Shopping habits have changed during the recession with consumers shopping more frequently and buying less on each purchasing occasion. Retailers and food manufacturers are reacting to the needs of their consumers by offering products at different price points by revising their package size. This alternative is proving attractive to shoppers not willing to compromise on quality, or in some cases move to an own label product.
According to Datamonitor, Coca-Cola, Heinz, Mars, Kraft, Nestlé and Birds Eye are among the global producers active in price-package architecture in order to spark sales among financially stressed customers. In addition to reducing the cost of the product and appearing more affordable, this trend also supports the consumer desire to reduce the amount of food waste they produce.
With the number of single and small households in the western world at an all-time high, food manufacturers are now increasingly offering new, smaller pack formats and portion-controlled unit sizes so consumers are getting used to having their favourite brands in a wide selection of formats, selecting what works best for their needs and budget.
One of the trends that Kantar have observed in the UK and Ireland in the current recession has been the consumer’s ongoing desire to ‘treat themselves’ despite their shrinking spending power. So it is no surprise that confectionery and snacking brands have been among the most active in reducing pack format to reach an acceptable price and calorie point level. In the UK, brands such as Roses, Quality Street, Skittles and Maltesers have all been downsized in recent months with varying degrees of success.
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