Appealing To Consumers Senses: Sensory And Flavor Trends

Published by: Datamonitor

Published: Nov. 26, 2007 - 87 Pages

Table of Contents

Overview

Catalyst

Summary

Executive summary

Hot topic

The Future Decoded

TREND: Food and beverage consumers want more excitement and stimulation

TREND: Consumers are experiencing new cultures and sensations on a global scale

TREND: Emigrational shifts are affecting consumers' long term food and beverage preferences

TREND: Increasingly open-minded consumers are embracing more expansive tastes and flavors

INSIGHT: The desire for maximum sensory appeal is driving a trend towards premium 'consumption experiences'

INSIGHT: Emotional responses to food and drinks are influenced by the sensory appeal of key product attributes

INSIGHT: Socio-demographic characteristics and genetics shape how consumers respond to different sensory cues

INSIGHT: Flavor trends are representative of polarizing consumer attitudes and behavior towards novel and traditional variants

Action Points

Table of Contents

TABLE OF FIGURES

Table of tables

CHAPTER 2 THE FUTURE DECODED

TREND: Food and beverage consumers want more excitement and stimulation

TREND: Consumers are experiencing new cultures and sensations on a global scale

Consumers' holidaying choices are becoming increasingly adventurous

An ageing society is contributing to the growth of more adventurous and global holidaying choices

South Asia witnessed the biggest increase in travelers in the 2006-2007 period

Australia is the most desirable holiday location for US consumers and is the top 'country brand' globally

Consumers are increasingly opting for shorter, more exotic breaks

More expansive travel experiences are impacting everyday food and beverage choices

Key takeouts and implications: global travel trends shape long term food and drink preferences

TREND: Emigrational shifts are affecting consumers' long term food and beverage preferences

An expanding Europe is giving rise to increased migration levels, while the US continues to be an attractive emigration destination

Changing migration patterns are leading to greater exposure of new foods

Key takeouts and implications: migration helps drive the cross-fertilization of tastes and preferences, especially in the ethnic food and beverage category

TREND: Increasingly open-minded consumers are embracing more expansive tastes and flavors

Brand and flavor loyalty is under threat as the 'butterfly effect' shapes consumption habits

Consumers are experimenting more and showing a strong desire to experience new sensations

Key takeouts and implications: future consumers will be more open-minded and experimental in their sensory preferences

INSIGHT: The desire for maximum sensory appeal is driving a trend towards premium 'consumption experiences'

Emotional responses occur as a consequence of exposure to sensory cues

High sensuality shapes the emotions that people experience

Consumers are seeking more intense, immersive consumption experiences

Enjoyable taste and pleasure are the most important benefits sought from food and beverages

Taste and flavor are terms used interchangeably but there is a difference in meaning

Great taste is associated with the best-of-its-kind food and beverage products

Pan-European research highlights the importance of taste and pleasure to food and beverage shoppers

Taste benefits direct the purchasing patterns of European consumers

US shoppers' food and beverage benefit priorities are similar to those of Europeans

The strong desire for taste benefits creates a huge marketing conundrum for food and beverage products

Enjoyment driven consumers are trading up to higher quality food and beverages

Key takeouts and implications: providing great taste and superior experience-led consumption enjoyment should represent the core objective for food and beverage manufacturers

INSIGHT: Emotional responses to food and drinks are influenced by the sensory appeal of key product attributes

Actual product color, texture and shape all influence consumers' sensory perceptions and choices

Acceptance of new products, especially foods, is influenced by the level of texture familiarity

The color of food and beverages strongly influences taste perceptions

Package shape, size and design cues of food and beverages influence perceived sensory appeal

Food and beverage product names are capable of eliciting an influential emotional consumer response

Sensory expectations and overall product evaluations are influenced by country of origin

The sense of smell has the strongest impact on consumer emotions

Consumption sounds impact consumers' product enjoyment and brand engagement

Sounds emitted from food and beverage consumption play a key part in shaping overall sensory judgments

