Marketing Forecast from Ad-ology

In spite of a difficult retail market in which consumers are more price sensitive than before, suppliers of center-plate protein (including poultry, beef, pork and seafood) at the retail level have been benefiting from Americans seeking to economize by cooking and eating at home. The eating–at–home trend has been further fueled by the perception that homemade meals are healthier than restaurant cuisine. As a result, dollar sales of dinner center–plate proteins gradually rose during the five-year period from 2006 to 2010, according to new research by Packaged Facts. Modest but steady growth is forecast through 2015 even as consumers begin their gradual return to dining out more frequently.

Just as we’re breathing a sigh of relief about the easing of the Great Recession, the rising costs of commodities present further challenges for food marketers and shoppers. Consumers are well aware of the looming prices increases for their favorite foods. Many are already calculating the best ways to save money. Marketers who plan to court these consumers should consider using an aggressive coupon strategy this year.

Ad-ology Research recently updated their Industry Marketing Insights report Dairy Product Marketers. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

Ad-ology Research recently updated their Industry Marketing Insights report for Candy Manufacturers. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

Once regarded as a niche product that was only of interest to people who couldn’t tolerate wheat, gluten–free foods and beverages have transformed quickly into a mainstream sensation, embraced by consumers both out of necessity and as a personal choice toward achieving a healthier way to live, according to new research by Packaged Facts. In 2010, the U.S. gluten–free foods and beverages market reached an estimated $2.6 billion in retail sales, enjoying a compound annual growth rate of 30% over the 2006–2010 period. Packaged Facts predicts that growth will continue throughout the next 5 years, as the market approaches $6 billion in 2015.

According to a new report by The NPD Group, weight loss and living longer are the prime motivators for maintaining healthy eating habits for the younger generations. Living longer and feeling good take on greater importance among older generations; and losing weight is less important to these consumers. Underlying these motivations to eat healthier, are the key lifestyle drivers behind most consumers’ eating decisions – convenience, taste, and affordability. “It comes down to focusing on the motivators for healthier eating. The first step is to make sure that messages are relevant to the group of consumers being targeted as motivations vary by generation,” says Dori Hickey, director of product development at NPD and author of the report. “At the same time, it’s important not to lose sight of the taste, convenience, and value. These are primary drivers of food choice overall for all generations.”