Tuesday, 3 November 2009

Food and drink trends in 2010

I've been involved in Biss Lancaster sponsoring a report from Food and Drink Towers into 2010 trends in food and drink.

Our MD, Brian Beech is quoted throughout. It throws up some interesting points on what is a niche market - especially regarding the use of celebrity to promote brands, a move to positivity and quality and how brands need to tap into moods.

Here's some snippets from the report:

The ‘Marks and Spencer Effect’:

Brian Beech, joint managing director, Euro RSCG Biss Lancaster Public Relations:

“In times of austerity, consumers are turning increasingly to two main things: value and quality. Those brands operating outside these two parameters find themselves ostracised. Crucially, brands are turning back the clock to produce anachronistic marketing campaigns, which emphasise their history and origins, providing a link to consumers that reminds them of ‘safe haven’ memories of when things weren’t so bad, childhood or even the first time they saw or heard of the brand. This produces the best friend effect for brands and as far as consumers are concerned, you never forget your best friend”.
Quality and Price:

Beech at Euro RSCG Biss Lancaster Public Relations believes the current market trend is a paradox:
“Consumers with lower budgets are looking for quality at value prices. As the global downturn levels out in 2010, consumers will focus on the quality, origin, sustainability, value and simplicity of food and drink as the recession has seen a return to ‘back to basics’ family meal times. This means simple ingredients at lower prices; the process of cooking has once again become as important as the brand name. The challenge for brands of a local and national level is to prove they can provide the ingredients for families to cook and eat together. If they can do, they may just find an opportunity to infiltrate the family circle, meaning the opportunity is there for those brands brave enough to spot it”.


“Celebrity has never been as prominent in modern popular culture as it is right now,” said Beech at Euro RSCG Biss Lancaster Public Relations. “Food and drink markets are densely populated with rival brands and products competing for shelf space in every supermarket or deli. The use of a celebrity icon can trigger pester power among families and a sense of implicit trust amongst consumers.”

However, Beech believes that the mistake many brands make is choosing a celebrity ill suited to their brand, an over exposed celebrity or not checking out a celebrity’s credentials for their brand. “A good example of a meaningful celebrity link is Coca-Cola’s relationship with Wayne Rooney to help their Zero brand penetrate the male consumer drink market. Rooney is an icon to many men and the genius of the campaign is that Rooney is yet to do anything than play football in any of the advertising, meaning straight away the link between Coke and football is ingrained in the consumer’s minds. It also plays to the strengths of the celebrity and avoids trying to make the celebrity become something they are not.”

No comments:

Post a Comment