A great example of the contradictions in behavior is with food.  Look at the landscape in recent, food headlines and news bytes (no pun intended).  And then take a peek at what’s tantalizing our pallets as trends and recent intros.  The juxtaposition not only demonstrates consumers’ contradictions in choices, but at its core, it reveals consumers’ desire to be surprised, delighted, and to just walk away feeling happy. Check out this “salty and sweet mash-up” of sorts…

Headline: “Food Safety Leaders:  Kraft, Subway, Starbucks to Cut Salt.” Both restaurants and packaged food companies are signing up for the challenge of reducing sodium in their products by 20% over the next five years.

But then there’s:  Bacon cupcakes.  Bacon lip balm.  Bacon marmalade. Bacon vodka. Bacon ice cream.  Bacon bacon.  It’s one of the top food and flavor trends cited for 2010 and if you don’t believe us, just check how two ‘Bacontrepreneurs’ from Bacon Salt grew an enterprise in three years with a $5,000 loan from a 3-year old.

Headline: “For Corn Syrup, the Sweet Talk Gets Harder.”
What started as a narrow movement by proponents of natural and organic foods has morphed into a swell of mainstream opposition.

But then there’s:  The recently revealed, million-dollar winning recipe in this year’s Pillsbury bakeoff:  the Mini Ice-Cream Cookie Cup, which included pre-made refrigerated sugar cookie dough, ice cream, melted chocolate, and raspberry jam.  It won because it was simple and it just tasted good.

Headline:  “Santa Clara Bans Happy Meal Toys.” This proposal is believed to be the first of this type, and would ban the inclusion of a toy in any kids meal with more than 485 calories, 600 mg of salt, or high amounts of sugar or fat.

But then there’s:  KFC’s new Double Down Sandwich.  Two fried chicken filets, two kinds of cheese, and (yes) bacon.  (Apparently, adult consent = OK)

All rational reasons that are making headlines—yet consumers’ emotional sides being fulfilled in trends and new food choices.

As marketers of food and non-food brands we realize that the new normal in spending is driven by careful consideration and prioritization:
•    88% of consumers have taken steps in 2010 to reduce spending overall
•    93% say that their spending has become more strategic

But at the same time, 90% of consumers are seeking small treats for themselves, as well as others, in what they buy.   Why?  Because small treats feel good.  And it’s that “small treats” insight that points us to the emotional connections a brand can bring to the table.  Whether it’s added value, or undeniable proof that only your product can do the job, or a free sample, or stellar customer service, or just a great online experience.   Delivering small treats that satisfy is like a consumer magnet!

Turkey bacon.  I think that’s a good way to visualize the happy medium tempering the rational needs with the emotional wants.  It’ll be our ongoing challenge to find a turkey bacon like balance in every marketing recommendation.

(Source: Coming of Age in the Great Recession: A Grounded Consumer Followup, Carton Donofrio Partners, Context-Based Research Group)