Current Macro trends
- Social mobility > ability to move up classes easier
- Environmentalism, planet consciousness
- Socially progressive> homophobic
- Conscious consumption: Healthier food as a dietary choice
- Digital communication and two way communication
- User experience, divest from marketing advertising more invested into product design
- Critical realism, consuming things because they are realistically beneficial on features and benefits not just sign value
- Gender roles diversifying
- Work office culture
- Service based economy instead of just providing the product
- Provenance authenticity showing where ingredients are from etc
- Rise of artificial intelligence
- Growth of micro influencers
- Thought leadership (being an expert on the industry)
- Quality over quantity*
- Increase demand in transparency
*Farmbake focus on traditional flavours and emphasise the quality of their chocolate chip cookie, while Earnest Adams focuses on Christmas flavours and other baked goods (e.g “brandy snaps, éclairs, profiteroles and meringues”). Relating back to the above macro trends, Kiwi’s are much more interested in the authenticity and quality of a product as opposed to the number of flavours available or obscurity of those said flavours.
Idea 1: gooey centre (caramel/Chocolate/raspberry/hazelnut) using provenance macro trend i.e marlborough salted caramel, hawkes bay raspberry etc. Can also utilise macro trend of user experience i.e heat up biscuit for the ultimate gooey centre, and macro trend of environmentalism using a recycled box as packaging,
Luxurious, decadent, quality over quantity, treat yourself, you deserve it, deliciously crafted, artisan ingredients, refined, home baked goodness, taste of home (provenance), indulgence
Target audience: young pros (disposable income), gen x (luxury + connection to provenance, nostalgia childhood home baked biscuits and milk)
Inspired by whittakers artisan range, craft beer,
Idea 2: kiwi biscuits, modern twist on afghan, anzac, yoyos, chocolate sante chip, maybe shortbread, peanut brownie? Utilise macro trend of patriotism, nz is cool, nostalgic resurgence. Provinance in ingredients (same as above)
Packaging: old school kiwi memories, biscuit tin imagery on a cardboard box, 1950’s feel
Idea 3: simple/traditional flavours: choc chip, chocolate, anzac, mint slice, (https://www.thehits.co.nz/random-stuff/new-zealands-biscuit-of-the-year-has-been-revealed-and-its-very-controversial/ - voted most popular nz biscuit of the year in november 2017)
Focus on minimal and quality ingredients - packaging could show deconstructed cookie (e.g only made with butter, milk, sugar, flour etc). The quality of the ingredients and cookies could lead onto authenticity where the packaging reflects where the ingredients are sourced (could all be nz based?) the honesty of the ingredients develops the idea of quality in the consumers mind.
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