Report: Global consumer survey reveals increasing popularity of time-specific products

Consumers across the world are experimenting more with time-specific products, according to a report by Canadean.

Titled 'Trend Sights Analysis: Product Specificity; Addressing the consumer need to share products, services, and experiences', the report provides results of a global consumer survey conducted across 31 countries.

Results from the survey reveal that 27% of consumers are adopting food and drink products marketed as ideal for consumption during a particular time of the day. These trends have given rise to new food consumption occasions and provide a number of opportunities for companies with daypart-specific launching of products.

Brands are incorporating ingredients in their products, which are usually consumed during a particular time of the day. Cadbury, for instance, has incorporated ingredients in its Dairy Milk chocolate that represent desserts. Similarly, Alpina Café Selections has incorporated caffeine in their yoghurt products and positioned it as one that can be consumed in the morning.

Consumers are also showing their willingness to experiment with such products, says Canadean. This trend is more dominant in consumers, who are loyal to their favourite brands, according to Canadean consumer insight analyst Tanvi Savara. Results from the survey have revealed that almost a third of regular soft drink consumers and 34% of regular snackers are interested in daypart-specific products.

Opportunities do exist for brands to reach a wider consumer base by identifying the purchase motivations of a particular product for that specific time of the day. Consumers, for example, may prefer a healthier option during the early hours of the day and a more indulgent option such as chocolate during the night, adds Tanvi.