Food is not just fuel; many consumers turn to food for the emotions and sensations it evokes, whether it be a nostalgic feeling, satiating their desire for adventurous flavour, or a multitude of others; how brands and products make consumers feel is critical to growth and success.
Kantar's latest reports have coined 'Brand Glee', which is when a specific brand becomes associated with a unique sensation. In a digital age, engaging with consumers and allowing them to experience products from their favourite brands across multiple mediums is imperative. Brand content that evokes 'Brand Glee' is one wherein consumers are exposed to brand content that influences a physical sensation or heightened pleasure. This content can be part of an algorithm like Instagram or TikTok, and iconic food brands like Cheetos and Crumbl Cookies openly use this marketing strategy to engage consumers with their products.
Further research from Kantar has shown that brands that improve their consumer experience are far more likely to increase their market share, and Brand Glee does play a pivotal role. However, it is a tool to supplement success, not the sole catalyst of it. Products must also continue to meet people's needs and drive an emotional connection. Brands should be perceived as category trendsetters, and products should be salient as the best option for consumers.
Kantar highlighted three key aspects driving the demand for Brand Glee, including Sense Ability, wherein brands pay attention to basic human senses, including a range of sensory experiences including touch, smell, taste or sound. The second pillar is the Pleasure Principle; as consumers have come to incorporate enjoyment and pleasure in their food experience, they are consistently seeking need ways to implement it into their daily lives, as pleasure and enjoyment evoked by foods are transforming and being defined as a critical aspect of wellness as a whole. The final pillar is Widespread Technology and Platforms Adoption; the capacity of consumption and creation consumers enjoy through multi-sensory content through new technologies has opened many doors for brands to reach their desired consumer audience in various new and exciting ways.
Serene Wilson, Kantar's Global Insights and Digital Analyst, said that current climates fraught with uncertainty and stress have instigated consumers to actively seek ways to escape. Utilising digital tools and creating unique sensory experiences is not just a method of optimising consumer engagement; Gen Zs are not using these to cope but instead to exert and maintain a sense of control as a tool to escape and seek refuge. Brands that offer consumers these methods of escapism and safety by engaging them in unique sensory experiences that soothe and transport them away from the stress of their daily lives will embrace this shift towards Brand Glee.
