Spam sushi? ‘Super consumers’ earn more bang for the brand

 In Australia, NewZealand
Consumer products experts Rachael Powell and Eddie Yoon live at opposite ends of the earth but share a common passion – spam.
Not the unsolicited emails that fill their inboxes, but the canned pork product once pilloried by Monty Python and now sold in more than 40 countries.
Sydney-based Ms Powell, associate director of fast-moving consumer goods at Nielsen, and Chicago-based Mr Yoon, principal of consumer ­products consultancy The Cambridge Group, use spam in sandwiches, ­casseroles and even sushi.
They are known as “super ­consumers” – a newly identified breed of hard-core consumers now targeted by consumer goods companies and retailers looking for new sources of sales growth.
Consumer food giants such as Campbell’s, Mondelez, Unilever and General Mills usually try to boost sales by recruiting new or lapsed users to their brands, rather than convince regular or existing users to consume more.
But Mr Yoon and Ms Powell say brand owners can get more bang from their marketing and R&D buck by targeting super consumers, who may not consume more but are engaged, passionate category or brand advocates.
Research by Nielsen and Cambridge using supermarket scan data and consumer surveys found super consumers typically represent about 10 per cent of customers in a category, but account for between 30 and 70 per cent of sales and a higher proportion of profits.  Sydney Morning Herald – Read more…

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