Engage Research Ltd
Blog Posts (37)
The announcement that United Biscuits is to revert to a former recipe for its digestive biscuits because some consumers had missed, what the company called, the ‘taste, texture and dunkability’ of the original recipe, highlights the importance of undertaking detailed and repeated consumer research before fundamental changes to favourite products are made.
With sales of children’s breakfast cereals under threat from both new product formats and from those who claim they contribute to childhood obesity, brands should use research to better understand the key messages on which marketing and communications should focus if they are to resonate more successfully with potential consumers.
Brand collaborations could be used more to encourage consumers to try new brands as well as help retailers maximise the potential that meal and snack time opportunities present.
Tesco’s announcement that it is to provide the equivalent of seven million meals a year to more than 1,000 charities across the UK could tap into consumers’ growing support for ethical brands and retailers. With growing evidence that consumers will spend more with brands and retailers they regard as socially responsible, it is any area that both FMCG suppliers and the multiples should use as a way of getting closer to their consumers and understanding what motivates them.
Increase in families reducing food waste to save money should have brands looking for a way to get up close and personal
Brands need to gain and act upon a more detailed understanding of the way we are living our lives today, after new research from the consumer organisation Which? found that consumers are making greater efforts to waste less food.
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