By Emmanuel Laroche, VP Marketing & Consumer Insights, Symrise NA
This post is part 2 of a 2 part series.
Consumers are always craving for gourmet food and drink experiences. “Dining experiences for two” has more than 5.5M results in Google and “Gourmet dining” more than 3.8M. Premium indulgence is one of the four main important trends * impacting food and beverage categories.
Apart from classic premium products, today the demand for handcrafted specialties and casual deluxe culinary experiences provide a luscious change from daily routine. Indulgence and the love for quality are expressed by a sovereign selection of food and drinks, while all of them deliver a more casual approach to premium.
You, as food or beverage manufacturers, are always seeking and finding ways to satisfy consumer demand for an indulgent experience. While there is no single definition of what indulgent food is, consumers recognized what pleasure in fine food and drinks is. They want the full experience. We, as foodie consumers are eating for pleasure. We turn the pleasure of eating into a science. We dissect the experience into flavor descriptions, aroma sensations and texture analysis sometimes bringing the exasperation in our family, friends or guests.
Last week we offered some key learnings about pleasurable moments and food. You can view them here!
This week we would like to share category specific insights in the sweet, savory and beverage space.
Here is our key learning for selected food and beverage categories:
Yogurt:
Key dimensions: Relationship, Self-gratification, and Exploration
Key moments: Sustenance, Emotional Eating
Most pleasurable moment: breakfast at home
Product attributes: great tasting, healthy, satisfying and flavor diversity
Consumer types: Gourmet, Health Focus, and Traditionalists
Ice cream:
Key dimensions: Sensorial, Relationship, and Exploration.
Key moments: Intimate Sharing & Celebration
Most pleasurable moment: After dinner snack at home
Product attributes great tasting, fulfill my cravings, satisfying and have flavors that I crave
Consumer types: Gourmet, Traditionalists, and Improviser
Chocolate candy:
Key dimensions: Sensorial, Relationship, and Self-gratification.
Key moments: Intimate Sharing and Emotional Eating
Most pleasurable moment: Afternoon and after dinner snack at home
Product attributes: great tasting, high-quality ingredients, fulfill my cravings and gives me a special treat
Consumer types: Gourmet, Traditionalists and Health Focus
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Soups:
Key dimensions: Relationship, Ritual Moment and Exploration.
Key moments: Family & Friends Togetherness, Intimate Sharing
Most pleasurable moment: Lunch at home or at work
Product attributes: great tasting, satisfying and healthy
Consumer types: Gourmet, Traditionalists, and Foodies
Meals:
Key dimensions: Sensorial, Self-gratification and Ritual Moment.
Key moments: Family & Friends Togetherness, Intimate Sharing
Most pleasurable moment: Dinner at home
Product attributes: great tasting, easy to prepare, satisfying and save time
Consumer types: Gourmet, Traditionalists and Health Focus
Sauces:
Key dimensions: Sensorial, Exploration, and Relationship.
Key moments: Family & Friends Togetherness, Intimate Sharing
Most pleasurable moment: Dinner at home during family gathering
Product attributes: great tasting, flavor that I crave and satisfying
Consumer types: Traditionalists, Gourmet and Improviser
Spirits:
Key dimensions: Relationship, Sensorial, and Self-gratification.
Key moments: Celebration, Eating out
Most pleasurable moment: Dinner at home or at a bar / restaurant
Product attributes great tasting, help me to relax and fun to drink
Consumer types: Traditionalists, Apprentice and Foodies
RTD Tea:
Key dimensions: Sensorial, Ritual Moment and Relationship.
Key moments: Family & Friend Togetherness, Emotional Eating
Most pleasurable moment: Lunch and afternoon at home
Product attributes: great tasting, refreshing and satisfying
Consumer types: Gourmet , Health Focus, and Traditionalists
Coffee:
Key dimensions: Sensorial. Ritual Moment and Conscious Choice.
Key moments: Intimate Sharing & Social Fun
Most pleasurable moment: Breakfast at home
Product attributes: great tasting, freshly made, satisfying and help me to relax
Consumer types: Gourmet, Traditionalists and Health Focus
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Symrise NA has conducted a consumer research study to more precisely understand the DNA of pleasure and to understand specific pleasure moments in specific product categories. The study involved consumer diaries around the US leveraging our online community or early adopters (“the Flavor Designer Club”) and an online quantitative research with 1,300 US consumers.
Symrise NA is offering a two-stage workshop to develop immediate indulgent opportunities for existing brands and to develop customized approaches leveraging cross-functional teams.
Click here to learn more on how Symrise NA can help you create immediate opportunities for your brands in the indulgent space?
