USA

FMCG Reports

Understanding consumer attitudes to dairy in the US in 2017

Published: December 2017 This Category Survey report examines consumer attitudes to dairy consumption in the US, analyzing consumption traits, motivations and need states at the sub-category level. The report examines issues such as the extent that consumers turn to dairy products, how their consumption habits are changing, attitudes to nutrition, the importance of health and purity, attitudes towards private label, what key product claims are important to consumers and what are their need states when turning to dairy at different times of the day. The report provides strategic recommendations when targeting evolving consumer attitudes and behaviors in the sector.

Categories: Category Insight, Dairy
Regions and Countries: North America, USA

Understanding consumer attitudes to packaging in USA 2017

Published: November 2017 This Category Survey report examines consumer attitudes and behaviors in the US when it comes to the topic of grocery packaging. The report examines the key purposes, concerns and frustrations associated with packaging, as well as what packaging features can encourage trade-up. The report is split into six areas examining packaging and recycling,  packaging and safety, packaging and color, packaging and features, packaging and design and awareness towards different material sources. The report provides strategic recommendations on how packaging can be used to capture consumer attention and maximize perceptions of value when it comes to groceries.

Categories: Category Insight, Packaging, Packaging Insight
Regions and Countries: North America, USA

Good Thins - the successful launch of a clean label, better-for-you snack

Published: August 2017 This Product Case Study examines the successful launch of  Good Thins, a brand launched in the US in 2016 and one that has established itself within the savory snacks market in a short period of time. The report examines how the brand successfully aligns with a number of key trends in the snacking market, such as growing demand for clean label, lighter and gluten-free offerings. The report also examines how the use of "real" ingredients and a wide variety of available flavors helps offset any concerns that such a better-for-you offering may compromise on indulgence. The report provides strategic recommendations for industry players targeting the snacking market when it comes to evolving consumer trends.

Categories: Food, Product Case Studies
Regions and Countries: North America, USA

Evaluating taste and nutrition in the US in 2017

Published: June 2017 This Taste & Nutrition Country report examines the topic of taste and nutrition in the US at a time when consumers are simultaneously demonstrating higher levels of self entitlement when it comes to seeking out groceries for moments of indulgence, whilst being more concerned about their health and waistlines than ever before. The report examines key strategies that the food and drink industry can adopt, in order to improve the nutritional value and healthiness of diets in a compromise free manner.

Categories: Country, Taste and Nutrition
Regions and Countries: North America, USA

Understanding consumer attitudes to clean label in the US in 2017

Published: June 2017 This Taste & Nutrition report examines the issue of clean label in the US, identifying opportunities for industry players in the food and drink sectors, and highlighting what pitfalls to avoid. The report examines consumer awareness to clean label and what claims related to clean label are of most importance to consumers across a number of food and drink sectors. From this, the report then focuses on the issues of ingredient and nutritional labeling simplification, providing strategic recommendations on how to make clean label claims more influential on purchase behavior.

Categories: Clean Label, Taste and Nutrition
Regions and Countries: North America, USA

Understanding consumer trends in the USA grocery market

Published: February 2017 This Country Profile examines evolving consumer attitudes and behaviors in the US grocery market using FMCG Gurus' eight mega-trend framework. The report examines key topics such as health and wellness, quality and indulgence and convenience and simplicity, identifying how trends are evolving and what opportunities and threats these are creating for the FMCG industry.

Categories: Country Profiles
Regions and Countries: North America, USA

Understanding consumer trends in the USA grocery market 2015

Published: October 2016 This Country Profile report provides a holistic and strategic analysis of consumer attitudes, behaviors and trends in the US, and the impact and influence these have on consumption behaviors in the country. The report examines key trends such as Health and Wellness, Convenience and Simplicity and Quality and Indulgence based on FMCG Gurus' eight mega-trend framework, providing insight and strategic recommendations for FMCG industry players to capitalize on evolving trends in the US.

