psst! want to know how the industry typically innovates?
Get in on our original research into FMCG innovation in Australia in this free report, previously unreleased to the industry. This involved four rounds of in-depth research over 12 months with the people closest to the process, such as innovation managers and consumer insight directors.
Launched in the UK in 2014, Veganuary“is a global charity that encourages people to try vegan for January”.
In 2017, 60,000 people signed up- a twentyfold increase in four years- so, the plant-based movement is clearly on the rise. According to their website, 66 per cent of respondents have remained vegan. The top reason stated by people who didn’t stick to the lifestyle was that restaurants weren’t catering for them.
But it seems like this might be changing, as many manufacturers, retailers and restaurants around the world(and in Australia), develop options to cater for rapidly growing consumer demand.
So, is the classic Aussie BBQ or‘meat and three veg’ in for a makeover (or just a face lift)? Read on to find out how the market is growing, the driving factors and tips for the food industry to adapt to this shift.
A healthy-looking market.
According to Euromonitor, between 2015 and 2020 Australia is projected to continue as the third-fastest-growing vegan market in the world at 9.6% growth. As demand increases rapidly, Australia’s packaged vegan food market is set to reach $215 million by 2020.
"An increasing number of companies are expanding their consumer appeal by staying away from animal ingredients whenever possible. The rising demand and trend for vegetarian and vegan proteins indicates where the market is moving right now." - Ewa Hudson (Head of Health and Wellness, Euromonitor International).
Australian Financial Review Food Editor, Jill Dupleix (director of Australia's Top Restaurants Awards) was recently quoted as saying "It's something fine dining chefs get quite excited by, because it offers them a whole new arena for creativity. Further down the food chain, there's a younger market emerging that loves going out somewhere casual for a drink and a vegan snack, hence the rise of vegan burgers in which jackfruit replaces pulled pork."
In the UK, Tesco and Sainsbury’s have launched private label vegan ranges following a jump in demand for dairy-free and meat-free chilled products by up to 25 per cent.
The latest in Europe is McDonalds have even launched a vegan burger(made from soy beans) to meet growing demand, alongside Nordic food group, Orkla.
Reasons for the shift.
There have been a few key driving factors driving the shift towards veganism in recent years, including:
Desire for transparency. People are asking: "Where does my food come from?"
Increased awareness of health benefits due to the availability of information on the internet, the media and celebrity influencers.
Stronger focus on taste and quality of plant-based products alongside a wider range of options available today(in stores and restaurants). This change is moving perceptions away from the‘hippie’ stereotype and bringing these diets further into the mainstream
Consumers are seeking more creativity, flexibility and variety in their diets by mixing up traditional meal combinations and experimenting with new flavours.
How can the food industry adapt?
1.No one likes being labelled.
Focus on highlighting key benefits such as the protein content, rather than using‘vegetarian’ or‘vegan’ labelling, as this may limit the product’s appeal amongst the wider consumer base.
We’re seeing a rise in‘value-add’ treats and snacks which highlight desirable benefits e.g. protein boosting chia desserts.
Manufacturers must now cater to all diets to provide an inclusive indulgent experience. As an example, Divine launched a dark chocolate and mint, dairy-free Easter egg to their range.3. Innovation.
As vegan, vegetarian and flexitarian diets trend across the world, plant-based foods are a key area for innovation.
Meat companies are even creating meat alternatives to cater for the vegetarian sector, helping them avoid the risk of shutting out a growing area of the market.
Proprietary technologies which require minimal processing and retain ingredient nutrients are now able to produce plant-based protein options such as bars, meat alternatives, cereals and snacks.
This kind of innovation is also useful to cater for the gluten-free market, using lentils, peas or chick peas to create pasta, for example.Passing trend or the future of food?
Is a move towards veganism or a more‘flexitarian’ diet another foodie trend, or is it here to stay?
It’s hard to predict, but Marco Matino of Gigi Pizzeriasaid of the change: "I had noticed the rise of veganism– although I would call it a shift in consciousness rather than a trend."
Of course, the conversation is wider than this when we talk about the future of the food industry.
The Financial Review recently cited naturopath Genna Pyewacket in saying: “…whether you choose to go paleo, vegan, pescatarian or vegetarian… the future of all food needs to be more hands-on and increasingly small-scale if it is to be ethical, sustainable and healthy.”
Over to you.
How is your business adapting to this shift in consumer tastes and behaviour?
Download our white paper on naturals to see how this trends is affecting the broader FMCG industry.
