Based on a nationwide survey of greater than 5,000 customers that checked out shopper motivations and desires, Kerry discovered customers are prioritizing each their bodily and emotional well being by searching for meals and drinks which are personalised and nutritious to assist meet their well being objectives but additionally self-rewarding and emotionally boosting.
As such, 46% of customers informed Kerry that they’re pushed by “satisfying their cravings” when buying and consuming snacks, which implies they need merchandise that style good, are a deal with, recall nostalgic recollections and are higher high quality.
On the identical time, 20% of US customers are pushed by wholesome meals and drinks personalised to suit their eating regimen, life-style, and well being wants.
Whereas these could seem like at reverse ends of the spectrum, Shannon Coco, a strategic advertising and marketing path at Kerry, argues they don’t need to be. The truth is, she mentioned in a webinar hosted by the corporate, bringing the 2 collectively in sudden classes – corresponding to salty snacks or decadent exercise drinks – may open new avenues for progress.
“Salty snacks right this moment, after we take into consideration what they’re assembly for customers and the way their addressing their wants, they actually align with that reward myself second,” by delivering on cravings and comfort, Coco mentioned. However the unmet wants within the class embody personalised well being and life-style advantages, and added useful advantages.
Alternatively, useful and dietary merchandise that usually test these bins lack the craveability, style and comfort that salty snacks present.
If corporations can marry these unmet wants with out sacrificing the attributes that at present attraction to customers into one product, Coco mentioned, they will develop their shopper base.
Salty snacks that transcend better-for-you?
For instance, she mentioned, if an organization making a traditional cheddar and bitter cream flavored potato chips created a vegan model that appealed to a subset of customers searching for merchandise personalised to their life-style and layered in probiotics for an added well being profit it may attain a further 8% of customers.
“So, there’s the core group that need the craveability and deal with, however one other 8% who at present are blocked out as a result of the merchandise which are accessible to them usually are not assembly their wants, on this case vegan and dairy-free,” she defined.
One other instance within the useful beverage area is including wealthy, satisfying and dessert-inspired flavors to a post-workout shake, which additionally delivers protein, vitamin and life-style objectives, Coco mentioned.
A reward for figuring out
On this case, combining MCT oil, collagen and whey protein for dietary advantages but additionally a decadent mouthfeel, and including in pure flavors like salted caramel and pure sweeteners to supply a “deal with” may assist an organization attain a further 17% of customers, who in any other case love the class and wish to be part of it, Coco mentioned.
As thrilling because the potential is to convey collectively treats and well being or life-style merchandise, Coco additionally cautions corporations to verify any mixtures attraction to the identical shopper in order that the messaging and worth proposition isn’t misplaced.
“You’ll be able to’t be every thing to everybody,” she famous.
With this in thoughts, she suggested innovators to grasp their classes’ present met wants, prioritize unmet wants that align with their audience and innovate to satisfy the overlap and in addition differentiate their choices from opponents.
