Research by Datamonitor identifies these successes and failures and the key factors behind why 2010 was a bumper year for some brands and the end of the road for others.
Mark Whalley, consumer analyst at the independent market analyst, says: “2011 will be a difficult year for brand innovators, so they can’t afford to make errors and will need to identify exactly what it was that made some brands a success last year. This said, it’s equally important to highlight why some products failed or weren’t as successful as expected.”
i>Genius Bread – This offers something new for an important consumer niche. The brand is currently top of the ‘free from’ bakery segment in the UK because it provides celiacs (ie gluten-intolerant consumers) with the ‘fresh’ option that those without special dietary requirements take for granted. With a growing number of people being diagnosed as having food intolerances, gluten-free is a burgeoning market. Additionally, Genius has benefited from the prevailing trend of non-celiacs purchasing gluten-free products because they believe them to be a healthier alternative to those containing gluten.
i>Grolsch – The beer has sought to retain a premium positioning and price amid a number of supposedly premium competitors, compromising this image in an attempt to battle with regular lagers. So far, consumers have failed to respond by trusting in the brand’s high-end credentials, instead opting for cheaper alternatives. However, Grolsch remains confident that this strategy will pay dividends in the long-term.
While it’s always beneficial to learn from what has occurred in the past, Whalley warns: “It isn’t as simple as looking at a strategy that’s worked for other brands and adopting it. Trends change over time, and brands must retain their own identity and values.
“The biggest successes in 2011 will be those products that innovate effectively and genuinely engage with their consumers.”
© FoodBev Media Ltd 2020
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