As the experts in consumer-led innovation in FMCG, we partner with manufacturers and retailers to lift the productivity and effectiveness of their NPD. It’s all in how we blend innovation advisory with tailored consumer insight using an agile, consumer-first approach. Think of us like the connective tissue within your innovation process. We guide you at every step of the journey, helping you align, focus and develop ideas and products that sell.
In the fast-paced world of FMCG, launching a new product is often a high-stakes game of consumer acceptance and market timing.
It's a game where sensory testing can be the ace up your sleeve, yet sensory testing is a step often missed in the new product development (NPD) process. The common myths surrounding sensory testing paint it as a slow and costly process. One where you need a science degree to understand the results.
But sensory research is not as complicated, expensive or inaccessible as people think.
Far from being an extravagant line item, sensory testing is an investment against market missteps and a safeguard for your product’s success.
Here are five things you should know for sensory testing success in FMCG.
When sales aren’t going swimmingly, it’s tempting to “turn on” innovation as a solution. Many businesses believe they’ll be able to fill the gap by ramping up with more projects, more people and faster timelines. Unfortunately, this strategy doesn’t stand up.
3 tips for turning NPD stage-gate into a benefit, not a burden
3 tips for turning NPD stage-gate into a benefit, not a burden
Love it or hate it, Stage-Gate is a powerful NPD project management tool used by many large FMCG businesses. When you divide your project into key decision-making milestones, you can collaboratively progress towards a winning product. Seems like a no-brainer, right?
create a triple win by trying NPD “yes, and” with retail buyers
create a triple win by trying NPD “yes, and” with retail buyers
NPD works best when retailers, manufacturers and consumers are in alignment. However, this isn’t always the case. Often, retail buyers make innovation requests that aren’t rooted in consumer insight. Manufacturers want their products ranged, so they steam ahead without seeking consumer validation. The result? Crossing the finish line with a product that flops.
No one wants to simply “survive” a recession, but equally, aiming to thrive might be pushing it. In this article, I’d like to share some often overlooked opportunities that will help you feel less panicked and more productive during challenging seasons like these. Tough times force you to be better. Let’s explore four accessible ways you can step up and succeed.
recession proof: ramping up innovation during an economic downturn
recession proof: ramping up innovation during an economic downturn
Doubling down on innovation might seem like a strange suggestion during tough times, but think about 2020. When Covid hit and the world stopped, which businesses flourished? The ones that adapted and navigated the crisis by thinking differently.
listen or lose! the consumer-led way to avoid new product disaster
listen or lose! the consumer-led way to avoid new product disaster
When it comes to innovation, the loudest voice in the room should be the person with the purchasing power. Consumers have the coin, which means they also have the final vote on whether your product succeeds. It should be as simple as that.
The consumer’s voice is often missed, dismissed or drowned out for relatable reasons, such as budget constraints and internal biases. Sometimes, opinionated leaders fixate on a direction, leaving minimal space for alternative viewpoints. In other cases, deadlines force manufacturers to cut corners on consumer research and count on gut feeling instead. The answer is to bring your consumer into the innovation process as early and often as possible. You can do that in various ways at every stage of the innovation pathway, which are laid out here.
explore
At the beginning of the innovation process, you must make an effort to understand consumer needs. You should create an innovation framework that accurately reflects what’s happening in the market. This looks like targeting genuine opportunities rather than steaming ahead with an idea your co-worker thinks is cool.
It can be tough to shift towards a consumer-led innovation culture, particularly if you’re used to prioritising other perspectives. Being retailer driven is a common scenario that prompts brands to create bigger packs or fruitier flavours simply because the retailer demands it. But it’s you, the brand, that deals with the consequences if these don’t resonate with consumers and translate into sales.
Shake up the status quo by investing in research that reveals unmet consumer needs and buyer behaviour. Who exactly are you talking to? How and why do they use products in the category? What does their path to purchase look like? You can even get clarity around how consumers perceive your brand, which should guide the direction of your next innovation.
By recording real shopper experiences or conducting exit interviews, you can gain direct insight into purchase drivers and barriers. This information enables you to influence buyer behaviour and avoid repeating mistakes. In a nutshell, front-end research highlights how your target market is currently solving problems, while presenting opportunities for you to do that job better. Successful NPD is about creating the change that consumers want to see.
develop
Once you’ve established opportunity areas and produced relevant ideas, it’s time to build them out. During the develop phase, talking to consumers shapes and refines what’s in your mind.
One way we do this is by implementing a Tinder-style approach to idea screening surveys. We test numerous ideas with buyers who swipe left or right to indicate liking. This technique uncovers the strongest intuitive ‘yes’ response. As a result, you can turn market needs into concepts that are guaranteed to float your consumers’ boat.
