You eat what you are: How today's trends shape our cuisine
If you look closely enough, you might find yourself part of a "microtrend" that influences the types of food people are buying, said Ron Rentel, founder of Consumer Eyes, a New York-based marketing firm. His company specializes in identifying influential consumer types, which he calls "C-Types," and helps clients tailor products to these consumers.
In his book, "Karma Queens, Geek Gods & Innerpreneurs" (McGraw Hill, $24.95), Rentel outlines nine C-types. He discussed five of the types who are most influential in food marketing during a seminar in Dallas last month, sponsored by the Dallas Morning News and the Pillsbury Bake-Off.
Rentel described today's mass audience as "fractured," with many small markets.
"If you go online and see what people are reading, it's amazing how you can pinpoint all of these special niches," said Rentel.
Instead of relying on focus groups or surveys, staffers follow people through their daily lives in real-world settings.
"No matter what a consumer might say about her condiment usage, there's no substitute for opening up her fridge and seeing a crusty bottle of hot sauce on the back of the shelf and a well-used bottle of mayonnaise up front," he said. "When we helped V8 develop V8 Splash, the key insights surfaced at a juice bar in Walnut Creek, Calif."
"The luxury market isn't going to go away," said Rentel. "I don't think Whole Foods is going away because of the economic downturn."
Once you're familiar with the various C-types, it can be amusing to spot ads that target them. For instance, realization might dawn that that those silly TV beer commercials are geared to "Middlemen," the single, 18- to 30-year-old guys who haven't quite grown up yet.
"Middlemen have shaped our popular culture, because they've had a huge impact on what people think is funny right now, and the kind of shows on TV and the films that reap big profits," Rentel said.
Do you recognize any of the following C-Types? They could be your neighbor, a co-worker, a fellow PTA parent, or they could even be you.
E-LITISTS
"Green is the new black" is their motto. E-litists are ages 25-55 and upper middle-class, so they can afford to juggle environmental values with a penchant for luxuries.
"They want the badge of green but don't want it to get in the way of convenience or premium quality," said Rentel. "Ten to 15 years ago, if you tried to sell green, it didn't work. Now it's a marketer's dream."
Products that have successfully tapped into the eco-friendly mentality include Stonyfield Farms' organic yogurt, Brita water purifiers, Niman Ranch natural beef and anything made with hemp or acai berries. Favored brands include Amy's Kitchen, Annie's Homegrown and Newman's Own Organics.
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