MIRHAMI 2030 “Future Images of Food Consumption", Phase

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SECTION II: GLOBAL REPORT SUMMARY & ANALYSIS Mirhami 2030 7. Concerns regarding advertising to children will continue to rise. 8. The idea regarding global vs locally grown is a nice philosophical concept, but logistically impossible. Over 1/3 of the land in the USA cannot be cultivated, hence locally grown is impossible. The climate is so severe in certain areas. 9. Experts could not mention any specific Finnish food brands, however, when Benecol is mentioned, it is known. During the interviews, some key Finnish food companies’ names were mentioned, but they were not recognized as familiar brands. 10. As a summary, responsible foods are required. They are VALUES DRIVEN PRODUCTS. These VDP’s are socially responsible products, creating higher consumer satisfaction, and take into concern the environment. 11. Some of the databases used by Ketchum are Ropers, Vintel, Jaea Lauch and Trends data. She mentioned a combination of sources is required. The Mirhami program should consider these and other information sources— The Roper Center for Public Opinion Research. Information on marketing to women between the ages of 25 – 54 should be of use to the Finnish companies during the workshops. Women: A very interesting communications campaign “PINK”. PINK stands for: © Finpro & Finland Futures Research Centre • Power • Passion • Insight • Inspiration • Networks • Knowledge Today’s women have emerged as a more powerful consumer force than ever before. They now control $3.3 trillion in consumer spending, are responsible for 80% of household buying, control more than 50% of the wealth in America, make 62% of all car purchases and take more than 50% of all business trips. Yet many marketers fail to fully recognize and reach them, treating women as a niche instead of drivers of purchase decisions. Moreover, connecting to women and, especially, the critical demographic of women aged 2554, grows increasingly challenging. This is because the average woman in this group mentally juggles a constant mix of career, family and selfcare decisions at any one moment. A new femaleconsumer concept that Ketchum defines as “multiminding,”Women 25to54 delivers credible messaging that quickly and completely connects to this critical consumer audience. 50
SECTION II: GLOBAL REPORT SUMMARY & ANALYSIS Mirhami 2030 Functional Food Consumer health awareness continues to rise, the increasing availability of health information going hand in hand with the aging of populations and increased propensity for lifestyle diseases. The growing importance of the Senior (50+) demographic will influence functional food sales making it essential marketers cater for this audience's needs. Functional food consumption is growing fast The US market was worth US$21.3bn in 2006 whilst the European market reached US$8bn. The interest in functional foods and drinks has been fuelled by a desire for convenience, as well as health. Busier lifestyles are making it harder to meet nutritional requirements using traditional food and drinks. Consumers are wary about health related claims on food and drink products and skeptical of their efficacy. The breadth of functional claims and the lack of governance and independent validation have fuelled consumer concern. Success in the market is increasingly dependent on establishing a relationship of trust with the consumer. Today’s MultiMinding Woman What is “multiminding”? It is the perpetual state of mind for today’s typical 2554yearold woman, who must constantly deal with the multiple dimensions of her life, whether she’s sorting out a work project, helping with a child’s school project or even relaxing in front of a TV show. At any one moment, she is thinking about choices related to career, household, spousal, motherhood and personal responsibilities. Consequently, these women have moved from “multitasking” to a new level of activity “multiminding.” As a result, these women have little time for commercial messages. Ketchum has created the Women 25to54 offering to precisely address this challenge. Building on a history of capturing media attention for some of the world’s foremost brands and branded products, Ketchum's marketing and communications specialists break through to multiminding 2554yearold women with a fourphase program that identifies, creates, disseminates and reinforces credible messaging for today’s multiminding women: 1. “What Really Matters” Credibility Index The first phase concisely and accurately identifies the messages and messengers that will quickly and credibly resonate with multiminding women. 2. “QuickConnect” Messaging The second phase creates “bitesized,” repeatable messaging for women by employing Ketchum’s QuickConnect Message Map. 3. “ESurround” Programming The third phase determines the right mix of editors, experts, equals, and entertainment marketing outlets to target with communications containing messages that blend with women's lifestyles and surround women with credible information. 4. Consistent Confirmation In the final phase, postprogram activities reinforce purchasing decisions and drive wordofmouth endorsements. THE GREEN TREND The green trend no longer simply concerns environmentally friendly packaging, it has evolved into an entirely new mindset and approach to doing business that more and more retailers are embracing. This trend also affects the purchasing decisions of a growing population, with consumers increasingly demanding greener products from retailers and brands that have © Finpro & Finland Futures Research Centre 51
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