CPG Marketing Trends: Cooking Archetypes – It’s time to find your soul mate – THE CROWD PLEASER CONSUMER SEGMENT

What defines Crowd Pleasers is the fact they like to cook and focus on balanced home-prepared meals. The Crowd Pleaser is the second of four consumer segments identified in our Cooking Archetype study that we developed using qualitative and quantitative research.

What defines Crowd Pleasers is the fact they like to cook and focus on balanced home-prepared meals.

There are four things you need to know about a Crowd Pleaser.

  1. She is consumed and defined by her role as a mom. This is a woman who loves being a mom.  She puts her family’s needs ahead of her own.
  2. She is perfectly happy being a “good enough” mom. She is not looking for her kids to be the smartest students, the most popular or the best athletes.  She is not looking for her house to be the most decorated or the center of social life in the neighborhood. She just wants her family to be normal. As one Crowd Pleaser put it, “I am an imperfect mom, raising a sometimes-crazy family, and I love it.”
  3. She approaches dinner as a military operation. It is an efficient operation; she is well prepared. planning her meals at least a week in advance.  She has all the necessary supplies on hand.  She sticks with a strong rotation of meals: oftentimes 50-60 standbys that she rotates throughout the month.   She is flexible but infallible.  She knows some nights her husband may have to work late or an unplanned activity may pop up, but no worries.  Like any good military operation, hers always has a backup plan in the rotation to solve her problems.
  4. Dinner has two missions. First, dinner is all about serving a balanced, home prepared meal.  There is usually a protein, a vegetable and a starch.  She knows she cannot always monitor what her family eats throughout the day, so dinner is her opportunity to make certain the family has a balanced meal.  She looks to affordable dinner items such as ground beef vs. steak and pasta with a special sauce vs. box pasta, but is open to convenient sides that offer the same quality and taste as the fresh (veggie Steamers is a great example).Dinner is also family time – real family time.  You won’t hear that superficial, “So let’s go around the table and say three things that happened today.”  Dinner is the time to have a real family connection and live out-loud fun around the table.  That means dinner is eaten as a family.  Now it may be 10 minutes around the kitchen island or it may be at 8:30 p.m. when everyone is home from activities, but if she gets her way, they will find a time to eat together.

If you have a Crowd Pleaser target, there is only one thing that matters: getting into her rotation.  Once you are in you are in.  She is always open to new recipes, but only if they have the potential to become a family favorite.  The key to her heart is through her family.

See also: Scavenger, Everyday Gourmet and Epicurean consumer segments.

About

Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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