And what are they craving?
Decision making is largely constructed of two main components, logic and emotion. Impulse buying has traditionally capitalized on the latter of the two, tapping into the consumers’ emotional desires and moods to make purchases that don’t involve much thought.In this model logic follows emotion as consumers rationalize or justify their reason for making the purchase, whether it be big or small. As brands continually deepen their understanding of the consumer experience they will not only increase their revenue through impulse purchases, but open new In 2011, US$7.5 billion of US consumers’ money went towards individual impulse sized chocolate confectionary.opportunities to strengthen their brand with the consumers – creating long-term, profitable relationships.The Core ‘Impulse’ CategoriesWithin the food and beverage industry, the most common impulse purchase is confectionary; an affordable indulgence that brightens the day. In 2011, US$7.5 billion of US consumers’ money went towards individual impulse sized chocolate confectionary. Manufacturers like Mars, Kraft and Ferrero all plan marketing and distribution strategies around impulse purchasing. But with changes in disposable income has led to changes in impulse purchasing patterns. The question is what long lasting impact will this have.Shrinking Size and Lower Unit PricesChocolate and sugar confectionary along with chewing gum retail sales were up 3.4% in 2011. Brands like Kraft and Wrigley are hoping to make their impulse appeal even stronger with consumers by releasing gum packs with fewer sticks at a much lower cost. Trident and Stride currently offer 5-stick packs for 50 cents and Wrigley plans to launch a similar pack format this year. The goal is to land more pocket-change purchases, mainly from Gen Y and Gen Z targets.While these are small, inexpensive items they are enough to help consumers relieve stress and anger. With the added frugal mindset brought on by the economic downturn, these examples do not cost enough to give the consumer spending guilt. There is a sweet spot between spending guilt and buying something that gives the consumer a short but sweet delight. Brands need to understand where that opportunity lies, and importantly, which can be specific to their category.New Media Outlets for Impulse PurchasingImpulse buying could see a substantial increase as Smart TVs become more mainstream in the marketplace – and they are well on their way. In 2011, 17% of all TVs shipped in the US had Internet connection capabilities. The market is expected to continue to expand and reach approximately 123 A better understanding of consumers and their emotions can open up new channels for brands to build long-term profitable relationships with consumersmillion shipments by 2014. As these devices become more common and advertising media becomes more sophisticated it could open a new channel for brands to capitalize on a consumer’s emotional state influenced by a show to prompt them into an impulse purchase directly from their TV.A better understanding of consumers and their emotions can open up new channels for brands to build long-term profitable relationships with consumers based on emotional, impulse purchases that bring revenue in for the brand and delight to the consumer.
How to premiumise impulse purchases
Nostalgia is a powerful purchasing aphrodisiac. As consumers, we romanticize the notion of the Mary Kay rep pulling into your driveway in her pink Cadillac. It’s not just about the products; it’s about the experience.These business models, however, have died out making way for more efficient processes and as a result the consumer experience has taken a back seat. More recently, these retro-business models have started to make a comeback thanks to new technology and a deeper understanding of consumer behavior. Brands who create the right mix of technology, understanding, and experience can enhance impulse purchases and create new revenue streams.Location, Location…New LocationThe old adage in real estate is, “location, location, location” and what can be better than a location that’s always where the consumers are? Food trucks have gotten a makeover and are experiencing a new surge. The new food trucks run routes, hitting high-density spots where they can sell their premium goodies from the side of their trucks. From entrees to desserts, these mobile vendors are keeping overhead low by eliminating the cost of a fixed bricks and mortar location.These premium food vendors are becoming part of urban culture, combining the nostalgia of the ice cream truck and the delight of premium foods. In US cities like Chicago, websites such as foodtruckfreak.com are dedicated to tracking the routes of these vendors. The New York City Food Truck Association (NYCFTA) is also dedicated to bringing premium food to the consumers of NYC.While food trucks are run by independents corporate brands can tap into these retrofitted business models to create new revenue streams.Social Media Sales RepresentativesConverse has taken a new spin on the door-to-door salesmen by launching a Facebook app that allows users to customize, promote, and sell shoes while receiving a kickback for shoes sold. Converse has potentially increased its sales force through a new breed of social networking site-to-social-networking salespeople.These revived business models bring out the experience aspect of buying and enhance them with modern technology and new trends in consumer behavior. The combination creates opportunities to increase impulse buys. Brands must find new ways to connect with consumers. Whether it is through the consumers’ daily journey, new technology platforms, or a retrofitted business model; brands can create new revenue streams by giving consumers a delightful experience through impulse purchases.
