Study: Food and Drinks Can Be More Appealing at a Specific Time of Day

Over a quarter of global consumers (27%) consider food and drink to be appealing if products are advertised for consumption at a specific time of day, according to research by consumer insight firm Canadean.

The company’s latest report states that while demographic segmentation is commonly used in food and drink marketing, brands are increasingly launching products for consumption at particular times of the day.

Tanvi Savara, Consumer Insight analyst at Canadean, explains: “Habitual consumers respond well to daypart-specific launches from their preferred brands. Results from Canadean’s global consumer survey, conducted across 31 countries in Q4 2015, show that nearly a third of regular soft drink consumers find time-specific products appealing. Similarly, 34% of regular snackers find themselves tempted by products advertised for consumption at a specific time of the day.”

This trend aligns with consumers’ newfound readiness to experiment with food or drink products that position themselves as specifically for consumption outside traditional eating hours.

Savara continues: “Brands such as Cadbury, with its Dairy Milk Medley, are redefining consumption occasions by incorporating ingredients that are reminiscent of meals or desserts in order to extend consumption into new times of the day.”