Report Summary
Introduction
The level of food or beverage appeal is heavily influenced by the intensity and appeal of the sensory attributes. A core part of delivering highly sensual products involves focusing on the taste and flavor. Consumers' health concerns are still secondary to taste and people are not prepared to have a trade-off between the two.
Scope of this Report
- Detailed insights and analysis highlighting how consumer emotions and purchasing behaviours are influenced by different sensory cues.
- A thorough review of the broader social and consumer trends that are giving rise to the "experiential shopper".
- Both general and category specific analysis of the flavor trends shaping the food and beverage marketplace today.
- Strategic conclusions and actionable recommendations highlighting how FMCG players should direct resources towards "sensory marketing".
Research & Analysis Highlights
41% of consumers said they had tried food with new and exotic flavors more often in 2006 than in 2005. Tropical fruit based flavors - especially those with frequently touted antioxidant benefits - continue to gain favor across the food and beverages spectrum.
The sense of smell is highly powerful in shaping perceptions and forging an emotional connection with shoppers. Smell is often considered the emotional sense and by using pleasant smells in an appropriate manner can therefore create new opportunities. This explains why, in recent years, the notion of "scent-sory" branding has emerged.
A distinctive sound is an efficient way to emotionally engage shoppers. Sonic Branding is therefore becoming an increasingly strong mechanism in conveying a memorable message to targeted consumers.
Key Reasons to Read this Report
- Gain a detailed understanding of the drivers and inhibitors that influence consumer attitudes towards new tastes and flavors.
- Use the latest evidence based insights to launch and reposition products, so that they are sensually appealing.
- Access a compelling blend of quantitative and qualitative data illustrating sensory specific consumer attitudes and market & product developments.
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
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
