Is Technology the answer for successful Food and Drink products? Wednesday 20th January 2010

This week Ariel has enhanced their complete product range through the launch of a new stain removal product – Actilift. Whilst technology plays an important role in FMCG, its targeting and use is different for food and drink. 

FMCG products can be broadly split into two sectors when it comes to technology:

• Better efficacy – Toiletries, household goods, air care, detergents
• Better taste and convenience – Food and Drink

Using technology in food and drink requires us to examine whether the benefits that technology brings actually delivers a benefit to the consumer which is motivating enough to persuade the consumer to switch to your brand.
Ariel clearly believe that they have identified a technology which will elevate them above Unilever’s products. The growth of Vanish over the years shows that consumers use stain removers to give their laundry detergent a helping hand to clean their clothes. Incorporating a stain remover in their laundry products is a simple yet potentially highly effective strategy at capturing market share from Persil, which could if the Actilift meets consumers expectations, also harm the growth of Vanish.

Promises, Promises
Using a technology platform is a standard approach for non-food and drink products in the supermarket. Better, stronger, more effective and faster are the key elements that all manufacturers in this sector push for, as it drives sales. Critically, the product has to meet the expectations raised by claims made in the advertising campaigns. Ariel is making substantial marketing claims about Actilift, and it will need to deliver on its promises regarding stain removal if Ariel is to convert consumers to its products. Failure, as Persil found in the 1990’s with Persil Power, can be very costly and significantly damage your brand.

Convenience
In food and drink, technology has been used to push convenience for the consumer, and where possible, improve the taste of the product. Efficacy is less of an issue, and as such, identifying the performance of a new food and drink product is much more complex than an improved household good or cleaning product.

Technology is playing a huge part in the development of new packaging, quicker preparation of food, longer shelf life and better texture of food. The advancements have enabled manufacturers to produce better flavoured and textured food, with more attractive packaging and a longer shelf life, all contributing to consumer benefits which in turn leads to enhanced sales.

Food and drink is also very emotional, and research needs to capture the impact of a change on consumer emotions towards the brand.

Here at The Oxford Research Agency we work alongside the world’s leading FMCG companies from ideation through to launch to ensure that only winning ideas make it to market. We do this using an integrated and traceable NPD programme:

• Screen and develop ideas: Testing insight and concepts at an early stage to identify the clear winners
• Identify the volume potential of concepts: Developing winning concepts and identifying clear volume performance, prior to any product development taking place
• Reviewing your range: Prior to launching, reviewing your range potential to ensure it is maximised to meet the needs of all consumers.
• Communicating key benefits: Identifying and communicating the key triggers (founded in the product itself) to ensure a successful marketing campaign and launch.

At The Oxford Research Agency and our qualitative agency Mimosa, we use a fully integrated NPD approach for screening, evaluating and optimising new product launches. Used by over 20 of the Top 50 FMCG companies in the world, it helps us generate more successful product launches - over 4 times the market average (as measured by Nielsen).

Find out how we help you get ahead by contacting John Whittaker on +44 (0)1865 72 82 72, or at john.whittaker@tora.co.uk or by visiting our website at www.tora.co.uk

For qualitative understanding call Sunita, Emma or John on +44 (0)1865 20 84 03 or contact info@mimosa-qual.com.