Next, the consumer perspective should come in again to highlight where your new product concepts sit in their minds. Perhaps you believe a microwaveable pouch would make your product more convenient for the time-poor target market. Ask consumers: Does this idea make sense to you? Is it filling the identified gap? If the answer is yes, explore what the packaging design should look like, what benefits resonate with consumers and how those benefits should be communicated.
prove
Brands often invest the bulk of the insights budget at the end of the NPD process. This decision is a problem because the idea hasn’t been shaped with consumer input. At this stage, it’s often too late to make major changes if you’re not largely on course for a product the consumer will buy. Due to this, many new products fall at the final hurdle.
Waiting until it’s time to build a business case or even put a product on the shelf before investing in insights is asking for trouble. If you want in-store execution that lives up to expectations, your ideas must be co-created with consumers and refined along the way. Commit to doing that and avoid nasty surprises at curtain call.
Bringing the consumer voice into the prove stage of innovation looks like testing your product bundle, establishing your brand’s impact at the point of purchase, setting the right price and maximising conversion by optimising placement. By the end of this stage, you’ll have confirmed three crucial elements: desirability, visibility and feasibility. Do consumers want your product in this form? Can they find it on the shelf? Does the product, pack and communications mix work? You’ll need to tick all these boxes if you’re to win FMCG gold.
monitor
After launch, it’s learning time. We strongly recommend measuring and evaluating your ambitions and strategy post-launch because the value in understanding what worked (or didn’t) from the consumer’s perspective is enormous.
Unfortunately, this stage is often missed or completed to minimum requirements – with disastrous consequences for brands. You might get lucky and create a winning product, but can you pinpoint the secret sauce to replicate next time? More often, not only is the outcome disappointing, but also no one understands <itals>why<itals> those sales figures suck. How can you improve when you’re stabbing in the dark?
The default approach is to ‘set and forget’, with brands swiftly moving on from failed launches instead of reflecting and pivoting with an optimised product. But this is such a waste of your hard work. Sometimes, a little realignment is all it takes for a flop to come out on top.
Take the beverage industry, for instance. Classy carbonated water products such as San Pellegrino and Mount Franklin’s Slightly Sparkling have stepped in to replace soda in people’s fridges. Ready-to-drink sugar-free seltzers are also exploding thanks to ever-growing demand for healthy, convenient options. Even the dusty golden oldie, SodaStream, has become popular again because it’s more environmentally friendly than buying plastic bottles, which resonates with a new generation. FMCG brands in this space are profiting from understanding consumer trends and reinventing products with a modern twist.
Eager to learn from your launch? Ask buyers and non-buyers what they think about your innovation, and then act on this input. Don’t miss an invaluable opportunity to uncover the ‘why’ so you can learn from your mistakes or build on your success.
test plans, avoid problems
I hope this breakdown of a consumer- led innovation process inspires you to invite the consumer voice into every stage of your grand brand plans. Rest assured, there are right-sized solutions for every stage of the NPD process, so you can make informed decisions that translate into big wins. Beyond that, the best sense-check is to ask one question at every stage of the innovation process: ‘Have we heard the consumer voice on this?’ Because without someone to buy your product, what have you really got?
Let’s shake up the way you innovate. PLAY is your partner in consumer-led innovation for the FMCG industry: innovation advisory and market research insights under one roof. Our team can help retune your NPD process to maximise in-market success.
an action plan for FMCG businesses to avoid the ACCC’s campaign against greenwashing
an action plan for FMCG businesses to avoid the ACCC’s campaign against greenwashing
The ACCC did an internet sweep to assess whether it should be concerned about businesses making potentially misleading claims about sustainability. The sweep happened in October 2022, and the ACCC published its findings on 2 March 2023 in Greenwashing by businesses in Australia.
UK HFSS legislation: understanding the impact on FMCG
UK HFSS legislation: understanding the impact on FMCG
There are a few Brits here at PLAY Innovation, which is one of the reasons we’ve always got our ear to the ground across the pond. Of course, we also love unearthing insights that help Australian FMCGs make winning products for consumers. That’s why we just had to give you the lowdown when we found out about the UK’s upcoming ban on promoting high fat, sugar and salt (HFSS) products.
How to rally stakeholders to create a real “portfolio” of innovations (not just 28 line-extensions)
How to rally stakeholders to create a real “portfolio” of innovations (not just 28 line-extensions)
Producing line extension after line extension can feel like just that: drawing inside the lines. And isn’t innovation meant to be fun? A bit outside the box sometimes? Of course, simple extensions have their role in a healthy innovation portfolio, but when things start feeling stale, it’s likely time to mix it up.
