Brand Strategies for Food and Drink provides a snapshot of the overall state of global food retailing at the beginning of the 21st century with an emphasis on Europe.
Offering a basis on which near-term projections can be made, this report examines how new trends are driven by demographic and cultural changes, discusses the impact of globalization on marketing and consumption, and tracks the potential impact of eCommerce and the Internet on the food and drink sector across the continent.As the food and drink industry reinvents itself for the new global economy, it is crucial that industry leaders understand the rapidly changing dynamics of one of humankind's oldest industries:
• Identify food and drink sectors with high growth potential, like organic and nutraceutical products.
• Track key trends in demographics and changing patterns of work and leisure that are having an immediate impact on food marketing and retailing.
• Explore how purchasing decisions are made based on the relative importance of such key factors as "quality," "price," "taste," and "healthfulness".Brand Strategies for Food and Drink has been designed to provide strategists in the food and beverage industry with the intelligence they need to make effective decisions about marketing their products in todays rapidly changing environment.
The report does this through:
• Analysis of how changing consumer lifestyles and expectations are changing the face of retailing in Europe.
• Data and forecasts on sales of specific product categories in selected European countries.
• Case studies include McDonalds and Coca-Cola vs.
Pepsi although the main focus in this report is by country hence giving you analysis of trends i.e.
organic, GM Foods, functional foods, Spicy foods, nostalgia foods etc.
• Profiling of the "new consumer" in terms of lifestyle and demographics.