Promoting Brand Simplicity in Food and Drinks Reducing product claims, brand dilution and private label threat
The proliferation and diversification of brands has meant that there are many, sometimes conflicting, brand messages for the consumer to absorb. To counteract the many complexities that consumers have to deal with during the in shopping trips, manufacturers need to make purchasing decisions easier for consumers. This can be achieved by marketing simplicity as a premium benefit. Refining brand values, going back to original packaging and making packaging clearer are all ways that manufacturers are using simplicity in product and packaging formulation.
Promoting Brand Simplicity in Food and Drinks is a new report by Business Insights that analyzes the consumer demand for simplicity and how manufacturers can make the most of this opportunity through the production and marketing of food and drinks.
Enhance your strategies for building and maintaining brand simplicity using the actionable recommendations provided by this new report...
This new report will enable you to
Implement the best-practice brand strategies of leading innovators in the food and drinks market using this report’s analysis of food and drinks companies including ‘Innocent’ and ‘Green & Black’s’.
Improve the effectiveness of your product marketing with this report’s analysis of claims on 15,000 food and drinks product launches between 2005 and 2008.
Understand the threat of private label based on this report’s private label data in Europe and the US between 2006-2011, highlighting ways manufacturers can minimize threat by promoting simplicity.
Identify the key drivers of consumer complexity in the food and drinks market and quantify the new opportunities that emerge for manufacturers and retailers.
Key issues examined by this report
Complex food and drinks packaging. Product packaging is becoming more complicated and confusing for consumers to understand due to the increasing amount of claims and more scientific labelling on packaging.
Concern over artificial colors and flavors. Consumers are becoming more concerned about the effect of artificial colorings and flavorings. This is driving the increased demand for natural and organic food and drinks.
Brand extensions diluting core values. The increasing amount of brand extensions has meant that the core product message reaching the consumers is often weak and the product’s brand values are diluted.
Promoting simplicity in store. Retailers are promoting simplicity in store, by developing market place formats to replicate farmers and local markets to instill trust in consumers.
Your questions answered
How are retailers promoting simplicity in store?
What is driving the need for simplicity?
How can manufacturers promote simplicity as a premium product attribute?
How can manufacturers prevent the dilution of a product’s core brand values?
Who are the key players leading the way in brand simplicity in food and drinks?
How do private label brands add to consumer complexity?
Some key findings from this report
In 2007 5.9% of products launched in Europe and the US made at least one product claim, whereas 3.9% of products had at least six claims. This highlights the added complexities consumers are facing in terms of labelling when they choose a product.
Private label sales in Germany are set to rise by a CAGR of 4.8% by 2011; this is linked to the growth of discounters in Germany and the acceptance of private label. Private label brands are growing in popularity in the UK.
The amount of employed females in the US has risen from 69m in 2002 to 75m in 2008. The total figure for Europe has also risen from 178m in 2002 to 186m in 2008.
Natural was the second most popular product claim in 2008 with 7.8% share. Manufacturers can utilize the growing popularity of natural food and drinks by using the back to nature theme of simplicity to develop products that have a simplistic positioning.
(0 items)
