Tuesday, June 15, 2010
According to a July 2009 report by Mintel, 52% of the general population is dining out less because of the economy. This presents an opportunity for premium food marketers to bring their message to the place where Americans are dining: their homes.
Here’s an out-of-the-box idea for reaching these in-home diners: cookbooks. In today’s digital world, you might be surprised to learn that many people still use printed cookbooks.
In a recent Better Homes & Gardens study, cookbooks ranked as the #1 resource women turn to for recipes, with 66% of total U.S. women and 91% of BHG readers selecting this option.
In addition, cookbooks took the #1 spot for quality of recipes – 84% of total U.S. women and 97% of BHG readers rated it the best source.
An excellent example of how to market your premium food with a cookbook is The Great Big Cheese Cookbook:
Authored by the Wisconsin Milk Marketing Board (disclaimer: they are a client), the book features more than 300 recipes all containing the most essential ingredient: Wisconsin Cheese.
Does your premium food product lend itself to a cookbook? What are some of your personal favorites?
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Labels: cheese, cookbooks, food trends, marketing premium food, Mintel, Premium Food, recipes, Stephan & Brady, Wisconsin Cheese, Wisconsin Milk Marketing Board
Thursday, December 10, 2009
I’d be willing to bet my Packers tickets that that your current 2010 product line up doesn’t feature many of Mintel’s top 6 flavor trends for 2010.
Two overall trends are “exotic” and “functional” properties – so play up those values to your advantage.
1. Cardamom (intensely aromatic with a strong, unique taste)
2. Sweet Potato (extremely functional, rich in dietary fiber, beta carotene and vitamins C and B6)
3. Hibiscus (USDA has said consuming Hibiscus tea can help lower blood pressure)
4. Cupuaçu (Brazilian super fruit, containing more than 10 vitamins and antioxidants, plus essential fatty and amino acids)
5. Rose Water (It’s not just for fragrances anymore)
6. Latin (spices that will heat up their palates)
Here’s a tip. Think about how you could pair your product with any one of these flavors. Then create easy-to-fix recipes to help your customers see their value and potential with your premium food item. Another way to separate you from your plebian competition.
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Labels: Cardamom, Cupuaçu, exotic, Flavors, functional, Hibiscus, Latin, Mintel, Packers, Premium Foods, Rose Water, Sweet Potato, USDA