Gum scales back with 5-stick packs
Both Kraft and Wrigley are downscaling gum packs. Appealing to consumers’ tightened finances and “less is more” mentality, 5-stick packs will sell for 35 cents at convenience stores and retail check-outs. The smaller size lets on-the-go consumers indulge in a craving, for less cost. Satisfying spur of the moment urges will means slightly higher cost per-stick, a price many see as worthwhile for a pack that they don’t have to find later to use that last piece of gum.
A review of the leading trends and innovations of 2011
Simple and friendly - Help Remedies Consumers increasingly desire products that are friendly, using everyday language, while having a ‘personality’ that consumers can relate with, such as a sense of humor.Launched two years ago, Help Remedies’ recently refreshed packaging stands them apart in the drug aisle. The packaging talks to the regular consumer, using simple and friendly language, instead of complicated scientific terms and unrelated brand names. The packaging removes confusion, making shopping and usage simpler.Speed scratch - ScratchAs consumer awareness around the unhealthy content of prepared foods increases, we have witnessed a growth in healthier, simpler and more natural foods. But with consumers struggling to balance their desire for healthier foods with busier lifestyles we have witnessed the growth of the trend known as ‘speed scratch’.Scratch offers a fresh and healthy meal in a box – each pack containing raw ingredients that have already been chopped, washed and weighed by hand. As we seek to live healthier lives and gain more time back, we can expect to see more convenient food solutions like Scratch.Digital and real - BlipparOver the last few years we have observed the merger of the digital and real worlds with Facebook and Twitter addresses predominately positioned on packs, along with QR codes.However, the popularity of QR codes will potentially be short-lived with the growth of Augmented Reality. This year saw the introduction of Blippar – an app for smart phones that gives instant access to information or entertainment by simply holding the phone in front of the pack. A number of brands, including Cadbury, Marmite and Heinz have taken advantage, keeping their packs the same, while adding the interactivity via the app for the youth or tech savvy among us.Simplicity - StarbucksAt the beginning of this year Starbucks unveiled a new logo – removing the words ‘Starbucks’ and ‘coffee’. This has allowed them to be more flexible and diversify beyond their core product into other foodstuffs such as ice-cream and wine. This change has also made them into a more global brand, free from English, able to move into other geographies without worrying about translation. Just as significantly, it provides an iconic image, like Apple, McDonalds and Nike that performs well across multiple platforms, especially so in the digital space where simplicity is king.Sustainability - GreenbottleSustainability has been high on the agenda for a number of years for the CPG industry, as they look to overcome the problems they partly create at the centre of our throw-away society. Much of the intention has been placed on plastic, with the UK alone using 15 million plastic bottles each day.In the past few years lightweighting has been the big push within packaging innovation, but this year we saw a shift to new materials, with Coke and Pepsi bringing bottles made of plant extract to the market. Greenbottle (a sustainable packaging manufacturer) has developed an alternative to plastic - papier-mâché that can decompose in just five weeks versus 500 years for plastic.Convenience - Heinz Squeeze & StirConsumers increasingly want products that meet their exacting needs. For food brands this is through unique flavors, brands, and pack formats.Earlier this year Heinz brought out Squeeze & Stir ‘cup-a-soups’ that are made from paste rather than a powder, moving Heinz into new eating occasions, while disrupting the market. The packaging format is also a more sustainable option, with less water transported and less material used in the packaging.
