As we all know, consumer attitudes and lifestyle trends change according to what current influences hold sway. It is the opinion of EFMP Spanish partner, Grupo A, that today’s consumers’ tastes are more refined than ever. They are also acutely aware of the influence that the pandemic has had on the choices people make day to day. There is a feeling that there is a sense of ‘carpe diem’ and enjoyment of the moment that is once again prevalent; a break from the frenetic activity of the recent past and a general de-escalation of situations to more manageable levels. It is now about ‘being in the moment’ and paying attention to the happenings around one. This translates into paying attention to the little things and noticing the benefits of products being consumed or utilised, which, in turn, brings about a renewed interest in premium products, for middle market consumers.

The recession and unemployment that resulted from the prolonged economic impact of the Corona virus pandemic and a resultant concern about the future, led the Spanish to avoid spending on luxury items and to save their money instead. Many of the more luxurious pastimes, such as travel and holidays, were not available, and the need for expensive items of jewellery and clothing had diminished.                                                                                                                      As a result of all this, record savings of 75 million euros were achieved in Spain during 2020 until October 2021.

But, while luxury spend was reduced in Spain, the realisation that ‘you only live once’, and the need to live in the moment, and to enjoy the simple pleasures each day, became manifest. 

The link between feelings and consumption of goods that evoke a ‘feel good’ vibe first became evident after the Second World War, the Franco period in Spain, and after periods of economic depression. It was at about this time that this realisation was transformed by marketers into the concept of consumerism, although it took brands a while to make the connection between consumers’ emotions and feelings and their purchasing behaviour.

The key of the success of premium products is their ability to “evoke and engage consumers’ emotions while feeding their aspirations for a better life” (Silverstein, M.J; Fiske, N., 2003).  

 The economic recession of 2008 put a temporary halt to this behaviour due to concerns about over-spending, but it seems that the pandemic has managed, once again, to bring these emotions to the fore.    

“Consumers have always had a love affair with products, but today they have more money, a greater desire to examine their emotional side, a wider variety of choices in goods and services, and less guilt about spending. They seek goods that make positive statements about who they are and what they would like to be and that help them manage the stresses of everyday life” (Silverstein, M.J.; Fiske, N., 2003).

What Silverstein and Fiske stated in 2003 is still valid.  It is a fact that has once again been recognised and acted upon by Brands, Marketers, and Retailers during this phase of the Covid pandemic.

In this vein, Nestle has reshaped their Christmas marketing campaign with their ‘Merry Coffee’ initiative.  With the aim of focusing on the experience, and the pleasure derived from it, the Swiss brand is seeking to sell the concepts of “enjoy the moment”, “take care of yourself” and “reward yourself” feelings, which are all encapsulated in the enjoyment of a cup of Nescafe coffee. Their marketing approach is: have more than a cup of coffee, have a cup of happiness, tranquillity, self-love and self-care.

This is an experience that starts at the point of sale. 

 Grupo A is working hand in hand with the Swiss brand, Nestle, to make this happen. The ‘Merry Coffee’ experience of being cared for and cherished while enjoying a satisfying cup of coffee at the point of sale is designed to have an immediate impact in the course of selling the concept, and thereby selling the Brand.

Premium brands have become the ‘go to’ products for middle-market consumers.

Taking into consideration the development of shopping malls and the existence of mass merchandisers, it is ever more usual to find whole sections dedicated to premium products in their stores.  During their work in the mass merchandising stores, with the almost 3000 brands that they work with at the Point of Sale, the Grupo A staff members have noted at first hand, the growth of the merchandising and sale of premium products. 

Furthermore, it is clear that the tendency in the last 20 years has been for brands to not only sell products, but a lifestyle, as well as the experience and feel-good emotions derived from using those products.  

The current trend is towards making the most of each moment, and what better way to epitomise this than by means of the premier brand Nestle, whose product, Nescafe coffee, is a category leader.          

 Will this trend of ‘seizing the day’, and all that it implies, last? Will it change the course of field marketing?          

Grupo A poses the questions, but who knows the answers? 

However, of one thing they are sure: they cannot wait to see what the future holds.  Whatever that may be, EFMP premium Spanish Partner, Grupo A, will surely be up for the challenge.