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Authenticity in Food & Drinks: New Insights Into Consumers' Attitudes & BehaviorsPublished by: Datamonitor Published: Dec. 19, 2006 - 64 Pages Table of ContentsCHAPTER 1 EXECUTIVE SUMMARY The hot topic The future decoded Action points CHAPTER 2 THE FUTURE DECODED ‘Authenticity’ is a concept built on six core attributes The organic and specialty markets are key indicators of the development of the authenticity trend TREND: Sales of specialty food & drinks are growing TREND: People are choosing authenticity as a backlash to aspects of modern life Consumers would like to escape the rat race but can’t Self-treating with authentic products is a popular way to relieve stress People are rebelling against the superficiality of modern life TREND: Consumers are seeking to ‘reconnect with the real’ Consumers want products that reflect their values Consumers seek authentic products to improve their health Safety concerns are encouraging people to seek out authentic products INSIGHT: Buying authentic goods is most prevalent among the rich High earners are genuine targets for authentic products INSIGHT: ‘Boomers and Generation Y ‘buy into’ authenticity Baby Boomers are the original ‘authenticity-seekers’ INSIGHT: Consumers expect more from authentic products than standard ones Consumers have greater emotional involvement in premium products Consumers’ cognitive dissonance impacts authentic products INSIGHT: An artisanal approach is a compelling aspect of authenticity Consumers value the traditions of authentic products Consumers want a compelling brand story INSIGHT: Freshness is one compelling aspect of authenticity INSIGHT: The ‘best’ quality of ingredients is essential Consumers are turning to absolute quality more and more Consumers will wise up quickly to false authenticity INSIGHT: Provenance is an authenticity cue sought by consumers ‘Terroir’ is a key opportunity beyond the wine category INSIGHT: Consumers are seeking better quality from everyday products Traditional wisdom about the trading-up frequency of mature consumers no longer holds true US and French consumers are still trading up to treat themselves Conclusions CHAPTER 3 ACTION POINTS Introduction Protect the brand strength of ethically-focused authentic products Develop credible niche brands… …Or acquire credible existing authentic brands Incorporate clear authenticity cues into packaging Make packaging consistent with the prime brand value Include provenance as an authenticity cue Heavily leverage origin where your product has advantage Gently evoke a national idyll where relevant Use distribution and décor as key authenticity markers in retail and foodservice Follow Safeway’s example by making freshness the core of authenticity Conclusions CHAPTER 4 APPENDIX Supplementary data Research methodology Definitions Further readings Report writing team How to contact experts in your industry LIST OF TABLES Table 1: Specialty food & drink sales (US$ m), US & Europe, 2001-2011 Table 2: Trends in work-life balance patterns by generational cohort (% respondents), US & Europe, 2006 Table 3: Trends in work-life balance patterns by household income group (% respondents), US & Europe, 2006 Table 4: Trends in self-treating (% respondents), US & Europe, 2006 Table 5: Trends in ethical food and drink purchasing (% respondents), US & Europe, 2006 Table 6: Trends in healthy eating approaches (% respondents), US & Europe, 2006 Table 7: Trends in healthy eating attitudes by income group (% respondents), US & Europe, 2006 Table 8: Trends in organic food purchase by income group (% respondents), US & Europe, 2006 Table 9: Trends in artisanal food purchase by income group (% respondents), US & Europe, 2006 Table 10: Trends in artisanal food and drink purchase by generational cohort (% respondents), US & Europe, 2006 Table 11: Trends in ethical food and drink purchase by generational cohort (% respondents), US & Europe, 2006 Table 12: Trends in trading-up purchasing behavior (% respondents), US & Europe, 2006 Table 13: Trends in nostalgic purchasing behavior (% respondents), US & Europe, 2006 Table 14: Attitudes to fresh food and drink (% respondents), US & Europe, 2006 Table 15: Trends in indulgence product consumption by lifestage group (% respondents), US & Europe, 2006 Table 16: Trends in trading-up behavior (% respondents), US & Europe, 2006 Table 17: Trends in artisanal food and drink purchase by country and generational cohort (% respondents), US & Europe, 2006 Table 18: Trends in ethical food and drink purchase by country and generational cohort (% respondents), US & Europe, 2006 Table 19: Definitions LIST OF FIGURES Figure 1: Authentic products share many core attributes Figure 2: Modern life creates the conditions for authenticity in CPG products Figure 3: Jack Daniel’s is a perfect example of an authentic global brand Figure 4: Birds Eye has exploited the healthiness of its frozen food Figure 5: Jones soda’s use of cane sugar will boost its authenticity Figure 6: Regional authenticity brings benefits and constraints Figure 7: Changing consumer attitudes have forced Sunny D to change Figure 8: The Grey Goose bottle is an integral part of its attraction Figure 10: Ethical approaches must vary by brand / company size Figure 11: L’Oreal has smoothly integrated The Body Shop Figure 12: Company or brand size impacts authenticity credibility Figure 13: Ben & Jerry’s is a sustainable authentic brand Figure 14: Ty Nant’s fluid bottle communicates the purity of the water Figure 15: Imperia uses Russian heritage at the heart of its marketing Figure 16: Subtle branding cues reinforce geographical provenance Figure 17: Nando’s décor strengthens its authentic brand values Figure 18: Safeway has added brand authenticity through product range and in store environment AbstractIntroductionConsumers feel they are getting torn in all directions by time pressure leaving them seeking an antidote, and so are wishing to 'reconnect with the real' with authentic products. These are products with a compelling brand narrative and based on traditions, heritage and passion. In the US, the specialty market for food and drink was worth US$63.2 billion compared with US$37.4 billion in Europe. Scope
Authentic food matters to Italian and UK consumers the most as they are most likely to have reduced their consumption of processed food. As many as 73% of Italians and 65% in the UK have acted in this way in the last year. Middle income Americans are one of the least likely groups to have altered consumption of organic produce over the last year, with 56.9% making no change and only the highest earners making less change overall. In Europe there is a stronger correlation between consuming more organic goods and higher income (authentic products in certain respects). French and Spanish consumers are self-treating with indulgent authentic food and drink considerably more than in the past year, but the biggest rise in these occasions has been in the UK with 45% of consumers increasing their stress-beating, self-treating consumption to some degree. Reasons to Purchase
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