Categories: Country Profiles
Regions and Countries: North America, USA

SpikedSeltzer and the development of the alcoholic carbonated water category

Published: June 2017 This Product Case Study examines the launch of SpikedSeltzer, a brand touted as a pioneer of the alcoholic carbonated water sub-category. The report examines the growth of the brand and also the category in general, looking how the consumption habits of young adults when it comes to alcoholic beverages are changing. The report highlights the opportunity for alcoholic brands to diversify within traditional sectors, with consumers wanting products that offer fun and enjoyment whilst at the same time, wanting products that have a better quality positioning. The report concludes how sub-categories within the alcoholic beverage market will become increasingly common.

Categories: Alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

Consumer and Market Trends - Soft drinks in the US

Published: April 2017 This Category Insight Report examines the soft drinks sector in the US from a market and consumer perspective. Examining the carbonated soft drinks, concentrates, juice, sports and energy drinks and bottled water categories, the report provides historical and projected market data figures, consumer survey insight on the soft drinks market when it comes to key trends such as health, energy, quality, experience and transparency, as well as strategic recommendations for targeting the sector.

Categories: Category Insight, Non-alcoholic beverages
Regions and Countries: North America, USA

Consumer attitudes to functional food and drink in the USA 2017

Published: March 2017 This Taste & Nutrition Claims report examines consumer attitudes in the US to food and drink products that promote long-term and day-to-day health benefits on product packaging. The report examines attitudes to the following long-term health issues -heart health, bone health, gut health, muscle mass, age-related muscle loss, blood sugar levels and diabetes. The report also examines the following day-to-day health issues - energy, mental wellbeing and physical appearance. The report examines why consumers are interested in functional grocery products, the levels of appeal of health claims and the extent that they are seeking out such products - and in what product sectors, before making strategic recommendations on how to capitalize on this.

Categories: Claims, Taste and Nutrition
Regions and Countries: North America, USA

Not Your Father's Root Beer - the successful creation of the hard soda category

Published: March 2017 This Product Case Study examines the successful launch of Not Your Father's Root Beer in the US by Small Town Brewery. Originally launched in 2012 and then  distributed nationally in 2015, the beverage is seen as a pioneer in the development of the hard soda category. The report examines how the brand manages to successfully combine nostalgia and artisan production techniques, and uses its positioning to create universal appeal among men and women. The report also identifies future challenges that such brands will face.

Categories: Alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

Consumer and Market Trends - Dairy in the US

Published: March 2017 This Category Insight Report examines the dairy sector in the US from a market and consumer perspective. Examining the milk, cheese, yogurt, ice cream and butter and spreads categories, the report provides historical and projected market data figures, consumer survey insight on the dairy market when it comes to key trends such as health & wellness, quality & indulgence and comfort and trust, as well as strategic recommendations for industry players targeting the sector.

Categories: Category Insight, Dairy
Regions and Countries: North America, USA

Consumer and Market Trends - Bakery in the US

Published: February 2017 This Category Insight Report examines the bakery sector in the US from a market and consumer perspective. Examining the biscuit, bread and cakes & pastries categories, the report provides historical and projected market data figures, consumer survey insight on the bakery market when it comes to key trends such as health & wellness, quality & indulgence and convenience & simplicity, as well as strategic recommendations for industry players targeting the sector.

Categories: Bakery, Category Insight
Regions and Countries: North America, USA

V8 Protein range: the importance of brand identity in the on-the-go market

Published: February 2017 This Product Case Study examines the launch - and discontinuation - of the V8 protein range in the US by the Campbell Soup Company. The case study examines how the product range failed due to a lack of brand identity and being over-reliant on marketing around protein content to drive sales, as well having a confused product positioning when it came to taste and nutrition. The case study concludes with key strategies for effectively targeting the on-the-go market.

Categories: Food, Non-alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

Satisfries the dangers of poorly communicated health benefits

Published: January 2017 This Product Case Study examines the launch of Satisfries by Burger King, crinkle cut fries which were positioned as a better-for-you option than regular fries, but were ultimately discontinued in the majority of outlets in North America only twelve months after launch. The case study examines the challenge of launching healthier offerings in the foodservice sector, how it is crucial that better-for-you offerings do not detract from brand identity and how consumers need to clearly recognize the health benefits associated with such products.

