Mairead McKeown, Library Manager & Information Specialist, Bord Bia - The Irish Food Board
This FoodAlert, which is the second in a four part series, will look at how familiar tastes and new formats are manifesting as a key innovation trend in dairy. It will then conclude with GlobalData’s 3 innovation platforms for success and set out important questions for Irish suppliers who wish to ride the wave of this trend.
On a global scale consumers around the world want “moments of discovery and delight that enhance their day (Bord Bia, 2018)1. Playing with familiar tastes and new formats offers dairy suppliers a unique opportunity to innovate and create engaging experiences that fulfil this consumer need.
Why Courting interest in the “Middle ground” matters:
Dairy brands around the world are innovating with new and unusual formats through playing with shape, texture and/or temperature. It’s important to note whilst being playful they’re maintaining familiar flavours and original tastes.
This strategy widens consumer appeal in two distinct ways:
- It has the potential to engage less adventurous consumers who want excitement albeit with a level of familiarity
- It also has the potential to attract consumers who are more experimental
“This puts the product in a unique "middle ground" position, as it’s of interest to novelty-seekers and apprehensive, unadventurous consumers alike.” (GlobalData, 2019)2
Driving engagement by sparking curiosity:
6% of global consumers cite boredom as the reason for trying new products, whilst 44% say that curiosity is the driving force when trying new products (Globaldata, 2017)3. Suppliers who play with design and format can re-engage consumers who have become bored and /or are looking for more engaging experiences. New shapes have the potential to encourage creative engagement with dairy products and new textures and/or temperatures can create new sensations at the point of consumption.
Snackers and kids – how to give them what they want:
Consumers are increasingly looking for brands to help support their busy lives and on average 6 in 10 consumers across the world agree that “more and more I’m looking for ways to simplify my life” (Bord Bia, 2018)4. It’s not surprising that many new product launches within this trend are designed for snacking, with 22% of the global population consuming dairy as a snack food (GlobalData, 2017)5.
In addition many new products in this space are also targeting the children’s lunch box occasion. Reconsider the “middle ground” introduced earlier in this article, changing the format while keeping the familiar taste enables suppliers to create products that appeal to children who may be fussy eaters but still want new and novel food experiences.
“Be Inspired” by those that play with familiar tastes and new formats (GlobalData, 2019)6:
Eleven Ezygo strawberry yoghurt cubes,Thailand
Ezygo frozen cubes of yoghurt are positioned 2 fulfil 2 consumer needs:
- An immediate snack for fuller lives
- An alternative way to cool keep drinks cool when used as an ice cube for engaging experiences
Catering to a dual set of consumer needs and taking the more unusual format of a cube helps position this as familiar but new and appeal to a wider consumer base.
Babybel Mini Roulés, France
This new product launch from Babybel also plays strongly to the trend familiar taste, new format. The product is a twist on the brand’s original cheese snack product but manifests in the format of a thin cheese string rolled into a flat swirl. Cheese swirls are part of the new pack of playful shapes in dairy, which also appeal to consumers looking to maximise their time and indulge in experiential moments that surprise & delight.
3 Innovation Platforms for Familiar Taste, New Formats:
Marketing, Formulation & Packaging (GlobalData, 2019)7
The first thing to note is that Cheese and yogurt are the most relevant categories for this trend
1. Marketing:
- Market these products as snacks or for kids.
- Emphasize creative and interactive aspects of the product.
- Highlight the experiential nature of the product.
Key questions for Irish suppliers:
- Are you dialling up on pack messaging that will appeal to parents who are looking for new yet familiar ways to help spark their child’s imagination, whilst also providing important nutrients in a snackable format?
- Are you dialling up on pack messaging that will appeal to children who are looking for snacks that keep them feel happy, engaged and a little creative?
2. Formulation:
- Explore new textures, shapes and temperatures of products.
- Give consumers a new sensation while maintaining the traditional flavour profile.
Key questions for Irish suppliers:
Do you have an innovation pipeline to cater to consumers seeking:
- New textures which can create moments of surprise & delight?
- New shapes which can make dairy more engaging & playful?
Have you researched possible temperatures which could enable your product to be re-purposed for new and novel usage occasions?
3. Packaging:
- Portion size should be small, ideal for snacking.
- Ensure that the product is suitable for lunchboxes.
- Child-friendly designs should be considered.
Key questions for Irish suppliers:
- Are you clearly communicating how your product can help consumers manage their fuller lives?
- Is your packaging the right size and shape to fit lunchboxes and/or to be eaten on the go?
- Are your designs child friendly and engaging, if children are your target market, can they afford not to be?
- Have you thought about involving children in the co-creation of child friendly designs? What about a twist on how Xbox made Cannes Lions history by turning gamers into entrepreneurs (Kierer, 2018)8
On average 6 in 10 consumers around the world agree that “I’m always looking for new experiences and sensations that will liven up my everyday activities”, up by 4% since 2014. (Bord Bia, 2018)9. The bottom line is, Irish dairy suppliers who want to fulfil the global consumer need for new and engaging experiences should think about innovating with familiar tastes & new formats.
To access part 1 in this series click here
References:
1. Engaging Experiences - Bordbia. (2018). Retrieved 9 April 2019, from https://www.bordbiaconsumerlifestyletrends.ie/trends/engaging-experiences
2. GlobalData. (2019). Top Trends in Dairy (p. 30). GlobalData.
3. GlobalData (2017). Q1 global consumer survey. GlobalData.
4. Fuller Lives - Bordbia. (2018). Retrieved 9 April 2019, from https://www.bordbiaconsumerlifestyletrends.ie/trends/fuller-lives/
5.GlobalData (2017) Q4 global consumer survey. GlobalData.
6. GlobalData. (2019). Top Trends in Dairy (p. 30). GlobalData.
7.GlobalData. (2019). Top Trends in Dairy (p. 30). GlobalData.
8. Kiefer, B. (2018). Xbox made Cannes Lions history by turning gamers into entrepreneurs. Retrieved 10 October 2019, from https://www.campaignlive.co.uk/article/xbox-made-cannes-lions-history-turning-gamers-entrepreneurs/1486229
9.Engaging Experiences - Bordbia. (2018). Retrieved 9 April 2019, from https://www.bordbiaconsumerlifestyletrends.ie/trends/engaging-experiences/