Based mostly in Sydney, Cormac has over a decade of expertise in FMCG insights. He tracks market tendencies, client behaviour and product innovation to offer cross-category insights. With experience in our Buy Intelligence device, he helps shoppers perceive what new product propositions are profitable in driving buy intent.
In November 2021, Starbucks teased a brewing collaboration with pop music icon Taylor Swift forward of the singer’s re-release of her ‘Pink’ album. After dropping a number of hints, Starbucks formally introduced that her favorite order (a caramel non-fat latte) can be out there on its menu as ‘Taylor’s Latte’, and songs from her album can be performed in-store for its ‘Pink Season’.
Posts referencing ‘Taylor’s Latte’ blew up on US social media, and such collaboration exhibits the potential to succeed in shoppers by uniting two passions: espresso and music. Listed here are some methods that manufacturers can discover:
Espresso manufacturers faucet into the escapism of music
Customers already affiliate espresso with consolation and welcome choices that assist them de-stress. In India, 39% of shoppers are keen on espresso that incorporates added psychological wellness advantages (eg de-stressing, helps focus). Music supplies well-established escapism. Espresso manufacturers might help shoppers escape to a brand new place by means of a music connection of their advertising and marketing. In Vietnam, Trung Nguyen Legend Specialty On the spot Espresso takes inspiration from Beethoven, who’s believed to have hand-counted precisely 60 espresso beans per cup of his espresso. The product permits shoppers to flee to Beethoven’s live performance corridor.
Escape to Beethoven’s live performance corridor: Trung Nguyen Legend Specialty On the spot Espresso; Mintel GNPD
Espresso and music as a supply of vitality/focus for work
Within the US, 30% of shoppers agree that sizzling espresso supplies an vitality increase for working, whereas 35% of German music shoppers have listened to music whereas working. Espresso manufacturers can goal their current viewers of working shoppers by speaking the focus advantages of listening to music whereas working. In Japan, AGF’s Work Design Nagara Espresso includes a back-of-pack QR code that customers can scan to entry music to take heed to whereas they work.
Work Design Nagara Common Floor Espresso; Mintel GNPD
Manufacturers might additionally get particular on the kind of music they advocate by introducing shoppers to classical music or binaural beats playlists, which have better scientific hyperlinks to focus versus ‘music’ basically. The partnership of music/espresso might assist the class take a stronger maintain in ‘proudly owning’ the work event by means of a mixed vitality and focus profit for the patron.
Hyperlink espresso and music on ethics
Customers are more and more paying nearer to environmental and social points, with 42% of Thais saying that moral/socially accountable manufacturers provide worth for cash. Music can provide an avenue to coach espresso shoppers by means of leisure as a method of escaping stress in unsure occasions whereas additionally providing an moral message. Within the US, Larger Grounds Espresso has collaborated with singer-songwriter Could Erleweine to create its Shine On mix, which is described as “an uplifting cup of resilience for the vital work forward”. One greenback from every buy is donated to Title Monitor, a non-profit that helps racial fairness.
Shine On mix; Larger Grounds Espresso
This strategy holds the potential to succeed in shoppers organically in that they have interaction with their favorite musical artists primarily to be entertained but in addition have the chance to study social causes vital to that artist.
What we expect
Espresso and music independently have associations with escapism and work optimisation, which, when united, can present a brand new venue for client engagement. The influencer-like standing of musical artists will also be leveraged to coach shoppers on moral efforts within the provide chain (eg how they’re serving to the communities the place they supply their espresso and promote it).
Take a look at the Mintel Retailer for extra analysis on the most recent espresso tendencies and product improvements.
