Arts and crafts
Towards the end of last year, Canadean predicted the top trends for 2015; one of which was from mass produced to personalised. The market researcher predicted that the desire for craft offerings will become increasingly influential, with consumers wanting their products to be produced and manufactured on a smaller scale to ensure quality and to feel a closer connection to the brands they choose. By emphasising the exclusivity of a product and the care with which it was formulated, brands will encourage sales among a growing number of consumers who want to move away from mass produced items across the FMCG market.
Figures released by Canadean in early 2015 reveal that a total of 19 per cent of UK consumers have drunk cider in the last six months, but 57 per cent of those cider drinkers only do so occasionally. With consumers still viewing cider as a beverage they only turn to occasionally, manufacturers need to do more to enhance the appeal of cider in the UK – and Canadean says craft production is the way to success.
Two thirds (62 per cent) of cider drinkers say that they would be interested in craft ciders, with the desire for such products highest among younger adults. Raquel Perez-Lopez, analyst at Canadean, says, “The concept of craft cider refers to artisanal brands that are positioned around purity, high quality ingredients and extra care in the production process. Attributes such as authenticity, craftsmanship and quality appeal to consumers who are looking for something extra in their beverages – and cider is no exception here.”
Trends in beer production paint a similar picture, as Sam Allen, analyst at Canadean, says, “Many consumers are becoming bored with traditional flavours, particularly in beer, which has resulted in the rapid growth of smaller scale brewing and craft production.”
What does this all mean for the corporate labels? Feeling the pinch, popular beer brand Budweiser has been attracting attention for taking stabs at its craft competition. An advert aired in the US over the weekend during the Super Bowl says Budweiser is ‘proudly a macro beer’ and ‘not brewed to be fussed over’. Suggesting it is superior to craft brews, it also pokes fun at a fruit ale.
While Budweiser’s vice president of marketing has said the Super Bowl advert was neither an attack on craft beer nor competition in general, I’m not so sure. What do you think?
