Abstract
The indulgent food market now embodies much more than the products traditionally regarded as ' treat' items such as confectionery, cakes and biscuits. The indulgence trend has widened, in line with changing consumer demands, to encompass premium, gourmet, fine and speciality foods.
The rate of new product development (NPD) in these sectors has risen rapidly in recent years, as time-pressured, stressed, and tired consumers seek pleasure, relaxation and self-reward through certain food and drink products. Consumer awareness of nutrition has also resulted in a raft of new healthy indulgence products.
People are becoming more self-indulgent in their eating and drinking habits, which has created marketing and NPD opportunities for food manufacturers, suppliers and retailers. The self-reward culture is prevalent, and will continue to grow worldwide over the next five years, as consumers balance healthy eating habits with the occasional treat.
This second edition report investigates the indulgent, speciality and premium food markets; three growing sectors that tap into the major trends influencing consumer purchase decisions in the 21st century. The report focuses on trends, drivers, innovation and marketing within these sectors, with forecasts to 2013 and considerations for brand owners also provided.
Table of Contents
Executive summary
Chapter 1 Introduction to indulgent, premium and speciality food
- Defining indulgent food
- Attributes of an indulgent food product
- Defining premium food
- Attributes of a premium food product
- Defining speciality food
- Attributes of a speciality food product
- Creating an exclusive brand
Chapter 2 Building successful indulgent, premium and speciality food brands
- Introduction
- Premium indulgence versus premium healthy indulgence
- Combining indulgent and premium brand attributes
- The ' Because I' m worth it' phenomenon
- Learning from the personal care industry
- Strategies of leading personal care brands
- Retailer-led promotions
- Celebrity endorsements
- Targeting children
- Schools - any call for premium or indulgent brands?
- Changing target audience and/or product positioning
- Considerations for brand owner
Chapter 3 The healthy indulgent food market
- Introduction
- Attributes of a healthy indulgent food product
- The healthy indulgent food scale
- Trends driving the healthy indulgent food market
- Portion control and the single-serve concept
- Virtuous ingredients and indulgent flavours
- Low and light
- Impact of healthy indulgence on innovation
- Sandwiches - crossing the barriers
- Crisps - how much healthier can they get?
- The reinvention of Walkers Crisps
- Frozen desserts - innovation to ease the conscience
- Best-practice case study: Greencore' s Pudz brand
- Focus on raw and living foods
- Indulgent and healthy NPD highlights
- Considerations for brand owners
Chapter 4 Market trends and drivers in indulgent, premium and speciality foods
- Introduction
- Tackling the trends influencing indulgent, premium and speciality foods
- Sustainability and ethical consumerism
- Provenance and authenticity
- Best practice case study: Montezuma' s
- Drivers shaping the indulgent, premium and speciality food market
- Rising number of premium and speciality retailers
- The growing number of foodies
- Importance of single person households and ' empty nesters'
- Increased affluence around the world
- Rising obesity levels
- Profitable private label
- Lack of retail understanding limits sales of speciality foods
- Are premium and speciality brands getting too big for their boots?
- Indulgent, premium and speciality packaging packs a punch
- Getting the whole package right
- The minimal look will be big
- Sustainable packaging can be profitable
- Considerations for brand owners
Chapter 5 Emerging profit opportunities by region and category
- Introduction
- The speciality food market to 2013
- Europe
- The US
- The premium food market to 2013
- Healthy indulgent food market growth to 2013
- German sector set for stagnation
- Spanish love of functional foods drives healthy indulgent growth
- Italy - the most successful healthy indulgent market in Europe
- US consumers enjoy best of both worlds
- UK consumers learning to love healthy indulgent food
- Category analysis
- Bakery and cereals
- Confectionery
Chapter 6 Five top strategies for indulgent, premium and speciality food brands
- Introduction
- Strategy 1: Minimise NPD timelines and cut red tape
- Strategy 2: Remember your roots
- Strategy 3: Keep it as authentic as possible
- Strategy 4: Be seen to be thinking about the environment
- Strategy 5: Don' t lose sight of your target audience
List of figures
- Figure 1: Chocolate Trading' s 22-carat gold chocolates
- Figure 2: Combining indulgent, premium and speciality to create an exclusive brand
- Figure 3: The Royal Warrant - a mark of luxury for British brands
- Figure 4: Wafer Thin Turkey Breast from Bernard Matthews, with packaging revamped for a healthier image
- Figure 5: Burnt Sugar positioned as pure indulgence for adults
- Figure 6: Deeply Dark - Cadbury Schweppes focuses strongly on confectionery for adults
- Figure 7 The healthy indulgent food scale
- Figure 8: Carte D' Or Greek yoghurt and honey ice cream
- Figure 9: The reinvention of a traditional UK brand - Walkers crisps
- Figure 10: Pudz chocolate pudding sparks interest in the freezer aisle
- Figure 11: Greencore introduced the ' ice-cream van' to encourage sampling of the Pudz range
- Figure 12: Australian Fruit Pyramids promote natural ingredients and authentic production
- Figure 13: Montezuma' s - premium retail and trade brand
- Figure 14: Premium and speciality products target at-home entertaining
List of tables
- Table 1: Leading UK frozen desserts brands, value and growth, 2006-2007 (GBP ‘000s and %)
- Table 2: Total UK frozen desserts, sector value and growth, 2006-2007 (GBP ‘000s and %)
- Table 3: Trends influencing the indulgent, premium and speciality food markets
- Table 4: Drivers influencing the indulgent, premium and speciality food markets
- Table 5: Total speciality food and drinks market value, Europe and US, 2005-2013 (US$bn and %)
- Table 6: Total premium food and drink consumption occasions per year, Europe and US, 2005-2013 (no. of occasions and %)
- Table 7: Total healthy indulgent food market value, Europe and US, 2005-2013 (US$bn and %)
- Table 8: Total bakery and cereals market value, Europe and the US, 2005-2013 (US$m and %)
- Table 9: Total confectionery market value, Europe and the US, 2005-2013 (US$m and %)
