Loyd Grossman Case Study

Capitalizing On Consumer Desires For Authentic Ethnic Foods

Publication Date	September 2007
Publisher	Datamonitor
Product Type	Report
Pages	11
ISBN Number	not applicable
Product Code	DAT07388

Price

£160.00
approximately: $234 | €175

PDF

PRINT £210 ($307 | €230)

Order above formats by FAX

Summary

Introduction

This report on the Loyd Grossman brand forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the Loyd Grossman ethnic food brand, which encompasses foods predominantly cook-in sauces inspired by a wide range of countries.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Companies mentioned in this report:

Premier Foods plc

Content

Catalyst
Summary
Analysis
- Loyd Grossman offers a diverse range of ethnic sauces, reflecting consumers' willingness to experiment and experience new taste sensations
- The UK is the leading European market for ethnic foods, including sauces
- The Loyd Grossman range covers a diverse range of foods, from Indian and oriental to Italian style dishes
- The strong growth of the range reflects the fact that consumers have more wide ranging tastes
- The brand's premium positioning is marketed through the use of sauce provenance, seasonal ingredients and on-pack promotions
- Provenance and authenticity are highly touted attributes reflecting important consumer trends
- Loyd Grossman introduced seasonal variants in 2004, reflecting how the freshness trend is influencing the brand
- The Grossman line has been expanded to include healthy-indulgent snacks
- Grossman's soup range further stresses a premium positioning through its packaging, including on-pack promotions
- Celebrity food lines are on the increase, showing that consumers place trust in the choices of well known personalities
- Loyd Grossman faces increased competition from a number of TV chefs and personalities launching their own food lines
- The brand's marketing stresses Grossman's hands-on, proactive role in product development, which serves to strengthen brand credibility and consumer trust
- The brand's website includes tips from Grossman, offering ways consumers can expand their cookery skills and personalize meal choices
Appendix
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Tables
- Table 1: European ethnic food retail market, by country (US$ m),
- Table 2: UK ethnic food retail market by category (US$ m),
List of Figures
- Figure 1: Loyd Grossman foods take inspiration from Indian, oriental and Italian style cooking
- Figure 2: Loyd Grossman is one of Premier Foods' smallest brands by value, but is fast growing
- Figure 3: Celebrity food lines are increasing in the UK