Why Leveraging Technology Partners is Essential in Building Successful Digital Ecosystems

marketers are now able to craft content that is meaningful and relevant to their customers’ needs. This ultimately will drive up the online digital engagement and lead to digital sales conversations overtime.

Kerry’s proprietary consumer insight-led approach has been a key pillar in its customer-focused strategy and a critical advantage to its commercial teams within an already crowded food and beverage sector. The company’s Taste and Nutrition insights range from category-based consumer studies to upcoming F&B trends through KerryTrendspotterTM, a proprietary AI tool powered by IBM Watson, that point the way to the next big innovation in consumer-preferred F&B products.

Translating this insight-led sales approach digitally means that Kerry is able to provide proprietary insights as gated content that can not only be accessed by current customers,but potentially open new business opportunities among prospective customers. Leveraging the data-driven storytelling approach in all its digital campaigns has helped Kerry deliver more consistent and relevant content and messaging that address customers’ needs.

Our annual Taste Charts campaign is a good illustration of how we harness data-driven storytelling for maximum impact.

Every year, more than 60,000 food and beverage products are launched in APMEA, on top of 200,000 globally. On social media, approximately more than 200 million photos of food are posted daily coupled with an estimate 3 billion video views. This indicates that a lot of innovation is happening in the food space. In our Taste Charts campaign each year, Kerry experts predict flavours and ingredients that will trend in categories such as Culinary, Beverages, Meat, Dairy, Snacks, and Bakery. We complete an exhaustive study covering the analysis of point of sale data, social media trends, product launches and menu scan insights. We also look at Kerry internal insights and industry reports. Then we analyse the life cycle evolution of flavours and its trends over a decade. The final outcome is a comprehensive list of flavours.

Maran G Krishnan, Regional Marketing And Digital Director, Kerry Apmea (Lon: Kyga)

We subsequently categorise the findings into two parts. The first depicts mainstream flavours (top 10 flavours in last five years) and next top 15 flavours over the same period. In essence, this indicates the top 25 flavours which are dominant. Then we look at the fastest growing top20 flavours in the last three years and last one year. In summary, we have a list of 40 fastest high growth flavours, plus an exhaustive list of 70 trending flavours per category. We also carry similar data consolidated for the last five years. Through Taste Charts, our expert perspective into the flavours and ingredients shaping the industry helps Kerry’s customers craft a clear, research-backed roadmap for creating new products, or revitalizing existing choices in ways that will delight, surprise and excite consumers .

With more consumers seeking food and beverages that are healthier, great tasting and produced in a way that respects the planet, Kerry remains focused on its goal of creating a world of sustainable nutrition for more than two billion people by 2030. To realise this vision, it is critical that Kerry becomes our customers’ trusted partner ─ and a clear path to achieving that is to continue offering sought-after proprietary insights, robust thought leadership content,and innovative world-class digital customer engagement.