The growth of packaged cider in recent years has been impressive to say the least. Cider has grown from having little presence in the Australian market just five years ago, to a popular trend that is suited to almost any drinking occasion today.
Innovation takes practice, a focus on the fundamentals, and creativity. It takes attention to detail and a passion for turning great ideas into products that consumers want. Great innovators make it look easy, almost magical. But into every breakthrough innovation goes immense time, discipline, and analytics.
The shopper and retailer landscape in Asia-Pacific has been shifting on a fundamental level over the past decade, but we’ve also seen marked changes over the past year. While less-recent changes have particularly centered around drivers of store choice, newer shifts are reflective of much different attributes.
The media and marketing landscape in Australia has evolved at a rapid pace in a very short period. In fact, when we look at how consumers obtained information and engaged with brands 10 years ago, it’s as if we’re looking at an entirely different industry playing field today.
Trade spend is increasing at an alarming rate, approximately $430 million during the past year, with promotions and discounting spinning out of control. However, only one percent of consumers believe they are receiving better value in-store, so the system is obviously broken. Promotions do not drive loyalty in the long term, so why are manufacturers currently ignoring a proven driver of purchase intent and loyalty – media spend?
Smartphone penetration in the Asia-Pacific region is booming. So it's more critical than ever for companies to develop sophisticated mobile strategies designed to leverage changing connected device behaviors and cultivate ongoing consumer engagement.
The concept of creating an authentic beer experience at home has been on the innovation hit-list for liquor manufacturers and retailers for some time. Tap King is the newest keg system to hit the market launching to coincide with Father’s Day in September, and enabling retailers to start the spring beer season early with the hope of repeat purchase in Christmas.
Findings from our latest Global Trust in Advertising Report has revealed that ‘earned media’ in the form of recommendations from friends and family continues to be the most trusted form of advertising among Australian consumers. With the increased engagement and consumption of online and social media content, the platform for consumers to project their voice is far broader and far more impactful.
In a market where volume consumption per capita has steadily trended downwards since 2008 (see chart 1), new products have been critical in driving up spend levels and overall dollar growth for the wider beverage sector.
The path to purchase for innovation in Asia is a long one, as consumers are typically wary of new products and services. Given the rise in innovation in Asia and existing consumer tendencies regarding new products, Nielsen has identified five key ways to succeed with innovation in Asia.
Female empowerment is growing across Asia as women secure better and more independent incomes, higher education and gender equality. In tandem, women’s spending power has increased exponentially in recent years, which will likely benefit a number of sectors, particularly grocery retailers and FMCG manufacturers.
With the increasing number of supermarkets across the Philippines, Filipino shopping habits are shifting: shoppers are making “top-up” shopping trips in supermarkets more frequently, and visiting the supermarket more frequently is becoming the norm.
Consumers are branching out to new screens and increasing the number of media hours in their days – and marketers are following suit. Advertising on digital media platforms is growing by leaps and bounds, with online (in particular, online video and mobile) experiencing the strongest growth – highlighting the importance of multi-platform strategies to brand marketers.
While total sparkling wine sales remains rather flat in the Australian off-premise market, sales for the Champagne segment has recorded double-digit growth over the past year in both value and volume terms.
As marketers, brands are our powerhouse. At the forefront of our promotional activities, brands define our product identity and ‘stand out’, ensuring our product is remembered and repurchased. A truly powerful brand can be bought on identity alone. The ‘swoosh’ is all that Nike needs to sell its products. However, in the Pacific region, the Australian psyche provides us with a challenge; Australians generally need more than just the promise of a brand to drive purchase – they need to know that they will be also obtaining value for money from this transaction.
Australian consumers spend billions of dollars annually across food, drug and mass-market stores. Of this, a whopping 40 percent is spent on products while on promotion. With an increasing number of marketing initiatives driven by price, we need to ask ourselves whether this type of consumer spending is resulting in mutual growth for both retailers and manufacturers.