There are two basic ways that sound influences people

Creating sensory appeal through audio methods is an emerging marketing discipline

Consumers' response to Sonic Branding is governed by four scenarios

Emotional connections are most effectively made via multiple sensory cues

Key takeouts and implications: smell, appearance, sound, feel and taste are all important dimensions that marketers must manipulate to create the most compelling sensory platform possible

INSIGHT: Socio-demographic characteristics and genetics shape how consumers respond to different sensory cues

Consumers' propensity to be influenced by different sensory cues is also down to their own individual characteristics

Flavor preferences are influenced by genetics and a typical 'rites of passage'

Key takeouts and implications: sensory and flavor preferences are influenced by so many factors that it is dangerous to make too many generalizations

INSIGHT: Flavor trends are representative of polarizing consumer attitudes and behavior towards novel and traditional variants

A polarization of attitudes towards food and drink flavors is apparent today

It is also important to recognize the influence of health and wellness on flavor preferences

Traditional flavors dominate new meat, ready meals and entrée products

Sauces and condiments allow consumers to try new flavors gradually

The desire for comfort means snack flavors tend to be simple and traditional

Confectionery flavor trends are parallel to those in the snack market

New soft drink products are still led by well-established flavors

Orange remains the most popular soft drink flavor

Hot drink flavors are becoming more diverse

New product trends in alcoholic drinks reflect the trend towards enhanced drinkability and refreshment

What does the future hold for flavors?

Key takeouts and implications: established flavors still form the cornerstone of product launches

CONCLUSIONS: Food and beverage marketers should look to capitalize on the sensory mega-trend by leveraging multiple 'sensory touchpoints'

CHAPTER 3 ACTION POINTS

ACTION: Engage the senses by leveraging multiple 'sensory touchpoints'

Give brands a distinctive and appealing audio identity by adopting principles of Sonic Branding

Adopt a sensory-orientated approach to packaging design

Use packaging to maximize the sensory appeal of the consumption occasion

Enhance food and beverage freshness through packaging functionality

Use packaging innovation as a way to engage and interact with consumers

Use scent in a creative and innovative manner to engage shoppers

Deliver superior taste and ensure a full breadth of flavors

Generate excitement for established brands by inspiring them with new ideas

Ensure that taste benefits are stressed over and above health benefits in marketing communications

Leverage authenticity cues to enhance consumers' sensory and quality expectations

Encourage experimentation by using celebrity chefs and 'persuasive advertising'

Follow the 'golden rules' when developing new flavors

Use color, shapes and textures in a way that enhances the sensory appeal

Use colors that are synonymous with feelings associated with your brand identity

Visually own the packaging dimension which identifies the key benefit

ACTION: Use marketing incentives to promote the feel good factor of products

Create marketing campaigns which illicit a positive emotional response

Offer incentives to highly indebted, value-conscious consumers

Target health-conscious consumers in a fun and unique way

Respond to growing concerns over the environment

Emphasize safety and comfort

Provide indulgent moments which offer a haven from the pressures of modern life

ACTION: Release products to target changing population structures and attitudes

Offer younger consumers more sophisticated flavors

Promote the health benefits of exotic food to entice older consumers

Continue to target changing migration trends

APPENDIX

Definitions

Methodology

Further reading and references

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: The number of visitors (millions) to regions and continents 2005-2006

Table 2: Consumer survey: the most desirable holiday location for US consumers, 1997-2007

Table 3: Immigration figures for Europe and the US, 2001-2011

Table 4: Consumer survey: the propensity of European and US shoppers to embrace new and exotic flavors with greater regularity, by country, 2006

Table 5: Consumer survey: top-of-mind considerations when thinking about food

Table 6: Consumer survey: Eurobarometer survey on consumer attitudes towards food and drink

List of Figures

Figure 1: There are numerous factors influencing sensory and flavor trends in consumer packaged goods