We know you have plenty of data at your fingertips — too much sometimes, in fact. When snowed under with endless tasks, information overload can leave you utterly stumped about what to do next.
tips for effective (yet effortless) product concept testing
tips for effective (yet effortless) product concept testing
In a world that is constantly demanding you do more with less (time and money), it can be tricky to identify innovative winning ideas. When you need fast results without sacrificing longevity, and there are numerous stakeholders to please, it’s easy to end up feeling lost at sea.
to benchmark or not? that’s not quite the question.
to benchmark or not? that’s not quite the question.
After nearly 20 years in the insights game, we have seen our fair share of products, innovations and renovations. Everyone wants an answer to the same old question: ‘Is my product good enough?’ Naturally, that’s the point of consumer research.
4 tested tips to supercharge your NPD success in FMCG innovation
4 tested tips to supercharge your NPD success in FMCG innovation
The NPD process can feel like a hot mess sometimes. You get off to a shaky start, everyone is operating in silos, your support system has gone AWOL and everything is taking way too long. That’s why we want to arm you with easy-to-execute tips that will supercharge your NPD success rate.
In this article, we’re sharing our team of FMCG innovation experts’ best-practice tricks for doing NPD right. Read on and learn how to start strong, build alignment, leverage suppliers and fulfil your need for speed.
Consumer sensory testing: fail forward or innovate fast?
Consumer sensory testing: fail forward or innovate fast?
Is it time to cut your losses on a product that’s missing the mark? Or perhaps a simple tweak could unlock unprecedented levels of success? When budgets and timelines are tight, you need meaningful answers about what to do — fast. And that’s exactly what we’re giving you today.
ingredient substitution: how to deliver perceived value AND increase profit margins
ingredient substitution: how to deliver perceived value AND increase profit margins
The democratic process has recently demonstrated that Australians see a need for more ambitious targets for emissions reductions. We know you know: Today’s commercial environment is especially challenging for FMCG manufacturers. Pressure is mounting due to the increasing cost of goods, freight and even pushback from retailers. Politically charged topics, such as food miles and standards, are all high on the agenda too.
Understanding current shopper needs and behaviours requires you to step into other people's shoes – a task that’s challenging for even the most knowledgable and empathetic expert.
Flick the TV on to any channel right now, and you probably won’t escape talk of inflation. The effects are being felt by everyone as it interrupts business as usual, hitting suppliers and retailers where it hurts — their bottom line.
Packaging research and design is a delicate and often bewildering journey. Shopper behaviour is usually underestimated and changes to packaging can cause enormous disruption.
how to use design sprints for superior innovation outcomes
how to use design sprints for superior innovation outcomes
Picture the scene: You’re lost in innovation chaos and under pressure to deliver the “next big thing”. You’re leading multiple projects that constantly threaten to derail your timelines and budgets. What’s more, you’re also attempting to maintain a reputation that feels vulnerable to being damaged by one bad decision.
how to free up your time and educate your team to create killer concepts
how to free up your time and educate your team to create killer concepts
Creating and nurturing new product concepts is no easy feat. The time, effort and research that it takes to develop your idea is a lot to juggle with existing workloads, and totally deflating if, after all that investment, you find out that your consumers don’t feel the same.
Ever wondered the REAL reason behind new product wins and losses? Why is it that some perfectly packaged products are doomed for failure while others see skyrocketing success?
During chaotic times like these, predicting future consumer trends can seem like an impossible feat. Many industries have no idea where they’re coming or going, and the future of FMCG new product development still holds question marks.
The new way to market zero and low alcohol products
The new way to market zero and low alcohol products
Demand for zero and low alcohol products is surging. Suddenly, we’re not embarrassed about digging around for a dusty 0% beer at the back of the fridge. In fact, we’re pretty proud of our conscious consumption and excited by the plethora of innovative options available.
how much does market research really cost in Australia?
how much does market research really cost in Australia?
Good research – well designed, well recruited and well interrogated research – doesn’t come cheap. And it shouldn’t. But in many cases, it’s not always clear why research costs as much as it does and what exactly contributes to that cost, so the cost is often the first thing that is debated.
protecting your core range: is anyone 'normal' anymore?
protecting your core range: is anyone 'normal' anymore?
In today’s super speedy world, tapping into trends is a critical part of brands remaining relevant. However, it’s just as important to stay focused on your core range. After all, that’s what keeps customers coming back!
video: how do we take the start-up spirit into big business?
video: how do we take the start-up spirit into big business?
If you missed our recent webinar, here's your chance to tune in and learn more about how to take the start-up spirit (and approach) into big business. And we're not talking about free breakfast and ping pong tables!
