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Asia-Pacific's eating habits
Darlene Lee, Warc Trends, September 2013, pp. 40-41
This article discusses the differences in food preferences within Asia-Pacific. The Asia-Pacific region accounts for 40% of global food retail sales.
This article discusses the differences in food preferences within Asia-Pacific. The Asia-Pacific region accounts for 40% of global food retail sales. Already the largest food market in the world, Asia-Pacific will continue to grow and dominate food trends as the middle classes of industrialising nations grow. Across the region fresh food remains dominant, though this is changing. Australians express a higher than global average interest in foods from different regions, whilst in Japan and South Korea interest in foreign cuisine is much lower. In China and Indonesia artisanal foods are more popular than the global average, in China because of concerns over food safety, and in Indonesia because artisan infers quality. The article anticipates that in the context of rising disposable incomes the food trends identified in the article will become more pronounced.
An appetite for convenience: Why consumers in emerging markets are buying 'faster food'
Virginia Garavaglia, Warc Exclusive, May 2013
This paper outlines how convenience foods and western convenience food culture is starting to take a foothold in emerging and developing economies around the world.
This paper outlines how convenience foods and western convenience food culture is starting to take a foothold in emerging and developing economies around the world. As consumers in these countries become wealthier, local and global brands are responding with products that make preparing and eating food faster and simpler – but without sacrificing important cultural traditions or compromising on taste or freshness. Examples of different brands and markets are discussed, including the popularity of powdered drinks, which range from milk flavourings to fruit juices. Innovation in products, marketing and packaging plays a key part in growing these convenience food brands, as manufacturers adapt to changing consumer needs and habits in different territories. The paper sees an opportunity for brands to introduce new products into emerging markets into categories that are currently under-developed, such as ready-made ingredients and ready meals.
The truth about Abemagic and locomo in Japan
Dave McCaughan, Research on Warc, McCann Worldgroup Asia Pacific, March 2013
This article looks at the national mood of Japan in March 2013. After the tragedy of the combined tsunami and earthquake two years previously, Japan is showing more optimism for the future.
This article looks at the national mood of Japan in March 2013. After the tragedy of the combined tsunami and earthquake two years previously, Japan is showing more optimism for the future. This is seen through the current health trend called "locomo", which is shorthand for "locomotive syndrome". It has manifested among the Japanese as a desire to prevent musculoskeletal syndromes that slow the body down and make it less flexible, but can also be seen as a metaphor for the desire for being more flexible, getting more than you pay for, to move forward and get more out of life. This attitude has also been indicated by the Japanese hope for "Abenomics" or "Abemagic" - Prime Minister Abe's economic, trade and foreign relations policies.
The shape of food to come
Marian Berelowitz, Admap, November 2012, pp. 36-37
Food marketers have a greater array of considerations when it comes to selling their products than ever before.
Food marketers have a greater array of considerations when it comes to selling their products than ever before. As well as tasting good, customers now demand to know where their food has come from, if it has been humanely raised, is fair trade and environmentally friendly. This article highlights the three main trends in food marketing and showcases those brands that have ridden these trends, from the fast-casual Mexican restaurant chain Chipotle, with its 'food with integrity' stance to snack food Lay's 'natural' vending machine campaign in Argentina.
Marketing food: I'm loving McD's
Tom Roach, Admap, November 2012, pp. 22-25
This article looks at McDonald's recovery from a period of falling sales, with lessons for the rest of the fast-food sector.
This article looks at McDonald's recovery from a period of falling sales, with lessons for the rest of the fast-food sector. The Quick Service Restaurants sector has been steadily growing over the past few years, boosted by the smaller sub-sector of 'fast casual dining', while non-branded, independent restaurants are suffering. Reasons for this shift are that consumers need to trust the food offered, that they love brands and are looking for family appeal. McDonald's communications has been built on four marketing pillars: value, variety, favourites and trust, leading the way back to strong growth.
The snack food consumer journey
Kelly Jones, Admap, November 2012, pp. 26-28
Using the example of Kate, a working mom in the US, this article explains the five distinct stages in the snack food path to purchase, using qualitative research undertaken by Microsoft Advertising and Ipsos OTX.
Using the example of Kate, a working mom in the US, this article explains the five distinct stages in the snack food path to purchase, using qualitative research undertaken by Microsoft Advertising and Ipsos OTX. The aim of the research was to go beyond the basic behavioural information to understanding the psychology behind how purchase decisions are made and how the right media and content can influence these decisions. It shows how a deep understanding of each of the decision phases - and the channels, people and devices that influences whether people will try a new product, buy it and become loyal users in the future - can help marketers invest their budgets where they will have the most impact.
Taste of the Nation: One year... a social lifestyle in the UK
Deloitte, Edition 3 Summer 2012
The third edition of Taste of the Nation continues to focus on evolving consumer eating and drinking habits, providing an insight into the size of the market and its opportunities.
The third edition of Taste of the Nation continues to focus on evolving consumer eating and drinking habits, providing an insight into the size of the market and its opportunities. The special feature in this edition focuses on social media and its use in the going out industry.
Warc Industry Trends Snapshot: OTx Foods - The increasing role of nutrition in healthcare
Warc Trends, Snapshot, July 2012
A Warc Trends Snapshot on OTx Foods. Also referred to as medical nutrition, these are food-based products which are used by patients under the direction of doctors (but purchased in pharmacies without a prescription), to treat a range of degenerative diseases.
A Warc Trends Snapshot on OTx Foods. Also referred to as medical nutrition, these are food-based products which are used by patients under the direction of doctors (but purchased in pharmacies without a prescription), to treat a range of degenerative diseases. Food companies see the products as a new growth area, especially in developed markets with ageing, increasingly obese populations and rising healthcare costs. This Snapshot also includes the trend's implications for brands and examples of brands ahead of the curve.
10 grocery trends
Rod Street, Warc Trends, July/August 2012, pp. 36-37
The recession has made consumers across Europe and the US take a much more professional approach to their grocery shopping.
The recession has made consumers across Europe and the US take a much more professional approach to their grocery shopping. After a decade of growth FMCG marketers are facing a new reality - savvy shoppers, rising input prices that threaten margins, new channels for shopping and a heated battle for shelf space. In this environment, it has become fashionable to be frugal, conspicuous consumption is at and end and volume sales are increasingly under pressure so only those brands that retain their meaning, position and relevance will continue to be strong. This article highlights ten trends that are helping to usher in this new frugal era.
Young Men's Attitudes Towards Health, Fitness & Wellbeing - Global Online Survey Strategic Analysis
Euromonitor Strategy Briefings, June 2012
Euromonitor's global report analyses young men's attitudes towards health and wellbeing and the implications for marketers across eight countries.
Euromonitor's global report analyses young men's attitudes towards health and wellbeing and the implications for marketers across eight countries. It looks at the importance of healthy living in young men's lives and what food and activities they associate with health. While they are more likely to engage in sports than the general average, they are also less likely to take health supplements. Opportunities for advertisers lie in increased health awareness and a desire to lose weight, as obesity rates grow. Sports remain popular but the incidence of food allergies and intolerances is set to rise.
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