Figure 2: Migration patterns have a tendency to be driven by three trends

Figure 3: Consumers are increasingly open to new experiences and flavors

Figure 4: Sensory attributes influence consumers' emotional response, which is an important part of determining product choice

Figure 5: Offering maximum taste sensations is important to today's sensory driven consumer

Figure 6: Attributes associated with sensory appeal are the most prominent considerations for shoppers

Figure 7: US consumer view taste as the most important attribute associated with food

Figure 8: Enjoyment driven food and beverage shoppers are trading up with greater regularity

Figure 9: Income is becoming less of a determining factor in general trading-up behaviors

Figure 10: Packaging design plays a big part in shaping consumers' quality expectations, especially when making personal care purchases

Figure 11: Scent can be classified by its ambience and congruency

Figure 12: Global research shows that Swedish consumers are most likely to rate their lives positively

Figure 13: Lifestage and genetic influences shape consumers' flavor preferences

Figure 14: A broad range of flavors is encouraged to account for the polarization of consumer preferences

Figure 15: Three core mega-trends are diving flavor preferences of today's food and beverage shoppers

Figure 16: Chicken continues to be the most popular flavor for ready meals, meats and entrées

Figure 17: More diverse flavors are being used for ready meals, meats and entrée products

Figure 18: Garlic and Tomato based condiment flavors continue to drive new product launches

Figure 19: Sauces and condiments are ideal for sampling new and varied flavors

Figure 20: The most popular flavor for new impulse snacks continues to be chocolate

Figure 21: There is little consistency in the fastest growing impulse snack flavors in Europe and the US, with both healthier and indulgent variants among the fastest growing variants

Figure 22: Chocolate continues to be the most popular confectionary flavor

Figure 23: Spirit based variants are among the fast growing flavor tags used in new confectionery products

Figure 24: Orange continues to be the most popular flavor for new soft drinks

Figure 25: The fastest growing soft drink ingredients reflect broader category trends, emphasizing the heightened demand for natural, healthier and more exotic ingredients

Figure 26: The growing popularity of green tea in Europe and the US is reflected by new product introductions between 2005 and 2007

Figure 27: The flavors of hot drink products are becoming more diversified

Figure 28: Alcoholic beverages released in the US offer more varied flavors than in Europe

Figure 29: More diverse forms of fruit are being included in alcoholic beverages

Figure 30: Using a 'flavors grid' can help industry players track flavor trends within a category of interest

Figure 31: Food and drink manufacturers and retailers can gain inspiration from other sectors where products are being developed to create more intense sensory experiences

Figure 32: Packaging materials can be manipulated to enhance the sensory experience for consumers

Figure 33: Packaging can be used to enhance the fresh appeal of products

Figure 34: Crest Whitening Expressions used scratch n' sniff packaging to promote sensory benefits

Figure 35: The notion of 'scent-sory' branding is an emerging concept in marketing communications

Figure 36: Sensory considerations - in the form of quality, pleasure and freshness - are primary considerations for food and beverage shoppers

Figure 37: Health orientated brands are more likely to be successful by primarily stressing taste and enjoyment

Figure 38: Sara Lee's Soft & Smooth whole grain bread attracted consumers because it hit the 'taste sweet spot' while delivering health benefits

Figure 39: Offering consumers new and unique consumption sensations is an important part of flavor development today

Figure 40: Color is an important part of brand positioning or product personality and benefits

Figure 41: Emotionally engaging consumers is not just about sensory-led marketing; it is also about aligning brands with issues that consumers place considerable importance upon

Figure 42: Innocent Drinks has achieved considerable success by marketing healthy products in an engaging and fun manner

Figure 43: Magners has changed the face of the UK cider market by tapping into the individualism and indulgence trends

Figure 44: Targeting older consumers with upbeat communications is important in capturing their attention

Figure 45: Obtaining endorsement from a well-known personality who has strong links with a migrant community can help make local brands more appealing

Abstract

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