Daypart-specific targeting could unlock new food consumption occasions

More than a quarter of global consumers (27 percent) consider food and drink to be appealing if products are advertised for consumption at a specific time of day, according to research by consumer insight firm Canadean, London. The company’s latest report states that while demographic segmentation is commonly used in food and drink marketing, brands are increasingly launching products for consumption at particular times of the day.

“Habitual consumers respond well to daypart-specific launches from their preferred brands," said Tanvi Savara, consumer insight analyst with Canadean. "Results from Canadean’s global consumer survey, conducted across 31 countries in quarter-four 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.”

This trend aligns with consumers’ newfound readiness to experiment with food or drink products that position themselves as specifically for consumption outside traditional eating hours, the company said.

“Brands such as Cadbury, with its Dairy Milk Medley, are redefining consumption occasions by incorporating ingredients that are reminiscent of meals or desserts in order to extend consumption into new times of the day," Savara pointed out. “Others take inspiration from familiar flavor profiles and add an experimental twist to generate appeal. Alpina Café Selections yogurt, which hails from the U.S., is one such example as it claims to have caffeine content equivalent to about half a cup of coffee and is positioned as the ‘perfect addition to anyone’s morning or afternoon routine.’”

Although time-specific products currently appeal very strongly to those who are brand-loyal, opportunities do exist for manufacturers to target a wider consumer base, Canadean said.

“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," Savara said. "For example, consumers are more likely to snack on health-oriented choices such as fruit and yogurt earlier in the day, whereas indulgence is more likely to be an influence towards the end of the day, with chocolate or savory snacks preferred late at night.”