10 Aug
Brand power in hands of food fashion police
Research made available to Marketing Week has identified a small but influential group of ‘taste setters’ that food and drink brands need to get on board before a product launch. By Lou Cooper
Ever wondered how a food or drink product becomes cool? Or what makes a new chocolate bar or soft drink fly off the shelves? According to a new study, it is down to the 7% of UK consumers who are "taste setters".
The Oxford Research Agency (TORA), which advises retailers and manufacturers on how to successfully develop new products, polled 1,500 people from six countries to find out what makes people buy new food and drink products and the factors that persuade them to try something new.
The research suggests that food and drink marketers should concentrate their efforts on this small group of influential consumers because they affect the attitudes of the rest of the population.
Taste setters are often the first to buy new brands or products and tell their friends and family about them. They will often talk about food-related TV programmes or magazine articles and are frequently asked for their opinion. So, although they are a small group, they can be highly influential.
A product launch that gets 60% distribution in the first few weeks of launch will see "taste setters" buying the brand, says TORA chief executive Chris Sinclair.
"As well as talking to their friends, taste setters also like to tell the world when they’ve discovered something new and social media is a fantastic avenue through which they can do that."
Unilever-owned Marmite is a product that has used social media platforms to target taste setters, with its recent campaign for Marmite XO, says Sinclair. The variant is a limited edition, extra strong, extra mature version of the yeast spread.
It used just 30 people to launch the product via social media, and did no other advertising. "They really found the people that would evangelise about the product," Sinclair says.
"Taste adopters" are the second group to purchase new food and drink brands, buying these products a month or so after seeing them on the shelf, with 21% of UK consumers belonging to this category. "Members of this group will need three or four exposures to the product in store before they really start considering it,tiffany bangles," Sinclair says.
While they are early advocates of a new product, these adopters may need a recommendation from a friend to buy it,tiffany, adds Sinclair. "These are people who need a bit of reassurance that the new product is worth the investment. They will usually have had a personal recommendation, generally from a "taste setter" or a celebrity, TV programme or magazine article. This will give them the confidence to take that first step," he continues.
UK consumers are more willing to try new food and drink products, compared with those surveyed from the US, China, France, Germany or Brazil. More than three-quarters of those polled in the UK really enjoy trying new foods and drinks,tiffany cuff Links, which means there may be scope to transform more people into taste setters.
"Marketers that can convert taste adopters into taste setters will get a quicker traction in the market and the brand’s product will stay in the market a lot longer than others," says Sinclair.
Taste followers
However, the largest group is the "taste followers", which accounts for more than 70% of UK consumers, according to the research. Many people in this group like to try new food and drink products, but typically only do so if they come with a personal recommendation.
Recommendations from family and friends carry considerably more weight than other traditional and more expensive forms of communication, according to the study.
Personal recommendations of new products are important to 51% of us, ahead of TV, radio or press adverts (22%) or online ads (17%).
Although identifying and targeting key advocates is important,tiffany earrings, Sinclair warns that price is still a major factor in a consumer’s decision to purchase. This is particularly the case among the 45% of UK consumers who have been actively trying to save money when buying food and drink over the past six months.
"Price is very important. Own-label products, such as Waitrose Essentials have changed people’s perceptions over the past couple of years," says Sinclair. "They have satisfied their current consumers and stopped them going elsewhere. They gave them a real choice."
Control costs
About two-thirds of those surveyed who are in employment prepare lunch at home and take it into work, a further indication of UK consumers’ desire to control costs. Just 11% go out to eat and 14% buy food and eat it at their desks. This is in contrast to people surveyed in China, where a third prepare lunch at home and take it to work and 38% go out to eat.
When choosing products, healthy eating is also high on many people’s list of concerns. About a quarter of those in the UK have been on a diet in the last year, but only 16% of people say they weigh less than a year ago. However, the UK is top of the five-a-day day league table, with 72% eating five portions of fruit and vegetables a day either very or quite frequently.
Almost 30% of UK consumers are spending less on food overall, so the growth target for marketers in 2010/11 may be the taste setters, especially in areas such as healthy eating. People in every category in this study are also prepared to spend money on good nutritional food.
If marketers can convince the trendsetters and early adopters to spend even more in these areas, it could well help the food and drink industry to successfully launch new products over the next 12 months.
11% of UK consumers who are working go out to eat lunch
45% of UK consumers have been actively trying to save money when buying food and drink in the past six months
72% of UK consumers very frequently or quite frequently eat five portions of fruit and veg a day
