Abstract
Overview
Introduction
The growing importance of snacking generally and the trend towards premiumization both highlight
the growing opportunity to market higher quality snacks and beverage products. In our Industry
Opinion Survey 77% of respondents felt that high quality snacks and/or drinks consumers are being
given extra attention by the industry.
Scope
- A comprehensive analysis of how consumers form their perceptions of what constitutes a high
quality snack or drink
- Data profiling snacking and beverage market development and how consumption varies by
demographics
- A detailed focus on how consumer motivations differ for high quality consumption with Action
Points pinpointing best-practice targeting strategies
- NPD analysis highlighting how to exploit gaps in the market and how to leverage the product
attributes that consumers deem the most important
Report Highlights
High quality snacks and drinks are no longer just occasional indulgences reserved for special
occasions. Therefore, an opportunity exists to market accessible premium which a little more
special than standard fare but are marketed with a communications mix that maximizes product appeal
for the mass market.
The value of premium indulgence occasions in Europe is forecast reach US$15bn in 2009, up from
US$12.3bn in 2004. The US market is smaller, but growing more rapidly. Overall the trend is driven
by occasion growth; the number of premium indulgence occasions in Europe and the US is forecast to
increase by 45% between 1999 and 2009.
High quality consumers are looking for authenticity, difference and experience - they want to
feel special. Developing products in accordance to the four factors influencing consumers quality
perceptions will be fundamental in creating products that appeal to increasingly discerning, quality
seeking consumers.
Reasons to Purchase
- Access unique data pinpointing the consumers snacking and beverage consumption frequencies,
spend and propensity to premiumize.
- Improve your marketing by understanding how consumers construct their purchasing decisions
around the theme of premium and quality.
- Strategies for more successful brand positioning to step-up the level of quality without
alienating the mass-market
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