Marketing Food and Drinks to Adults Volume 2: 36 - 55 year olds

• Summary
• Introduction
• Population trends - a global perspective
• Ageing population worldwide
• U.S. population changes
• European economic changes
• EU population changes
• Changes to the UK population dynamics
• Changes in employment in the United States
• European employment statistics
• The UK employment market
• Age diversity
• Trends in employment sectors
• Salaries and working conditions
• UK income and wealth
• Household composition
• European households, demography and families
• U.S. household expenditure
• European household expenditure
• Household and personal spending in the UK
• Conclusions

Chapter 3 Key Trends For 36 to 55 Year

• Olds
• Summary
• What’s really driving adult consumers?
• Healthy families and the fears driven by child obesity
• Company reactions to health-conscious consumer drivers
• Coca Cola
• Innocent Drinks
• PepsiCo
• McDonald’s
• Consumer associations
• The rise of the celebrity chef and gourmet restaurants driving shifts in taste
• Wealthy seniors and urban singles
• Consumers desire authenticity, quality and freshness
• Sophisticated tastes shown in the rise of big brand wine and bottled water
• Water
• UK and U.S. wine market following European trends
• Supermarkets are the new media giants
• Building brand equity and consumer relationships on supermarket
• shelves
• Building brands through intelligent packaging
• Ready-to-eat and ready-to-heat
• Consumer environmental awareness must be taken into account

Chapter 4 Food & Drinks Brands Targeting

• 36 to 55 Year-Olds: Successes
• and Failures
• Summary
• Introduction
• Weight Watchers: regaining popularity by increasing flexibility in the
• brand
• Own branded product range
• Communicating directly with the target audience through a unique channel
• Stragtegic analysis
• Birds Eye: re-branding to provide health and convenience
• A nutritionists’ insight
• Country-specific products - regional variations within consumer groups
• SteamFresh aimed at older adults interested in healthy but
• convenient eating
• Conclusions: how successful has Birds Eye been in its re-branding?
• McDonald’s: fighting to appeal to adults as well as their core consumers
• U.S. McDonald’s recruits celebrity fitness trainer to appeal to adults
• Salads Plus for ‘ladies who lunch’
• What effect have salads had on sales?
• Advertising to a whole new market
• What do 36 to 55 year olds really think about McDonald’s?
• Conclusions: where next for McDonald’s?

Chapter 5 Best-Practice Case Studies:

• Marketing to Adults
• Summary
• Fray Bentos: attracting younger adults to the brand through detachment
• of its traditional image
• Reinvigorating a brand by using a local event strategy to celebrate what
• makes the brand and its customers feel ‘Real’
• Three-fold campaign objectives
• ‘The Fray Bentos Real Bloke Challenge Roadshow’
• Impact on the brand
• 1. The brand image was refreshed by the use of local events and PR
• rather than national television advertising.
• 2. Get consumers to interact with the brand
• 3. Halt long-term sales decline
• Conclusions
• Green & Black’s: targeting consumers’ ethical and environmentally
• aware nature
• How it all began…
• Quality and taste should rise above all other attributes
• Managing the process
• Making the chocolate
• The ranges
• Getting back to basics - chocolate
• Other product areas
• Ice cream
• Other Green & Black’s products
• Who are Green & Black’s consumers?
• Healthy foodies
• How does Green & Black’s get its message across to consumers?
• Targeting specialist magazines read by primary audience
• Endorsement and sponsorship opportunities
• Communicating through the creation of a cookery book
• New market expansion
• Market share
• Line extensions equal new revenue streams
• Conclusions
• Ocean Spray white cranberry juice: something a little different for
• existing and new customers
• Attracting new, younger consumers to a traditionally older adult product
• A cautious approach to new markets
• Potential consumer profiling
• Reinforcing the healthy image
• UK consumer feedback - essential when launching a new product
• Conclusions
• Walkers Sensations: using celebrity and packaging to create a new
• snacks sector
• Industry opinion: CEO and PR Manager of PepsiCo
• Does Walkers have an ethical obligation to help educate children to
• eat the right foods?
• What is Walkers doing to help address problems with child and
• adult obesity?
• Is there an opportunity for a new 'healthy' Walkers snack in the
• future?
• Is the Atkins diet going to take Europe by storm like it has in
• United States?
• Has Britain become a nation of gourmets?
• How have changes in consumers’ shopping habits affected the way
• they eat?
• Do adult consumers still trust and believe your advertising
• messages?
• Burts Potato Chips
• Brand honesty and a new ‘no salt’ product for children endorsed by Great
• Ormond Street Children’s Hospital keeps Burts Crisps ahead of the game 106
• Industry opinion: small company with big ideas challenging the
• multinationals
• Does Burts have an ethical obligation to help educate children to eat
• the right foods?
• Is Burts going to do anything to help people address the problems
• with getting fat and obesity?
• Is there an opportunity for a new 'healthy' Burts snack in the future?
• What is the most effective means you have to talk to your
• customers?
• Has Britain become a nation of gourmets?
• How have changes in peoples shopping habits affected the way they
• eat?
• Do consumers trust your marketing messages and how can you be
• sure?
• Conclusions
• Yeo Valley
• Yoghurts and pot desserts
• Company statistics - 2003
• Promotional and targeted marketing
• Growing success in the butter market
• Organic butter competitors
• Branded organic butter market - Yeo Valley versus competitors
• Conclusions

Chapter 6 Report Conclusions

• Summary

Chapter 7 Appendix
List of Figures

• Figure 2.1: Resident population of the United States, 1990 and 2000 (millions)
• Figure 2.2: Highest and lowest paid occupations, April 2002, Great Britain
• Figure 4.3: Example products from the Weight Watchers food range
• Figure 4.4: Steam Fresh packaging
• Figure 5.5: Comparison of impact of media channel in marketing campaign
• Figure 5.6: Base sales uplift indices - advertised regions versus non-advertised regions, December
• 2002 to June 2003
• Figure 5.7: The original U.S. white cranberry juice
• Figure 5.8: The range of three flavours launched in the UK
• Figure 5.9: Television advertising campaign for white cranberry juice in the UK
• Figure 5.10: Branded organic butter market - Yeo Valley versus competitors

List of Tables

• Table 5.1: Fray Bentos roadshow statistics