Abstract
After years of exposure to iconic brands and products that have become largely commoditized, consumers are experiencing food fatigue and are abandoning these legacy brands in favor of premium quality food products and food experiences. And, these quality experiences are no longer just for special occasions.
Premium Food Experiences: Understanding the Consumer Redefinition of Quality explores Americas evolving, culturally unique style through an immersive examination into the shift occurring away from mere products and toward quality experiences.
One does not have to look too far or too deep into the major trends impacting the marketplace, whether it is the near-death experience of carbonated soft drinks, increased organic usage or the shift toward all things fresh, local, or artisanal to see that the common denominator throughout is the consumer redefinition of quality.
This unique, provocative Tinderbox report presented in PowerPoint format features three videos, extensive figures and charts, compelling visuals, and consumer commentary throughout. Premium Food Experiences: Understanding the Consumer Redefinition of Quality provides manufacturers, marketers and retailers with the understanding of a high-order experience as an alternative to combat negative consumer perceptions of highly commoditized goods. As consumers spend more freely on premium consumption, this pursuit of better quality products and high-quality experiences bears new economic and cultural resonance that cannot be ignored.
The Goods
Building from Tinderbox' s extensive intellectual capital in this arena, Premium Food Experiences: Understanding the Consumer Redefinition of Quality examines the domain of premium from the perspective of a diverse range of consumers.
The report is comprised of these key areas:
- Consumers Redefining Quality
- Consumer Perspectives on Premium
- Communicating Premium
- Brands and Premium (with a focus on private label premium)
- Premium at Retail
- Recommendations
Report Length: 77 pages
Market Coverage: US Market
Category: Trends
Methodology:
Qualitative findings for this report are based on ethnographic research methods including combination in-home interviews and premium retail exploration, social network parties, metaphorical language, product and image engagements. Quantitative findings were mined from Hartman group and Tinderbox reports using national online samples from 2006 and 2007.
Table of Contents
- What' s Inside
- The Hartman Group, Inc.
- What You' ll Get From This Study
- What We Did
Consumers Redefining Premium
- Myths and Truths of Premium
- Perceptions of Premium
- America has a Culturally Unique Premium Style
- Premium Has Intensified in Consumer Culture
- Consumer Culture Has Reconfigured Brand Expectations
- Consumers are Upgrading on a Regular Basis
- We are Witnessing Real Change in Behaviors
- Special Occasions Brands are Becoming Everyday Brands
- Most are Seeking Higher Quality Brands
- Premium Is Becoming the Norm
Consumer Perspectives on Premium
- Building the World of Premium
- Consumers May Move Around in the World
- The World of Premium
- Periphery Dimensions of Consumption
- Mid-Level Dimensions of Consumption
- Core Dimensions of Consumption
- Consumers See Higher Quality in Mid-level Dimensions
- Preference of Periphery / Mid-Level by Those Interested in Quality Foods
- Preference for Mid-Level Food Alternative - Comparison Between Groups
- Consumer Language of Premium
- Benefits of Premium
- Characteristics of Premium Food
- Culturally Relevant Premium Categories
- Cultural Occasions for Premium Eating
Communicating Premium
- Premium is Beyond Words
- The Palette of Premium
- The Textures and Surfaces of Premium
- Premium Is Largely About Design
- Consumers Seek Out Brands that Communicate on Multiple Levels
- Premium in Center Store
- Premium (is often less) Ingredients
- Premium Packaging is Elegant and - Frequently Simple
- Premium Flavors are New and/or Authentic
- Premium Products Feel More Authentic
Brands and Premium
- Branding Premium
- Private Label Premium
- Private Label Improvement
- Consumer Perceptions on How Private Label Products Are Made
- Language Map: Consumer Perceptions on How Private Label Products Are Made
Premium at Retail
- Consumers are Frustrated in Their Attempts to Buy Higher Quality Foods
- Shopping Preference for Premium Skews Specialty
- Consumers Wish They Could Shop Premium - at Grocery
- Premium Impressions of Retailers
- Traditional Retail is “Space”
- Leading Retailers Raise Consumer Awareness
- Retailers are Information Brokers and - Distinction Makers
- Framing the Premium Retail Experience
- Elegant Spaces are Critical
- Space in Premium Retail
- Keeping Clean Lines
- Keeping Clean Lines (continued)
- Textural and Atmospheric Design Elements
- Scents Convey Premium
- Entrance and Exit Experiences Cultivate Premium
- The Specialist Displaces the Stocker
- Interaction With Specialists Creates Rich Learning
- Interactive Experience as “Live Food Theatre”
- A New Role for Signage
- Case Study: Premium in Meat
- Current Trends in Premium Meats Include.....
- Channel Impacts Premium Permissions and Emphases
- Channel Impacts Premium Permissions and Emphases (continued)
- Premium is the Ultimate - Driving Force of the Future
- And It Is Here to Stay.....
Recommendations
- Recommendations
- Recommendations continued
