Luxe and Limited

FOOD accounts for just a fraction (3%) of the global luxury market, but in terms of turnover it is forecast to bring in €39 billion this year alone. Bain & Company’s analysis places the overall 2013 market at €800 billion of affluent spending, up six per cent over 2012, and on track to approach €1 trillion within the next five years.

According to Bain’s “Luxury Goods Worldwide Market Study, 12th Edition”:

●The Middle East remains relatively strong, with five per cent growth. Sales remain strong in Dubai as well, whilst Saudi Arabia is also gaining share to become the region’s second largest luxury market.

●Africa is increasingly demonstrating its attractiveness as a high-potential region, with 11 per cent growth and expansion into new markets such as Angola and Nigeria beyond its traditional strongholds of Morocco and South Africa.

A taste for luxury

Prestige shops, exemplified by the French luxury food group Fauchon in Dubai and Casablanca, are bringing a taste of luxury to Middle East and Africa. During the group’s ‘éclair Week’ in September, Fauchon chef Philippe Morbelli in the Middle East develops new recipes inspired by local cultures and traditions. The opening of every new Fauchon store represents an opportunity to design an éclair inspired by local tradition: in Casablanca, the éclair is flavoured with orange flower; Dubai’s offering showcases the date whilst Kuwait’s éclair is dedicated to the fig.

Trade events are another way to showcase gourmet foods and to introduce speciality and limited edition brands. The ‘Speciality Food Festival’, a dedicated gourmet and fine food trade exhibition held recently in Dubai, is indicative of the strong market potential for luxury consumables in the region. Focused on the premium food market, the three-day event showcased fine foods, from special breed meats to luxury chocolates, fresh organic produce, and some of the rarest and dearest edibles – 24-carat gold leaf, flakes, and dust, for instance– sought after by chefs in the region.

Part of the package

Consumables achieve their luxe status because of their source, process and technology, but premium foods and beverage also require packaging and packaging designs that manifest their distinct status.

“Packaging must be so much more than functional. It is the pure expression of a brand. To truly be considered creative, design must connect the brand both emotionally and rationally to be desired by the consumer,” said Lor Gold, global chief creative officer at SGK,  a leading global brand development, activation and deployment company that drives brand performance.

Brand expression is at the forefront of the Pentawards Worldwide Packaging Design Competition, the first global awards competition devoted exclusively to packaging design. Over 1,400 entries from five continents and 49 countries were received at the 2013 Pentawards.

An international jury composed of eminent marketing specialists and designers from Europe, the Americas and Asia Pacific selected the winners in accordance with the creative quality of the work submitted. Award-winning products at the gala Pentawards presentation in Barcelona, Spain, ranged from health supplements to olive oil.

Great packaging tell a story

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