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Regional Theme Case Study: creating distinction through leveraging regional differences
Market Study
Published: July 2011
Pages: 14
Tables: For full details, please email deborahf@cmsinfo.com
From: GBP 250.00 Buy Now!
Research from: Datamonitor
Sector: Regional Markets
Introduction
In recent times there has been a greater emphasis placed on location when it comes to food and beverages. Regions thrive on their own individuality, with products and foodservice chains looking to leverage this by creating numerous product varieties based on different regional identities.
Features and benefits
* Understand exactly how brands are interpreting the key trend of regional themes in order to create a stronger bond with consumers
* Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data
* Enhance market positioning and concept development efforts. In doing so, reduce risk for new product launches and increase the chances of success
Highlights
There are myriad reasons why consumers want food and beverages which are locally sourced or themed, driven not only by heritage ties but also environmental, ethical and quality issues.
Products are increasingly using regions to create different flavor varieties and as a marketing strategy. In Japan for example, Nestle has launched 19 different regional flavors of its Kit Kat chocolate bar, with each having a traditional flavor linked to that one location.
Foodservice outlets are also eager to leverage location. Local sourcing is a selling point which can help to improve a corporation?s ethical and environmental image. It also creates a less homogenous image for outlets within a region if they can offer consumers something in one place that they cannot get in another.
Your key questions answered
* Why are consumers gravitating towards products with regional themes?
* How are consumer packaged goods companies creating products that embody the attitudes of a region?
* How are foodservice companies creating differentiated, regional menus?
* What are the dangers of using regional themes as a strategy for growth?
In recent times there has been a greater emphasis placed on location when it comes to food and beverages. Regions thrive on their own individuality, with products and foodservice chains looking to leverage this by creating numerous product varieties based on different regional identities.
Features and benefits
* Understand exactly how brands are interpreting the key trend of regional themes in order to create a stronger bond with consumers
* Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data
* Enhance market positioning and concept development efforts. In doing so, reduce risk for new product launches and increase the chances of success
Highlights
There are myriad reasons why consumers want food and beverages which are locally sourced or themed, driven not only by heritage ties but also environmental, ethical and quality issues.
Products are increasingly using regions to create different flavor varieties and as a marketing strategy. In Japan for example, Nestle has launched 19 different regional flavors of its Kit Kat chocolate bar, with each having a traditional flavor linked to that one location.
Foodservice outlets are also eager to leverage location. Local sourcing is a selling point which can help to improve a corporation?s ethical and environmental image. It also creates a less homogenous image for outlets within a region if they can offer consumers something in one place that they cannot get in another.
Your key questions answered
* Why are consumers gravitating towards products with regional themes?
* How are consumer packaged goods companies creating products that embody the attitudes of a region?
* How are foodservice companies creating differentiated, regional menus?
* What are the dangers of using regional themes as a strategy for growth?