Despite another tough economic year, the supermarkets are finding ways to maintain growth and margin
Over the last few years, during the economic downturn, a stay-at-home culture has developed that means consumers are not just eating more at home, they are also socializing and entertaining more at home, and the supermarkets are generally benefiting from this behavioral shift.In addition to favorable consumer behaviors, supermarkets are increasingly in a position of power with suppliers and consumers, offering a larger range of own-branded products.Increase in own-branded productsEarlier this year, Tesco made a bold move by reducing the number of suppliers, consolidating less meaningful brands and replacing their products with its own brands. In 2011 Tesco put creating brands at the heart of their strategy – over the next few years we can expect them to fulfill this ambition and become a global brand owner.In 2011 Tesco put creating brands at the heart of their strategyThis year we have witnessed a number of new products from Tesco hit their shelves that don’t state the Tesco name. The first ‘venture-brands’ to come to market this year were ChokaBlok ice-cream, Lathams dog food, NutriCat cat food and the Parioli Italian range. Each of these brands has allowed Tesco to retail products that have met gaps in their previous stock, offering their customers a wider choice.Moreover, Tesco hope that these new venture-brands will be successful enough to be sold in non-competing retailers, such as convenience stores and petrol stations, as well as outside the UK where their biggest growth business is.The business of creating new brandsWith the large amount of customer data gathered from their loyalty card scheme, Clubcard, Tesco know what products customers are purchasing, as well as purchasing patterns and price point accessibility, and as a result they can identify customer segments and patterns. This extensive data, combined with data they receive from suppliers, gives Tesco a raft of knowledge about each one of their shoppers, giving them an unrivalled and detailed understanding of the driving motivations behind consumer behavior, which allows them to create brands that are highly desirable.With control over all of the 4Ps of the marketing mix (Product, Promotion, Price and Place) the world’s third largest retailer will be well positioned to make this strategy work globally, especially as the new products will have the advantage of being automatically listed in thousands of stores in the UK and overseas. It will also give them a stronger hand when negotiating with suppliers, but as this strategy will result in the retailer competing directly with their suppliers we can expect to see a large amount of NPD and marketing from established brands as they look to mark their territory and build share in markets that private label can’t.Looking to 2012As one of the world’s most influential businesses, Tesco’s strategy is a major threat to many global brands, and sets a precedent that many other retailers may follow in 2012. With Tesco’s knowledge of brand building, this may give them the edge they require to crack the US market, where private label penetration is still relatively low.Next year we are likely to witness a shift in route to market strategies, with brands looking to new channels and tactics to compete with the big supermarket brands.
Within the food industry consumers seek simple options
Consumers increasingly seek simplicity and purity, to make easier and healthier choices when shopping for groceries. As a result we have seen the continued growth of the health and wellness snack market in 2011, reaching an estimated global worth of US$30 billion, and likely to grow to over US$34 billion by 2016 (Euromonitor International).Transparent messagesWith consumers spending little time studying packs in store, communications must be as simple as possible to get the message across. Moreover, consumers seek out brands that are transparent, making it clear what ingredients and healthiness is contained within. Transparency is best demonstrated in the growth of farmers’ markets. According to the USDA farmers’ markets grew by 17% in the last two years. Brands, whether local or not, can increase the level of transparency in regards to information about their products and back that information with how the brand and messaging are conveyed.In order to meet consumers’ desire for simplicity we saw a number of companies rebrand this year. Firefly discarded its image as an energy drink – rebranding to focus on its botanical content, rather than its functional properties. Zest, a range of all-natural pasta and pesto sauces, repackaged its products to emphasize its purity with humorous packs that declare that they have “nothing to hide”, proclaiming they are “free-from artificial anything”.A number of new products have been introduced this year that meet the healthful trend. In the UK, Symington introduced Naked Noodle, a range of instant noodle soups, disrupting