Social media has transformed the way food manufacturers can engage in emotional marketing and foster brand love among consumers – but tread carefully because it also magnifies errors if you get it wrong, warns one digital marketer.
Understanding how products' sensory characteristics and packaging both individually and synergistically provoke emotions in consumers can help manufacturers to design and optimise products, say researchers.
Consumers are looking for foods and drinks that influence how they feel, whether that’s a drink that helps them sleep, or an indulgent ice cream. Mintel’s global food science analyst Laura Jones explains.
While many studies have linked depression and bad moods to food intake, it may actually be that good moods and positive emotions are the main driving factor for food indulgence, according to new research.