Time-specific product launch boosts consumer appeal

FINDINGS of a new study indicate the time of day by which brands launch products may have an impact on consumer appeal.

The latest research from consumer insight firm Canadean reveals 27 percent of global consumers find food and drink appealing if advertised at a specific time of day. The report, titled “Trend Sights Analysis: Product Specificity; Addressing the consumer need to share products, services, and experiences” further posits that more brand launches are done at specific times of the day even though demographic segmentation remains a key consideration in food and drink marketing.

This reflects the growing trend amongst consumers to experiment with food or drink products positioned as suitable for consumption outside traditional eating hours.

According to Canadean consumer insight analyst Tanvi Savara, daypart-specific launches are well-received by habitual consumers with preferred brands. 

“Results from Canadean’s global consumer survey, conducted across 31 countries in Q4 2015, show that nearly a third of regular soft drink consumers find time-specific products appealing. Similarly, 34 percent of regular snackers find themselves tempted by products advertised for consumption at a specific time of the day,” Savara added.

Other brands use ingredients closely associated with meals or desserts to redefine consumption occasions, according to Savara. Some experiment with twists on familiar flavour profiles to boost their product’s appeal.

Brands such as Cadbury with its Dairy Milk Medley use the first approach to extend product consumption into new day times. US-based Alpina Café Selections adds caffeine to its yoghurt to position it as a ‘perfect addition to anyone’s morning or afternoon routine.’

Manufacturers can continue to target a broader consumer base even though brand-loyal users have strong preference for time-specific products.

“Brands seeking to leverage time-of-day positioning successfully should not just identify the daypart for which a product is formulated, but also address the purchase motivations that are most relevant for that daypart, through formulation and marketing. For example, consumers are more likely to snack on health-oriented choices such as fruit and yoghurt earlier in the day, whereas indulgence is more likely to be an influence towards the end of the day, with chocolate or savoury snacks preferred late at night,” Savara said.