a category widely viewed as an unhealthy fast-food choice. The ‘naked’ branding conjures a feeling of healthiness and is designed to attract younger women to the soup and snack fixture, whilst delivering the convenience and simplicity they so desire.Growth of free-from and speed-scratchIn an extension of consumers’ desire for natural and simple foods the free-from category is evolving from a niche proposition, aimed at those with intolerances, into the mainstream. In the UK the free-from market grew 14.5% in the last year, following the 16.5% recorded the year before (Kantar), while in the US sales of gluten-free goods reached an estimated US$2.6 billion in 2010, with a CAGR of 30% since 2006 (Packaged Facts). This growth is proof that consumers desire simple and healthy food choices – the more a product is ‘free-from’ non-essential ingredients, the better.With consumers paying more attention to ingredients but still demanding convenient solutions, the ‘TV dinner’ is changing as we have observed the growth of the ‘speed-scratch’ category. Scratch is a meal designed for busy Londoners, who have little time to shop for fresh ingredients, or the energy to prepare a meal from scratch. Scratch offers a fresh and healthy meal in a box – each pack containing raw ingredients that have already been chopped, washed and weighed by hand. This allows time-starved professionals to cook a healthy meal quickly and simply.Simply packagedThe simplicity trend extends beyond the ingredients and the branding, to include the materials the product is packaged it. Consumers expect healthy, natural and ‘good’ products to be matched by the package they are bought in.With sustainability high on the agenda and an holistic message all-important, this year we have seen a ‘green war’ break out between leading drinks brands Coca-Cola and Pepsi, with the former launching PlantBottle – a bottle made from 30% sugarcane, with the rest made from recycled plastic. While Pepsi is looking to develop the world’s first PET bottles made from 100% plant-based materials to be launched in 2012. In order not to impact food supplies, Pepsi are looking to source by-products from its food business for plastics, such as orange peels, potato peels and oat hulls. Using their own by-products presents Pepsi with a unique business model via a closed loop system, which greatly reduces the company’s reliance on suppliers, simplifying operations and ensuring they can deliver the materials required to fulfill demand.The market will continue to growWith more consumers seeking healthier and more ethical lifestyles we can expect the simplicity trend to continue apace, with a number of innovations in the natural and free-from categories in 2012. There are opportunities for brands to reformulate existing products and develop new brands that meet the With more consumers seeking healthier and more ethical lifestyles we can expect the simplicity trend to continue apaceneeds of the changing marketplace – emphasizing their goodness and delivering clarity to consumers who seek healthy options.With brands required to list their ingredients to help consumers understand the contents of the foods they purchase, manufacturers will continue to reformulate their foods to deliver healthier solutions while retaining the taste.
With sustainability no longer a trend, but a key facet of business is water the next oil?
Over the last few years sustainability has risen to become a global issue and a key driver of innovation. Many businesses have reshaped their offering to cut material used in packaging, shed weight to reduce distribution costs, and changed the materials they use – all in order to lower their carbon footprint. Carbon and energy saving will continue to be an important issue in the coming years as oil supplies run thin, but there is a bigger issue on the horizon – water.Water – a precious commodityIn developed countries, we have been brought up with access to fresh water, seeing it as a given, but over the last year water has become increasingly recognized as a precious commodity as education increases around scarcity and importance. There is no doubt that over the coming years water will be an important driver of innovation.Perhaps the most critical component is the habitual callous disregard of water supplies. Consider that, while an average person uses nine liters of water per day in the developing world, traditional lavatories in the developed world used ten or more liters per flush (Water Aid America).Water usage varies dramatically from low to high-income countries, and with emerging markets with vast populations including China, India and Brazil increasing their water consumption, water’s adjacency with sustainability will gather pace.Over the past five years freshwater resources per capita for the majority of G20 markets has declined sharply. France, UK, China, Canada, USA and India have all witnessed falls of between 3% and 7% of available freshwater resources (World Bank estimates).This is