“SHE is highly educated and working hard, both at home and at the office. SHE is worried about climate change globally and the environment in her own backyard. SHE is worried about children’s diets and health. SHE is not indulging in much, in order to reduce expenses. SHE is making most of the purchasing decisions for her family, and SHE is reshaping commerce and culture as we know it. It is the new SHEconomy. Oh, and SHE is tired,” began the third annual Fresh Ideas Group (FIG) consumers trends forecast.

The Fresh Ideas Group is a specialist communications agency based in Boulder, appleColorado. FIG found the influence of women on 2010 so profound, they named the entire forecast in her honor. Here are their named trends:

1. Women in the Driver’s Seat: Women now are the majority of the workforce and make the majority of household purchases. Women will use this new position of stature to make changes to the way workplaces are structured (think flexibility) and will vote with their dollars (think convenience and health).
2. Men in the Grocery Aisles: With more men bearing the brunt of the down economy, men will also adapt to a new role that may  include more cooking, shopping and child care. Natural Foods Merchandiser reports  36% of all natural foods shoppers are men (up from 24%).
3. Retro Transportation Solutions: First quarter of 2009, more bikes were sold in the U.S. than cars or trucks and Americans  took 10.7 billion trips on trains, buses and subways, a record ridership in 52 years.
4. The New Flexitarian Workplace: Smart employers will get creative with work schedules, benefits and even workplace “place.”
5. Pragmatic Plates: Diners will continue to trade down from pricey to pragmatic in their dining out choices, making cheap but hearty ethnic eateries more appealing than fancy white table cloth  destinations. Winners will include: affordable noodle bowl and tacquerias restaurants..
6. Pint-Sized Palates: Kid Foodies with sophisticated palates are challenging their parents to keep the menu interesting. FIG predicts product introductions featuring unusual twists on everyday kids’ favorites..
7. “Nonprecious” Organic: Organic foods will continue to expand nationally and be increasingly affordable — priced within 20% of the same conventional product.
8. Pass the Soda; Hold the Sugar and the Energy Drinks: With President Obama’s proposed “soda tax,” schools ousting chocolate milk and high fructose corn syrup from cafeterias, and health-aware parents are reading labels, FIG sees a wave of new and reformulated lower sugar products .
9. Supercharged Foods and Calories That Count: The mantra for 2010: Nutritionally charged ingredients.  The quality of  calories will be what’s important, giving supergrains, superfruits and fiber content bragging rights.
10. Health Under the Magnifying Glass: FIG sees a new competitive spirit and reporting on healthiest versus least healthy states, counties and cities. Call them geographic fat wars.

The full report is available at www.freshideasgroup.com

– guest contributor