WINE, BEERS & CIDERS
The trend towards handmade – what consumers like about craft products
They used to be niche items, but now hardly any business can do without them. Craft products are all the rage and many manufacturers are focusing on this trend to expand their SKUs.
C
onsumers in Germany, Russia
This is directly connected to the history
apart from the crowd. When manufacturers
and the UK provide valuable
of the product. Its credibility depends on
emphasise their personal passion for their
information and their preferences
the degree to which communication is
product, they can set themselves apart
for craft products make it possible
transparent. The more detailed the story
from mass-produced goods and raise
to deduce key data to determine the
behind a product, the more interesting it
their profile.
success of certain products. This is the
will be, as consumers assume that it takes
starting point for the Symrise craft study,
a lot of time to produce a craft item. The
you look at the store shelves, there is a
which provides tangible suggestions for
more regionally a product is produced,
seemingly endless number of flavours. The
craft beverages.
the more consumers identify with it. This
more surprising the tonality, the higher
leads to an enormous balancing act for
the added value. Consumers emphasise
products stand out on store shelves.
manufacturers of craft products. On the
their own character and individuality by
If the ingredients come from credible
one hand, they need new sales channels for
choosing a certain flavour. Many craft
sources they tend to inspire confidence.
their product in order to be economically
products therefore have the potential to
If handcrafted products appear
successful. On the othe, they have to
become tomorrow’s bestsellers. Large
authentic and genuine, they entice
accept that the appeal of these products
companies are by no means spectators
consumers to make a purchase. When
lies in the fact that they are only available
here. Rather, they are able to place craft
craft products are based on country-
in selected stores.
items in both large and small stores as long
Four main success factors make craft
The same applies to consumers. If
as they pay attention to authenticity.
specific preferences, the chances of counts most however is quality. The
DAVID VS. GOLIATH – THE POWER OF SMALL COMPETITORS
“premium seal” that craft products carry
What makes craft products so popular in
lends them a charm of their own inspired
Europe and other markets? The answer is
THE CRAFT BOOM SLOWS AN INCREASINGLY DYNAMIC ENVIRONMENT
by their particularly high quality.
size. Small manufacturers are challenging
While it may sound strange, the craft boom
large mainstream companies and
and our dynamic pace of life are directly
manufacturers of craft products? The
successfully wrestling market share from
related. Financial ups and downs, our
top factor is transparency. Companies
them. Independence ensures successful
globalised society, digitised media and
that speak about their products honestly
sales figures. Showcasing a passion for
increased mobility all create a desire for
and disclose their manufacturing
high-quality handmade products gives a
closeness and a stronger sense
processes enjoy the trust of consumers.
manufacturer credibility and sets them
of community.
success are significantly higher. What
What do these findings mean for
This calls new market participants onto the scene. They understand people’s desires and use modern technologies that enable individuals to produce craft products themselves and to perfectly stage and distribute them via social media. Social networks have developed into primary information channels through which consumers receive information and recommend products to each other.
INGREDIENTS & TASTE DECIDE The Symrise study shows that consumers in Germany, the UK and Russia are convinced that high-quality ingredients are crucial to the success of a craft product. They are even willing to pay more for quality because they are sure that high-quality ingredients have a direct influence on
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May 2021 | FOOD RE VIEW