critical when you look at how much water we use in our daily lives, especially in our food and clothing - virtual water is the total amount of water used to produce the item from growing it to buying it. 1kg of beef actually requires nearly 16,000 liters (4,300 gallons) to produce, through feeding the cow to getting the beef onto your plate. A cup of tea takes 35 liters (9.2 gallons), including growing the tea plant, through manufacturing to then ending in your cup.As a result, the issue of water will effect all categories, and none more so than bottled water, which typically costs a thousand times more per liter than high-quality municipal tap water. With the world consuming 200 billion single-serve bottles of water every year, clearly it is going to become a highly challenging market environment.Water and washingAnother category which will be highly affected is laundry care. Over the last couple of years we have seen successful innovations by Persil and Tide / Ariel decreasing energy usage by bringing to market ‘cold water’ solutions. Earlier this year Persil updated the formula for their Small & Mighty product, giving high quality results with just 30 minute washing cycles, while also at a low temperature. This not only saves energy costs, but also significantly decreases the amount of water used. With the average family washing five times per week, and even with the most efficient washing machines, this will save over 10,000 liters of water a year, saving enough water for the whole family to drink for three years (Channel 4).Another detergent brand has focused on improving their environmental footprint by reducing water usage in their packaging. This year, Seventh Generation replaced their plastic bottle with cardboard. According to Fast Company, “one gallon of water is used for every 76 bottles made, resulting in a 51% reduction from plastic”.Appliance manufacturers have also been developing solutions that improve their efficiency. In Issue 54 we highlighted Bosch’s i-DOS system which automatically analyzes your laundry and calculates the perfect amount of liquid detergent to dispense from an integrated tank, taking into account the type of textile, the degree of soiling, the exact load weight, and the degree of water hardness. This eliminates under and over-dosing with the potential savings of up to 7,062 liters of water per year and several liters of liquid detergent, while simultaneously making washing easier.It is not only in laundry where we are going to see innovations to save water, but also in the clothing itself. Cotton is one of the most water and pesticide-intensive crops on the planet. It’s also the most commonly used and heavily subsidized fibers for making textiles. From other natural fibers like hemp, to synthetic fibers like polyester, the hunt for less resource-intensive solutions is heating up. For now, modified cotton plants require fewer resources. Forward-thinking companies like Adidas have a goal of using 100% ‘Better Cotton’ products by 2018. (Ethisphere Institute).Looking forwardLooking forward to the years ahead we can expect multiple innovations to help save water resources, including self-cleaning fabrics and increased grey water usage in the home. Water intensive products like the shower are set to be redesigned along with the soaps and shampoos we use alongside.There is no doubt that over the coming years water will be an important driver of innovationThe water shortage will become more obvious, and discussion will increase. Those already developing solutions will find more support and bigger markets. There are multiple lucrative opportunities to develop solutions that reduce water consumption while making our lives better. Looking forward to 2012 and beyond water reduction will become key to product development and marketing.
Consumers are seeking natural and simpler food choices
Increasingly aware of the health risks associated with certain food ingredients, consumers are looking for products that are less ‘processed’ and more ‘natural’.
The instant noodle category is widely viewed as an unhealthy fast-food choice aimed at young men.
Antennae investigates the rapidly growing ‘allergy-free’ market
With food allergies, gluten-intolerance, Celiac disease and diabetes on the rise, we have witnessed a major expansion in the free-from market in recent years.
Can I Eat It? is a new app where users enter their specific dietary requirements, be it based on religious, ethical, nutritional or health grounds, and can then scan barcodes as they shop and receive a ‘thumbs-up’ or ‘thumbs-down’ depending on whether the product is suitable for them to eat it.
The functional foods market is thriving
Health-conscious consumers are a key driving force behind innovation in the food and drink industry and functional foods continue to grow as a result.
Looking at new food processing techniques
Development of new methods and technologies aimed at reducing processing represents one of the main drivers in the food industry.