Watch our webinar to learn:
5 key trends that start-ups are focusing on
What we can learn from start-ups dominating a variety of FMCG categories like recipe bases, alcohol & dairy
We're turning our “best-kept secrets” into our “best-shared secrets” by spilling the beans on some of the PLAY team’s favourite new snacks, recipes and ingredients we've discovered during lockdown this year.
2021 Product of the Year Awards: why did they win?
2021 Product of the Year Awards: why did they win?
Product of the Year (POY) is the largest consumer-voted set of awards for innovation, so naturally we're big fans. POY showcases the best of the best, with inspiring products that have made a real impact on their category.
The COVID-19 crisis has encouraged (or forced!) many businesses to pivot by solving problems related to the pandemic and adjusting to emerging consumer trends.
EVERYONE is talking about “agile” innovation. The problem is, the term has become such an overused buzzword that its true meaning has been lost. Often, we say “agile” when what we’re actually describing is “fast and cheap”.
how Amazon is impacting FMCG in a post-pandemic world
how Amazon is impacting FMCG in a post-pandemic world
Remember when Amazon was just somewhere you shopped for books? (We do too. Does that make us old?!). Now, it is one of the most powerful corporations in modern history and is expected to seize 50% of the entire e-commerce retail market this year. Heck, we even trust Amazon to listen to our private conversations at home (hey, Alexa!).
Soft drink, a fun, fizzy beverage, used to be considered a delicious ‘treat’. These days, new trends are shifting away from sugary concoctions to drinks with functional benefits and fewer potential health hazards.
Australia’s view of alcohol is changing. Following a tumultuous 2020, the shift from attending in-person events to nesting at home has paved the way for new kinds of alcoholic drinks and non-alcoholic options to emerge. We’ve even seen retail offerings that bridge the gap between on-site bars and e-commerce stores. This movement has created unique opportunities and challenges for brands and manufacturers - and we want to help you make the most of them!
reimagining convenience with David Jones and bp concept stores
reimagining convenience with David Jones and bp concept stores
David Jones has been in the ‘premium’ food space for decades and for the most part, their focus has been narrowly aimed at increasing their own market share. Now, they’re expanding to a channel that hasn’t traditionally been considered premium at all. In fact, quite the opposite: petrol stations.
busted: what consumers really think about popular product claims
busted: what consumers really think about popular product claims
Claims are one of the most powerful tools in a brand’s toolbox. At PLAY, it’s no exaggeration to say we’re obsessed with packaging as an extremely valuable consumer touch point. Claims have a key role in the relationship between a brand and consumers, not only through their appearance in packs, but also in their usage in comms and messaging.
After a tumultuous year, Australian retailers are relying on a bumper holiday season to help them survive into 2021 and beyond. Meanwhile, consumers are busy adjusting, exploring and experimenting with new ways of living while trying to enjoy opportunities for festivities during a global pandemic and recession.
our top 4 tips for running a remote innovation sprint
our top 4 tips for running a remote innovation sprint
We first began working remotely when It Who Must Not Be Named started (*cough Covid-19*). It seemed like it would be a breeze to adapt to our home offices, especially since we were already used to working between multiple offices and saying, “You’re on mute” regularly.
In reality, we had some hard lessons to learn when it came to adapting face-to-face methodologies into online environments.
So, to save you the headache of trial and error, we’ve summarised our best tried and tested tips that will help you bring distributed teams and consumers together in an online innovation sprint (from further afar than might otherwise have been possible before!).
hey Google, how do I use a smart speaker to enrich consumer research?
hey Google, how do I use a smart speaker to enrich consumer research?
When we found out that General Mills and Aigora had conducted pilot research on smart speaker surveys, we had to know more. In-home testing is very much our bread and butter at PLAY, so when the opportunity then came up to test smart speaker surveys in this setting, we were game.
In partnership with Aigora, a US-based consultancy specialising in applications of AI in consumer research, we had the chance to trial a new way to collect data hands-free and in-the-moment. Given their advancements in this space, we also wanted to experience the benefits of smart speaker surveys for ourselves; including getting greater detail from participant responses, offering a more engaging way to do in-home tests and hopefully receiving richer, more accurate results for our clients.
Today, we share with you the highs and lows and our recommendation on if this is right for you and your brand.
how to find your product's sweet spot with rapid sensory research
how to find your product's sweet spot with rapid sensory research
PLAY's sensory specialist, Andrew Turner, discusses how rapid sensory profiling can take your product to the next level by asking your consumers some simple questions.
