Abstract
While the food market overall is characterised by steady, if unspectacular, growth, certain categories of product are showing strong growth. This has attracted the attention of three main company types:
- Innovative speciality start-ups determined to make their mark with new-generation products and brands
- Well-known brands seeking to extend their brand into other product categories
- Retailers determined to develop compelling own-label brands.
This report examines branding strategies of manufacturers and retailers in using branding to create and maintain impact in the food market. It provides case histories of successful marketing initiatives, monitors the most powerful and innovative brands, and predicts changes for the future.
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