Categories: Food, Product Case Studies
Regions and Countries: North America, USA

FATWater: the challenge of promoting fat as a “better-for-you” ingredient

Published: January 2017 This Product Case Study examines the launch of the functional beverage FATWater in the US in 2015. The report examines how the launch was designed to target both the coconut water and energy drinks markets with an alternative functional beverage that promotes fat content that can actually help aid weight loss. The report examines some of the challenges faced from a market and consumer perspective, and what pitfalls brands can look to avoid when launching similar functional offerings.

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

Dave's Killer Bread: The successful launch of a better-for-you bread

Published: October 2016 This Product Case Study examines the launch of Dave's Killer Bread in the US, an organic wholegrain bread brand. The case study examines how the brand has effectively used story-based marketing whilst also aligning with evolving consumption habits in the US bread market to record very positive sales. The case study highlights the benefits of successfully targeting health trends such as positive nutrition and ingredient simplification, without compromising on perceptions on taste or making a product appear too functional.

Categories: Food, Product Case Studies
Regions and Countries: North America, USA

French Toast Crunch – the successful relaunch of a brand around nostalgia

Published: August 2016 This Product Case Study examines the successful re-launch of the US cereal brand French Toast Crunch almost a decade after it was discontinued in America. The case study examines the importance of eliciting an emotional reaction and using digital content when it comes to targeting young adults with breakfast products, and how taste and indulgence prioritize health when it comes to morning consumption occasions.

Categories: Food, Product Case Studies
Regions and Countries: North America, USA

Examining small basket shopping habits in developed economies

Published: July 2016 This Shopper Insight report examines shopper habits when it comes to top-up shopping occasions to purchase a small number of grocery items. The report examines the extent that such shopping missions are pre-planned or impulsive, which retailers do shoppers tend to visit, what items they purchase and what are their general attitudes and behaviors when engaging in such a shopping trip. Based on this, the report then identifies key ways in which retailers can have more of an influence on top-up shopping occasions.

Categories: Shopper Insight
Regions and Countries: Europe, Germany, North America, UK, USA

Dollar Shave Club – using a no nonsense campaign to create a successful brand

Published: July 2016 This Product Case Study examines the performance of Dollar Shave Club in the aftermath of its sale to Unilever. The case study examines how the brand has captured a significant amount of the US razor blade market in a short period of time, through using digital marketing campaigns and membership services to capture consumer attention and promote both the affordability and the quality of its razor blades.

Categories: Personal Care, Product Case Studies
Regions and Countries: North America, USA

Dr Pepper Ten - the difficulty of changing consumer perceptions

Published: April 2016 This Product Case Study looks at the launch of Dr Pepper TEN in the US carbonated soft drinks market in order to target health conscious males who were concerned about their intake of high sugary drinks, but didn't want to be seen buying diet products. The study looks how the brand struggled due to the confused positioning of the beverage in the market, and the masculine style advertising of the brand failed to capture its intended target audience.

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

Shopper Insight US Survey 2015

Published: October 2015 FMCG Gurus survey data of 1,000 respondents in the USA on their grocery shopping behavior. The data is broken down by age, gender and whether the respondent does their main grocery shop in-store or online

Categories: Shopper Insight
Regions and Countries: North America, USA

Shopper Insight Main Report US

Published: October 2015 This Shopper Insight Report examines the US shopper and their attitudes and behaviors across the shopper journey when doing main and top-up shopping trips. The report examines how consumers prepare for such shopping trips and the way in which they shop, their opinions towards promotional offers, private label, new products and aisle design, and how they evaluate the shopping experience afterwards

Categories: Shopper Insight
Regions and Countries: North America, USA

Optivia and the dangers of over promoting health benefits

Published: November 2015 This Product Case Study examines the de-listing of the Optivia brand from the UK cereal sector and the reasons behind this. The case study examines the risk and danger of over-emphasizing the health benefits of products and how much consumers are influenced by health claims in the morning

Categories: Food, Product Case Studies
Regions and Countries: North America, USA