4.2 SBU Customers 4.2.1 Major Change and Trends of The Industry Trend 1: Dairy-free and Vegan Ice Cream As Häagen-Dazs operates in the food industry, the brand is impacted by changes and trends within the industry often driven by consumer needs and preferences. One such change in the industry is the rise of dairy-free and vegan ice cream. According to Valio (2013), “Free from” products which are products not containing ingredients such as sugar, egg, dairy and gluten which were once only sold at specialty outlets are now commonplace due to changing consumer needs, preferences and lifestyles. In a report about global food and drink trends, it was cited that health food concerns were a top factor for consumers regarding food and drink choice (Zegler 2018). Therefore, as ice cream is mainly made of cream, sugar, eggs yolks and milk and is a food high in sugar and fat, the mainstream popularity of free-from products and health concerns from consumers are a threat to Häagen-Dazs as their products are high in fat and sugar. Currently there various brands in Singapore which carry dairy-free and vegan ice cream including Ben & Jerry’s (Khan 2017). Although it has been reported that about 90% of Singaporeans have varying degrees of lactose intolerance (Ling 2010), Häagen-Dazs has only launched their diary-free and vegan ice cream line in the U.S. (Nylon 2017). Thus, as there is a growing local demand for dairy-free and vegan ice cream and a direct competitor of Häagen-Dazs distributes a dairy-free and vegan option, this is a hugeopportunityfor the brand to take advantage of.
11Trend 2: Instagrammable Food and Spaces As all businesses now are expected to have an online presence, Häagen-Dazs can be affected by online and social media trends. The trend of “instagrammable” food or very photogenic food has risen in recent years due to the social media platform Instagram, where people take photos of instagrammable food and share them online. It is reported that Millennials are fueling the instagrammable food trend as consumers want to document their dining experience, causing many food businesses to create products which look attractive on a smartphone camera (Lee 2017). In addition, many businesses not only have made their products more photogenic but also their spaces in order to attract consumers, thus leveraging on the trend (Taste Tomorrow 2018). Top Singaporean food blogging website SethLiu.com has featured cafes which are instagrammable (Sin 2017) and this type of publication is quite common in recent years. Therefore, given the demand from consumers, particularly millennials who are the target market of Häagen-Dazs and that this trend consequently will increase a company’s online engagement with a consumer, this is important that the brand takes advantage of this opportunity.
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- Summer '19
- ice cream, General Mills, Häagen-Dazs