The latest trend is undoubtedly health. Achieving 2010 salt and fat requirements must be underpinned by support from producers and by the introduction of naturally healthy products. Sustainability and the environment are racing up the priority list, while range and choice will also be factors. The Jamie Oliver effect has emerged as a way of helping mothers choose healthy, but tasty, products. Exclusivity and 'newness' will offer retailers an advantage.

Branston Beans has been the product of the year, largely due to an aggressive launch. Its success was focusing on the consumer, with quality and value helping to secure Premier Foods a substantial market share in a short time.

Canned fish stands out too. Strong promotional activity, fantastic NPD and awareness of Omega-3 benefits have helped, especially in oily fish. Quality and breadth of offering are improving and growth will continue.

Retailers must instil consumer confidence via bold displays on limited lines that offer real value. Half-hearted displays and mixed mechanics don't work. Consumers no longer need to be told what is good value. There is a scope for much greater innovation and we need less duplication. Suppliers who listen to and react to customer demands and retailers who negotiate exclusivity and generate interesting launches will benefit.

Convenience, health and ethical sourcing need to support new concepts and formats. Functional foods and choice are also key, as are availability, pricing and value, ranging, quality, retail entertainment and novelty.