A sustainable solution
Fish no longer has to come from the sea, in fact, it may be preferred they didn't. Antennae takes a look at the changing sustainability landscape that will affect the future of fish consumption. The amount of wild fish catch has been level for the past three years, whilst the overall consumption is on the rise. This indicates an alternative source of fish is becoming more important. Growing concerns aimed at ocean pollution and over fishing is now driving consumers towards finding alternative sources of fish. There is a cause for concern though, as change to date has been slow. So is there anything the fishing industry can learn from other markets?Consumption, and notably the leading manufacturers and brands within this space, should mirror the food and beverage trends of organic and natural. Brands like Haagen-Dazs and Magners have successful aligned brands with two macro consumer trends, naturally healthy and sustainability by supporting honeybees and the pollination industry. With seafood sources becoming a major concern for developed market consumers and governments the category is on the verge of a deep dive into the world of sustainability. Brands will find product packaging and labeling vital real estate as a means of communicating their product’s origins and process in getting it from sea to plate.The facts and drivers of consumption In 2010, we consumed 160 million tons of fish globally, an all-time high. Seafood in developed markets provides a healthy alternative to meats and supports the health and wellness trend and an essential staple for emerging markets. Organic food sales are up 115% since 2002 to reach nearly US$30 billion, and products with a “natural” claim have seen a rise of 30% to reach US$250 billion over the same time frame.But to put the organic market into context the USA is over 1,000 times the size of the Brazilian at US$12 billion and the UK 100 times the size of the Russian at US$2 billion. A focus on healthier alternatives, due to rising obesity concerns, across developed markets is putting greater pressure on the ecosystem, especially fish. Pollution and over fishing are now also becoming a major concern for the socially conscious. Brands will find distinct opportunities when bridging the gap and providing a healthy seafood solution that comes from a sustainable source. This concept has already been successfully implemented to support other areas within the ecosystem including tree-planting incentives from furniture retailers (IKEA in Scandinavia and North America).The pioneers making a splash UK retailers are pioneering incentive programs with Selfridge attacking the issue head on. Selfridge teamed up with the Marine Conservation Society and removed all products containing endangered fish from the shelves. But importantly this extended down the chain to its restaurants and restaurant partners. The effort resulted in the removal of 70 species of fish and £86,000 raised to support a marine protected area in the Philippines.In the US retailer, Trader Joes has focused procurement on sourcing fish from sustainable origins and making sure labeling communicates this information to their customers. Quorn, a vegetarian brand is expanding into the frozen foods market by offering fish-alternative products. Earlier this year the brand launched Fish-less Fingers and Tuna Style & Sweetcorn Crispbakes. This move extends the brand consumer base and brings in environmentally conscious fish eaters. Aquaponics: a new business modelInnovation isn’t just limited to manufacturers, it has moved into the consumer foodservice industry too. Restaurants have found closed-loop aquaponic systems as a way to differentiate themselves from the masses and a way to leverage sustainability credentials. The need to protect our seas combined with the culinary trends towards local food source is helping aquaponic systems become a viable option.Aquaponic systems contain fishponds where water cycles through a system of planters where vegetables and herbs are grown out of the water instead of soil. The produce is used to clean the water before it returns to the fishpond. It has multiple benefits; it can cater to different size preferences, uses vastly less water for growing plants, and are an on-the-spot source for fish as well as herbs and vegetables. The systems have been getting recognition in urban areas where produce and fish are typically shipped from long distances. If space allows, some restaurants can have small systems on-site for the chef to pull from. In other cases, they are run as urban farms providing produce for local restaurants and residents.What does it mean the future of brand image and food sources? Brands should expect to see consumer demand for seafood increase as its health benefits become deeper intertwined with the sizable health and wellness market. Meanwhile, regulation within the fishing industry will become increasingly stringent. Policies like the EU Common Fisheries Policy (CFP) have set aggressive goals to eliminate overfishing as well as making sure fish come from sustainable sources while preserving the jobs of fisherman.This means that manufacturers will have to look to new sources for their seafood. As organizations and manufacturers educate the mass consumers on sustainable seafood, consumers will expect their favorite brands to source seafood from renewable platforms. Much like the claim of “free range” for meats, fish brands should be able to capitalize on a similar market. Labels and packaging will play a big role in staking a claim for brands in this new space as it will serve as the main point of education for the consumer. For further insight, to have your say, or to start a discussion contact Jake Himmelspach, Associate Innovation Consultant at firstname.lastname@example.org
How agriculture is likely to benefit
One of the major challenges for food production is the availability of fresh water to supply crop irrigation. Scarcity and growing water demands for industrial and domestic usage have resulted in a decline of available water for agricultural usage.
Opportunities in food safety
As the food supply chain gets increasingly complex, it poses serious challenges for food safety and quality across the entire industry.
Planes, trains, boat and automobiles
Getting food from a farm gate to a consumer’s plate is a complex business, requiring an increasingly diverse product range. Even with a drive for more sustainable food sources in developed markets, food miles are still going to be on the rise globally with Asia’s emerging class responsible for the growth.
The World's biggest brands are driving packaging innovations
Reduce, reuse, recycle – it was the simple mantra that marked the mainstream arrival of the environmental movement, and it still stands true today as one of the easiest focus that brands and consumers alike can have to help save the planet.
