FDBusiness.com

Daypart-specific Targeting Can Unlock New Food Consumption Occasions

 Breaking News
  • Ardgowan Unveils Plans For Inverclyde Distillery Ardgowan Distillery has revealed ambitious designs for its new £12 million distillery which is being built on the Ardgowan Estate near Inverkip, 30 miles west of Glasgow. The plans showcase the flagship building which has just secured revised planning consent from Inverclyde Council. The striking new design, by Michael Laird Architects, brings a number of improvements [...]...
  • HKScan Launches Exports of Finnish Poultry Products to Sweden HKScan, the Nordic food and meat group, has started exporting Finnish poultry products to Sweden. They will initially be sold through the largest retailer ICA’s outlets under the Karinäs®(Kariniemen®) brand. The launch gives Swedish consumers access to a new innovation: high welfare farm-born poultry that is hatched on the farm where it is raised. This new concept is [...]...
  • Almonds Retain Top Spot For Nut Introductions in Europe According to Innova Market Research’s latest Global New Product Introductions Report, almonds retain the number one spot for nut introductions in Europe. With a 47% share of global almond product introductions, the region leads globally for the eleventh year running. Europe as a whole saw a total of 5,017 new introductions with almonds – a [...]...
  • Arla Foods UK Launches New Standards Model to Bring Sustainable Change to Dairy Farming With ongoing volatility in the global milk markets, increasing consumer misunderstanding of the sector, polarised levels of support for UK dairy farmers and a new post-Brexit Agriculture Bill the challenges for dairy farmers are mounting. Farmer-owned co-operative Arla Foods has launched ‘Arla UK 360’ – a new standard in UK dairy farming. The Arla UK 360 [...]...
  • €172 Million to Promote EU Agri-food Products In and Outside the EU The European Commission will provide funding of €172.5 million from the EU agricultural budget to promote EU agri-food products in Europe and across the world. 79 campaigns, covering a wide range of products such as dairy products, olives and olive oil, and fruit and vegetables, will be rolled out over the next three years. Agriculture and [...]...

Daypart-specific Targeting Can Unlock New Food Consumption Occasions

Daypart-specific Targeting Can Unlock New Food Consumption Occasions
September 09
12:44 2016

Over a quarter of global consumers (27%) consider food and drink to be appealing if products are advertised for consumption at a specific time of day, according to research by consumer insight firm Canadean. The company’s latest report states that while demographic segmentation is commonly used in food and drink marketing, brands are increasingly launching products for consumption at particular times of the day.

Tanvi Savara, Consumer Insight Analyst at Canadean, explains: “Habitual consumers respond well to daypart-specific launches from their preferred brands. Results from Canadean’s global consumer survey, conducted across 31 countries in Q4 2015, show that nearly a third of regular soft drink consumers find time-specific products appealing. Similarly, 34% of regular snackers find themselves tempted by products advertised for consumption at a specific time of the day.”

This trend aligns with consumers’ newfound readiness to experiment with food or drink products that posit themselves as specifically for consumption outside traditional eating hours.

CanadeanLogoTanvi Savara continues: “Brands such as Cadbury, with its Dairy Milk Medley, are redefining consumption occasions by incorporating ingredients that are reminiscent of meals or desserts in order to extend consumption into new times of the day. Others take inspiration from familiar flavor profiles and add an experimental twist to generate appeal. Alpina Café Selections yogurt, which hails from the US, is one such example, as it claims to have caffeine content equivalent to about half a cup of coffee and is positioned as the ‘perfect addition to anyone’s morning or afternoon routine.’”

Although time-specific products currently appeal very strongly to those who are brand loyal, opportunities do exist for manufacturers to target a wider consumer base.

Tanvi Savara concludes: “Brands seeking to leverage time-of-day positioning successfully should not just identify the daypart for which a product is formulated, but also address the purchase motivations that are most relevant for that daypart, through formulation and marketing. For example, consumers are more likely to snack on health-oriented choices such as fruit and yogurt earlier in the day, whereas indulgence is more likely to be an influence towards the end of the day, with chocolate or savory snacks preferred late at night.”

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 21, 2018Int'l Food Products Exhibition (Sial)
  • October 25, 2018Italian Espresso Coffee Show (TriestEspresso Expo)
  • October 25, 2018Finnish Food Fair
  • October 31, 2018Int'l exhibition for food products and equipment (Indagra Food)
AEC v1.0.4

Jobs: New Product Development

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements