Play With Your Food: In the modern world, snack shapes are the secret weapon of all brands.
Remember, when you were a child, you were told by your elders, "Don't play with your food"? Well, things have changed now and modern food science and consumer research are officially putting that rule to the test!
Today, snacks aren't just a quick bite to get rid of your hunger but also something to experience, look at and express oneself. MarketGenics had the opportunity to work with a prominent frozen snacks pioneer, maker of specialties such as French Fries, Burger Patties and Cheese Poppers, to break down what truly captures the attention of today's consumers.
Conducted across Ahmedabad, Bangalore, Delhi NCR, and Mumbai, our comprehensive Shape Design Assessment revealed how smart design and playful geometry can drive major brand attraction.
Here is what we found out when we asked 1,000 snack enthusiasts and household decision-makers what makes them choose
1. The Household Power Dynamic: Mothers Meet Gen Z & Gen Alpha
When making a snack that sells, you need to please two very different customers: the Gen Z / Gen Alpha consumer who demands novelty, and the Mother who makes the final purchasing decision.
Our 50-50 split research framework showed that while mothers look for trusted quality and wholesome value, younger consumers are looking for more of fun, excitement and ofcourse taste. To success in today's competitive marketplace, a snack must hit the sweet spot of satisfying both nutritional/quality standards and youthful taste desires.
2. Vibe Check: Matching Snacks to Screen Time
What and how we snack is completely dependent on what we are doing. The study brought into light different lifestyle aspects in Indian urban centers.
- For instance, we have the "binge-watching and chilling" consumers who prefer snacking as the perfect movie companions with comfort foods such as French fries and popcorn.
- Social media is king, and French fries and chips are its sidekick, in the Scroll & Crunch.
- The Gamer Gang: Gamers have altogether distinctive requires. French fries are strong, cookies take the gold medal in the game session where it's imperative to have something quick and mess-free.
3. The Psychology of Shape: Why Smiley Fries & Little Hearts Win
Does shapes matter? Half of the respondents responded yes – that snack shape does have an impact on whether or not a product is in the shopping cart. In our research we charted the symbols and icons that have a deep connection with younger people: Gaming and Animal Motifs were the most culturally relevant visual cues. Other icons that did well in terms of relatability included abstract designs, binging icons, hearts and currency symbols. And if we check out past market successes, like Smiley Fries, Little Heart Biscuits and Nachos, it is seen that shapes definitely make eating an interactive, emotional event instead of a mundane task.
Building a Global Brand Through Local Insights
Innovation begins at the discussion board – or at the molding machine – when brands look to expand their reach, without compromising quality. Prior to this, when a brand sees that a French fry in the shape of a smiley or a cookie in the shape of a heart can immediately generate consumer trust and happiness, it will find in these shapes a powerful incremental consumer consumption.
At MarketGenics, we believe that data tells a story, and great design brings it to life.
Ready to shape your brand’s next big product innovation? Reach out to MarketGenics to explore our bespoke research capabilities.