Everbody talks about the vast diversification of consumer preferences, but I wonder if manufacturers are really offering a broader range of product options.

Every year there are countless new products introduced, and almost as many withdrawn and discontinued. Almost all companies, though, expect to be the exception, arguing that of course our products will appeal to a broad consumer market because we use select ingredients and patented technology.

Looking at the frozen food market, for example, people want different things at different times. Sometimes price will be the priority. Sometimes they will be looking for something that complements the rest of the menu. Sometimes they will not really care what it is so long as it is fast and filling. And sometimes the emphasis will be on quality and they will be prepared to spend considerable time and effort on it.

But very seldom are they consciously looking for select ingredients and patented technology. (Of course, product safety is an unspoken prerequisite, but it is assumed everyone offers that.)

In the old marketing paradigm, companies targeted the high-volume zone; built their product line-up around the lunch, take-out, snack, and dinner classifications; and tried to extend the brand to cover all bases. But that was the old paradigm. The new realities demand expanding offereings in response to consumer demand diversification and nurturing different brands for different lifestyles.

Masuo Hogara

Nichirei