Advertorial: Hitting the sweet spot
Combining quality with affordability continues to be the perfect blend, according to Wes Armstrong, Commercial Director, Portion Solutions
“There is no doubt that despite cost-of-living pressures, premiumisation continues to be a strategic growth lever in food and drink,” insists Portion Solutions’ Commercial Director Wes Armstrong.
Recent studies back this up, showing that even when tightening their budgets, consumers are still looking to treat themselves when dining or drinking out.
BALANCE COST VS ADDED VALUE
“We all look forward to a little treat or an affordable indulgence, but it is essential that the customer equates cost with added value*,” says Armstrong.
“Right now, consumers want more for their money, so products have to deliver on taste, texture, quality and authenticity to ensure customers feel they are getting great value with their purchase*.”
UNDERSTANDING THE MARKET
As a leading specialist in out of home, Portion Solutions offers more than 400 different products across a variety of outlets, from bars, restaurants, coffee shops and cafes to business settings and wellbeing venues.
“Our overview of several categories coupled with European insight from sister companies gives us a valuable understanding of market trends,” continues Armstrong.
AFFORDABLE QUALITY
The desire for affordable quality is readily seen in the jam and beverage categories, where adding meaningful premiumisation has proved to be the sweet spot when it comes to driving sales.
“For jams and honeys, we can see that customers are looking for flavour density as evidence of premiumisation,” says Armstrong.
“While for drink syrups and fruit mixes, natural flavours that ensure a great after-taste are becoming essential.”
There is plenty of industry data that agrees. According to CGA’s Opus 2023 survey, 29% of consumers are more likely to pay extra for better-quality drinks, while 53% cited quality ingredients as a key influence when making a decision to purchase.
Portion Solutions reflects these market drivers in its product ranges.
“We’ve just partnered with D’arbo jams, the most-trusted food brand in Austria,” says Armstrong.
“D’arbo has longstanding farmer relationships, ensuring it gets the best quality fruit, which is then gently processed to preserve that all-important taste and aroma.”
Similarly in beverages, Portions Solutions works with Agrana, a global leader in flavour creation, to produce Watson Says syrups and sauces.
“Watson Says is made with 100% natural flavours, so the taste experience is 100% natural too,” explains Armstrong.
“The trick to premiumisation is to have products that really deliver on taste and authenticity but are affordable. After all, consumers expect more for their money.”
FIND OUT MORE
Want to find out more about Portion Solutions? Get in touch at enquiries@portionsolutions.co.uk or visit portionsolutions.co.uk
(Source: *Foodnavigator.com)
Portion Solutions Wes Armstrong
