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Success Case Study: Westons Wyld Wood Organic Cider - Targeting Millennial and Generation X values and needs

Success Case Study: Westons Wyld Wood Organic Cider - Targeting Millennial and Generation X values and needs

  • March 2018
  • 19 pages
  • ID: 5473910
In this report:
After all, the failure rate of new product launches in the FMCG industry is cited as being around ##%.
The company itself has cited research that showed that ##% of organic consumers are aged between ## and ##.
However, Westons is best known for its cider business and the family association with cider production is also long; some of Westons' orchards date back over ## years.

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Success Case Study: Westons Wyld Wood Organic Cider - Targeting Millennial and Generation X values and needs

Brief

Westons Wyld Wood Organic Cider is the leading organic cider in the United Kingdom (UK), produced by a company with strong, credible roots in organic farming. A rebranding of the product in 2017 has highlighted the benefits to be had from demographic targeting, specifically the organic preferences of younger adults.

Organic products offer an attractive proposition for consumers increasingly concerned with ensuring a better intake of certified natural products and embracing associated ethical and sustainable practices. This is an increasing trend in alcohol too, with organic claims expanding beyond wine into other categories.

Overview

- "Organic" is part of a web of interconnected associations and qualities that consumers see as positive product attributes. Highlighting organic qualities prominently has become a common means of inferring superiority.

- Organic cultivation and natural ingredients, combined with local/artisanal production and a rise in connoisseurship around craft products, help a product to break out and access more plausible premiumization opportunities.

- Millennials and Generation X consumers have been crucial in fueling the rise of craft alcohol as well as organic products in general. Their values and lifestyles align well with the ideas that organic products represent.

- Organic premiums can be reinforced with recognized third-party validation. Wyld Wood benefits from its connection to the UK's Soil Association: organic accreditation affords added credibility and quality assurance to products, making its provenance claims more "real."

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- Comprehend the efficient consumer trends and attitudes that drive and support innovation success.

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