We've said it before and we’ll say it again: Consumers view products they purchase as an expression of who they are and what they stand for. Enter the lifestyle brand. This type of brand, defined as a brand that attempts to embody the values, interests, attitudes and pastimes of a group or a culture, offers consumers a means of self-expression through their products.
With today’s increasingly connected world, staying detached from life outside of product offerings is no longer the safe bet it once was; - as 73% of Millennials believe that businesses should share a point of view about issues according to MSLGroup. With the amount of branded content that consumers are faced with on a daily basis,Trendwatching.com suggests that in today’s landscape, staying neutral can mean a slow drift into obscurity.
With the rise of social media providing an additional platform for showing off or simply amplifying a stylized version of today’s consumer, the lifestyle brand offers consumers a way to reinforce or supplement their identity by publicly associating themselves with a brand. The symbolic value of a product is determined by more than the functionality of a product. It is driven by the type of benefit the product provides and the actions and convictions of the brand behind the product. Athletic wear is a great example of this phenomenon. Take for instance a well-known yoga apparel company, cultivating a lifestyle brand by offering yoga classes, utilizing sustainable & fair manufacturing processes, promoting a diet that contributes to its ambition of living a healthy life, and supporting an online platform for their consumer community and its interests. The result is a fiercely loyal shopper base who sees themselves -- or who they aspire to be -- in a brand’s messaging.
The good news for companies in the food industry is that they’re particularly well positioned to develop into lifestyle brands. Here’s why:
While the top mainstream flavors—orange and lemon-lime—continue to dominate the beverage market from year to year, there are cultural and consumer trends right now influencing beverage development and giving rise to new, innovative flavors. For instance, there is a large and growing multicultural population in the U.S. and flavors that cater to this multicultural consumer market are gaining popularity.
Health and wellness benefits are no longer simply a matter of physical nourishment; the emotional influence of foods and drinks is also an important consideration. Sensient Flavors is enabling its customers to capitalise on this trend with its new beverage concepts, which help manufacturers create "emotional drinks."
It’s official: your cup of joe has had a serious makeover over the past decade. Traditional drip-brewed hot coffee has been upstaged by lattes, macchiatos, tea & coffee blends, espresso shots, and more. Even iced coffee aficionados are increasingly trading their beloved coffee format for a style that offers an updated taste experience: cold brewed coffee.
Not to be confused with iced coffee (which is essentially hot coffee served over ice), cold brew coffee is a product all its own. Coffee grounds, instead of brewed up hot, are steeped in room-temperature water for as much as a whole day to produce a concentrated mixture. That mixture is then diluted with water, usually by about half, and served chilled. The result? A low-acidity, sweeter, more complex tasting coffee that’s perfect for summertime.
This approach to coffee preparation may remind some people of the traditional “southern style” tea brewing – where tea leaves are steeped in the sun all day to deliver a slower infusion. This also helps avoid over steeping which can add bitter off notes to both tea and coffee.
Why it’s cool:
Here at Sensient, we love a good DIY:
Take about 180 g of coarsely ground coffee, and immerse it in about a liter of water. Cover at room temperature or throw it in the fridge for 16 hours, agitating it every few hours. Then filter, filter, filter until all the coffee grinds are removed from the concentrate. Dilute it down to 50 percent, and enjoy!
Sensient Flavors has developed new beverage concepts that respond to the rising demand for products that influence and balance our emotional state in a gentle, natural way. Health and wellness benefits are no longer simply a matter of physical nourishment; the emotional influence of foods and drinks is also an important consideration. With that in mind, these new products support manufacturers as they strive to create successful "emotion drinks."
Hace unos días, en una famosa exposición, me tocó dar una breve charla sobre innovación. De ahí surgen algunos conceptos que no está de más conversar y revisar, pues si bien son conceptos conocidos y manejados, es necesario volver a ellos para mantenerlos en la mente.