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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.
Behavioural evidence for the effectiveness of threat appeals in the promotion of healthy food to children
Karine M. Charry and Nathalie T.M. Demoulin, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 773-794
The current paper investigates the effectiveness and the persuasion process of threat appeals on children.
The current paper investigates the effectiveness and the persuasion process of threat appeals on children. Disregarded by scholars, probably for ethical reasons, the study of negative appeals targeting 8- to 12-year-olds to promote healthy food seems nevertheless relevant, in the unprecedented context of childhood obesity. To test our assumptions, an experiment was set up with 126 children. Results indicate that the appeal is effective and that the persuasion process of threatening advertisements is led by affective reactions. In contrast to earlier research on older targets, cognitive processes do not improve its effectiveness. Furthermore, exposure to threat appeals increased pre-adolescents’ healthy food consumption in comparison with appeals that may be considered more ‘typical’, such as fun and action. These conclusions and a teleological perspective of ethics invite further study of threat appeals targeting children.
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.
The Power of a Package: Product Claims Drive Purchase Decisions
Nora Lado Cousté, Mercedes Martos-Partal and Ester Martínez-Ros, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 364-375
This research focuses on trends in new-product packaging claims and how such claims influence firm value.
This research focuses on trends in new-product packaging claims and how such claims influence firm value. Empirical evidence revealed differential impacts of three types of packaging claims: nutritional, environmental, and production. The result of the current study also identified an increasingly popular trend toward introducing multiple claims simultaneously on the same package. Theoretical and empirical evidence confirm that these claims relate to firm value. The empirical analyses included more than 18,000 new products from 81 firms in the US consumer packaged goods industry over a 10-year period.
Dietary supplement advertising in the US: a review and research agenda
Denise E. DeLorme, Jisu Huh, Leonard N. Reid and Soontae An, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 547-577
Dietary supplement advertising is an important, yet neglected, advertising research subject. This article overviews the US dietary supplement industry, describes advertising practices for dietary supplement products, and reviews the existing research on the topic.
Dietary supplement advertising is an important, yet neglected, advertising research subject. This article overviews the US dietary supplement industry, describes advertising practices for dietary supplement products, and reviews the existing research on the topic. Based on the literature review, we offer a research agenda for advertising researchers around the world to stimulate and guide future investigations of dietary supplement advertising.
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.
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