Not all generations are created equal when it comes to marketing messages. In fact, quite the opposite. It’s one of the main reasons why targeted generational marketing and communications are so powerful (and why memes can be so hit and miss!). Knowing your key audience’s habits, beliefs and channel preferences enables you to hit the nail on the head, every time.
Yet with restrictions starting to ease, liquor consumption has slowed. It may still be some time before we are back ‘to normal’, which means there’s plenty of opportunities for brands and categories to facilitate these occasions in the meantime. So, let’s pop a bottle and dive right in to our top alcohol trends!
video: all you need to know about in-home product testing in 3 minutes
video: all you need to know about in-home product testing in 3 minutes
Once considered an old school research method, in-home usage tests (IHUTs) are the perfect combination of traditional and innovative techniques and should definitely be part of your research arsenal.
With the ability to be customised according to your research needs, there's a good reason they've stuck around. Couple that with the latest advancements in online qual and you can easily gain actionable insights on your products from the comfort of your own home - and that goes for your team, as well as your consumers.
If you're wondering whether an IHUT is right for you, or if you're trying to convince your team (or yourself!) to give them a go, PLAY's sensory expert, Andrew Turner, tells you everything you need to know in less than 3 minutes.
video: FMCG trends and tips to gain a competitive edge during a crisis
video: FMCG trends and tips to gain a competitive edge during a crisis
We were recently invited to share our Play perspective on COVID-19 learnings with the Australian Institute of Food Science and Technology (AIFST). We love a lunch and learn, so we were thrilled to share the insights we've gained from our Australian online community over the past month and a half with some virtual friendly faces.
If you missed out, here's your chance to tune in and learn more about the impacts on purchase and consumption and what's next for FMCG manufacturers.
In our webinar, we cover:
1. FMCG-specific recommendations to explore and help your business adapt during this time.
2. The emerging purchase and consumption trends we're seeing (and how they're evolving).
3. How Aussies are feeling and the kinds of changes they're making in response to the crisis.
Anyone who’s been tasked with building a powerful brand intimately knows the highs and lows of this mammoth task. It’s part science, part art and inevitably, part magic. The good news is, you can shortcut the guesswork with brand research. And the magic? Call us Copperfield, because we can help with that, too.
At PLAY, we’re huge fans of helping you uncover the right insights to drive innovation. One of our many specialties is reviewing and ‘renovating’ existing products so you can find that golden nugget, sooner. With our unparalleled facilities and expertise, we can create the best approach to suit your product, budget and timeline. So, how do you know if it's just a paint job or if the whole house needs work?
Alcohol is a controversial topic in today’s world. While many of us are still fond of a nice, high-quality tipple, the global “wellness” trend has caused some consumers to reevaluate their alcohol consumption and choices. This shift has created an array of new opportunities and challenges for brands and manufacturers.
If you aren’t already, then it’s high time you get to grips with the controversial cannabis legalisation and innovation that’s taking place in Australia and around the globe right now. Read a snapshot from our report below or download the full report for some mind-bong-ling insights.
how to build a sensory story at the largest CLT facility in Australia
how to build a sensory story at the largest CLT facility in Australia
Have you heard? The PLAY team are officially the proud designers and owners of the largest sensory CLT facilities in Australia! Yep, it's true - we don't do things by halves around here. So, without further ado, we'd LOVE to share:
how eye-tracking will transform your shopper research
how eye-tracking will transform your shopper research
Let’s face it, we all judge books by their covers, which is why we invest so much time and resource to nail packaging. We've also heard that eye-tracking is overrated, so we're here to show you just how effective it can be!
sustainability: getting the green light from consumers
sustainability: getting the green light from consumers
You're already well aware that global warming is a hugeproblem and a worldwide hot topic, but do you know how your consumers really feel about protecting our planet? Do you know how your business can benefit from doing the responsible thing?
how to effectively present and share insights within your organisation
how to effectively present and share insights within your organisation
Isn’t this the part we’re all waiting for? Sharing the precious, powerful insights that you’ve worked tirelessly to uncover with the rest of your organisation?
5 ways to get your product into consumers' healthy routines
5 ways to get your product into consumers' healthy routines
Healthy daily routines are certainly a big part of today’s wellness movement but are people all talk, or are they really putting these concepts into practice?
Consumers are increasingly shopping for things like media, personal care, food and fashion online. However, the transition doesn’t come without its challenges for manufacturers, retailers and consumers alike.
In fact, the radical differences in terms of consumer experience between bricks-and-mortar stores versus online is leaving much of the industry feeling stuck and confused about how to cut through.
