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Loyd Grossman case study: capitalizing on consumer desires for authentic ethnic foods

Published by: Datamonitor

Published: Sep. 7, 2007 - 36 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Loyd Grossman offers a diverse range of ethnic sauces, reflecting consumers' willingness to experiment and experience new taste sensations
The UK is the leading European market for ethnic foods, including sauces
The Loyd Grossman range covers a diverse range of foods, from Indian and oriental to Italian style dishes
The strong growth of the range reflects the fact that consumers have more wide ranging tastes
The brand's premium positioning is marketed through the use of sauce provenance, seasonal ingredients and on-pack promotions
Provenance and authenticity are highly touted attributes reflecting important consumer trends
Loyd Grossman introduced seasonal variants in 2004, reflecting how the freshness trend is influencing the brand
The Grossman line has been expanded to include healthy-indulgent snacks
Grossman's soup range further stresses a premium positioning through its packaging, including on-pack promotions
Celebrity food lines are on the increase, showing that consumers place trust in the choices of well known personalities
Loyd Grossman faces increased competition from a number of TV chefs and personalities launching their own food lines
The brand's marketing stresses Grossman's hands-on, proactive role in product development, which serves to strengthen brand credibility and consumer trust
The brand's website includes tips from Grossman, offering ways consumers can expand their cookery skills and personalize meal choices
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: European ethnic food retail market, by country (US$ m), 2000-2010
Table 2: UK ethnic food retail market by category (US$ m), 2000-2010
List of Figures
Figure 1: Loyd Grossman foods take inspiration from Indian, oriental and Italian style cooking
Figure 2: Loyd Grossman is one of Premier Foods' smallest brands by value, but is fast growing
Figure 3: Celebrity food lines are increasing in the UK

Abstract

Introduction

This report on the Loyd Grossman brand forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the Loyd Grossman ethnic food brand, which encompasses foods predominantly cook-in sauces inspired by a wide range of countries.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market

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