Phileas Fogg - Market Research

Market Research

The positioning of the product is a premium one, with adult flavours such as Spikin' Lime Tortillas, Brie and Onion Toasts and Teriyaki Crackers. These are real gourmet snacks, inspired by real places made for real snack lovers. To enjoy before dinner, with drinks or shared amongst family and friends.

Market Data

The Market - Crisps & Snacks

Estimated Value Sales in 2005

Multiples are enjoying a 68% share of value sales. This has been driven by new launches within "premium" products.

Opportunities for other channels to increase their share is huge.

SOURCE: Mintel Crisps & Snacks May 2005

Market Dynamics

Estimated Value Sales in 2005

The relaunch coincides with favourable market trends, as the crisps and snacks sector is set to continue its steady growth and an ageing population increases the demand for premium food products.

Consumers are becoming increasingly more adventurous in their tastes, trying recipes and food products that are often inspired by overseas travel or the food media.

They want products that fit in with their busy lifestyles where time spent with friends/family is precious.

SOURCE: Mintel Crisps & Snacks May 2005

What makes food premium?

Consumers are willing to 'treat themselves' to snacks that are worth the indulgence, balancing the ongoing demand for healthier products.

Consumers want authentic snacks made with high quality ingredients and free from artificial flavourings and additives, as well as 'marketing speak'.

They want products that are 'special', that in turn make them feel knowledgeable, sophisticated and refined.

High quality products are therefore seen as the most important indicator. This is closely followed by a well known brand.

SOURCE: IGD Shopportunities 2005

Brand awareness

In recently conducted research, the Phileas Fogg brand enjoyed nearly 80% prompted brand awareness. Phileas the character was typically described as 'quirky', 'adventurous', 'warm', 'outgoing' and 'friendly'.

74% of respondents made a prompted association with Around the World in 80 Days.

The majority of respondents said they would have a propensity to buy the product based on the new branding and packaging and expected the product to be of high quality.

This gives the returning brand a great opportunity to re-engage.