Lucky for you, the PLAY team live and breathe all things consumer. Get ready to dive into all things FMCG e-commerce, manufacturer and consumer pain points, and how to get the edge.
Price, convenience and taste are arguably the most important drivers for an industry like soft drinks, right?
Wrong.
Our recent research into the explosion of the“naturals” marketmade it crystal clear that these elements are not enough. Consumer demand for natural, healthy and sustainable products has become pervasive.
The highly competitive soft drinks industry is struggling to keep its head above water in the face of growing pressure from both the anti-plastic and anti-sugar movements. So, could leveraging the growing power of "natural" help reverse the tide and achieve sparkling success?
video: the benefits of making market research more human
video: the benefits of making market research more human
This week's blog is pretty exciting. We're talking innovation in FMCG. We're talking consumer-centricity in research. We're talking about how to make market research more human, through video.
Does the term 'concept testing' sound a bit confusing or airy fairy? If you need clarity on how a concept test can help with product development or that big launch you're planning, then allow us to explain! In this post we cover:
What is concept testing, exactly?
Why is it so darn important?
How to put concept testing and development into practice.
Getting a concept test right is all about de-risking a product. Download our Innovation white paper for more helpful insights to take your product from concept to successful launch.
Baffled or bored by the science-y connotations of the term 'sensory research'? We get it. That's why we're diving into the subject in classic PLAY style, to fill you in on:
alcohol trends: tapping into health conscious drinkers
alcohol trends: tapping into health conscious drinkers
As many Australians choose to reduce their alcohol consumption, or even go teetotal for the sake of their health, how can alcoholic drinks manufacturers successfully quench the thirst of today’s evolving consumers?
According to GlobalData’s Q3 2016 Global Consumer Survey, 46 percent of consumers are influenced by how a product will impact their health when shopping for alcoholic drinks. Shoppers are looking for innovative, indulgent drinking experiences minus the headaches and regret. Seems like a catch 22, right? Perhaps not…
We discuss the move from quantity towards quality, the rise of reduced alcohol and dietary requirement friendly options, and the need to cater for convenience as well as experiential indulgence in the Australian alcohol industry today.
Innovation is super technical, costly and intimidating, right? After all, there are numerous scary-sounding steps between initial idea generation and your big product launch; and you don’t want to risk stabbing in the dark just to keep costs down.
So, you end up having to compromise by taking shortcuts or filling in the blanks using educated guesswork, and this can often leave you wondering:“Will consumers actually buy into my new product?”“Will it look right and function properly in practice?”
Well, here’s the exciting part… you no longer need to make that compromise OR risk getting left on the shelf! In this post, learn how we’re blending PLAYful consumer research with the innovation expertise (and toys)at Monash Food Innovation Centre to make real innovation happen.
At PLAY we've seen time and time again how packaging can be one of the most powerful and valuable consumer touch points. However, packaging research and design is a delicate and often bewildering journey with lots of potential pitfalls. In this post you'll learn:
What packaging research entails and best practice.
Why it's super important.
Tips and considerations to help you navigate the journey!
FMCG trends: the rise of small, innovative wellness businesses
FMCG trends: the rise of small, innovative wellness businesses
The FMCG landscape is changing. As health and wellness becomes more of a priority to consumers, the lines are blurring between the domains of consumer goods manufacturers, biopharmaceuticals, cosmetic companies, health services and even the medical world.
Brands today are often guilty of focusing too much attention on the younger generation - the group of consumers typically seen as more 'glamorous' for marketing and product development efforts.
However, today, almost a quarter of the planet’s population is over 50 and as the Australian population ages, 1 in 7 people are now over 65 - and this number is rising.
These older consumers have big spending power and present awesome opportunities for FMCG brands.
In this post we cover:
The ageing population and its opportunities for FMCG brands.
What older consumers are looking for from FMCG brands.
Strategies for the industry to connect with this group.
Snacking has long been a part of most people’s daily lives. The biscuit-in-tea-dunkers. The hummus and carrot stick chompers. The 3pm Coca-Cola guzzlers.
However, the types of food which today's shoppers now perceive as 'snack food', along with their reasons for snacking and chosen consumption occasions, are changing.
Read on and we’ll answer:
How is the snack market growingand changing?
What are the key trends?
What can brands do to take advantage of the opportunities?
retail trends: leveraging the Chinese 'daigou' shopper opportunity
retail trends: leveraging the Chinese 'daigou' shopper opportunity
Australian goods are hot property for Chinese consumers, as growing concerns around product safety and counterfeit items have reduced trust in Chinese products amongst the local market.
Demand for Australian-made is soaring, as a new brand of entrepreneurs emerges from the Chinese student population of Australia. Daigous, or purchasing agents, are buying from Australia and selling on to China - in bulk.
