Faith Popcorn’s BrainReserve TrendWatch – Changing Food Shopping Patterns
Posted on | June 12, 2008 | No Comments
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by Faith Popcorn
UNMET NEEDS PRIVATE LABEL AND BRAND NAMES CAN MEET
- Some consumers are stocking up on sale items, while others prefer to buy a little here, a little there, to make the total bill less painful.
- Some consumers are stockpiling food items such as rice, meats, and canned soups, to take advantage of sales and to limit costly shopping trips.
- Other consumers can’t afford to stockpile or their living space doesn’t enable them to. Retailers are responding by offering smaller-size items, such as gallon milk jugs and 6-inch pies. While the price per unit may be the same, it’s better psychologically for some shoppers to spend less on the overall food bill.
SMALL INDULGENCES: NEED FOR DAILY REWARD
As Americans continue to struggle financially, some will look for ways to escape their everyday problems and to find economical ways to reward themselves. Many are not ready to give up the Small Indulgences we have grown accustomed to.
Recommendation
1. Offer bite-sized versions of indulgent, expensive product.
2. Shelve them as impulse at checkout versus within the aisle.
Example: Godiva’s Chocoiste – a small box of bite-sized pearls of Godiva chocolate
FANTASY ADVENTURE: NEED FOR ADVENTURE OR ESCAPE
Food marketers who capitalize on the desire for Fantasy Adventure through exotic and exciting flavors, but do so with a focus on value and on making the cook- and eat-at-home experience convenient, will command the pocketbooks of food shoppers who are interested in Small Indulgences as affordable escapes and pleasures during a time of cutting back almost
everywhere
Recommendation
Romanticize food product’s ingredients, providing their provenance.
Example
Kraft can promote that its cheese is made with milk from local, grass-fed cows in Wisconsin who are raised in large fields.
S.O.S.: NEED FOR CONSCIOUSNESS
There is also an opportunity for food marketers to capitalize on some
consumers’ desire to buy responsibly. Green trumps value in some cases.
Recommendation
Offer products that make consumers feel they are doing something to improve or to help save the environment.
Example
A company like Green Giant can brand and sell vegetable seeds so consumers can grow their own food in their backyards or their urban gardens.
For over three decades, Faith Popcorn’s BrainReserve has been the leader in bringing applied futurism to Fortune’s Global 500 brands.
Tags: BrainReserve > Faith Popcorn > marketing in an economic downturn > recession marketing
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