News’ The Growth D_Stillery Unveils Latest Food Research & Opportunity For Brands

News’ The Growth D_Stillery Unveils Latest Food Research & Opportunity For Brands

The Growth D_Stillery, in collaboration with research partner Verve Australia, has released new research identifying the dimensions of premium that matter most to Australians when it comes to food.

The Food D_Stilled Report looks at how the pandemic accelerated a hunger for premium food experiences, as lockdowns and restrictions meant more time at home, elevating food to the centrepiece of daily life.

Director of The Growth D_Stillery Dan Krigstein explained: “The role of food as a way to connect, express creativity, explore, and find enjoyment has been amplified during these challenging times. This has accelerated the trend towards ‘premiumisation’ of food.

“Cost of living pressures have now dealt a blow to household budgets, forcing Australians to make trade-offs in their food behaviours. However despite becoming more price sensitive overall, Australians are willing to spend on their own personal premiums.”

The research reveals that people are finding ways to protect what they consider premium when it comes to food, and prioritising the purchases and moments that matter most to them.

Five dimensions of premium have been identified, these determine the trade-offs people are willing to make across eating experiences and occasions:

Health – Health is wealth and they won’t compromise on nutrition;

Taste – Food should be a pleasure, if it isn’t why bother;

Socialisation – An experience shared is way more valuable;

Convenience – both ‘Ease and Speed’ and ‘Flexibility and Choice’ – If it makes life easier, it’s worth paying for;

Exploration – Trying new things is an experience worth paying for.

The research identifies ways brands can protect their premium by understanding and delivering to these dimensions, to meet the evolving needs and preferences of their target audiences.

News Corp Australia Managing Director National Sales Lou Barrett said: “Understanding the dimensions of premium in food is crucial for brands to connect with consumers effectively. By creating food experiences that cater to the dimensions of premium that resonate with their target audiences, brands can unlock new opportunities and establish stronger connections.”

The Food D_Stilled Report also reveals that Australians are willing to shop around, compare prices, and make trade-offs to maximise the value of their grocery spending. Two in three people are feeling worse off when it comes to their grocery budgets; and 88 per cent are shopping at more than one grocery retailer indicating greater price sensitivity and also an uplift in catalogue shopping.




Please login with linkedin to comment

The Growth D_Stillery

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]