Quietly Reliable: Low-Income Consumers Offer Brand Security to Food Manufacturers

Apr 25, 2001, 01:00 ET from Promar International

    ALEXANDRIA, Va., April 25 /PRNewswire Interactive News Release/ -- The
 low-income consumer in the United States is a prime candidate for the brand
 building efforts of food manufacturers, according to consulting and research
 company Promar International. "While food and beverage executives have reason
 to wring their hands over the growing numbers of here-today and gone-tomorrow
 customers, they have flatly ignored a brand champion within their reach.  That
 is, the low-income consumer," says Don Westfall, Promar vice president.
     Building bridges to low-income consumers is a wise choice, he notes, that
 can be justified by their numbers (roughly 115 million in total with incomes
 below $40,000 for a family of four), and a willingness to reward companies
 that make good on their products and promises.  Precisely how food companies
 should foster enduring relationships with this audience is the premise of a
 Promar study, "THE UPSIDE OF DOWNSCALE: Marketing to low-income US food
 consumers in the decade ahead".
     "It's certain that increased attention will be paid to low-income
 consumers," remarks Westfall. "American Demographics magazine, for instance,
 has pointed out that America's lower middle class is seeking value, as opposed
 to cheap products.  This defies conventional wisdom and should have marketers
 re-thinking -- if they've been thinking about it at all -- how to connect with
 these consumers today and into the foreseeable future."
     Promar's study closely examines the food preferences of low-income
 consumers and the factors likely to influence their food choices over time.
 It then goes on to outline strategies that take into consideration the unique
 retail, pricing, and branding considerations of this market.
     Study details, including a table of contents and sample pages, are
 available in Adobe format at:
 
     http://www.promarinternational.com/Brochures/LowIncomeConsumerwsamples.pdf
 
     About the Company: Promar International is a global consulting and
 research company specializing in strategy development for food and beverage
 companies.  For more information, please visit our web site at
 http://www.promarinternational.com or contact:
 
     Kurt Redenbo
     Director, Business Development
     Promar International
     1625 Prince Street, Suite 200; Alexandria, VA 22314 USA
     kredenbo@promarinternational.com or 703-739-9090
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X19405706
 
 

SOURCE Promar International
    ALEXANDRIA, Va., April 25 /PRNewswire Interactive News Release/ -- The
 low-income consumer in the United States is a prime candidate for the brand
 building efforts of food manufacturers, according to consulting and research
 company Promar International. "While food and beverage executives have reason
 to wring their hands over the growing numbers of here-today and gone-tomorrow
 customers, they have flatly ignored a brand champion within their reach.  That
 is, the low-income consumer," says Don Westfall, Promar vice president.
     Building bridges to low-income consumers is a wise choice, he notes, that
 can be justified by their numbers (roughly 115 million in total with incomes
 below $40,000 for a family of four), and a willingness to reward companies
 that make good on their products and promises.  Precisely how food companies
 should foster enduring relationships with this audience is the premise of a
 Promar study, "THE UPSIDE OF DOWNSCALE: Marketing to low-income US food
 consumers in the decade ahead".
     "It's certain that increased attention will be paid to low-income
 consumers," remarks Westfall. "American Demographics magazine, for instance,
 has pointed out that America's lower middle class is seeking value, as opposed
 to cheap products.  This defies conventional wisdom and should have marketers
 re-thinking -- if they've been thinking about it at all -- how to connect with
 these consumers today and into the foreseeable future."
     Promar's study closely examines the food preferences of low-income
 consumers and the factors likely to influence their food choices over time.
 It then goes on to outline strategies that take into consideration the unique
 retail, pricing, and branding considerations of this market.
     Study details, including a table of contents and sample pages, are
 available in Adobe format at:
 
     http://www.promarinternational.com/Brochures/LowIncomeConsumerwsamples.pdf
 
     About the Company: Promar International is a global consulting and
 research company specializing in strategy development for food and beverage
 companies.  For more information, please visit our web site at
 http://www.promarinternational.com or contact:
 
     Kurt Redenbo
     Director, Business Development
     Promar International
     1625 Prince Street, Suite 200; Alexandria, VA 22314 USA
     kredenbo@promarinternational.com or 703-739-9090
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X19405706
 
 SOURCE  Promar International