“It’s happening everywhere at the moment, it’s a real movement. Companies like Bellamy’s, a2, Swisse and Blackmores are absolutely cleaning up." (Simon Hansford, Milk Powder Australia)
Find out what's driving this retail trend and how Australian businesses can make the most of the opportunity.
shopper research: applying semiotics for packaging success
shopper research: applying semiotics for packaging success
“Large corporations have been built with the aid of effective symbolism of imagery and colour. Colours and images with favourable symbolism promote a product, a brand, a company. Wrong symbolism often keeps a company from making progress. It can ruin a business and often does.”
(Louis Cheskin)
Over half a century ago, Louis Cheskin, psychologist and marketing innovator, published his manifesto Colour for Profit on the importance of colour and symbolism in packaging.
It was one of the first books to take a scientific approach to brand imagery and design. Cheskin began a tradition of applying semiotics to packaging design in the search for bigger profits and higher brand awareness.
Semiotic analysis has been used to create some of the best innovations in recent years, helping brands fit seamlessly into society; connecting them with consumers' lives and addressing real problems.
Read on to find out why and how semiotics is important for successful packaging design.
shopper research: how fear influences purchase decisions
shopper research: how fear influences purchase decisions
In the past, when someone was out in the wild being chased by tigers (you know, as you do), fear caused a ‘fight or flight’ response. And if you've been watching the news lately, you'll know it's the same response we've seen to #toiletpapergate.
Have you ever been drawn to some fancy-looking packaging or heard about a jazzy new concept, but then found the sensory experience to be a total let down? It happens, but it doesn't have to happen to your product.
With PLAY's holistic approach to product testing, the whole customer experience can be tested and refined so you can more meaningful decisions about your brand.
shopper research: packaging - mind hack your shopper
shopper research: packaging - mind hack your shopper
Do you understand your shopper's mind enough to influence that final purchase decision?
In this postPLAY researcher Dr. Klara Bruveris explores the mind of the shopper in a retail environment with a focus on packaging (one of our favourite topics!).
product testing: is an in-home usage test the solution?
product testing: is an in-home usage test the solution?
Let’s face it: in Australia product testing, sometimes known as sensory testing, can be hugely expensive. It’s easy for companies to burn through their research budget after testing just a couple of products.
There may be some debate about the exact definition of Millennials, but there’s no denying that they're a prominent feature in cultural and economic commentary, with many brands chasing this particular generation of consumers.But how satisfying is the definition ‘Millennial’ to brands nowadays?
PLAY Research Consultant, Katherine Savage, discusses the Millennial mishap and shares her top tips for implementing a segmentation...
So you’ve got an awesome new concept and there’s nothing like it on the market. Of course once it’s created everyone will ‘get’ it, but how do you ensure your market research respondents will understand it.
More importantly, how can you ensure your testers can evaluate your ground breaking concept and give you the feedback you need?
co-creation: the secret to better packaging design
co-creation: the secret to better packaging design
Co-creation is one of the best ways to engage customers. With social media playing such a huge part in our daily lives, it’s now second nature to want to share our viewpoint and offer our ideas on all manner of subjects. Consumers are crying out to be heard and co-creation gives them that opportunity.
packaging matters: new 'country of origin' food labels
packaging matters: new 'country of origin' food labels
Shoppers today pay more attention to food labelling than ever before. More of us want to know exactly what’s in our food and where it has come from.
As a nation, we have an increasing awareness and concern for the environment, animal welfare, safety standards and our own health. What’s more, we want access to this kind of information about the products we buy - quickly, conveniently and in a format we trust. Is this product sustainable and ethical? Is it nutritious? Is it local?
At one time it was carbs, then it was fat but sugar is the biggest public enemy of the moment.
Google searches for “low-sugar” dietsare over-taking “low-fat” diets and millions of people swear by programs such as Australian-born Sarah Wilson’s ‘I Quit Sugar’, to help them achieve health and ‘wellness’.
Aside from the totally acceptable Easter blip (I’m currently polishing off a Lindt bunny), research shows that more of us are trying to eat healthier and lead more active lifestyles.
The Australian convenience industry grew at 4.5% in 2016, and is currently an $8.3 billion industry, according to the AACS State of the Industry Report 2016.
Convenience retailers are adapting. They are focusing on innovation and taking a customer-first approach, which has helped the industry trump grocery growth, year on year, since 2012.
What’s fuelling the robust force of the Australian convenience industry? Let's look at the rise of On The Go food.
3. Innovation.
Passing trend or the future of food?
ask the author