Exploiting health and taste drivers has enabled two brands, in recent studies, to justify premium positionings and capture consumer interest.
snacking and health convergence
Consumers addiction to snacking, driven by physical appetite and behavioural occupation, means that the prospect of a positively healthy and natural (fruit and vegetable based) snack was exceptionally well received.
Achieving this and enhancing the proposition with great taste and low calorie benefits helped justify the price premium.
Snacks catering for adult issues and concerns challenge child oriented conventions which dominate the market. Achieving adult connectivity helps to elevate the offer in terms of real food values and price point.
Milk cheaper than water
With the price of milk being perceived as 'cheap' and 'great value' why would consumers want to pay a premium for a non dairy alternative?
Non dairy options are no longer substitutes for those with lactose intolerance. Rather, they are perceived as healthy options with a real complementary taste benefit.
The soya milk sector is growing in terms of relevance and sophistication. The portfolio of products now includes different non dairy based milk offers including; hazelnut, almonds and coconut. Each contributes to health as well as delivering delicious taste dimensions to everyday drinks and dishes.
Once again, compelling health and taste communications can justify a premium price in price oriented, commodity markets.