The rise of sustainable restaurants
Consumers are beginning to expect brands to be better for the planet, and in the foodservice industry brands have the opportunity to not only attract consumers by implementing sustainable initiatives but also directly improve their profitability by reducing reliance on the utilities grid.
Plastic bottles, and particularly those for milk, are one of the largest culprits of filling landfills. Over 18 billion rigid plastic containers were used for milk globally last year. With the US going through over 6 billion, which was equal to the entire consumption in Western Europe.
Retail looks outside food sourcing for sustainable options
It is not only restaurants that are looking to improve their sustainable footprint within the context of field to plate, but retailers are driving sustainable initiatives to cut costs in a highly competitive industry, while hoping to attract an emerging customer base into their stores.
How the rising cost of goods will affect consumers everywhere
With the pressing challenges of climate change, spiralling food prices and the scarcity of land, water and energy, we are set to see a large increase in the cost of food.
Will pod technology be a landscape shift or business as usual?
BabyNes by Nestlé SA received a negative press backlash on its launch in Switzerland in May.
Being launched in the UK from the former directors of Gü is a new gourmet yogurt brand.
Tesco is extending their offer with the creation of 'venture-brands'
Although the wider retail sector is struggling, the supermarkets are flourishing, as food is not a luxury but a necessity.
Designed for busy Londoners, who have little time to shop for fresh ingredients, or the energy to prepare a meal from scratch.
Repositioning a brand to attract the next generation of consumers
Brands are constantly looking to evolve, stretch or extend to carve out a new niche. Repositioning a brand and making it original is essential to ensure that a brand remains relevant.
The new shopping experience
As the name suggests, 'retailtainment' is a blend of retail and entertainment. The heightened shopping experience is becoming more widely adopted throughout retailing.
The smoothie brand, innocent, has published a new recipe book that is on-brand with fun and humor.
Making functional foods function
The development of both micro and nano encapsulation technologies are likely to radically change the functional ingredients landscape within food and beverages.
Extending shelf life and providing sustainable credentials
A potential new solution in food packaging technology has arrived, the use of edible films or coatings.
How pet food is matching human food, by becoming organic, natural and functional
Pets are a vital part of people’s homes – our dogs and cats, hamsters and fish, bring color, life and enjoyment. With less people in the Western world having children, pets have become surrogate offspring, to be spoiled and treated in ways that a human child would be. This trend has led to a change in the way that petfood is made and retailed – and this is especially true of dog and cat food.
Last year Butterkist, the leading UK popcorn brand, released a new gourmet range of popcorn that appeals to the more discerning tastes of today’s consumers.
Brands look to take ownership of our nights-in
Today’s consumers may not be spending as much on restaurant dining, but they are prepared to pay a premium in order to treat themselves, their friends or their family at home.
Aviara’s 24 hour system - www.aviaralife.com
The market for functional drinks has expanded rapidly in recent years, and this year gained momentum as consumers have become even more concerned with what they eat and drink.
Ikea’s ‘Homemade is Best’ cookbook - www.ikea.com
This year we have seen some great examples of brands developing new offers to help move them into new markets. One of the best examples has been Ikea’s introduction into cookbooks.
Marmite Cereal Bar - www.marmite.com
This year we have seen a number of new products introduced to the market that have diversified brands into new eating occasions.
Bobble - www.waterbobble.com
The average European consumes about 105 litres of bottled water each year. But at a fraction of the cost, without the environmental impact, and without carrying heavy bottles from the shop refillable bottles have become increasingly popular over the last year.
illy have developed a new espresso machine designed specifically for the Y generation, meeting their needs for speed with a one-touch system that makes a drink in seconds with no clean-up required, giving them the instant gratification they desire.
Consumers are increasingly eager to cook a variety of meals at home
People are being exposed to food in more ways than just around the dinner table. Culinary education can come in many forms; from TV shows to video games. But despite consumers’ increasing exposure to the culinary world, they still tend to stick with seven main recipes when cooking.
The increasing desire for healthier foods, but not at the detriment of convenience
Living trends in the US show more people are living together in one household, but this does not mean they are eating together. The rise, spurred on by the recession, is made up of multi-generational households and friends living together. Whether consumers are eating together or separate, they still want quick and healthy meals.
