Special occasions spark innovation, social media brings NPD to masses, says Symrise

14 Aug 2019 --- Social media can help niche products move to the mass market faster, according to new research from flavor and food ingredient supplier Symrise. The company has examined consumer behaviors around seasonal and limited time offer (LTO) products in a sample of diverse and creative early adopters across the US between the ages of 25 and 45. The study also highlights that the abbreviated nature of LTOs and seasonal offers gives brands the ability to embark on creative experiments with relatively low risk.

“With seasonal products and LTOs, brands can demonstrate quality and authenticity in all kinds of food, drink and snack categories. There’s a chance to make a lasting emotional connection with consumers, and a real opportunity for brands to do bold new things in this space,” says Dylan Thompson, Marketing & Consumer Insight Manager at Symrise.

Traditional holidays are no longer the only opportunity for experimentation, with mass media events like the Super Bowl and emerging social trends like Healthy January offering new platforms for innovation. However, established occasions like Valentine’s Day see traditions and rituals play a big part in consumer behaviors and associations. Seasonally-themed products are often tied to the perceived freshness of specific ingredients, like berries in summer and pumpkin in autumn. Added value can be added to all LTOs and seasonal offerings by building anticipation before rollout.

Krispy Kreme released "Let Freedom Ring" doughnuts for Independence Day. Earlier this year, Kerry cited limited-time-offers with some foodservice partners in Greater China as being key to the company’s strong performance in the Meals End-Use Markets.

This summer, Independence Day saw intense levels of NPD in the US. Krispy Kreme released “Let Freedom Ring” doughnuts in three “light and playful takes on some of the holiday’s patriotic symbols.” Dairy Queen introduced a Star Spangled Blizzard Treat, which was red, white and blue “through and through,” with festive rock candy blended with vanilla soft serve, topped with more vanilla soft serve with a curl, blue rock candy and finished with a DQ Stars & Stripes StarKiss Frozen Treat.

Social media is a prime marketing opportunity 
There is a growing tendency to share new and exciting products on social media. In addition to helping popularize unusual products, social media also creates year-round opportunities for value-added marketing. Earlier this week, Caroline Bijkerk, Global Partnerships Manager at StartLife, told FoodIngredientsFirst how social media has also given consumers an avenue to share their views about the safety and quality of food products.

An Innova Market Insights Trends Survey (2018) found that 55 percent of Chinese consumers, 43 percent of US consumers and 24 percent of UK consumers aged 26-35 share pictures of their food online once a week or more. It also found that one in five US consumers are influenced by social media when buying food and beverages.

Additionally, in today’s social media-driven world, consumers are prioritizing appearance. Color is an excellent differentiator in many categories, with vegetable concentrates providing a way to make offerings stand out naturally. For several years, products have been marketed on color platforms, and the trend is showing no signs of slowing down. 

By Katherine Durrell