UK grocery store retailer Waitrose recently teamed up with food brand Glorious! to offer a soup competition that allows consumers to suggest new flavors for the Glorious! SkinnyLicious to-go soups. This allows the brand to tap directly into the wants of consumers to discover new flavors and tastes that they are seeking.
The competition encourages fans of the Glorious! brand to suggest new flavors for soups and have the winning selection be made into one of the brand's official products. The soup will be available for purchase through Waitrose and the winner will be awarded a monetary sum of vouchers to spend at the retailer.
Consumer competitions function as large-scale focus groups allowing brands to find out exactly what types of products and flavors consumers wish to see in upcoming products.
Key Themes Behind This Trend
- Consumer-driven Soup Competitions
- Brands can leverage consumer competitions to tap directly into the wants and needs of their target demographic to discover new flavors and tastes.
- Crowdsourced Product Development
- Crowdsourcing ideas from consumers for new products and flavors is an innovative way to get ahead and stay ahead in a competitive market.
- Customization and Personalization
- Personalized flavor options give brands the ability to differentiate themselves from competitors with unique selling points for consumers.
Where This Applies
- Food and Beverage
- Food and beverage companies can leverage consumer-driven soup competitions and crowdsourcing product development to create new and on-trend flavors that appeal to a wider audience.
- Retail and Grocery
- Retailers and grocery stores can utilize consumer competitions to gather valuable insights from their shoppers and collaborate with food brands to offer exclusive products and flavors.
- Marketing and Advertising
- Marketing and advertising agencies can use consumer competitions and crowdsourced product development to create effective campaigns that resonate with consumers seeking unique and personalized products.