In Buenos Aires a new coffee shop has opened that meets the growing trend for people to work remotely, which is estimated at between seventeen and twenty-six million people. The shop is filled with desks, conference rooms and electrical outlets, giving it the feeling of a trendy workspace more than a coffee shop.
Changing cultures and lifestyles are altering our diets
During the economic difficulties of the past few years consumers have moved away from buying breakfast from coffee shops or sandwich outlets on the way to work, opting instead for eating cereals at home or at the office.
The world’s first savoury cereal bar was introduced late last year by the spread brand, Unilever’s Marmite, offering a rival to sugar filled alternatives. The bars are rich in B-vitamins, high in fibre, and low in calories.
Scottish oakcake and biscuit maker Nairn’s have made their first foray into breakfast cereals with a new gluten-free range.
Shifting consumer tastes are slowly changing
Around the world, people wake up and drink coffee as part of their morning routine. From the small, local coffee shops of Milan, to the Starbucks of LA, coffee is part of our culture, and synonymous with the morning start. However, the traditional formats of the beverage are shifting as consumers change their daily habit due to greater awareness of authenticity and a need to save money. In a market worth over $70 billion globally, any change in consumer habits can provide brands with large and profitable opportunities.
Designed by Heo Jeong Im
Designed by Heo Jeong Im, the ‘Cappuccino Coffee Stick’ gives consumers the ability to make their morning beverage in a highly portable format. All you need to make your coffee is hot water to stir the stick in – instantly providing you with your favorite flavor.
Is breakfast becoming a thing of the past?
The age-old maxim ‘eat breakfast like a king, lunch like a prince and dinner like a pauper’ is going unheeded in modern society.
For the last eighteen months Graze has been delivering boxes of healthy snacks through the post to consumers’ doors.
Last year, Kellogg’s tested a new cereal box that was shorter and deeper resulting in saving 8% packaging material, whilst still containing the same amount of cereal. It was tested for six months in Kroger and Wal-Mart stores in Detroit.
Nausea, heartburn and exhaustion are common symptoms of morning sickness and they can make it difficult to enjoy being pregnant. This illness sees expectant mothers vomiting many times a day, unable to eat and drink without being sick and can lead to nutrition issues for the mother and growing baby, severe weight loss and dehydration.
Energetic lifestyles and energy drinks
The continued growth of energy drinks has been highlighted as one of the success stories over the last year, despite the recent recession.
Sport nutrition brands target the new market - women
The sports nutrition market is currently estimated to be worth $27-32bn globally - and yet women specific products are only a tiny part of it.
Are sensors smaller than blood cells the future?
Nanotechnology is a cutting edge science – its benefits slowly becoming apparent in a variety of industries. Using this technology to create sensitive, microscopic sensors has found a lot of traction amongst a diverse number of markets – from medical, to transportation to consumer goods like food. We could soon be entering a new era of technology, where sensors have become hundreds of times smaller than the width of a human hair.
As the economy recovers pragmatic luxury will be the growing trend
As the economic climate begins to improve we will likely observe growth of luxury, indulgence, and brand names. It is unlikely that luxury will return to the same extent, but it is predicted that we will see smaller, regular indulgences in both mass and premium channels. Luxury is constantly being redefined and is now within reach of a much larger consumer segment.
How luxury alcohol brands beat the recession
Despite the recent economic gloom, sales of premium alcohol brands have increased in the UK. Sales of premium gin, vodka and champagne all increased throughout the last two years, despite some of the lower end brands losing considerable turnover. What has been driving this growth forward, and can we expect it to last?
Videos (6)Back to Top
A better understanding of consumers and their emotions can open up new channels for brands to build long-term profitable relationships with consumers based on emotional, impulse purchases that bring revenue in for the brand and delight to the consumer.
A few fun facts to keep you thinking through this holiday season.
Exploring how the rise in consumers diagnosed with allergies has led to an increase in free-from products, and how the free-from market has moved into the mainstream.
This video presents an overview of our relationship with food and drink packaging, the waste it leads to, and what the big brands are doing about it.
The global food market is changing rapidly, as our consumption habits shift, and prices rise rapidly.
A brief video that presents the usage of the kitchen by both sexes.