Retail: Appealing To All Senses

The growing influence of convenience and health means that hedonistic consumption, the most important trend associated with food, is often overlooked. In fact according to the latest report by independent market analyst, Datamonitor, this is becoming increasingly important as consumers look for more excitement and sensation in life.

Greater exposure to new regions and cultures means that new and exotic foods are being sampled with greater intensity than previous generations. More frequent and diverse holiday experiences are resulting in shoppers trying to integrate cultures that they deem favorably into everyday life. Furthermore, immigration patterns are having a profound impact on food and beverage choices as migrant group preferences become normalized in the culture/country in which they migrate to. However, the desire to try new and exotic flavors is being counteracted by a longing for more traditional and nostalgic flavors. Willingness to sample new and unique groceries is also influenced by the sensory appeal that a products attributes has.

These days, attitudes towards food and drink are clearly not influenced by taste alone. Indeed, the sight, texture and smell of a product all influence perceptions about how enjoyable a food will be. Michael Hughes, consumer analyst, explains, “Sensory branding - if executed in the right way - should result in deeper producer-consumer relationships because the senses are so closely connected with emotions.”
 
Current flavor trends are reflective of the increasing exposure to new regions and cultures. Datamonitor research** found that 41% of European and US consumers have tried food with new and exotic flavors in the last 12 months. This broadening of consumers’ palettes has occurred as a result of changing holidaying trends and migration patterns. People are travelling further around the world and are being introduced to new foods with greater frequency. These groceries are often associated with the positive experience of the holiday, and are therefore viewed in a favorable manner.

Nostalgia is also changing the way people shop and Datamonitor research found that 20% of consumers had bought grocery items on the basis of their nostalgic appeal either “slightly more” or “much more” in the last year. Senior consumers in particular are driving this trend, seeking to recreate the “good old days”.