products. Now you've got this." (End of package.) Trends & Marketing Editor: Beth Mann. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. 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