Sight, texture and smell important in food marketing

by Staff
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LONDON — Consumers are increasingly become attracted to the sight, texture and smell of a food product, according to a new report from market researcher Datamonitor.

Manufacturers are beginning to appeal to the senses to get responses from consumers. This includes sonic branding, or using voices, music or sounds to distinguish a brand.

In addition, 41% of European and U.S. consumers have tried foods with new and exotic flavors in the past 12 months.

"The broadening of consumers’ palettes has occurred as a result of changing holiday trends and migration patterns," Datamonitor said. "People are traveling 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."

Ethnic foods were once only found in specialty stores but now may be found on supermarket aisles.

"Retail stores are recognizing and responding to the potential spending power of migrant groups by stocking more varied ethnic dishes," said Michael Hughes, author of the study. "However, the growing desire for new and exotic flavors has resulted in certain ethic foods being incorporated into a countries’ staple diet."

Datamonitor also found 20% of consumers bought grocery items last year based on nostalgic appeal either "slightly more" or "much more." Older consumers also are driving this trend as they seek to recreate the past, which shows that the desire for new flavors is being balanced with a desire for familiar and traditional flavors.

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