Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- Action points
- CHAPTER 2 THE FUTURE DECODED
- ' Authenticity' is a concept built on six core attributes
- The organic and specialty markets are key indicators of the
development of the authenticity trend
- TREND: Sales of specialty food & drinks are growing
- TREND: People are choosing authenticity as a backlash to aspects of
modern life
- Consumers would like to escape the rat race but can' t
- Attitudes to work-life balances vary by generational cohort
- Income has a clear effect on work-life balance and authenticity
purchasing
- Self-treating with authentic products is a popular way to relieve
stress
- People are rebelling against the superficiality of modern life
- TREND: Consumers are seeking to ' reconnect with the real'
- Consumers want products that reflect their values
- Consumers seek authentic products to improve their health
- Consumers want to reduce processed grocery consumption
- Safety concerns are encouraging people to seek out authentic products
- Consumers are concerned by product safety, particularly for overseas
food
- INSIGHT: Buying authentic goods is most prevalent among the rich
- High earners are genuine targets for authentic products
- European consumers show a strong link between income and organic
purchase
- Middle class consumers in the US are more ambivalent to organics
- US and European consumers are showing interest in artisanally made
foods
- INSIGHT: ' Boomers and Generation Y ' buy into' authenticity
- Baby Boomers are the original ' authenticity-seekers'
- Generations X and Y are following Baby Boomers' lead
- INSIGHT: Consumers expect more from authentic products than standard ones
- Consumers have greater emotional involvement in premium products
- Consumers' cognitive dissonance impacts authentic products
- INSIGHT: An artisanal approach is a compelling aspect of authenticity
- Consumers value the traditions of authentic products
- Consumers want a compelling brand story
- Case study: Jack Daniel' s
- INSIGHT: Freshness is one compelling aspect of authenticity
- Consumers' concept of fresh is becoming more multi-dimensional
- Case study: Birds Eye has sought to redefine the concept of fresh
- INSIGHT: The ' best' quality of ingredients is essential
- Consumers are turning to absolute quality more and more
- Raising quality is essential to attract authentic seeking consumers
- ' Best' can mean the most appropriate, not just the most expensive
- Consumers will wise up quickly to false authenticity
- Case study: Sunny Delight
- INSIGHT: Provenance is an authenticity cue sought by consumers
- ' Terroir' is a key opportunity beyond the wine category
- Case study: Grey Goose vodka shows inertia need not be a credibility
barrier
- INSIGHT: Consumers are seeking better quality from everyday products
- Traditional wisdom about the trading-up frequency of mature consumers
no longer holds true
- US and French consumers are still trading up to treat themselves
- Conclusions
- CHAPTER 3 ACTION POINTS
- Introduction
- Protect the brand strength of ethically-focused authentic products
- Develop credible niche brands...
- ...Or acquire credible existing authentic brands
- Incorporate clear authenticity cues into packaging
- Make packaging consistent with the prime brand value
- Include provenance as an authenticity cue
- Heavily leverage origin where your product has advantage
- Gently evoke a national idyll where relevant
- Use distribution and décor as key authenticity markers in retail and
foodservice
- Follow Safeway' s example by making freshness the core of authenticity
- Conclusions
- CHAPTER 4 APPENDIX
- Supplementary data
- Research methodology
- Definitions
- Further readings
- Report writing team
- How to contact experts in your industry
- List of Tables
- Table 1: Specialty food & drink sales (US$ m), US & Europe,
2001-2011
- Table 2: Trends in work-life balance patterns by generational cohort
(% respondents), US & Europe, 2006
- Table 3: Trends in work-life balance patterns by household income
group (% respondents), US & Europe, 2006
- Table 4: Trends in self-treating (% respondents), US & Europe, 2006
- Table 5: Trends in ethical food and drink purchasing (% respondents),
US & Europe, 2006
- Table 6: Trends in healthy eating approaches (% respondents), US &
Europe, 2006
- Table 7: Trends in healthy eating attitudes by income group (%
respondents), US & Europe, 2006
- Table 8: Trends in organic food purchase by income group (%
respondents), US & Europe, 2006
- Table 9: Trends in artisanal food purchase by income group (%
respondents), US & Europe, 2006
- Table 10: Trends in artisanal food and drink purchase by generational
cohort (% respondents), US & Europe, 2006
- Table 11: Trends in ethical food and drink purchase by generational
cohort (% respondents), US & Europe, 2006
- Table 12: Trends in trading-up purchasing behavior (% respondents), US
& Europe, 2006
- Table 13: Trends in nostalgic purchasing behavior (% respondents), US
& Europe, 2006
- Table 14: Attitudes to fresh food and drink (% respondents), US &
Europe, 2006
- Table 15: Trends in indulgence product consumption by lifestage group
(% respondents), US & Europe, 2006
- Table 16: Trends in trading-up behavior (% respondents), US &
Europe, 2006
- Table 17: Trends in artisanal food and drink purchase by country and
generational cohort (% respondents), US & Europe, 2006
- Table 18: Trends in ethical food and drink purchase by country and
generational cohort (% respondents), US & Europe, 2006
- Table 19: Definitions
- List of Figures
- Figure 1: Authentic products share many core attributes
- Figure 2: Modern life creates the conditions for authenticity in CPG
products
- Figure 3: Jack Daniel' s is a perfect example of an authentic global
brand
- Figure 4: Birds Eye has exploited the healthiness of its frozen food
- Figure 5: Jones soda' s use of cane sugar will boost its authenticity
- Figure 6: Regional authenticity brings benefits and constraints
- Figure 7: Changing consumer attitudes have forced Sunny D to change
- Figure 8: The Grey Goose bottle is an integral part of its attraction
- Figure 9: Ethical approaches must vary by brand / company size
- Figure 10: L' Oreal has smoothly integrated The Body Shop
- Figure 11: Company or brand size impacts authenticity credibility
- Figure 12: Ben & Jerry' s is a sustainable authentic brand
- Figure 13: Ty Nant' s fluid bottle communicates the purity of the water
- Figure 14: Imperia uses Russian heritage at the heart of its marketing
- Figure 15: Subtle branding cues reinforce geographical provenance
- Figure 16: Nando' s décor strengthens its authentic brand values
- Figure 17: Safeway has added brand authenticity through product range
and in store environment
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