Author: Creating Possibilities

🍔🍰 **The Comfort in Comfort Foods: A Deep Dive into What Warms our Hearts and Fills our Bellies** 🍰🍔

In the culinary world, few things universally resonate like comfort foods. But what exactly transforms a meal into a comfort food?

We asked 500 consumers to help us find out what made food comfort food, their triggers for comfort food, and their favrouite comfort food!

🌡️ **Warmth & Fulfillment**: Comfort food often brings a sense of warmth and fulfillment. Think of the heartiness of pies, sausages, or a rich stew. These foods don’t just fill our stomachs; they warm our souls, acting as culinary hugs on a dreary day.

🍫 **Taste and Indulgence**: Who can resist the lure of chocolate or the creamy delight of ice cream? Our love for sweet and creamy treats speaks to our innate desire for taste-driven indulgence. It’s a sensory journey that delights and comforts in equal measure.

😊 **Emotional Nourishment**: Often, our comfort food choices are deeply rooted in emotions. Whether it’s the nostalgia evoked by a childhood favorite or the immediate emotional relief from a stressful day, these foods are more than just ingredients; they are emotional anchors.

🥪 **Convenience in Chaos**: In our fast-paced lives, the ease of a ready-to-eat sandwich or a quick pizza serves not just physical hunger but also emotional needs. They represent a momentary pause in our hectic routines, offering both convenience and comfort.

🍽️ **Diverse Demographics, Diverse Preferences**: Our comfort food choices are as diverse as we are. Younger folks might lean towards varied snacks and sweet treats, showcasing their openness to diverse flavors. In contrast, older demographics often find solace in more traditional, hearty meals. Women slightly edge towards chocolate and sweets, while men show a penchant for pizza. It’s a culinary tapestry as varied as our society.

🤗 **Triggers for Comfort Food**:

– **Emotional Comfort and Well-being**: In moments of stress or sadness, UK consumers find solace in chocolates or ice cream. These choices often hark back to happier times, offering a sweet escape from reality.

– **Physical Satisfaction and Fulfillment**: Hearty, filling foods like warm stews or mashed potatoes offer more than just physical satiety; they reconnect us with simpler, emotionally fulfilling experiences.

– **Convenience and Ease**: With our modern lives constantly on the go, convenient meals address both our physical hunger and our need to manage stress.

– **Sensory Appeal and Indulgence**: Indulging in gourmet burgers or rich pastries isn’t just about taste; it’s a form of self-reward, a break from life’s challenges.

– **Social and Cultural Influences**: Comfort foods are often tied to our social and cultural fabric. Pizza at gatherings or traditional dishes during festivals reinforce our sense of community and belonging.

– **Health and Dietary Considerations**: Even the health-conscious find comfort in modified versions of classics, like a veggie-loaded pizza, balancing pleasure with well-being.

– **Environmental and Seasonal Factors**: Our cravings adapt with the seasons. Warm soups in winter or light desserts in summer reflect our adaptive nature to find comfort in our changing environment.

In summary, comfort foods are more than just meals; they’re experiences, memories, and emotions served on a plate. What’s your go-to comfort food? Share your favorites and let’s celebrate the joy of comfort eating together! 🍲🥗🍕

#ComfortFood #CulinaryJourney #FoodForThought #SensoryDelight #EmotionalEating #DiversePalates

In today’s competitive landscape, innovation is often seen as the key to accelerating growth. However, questions persist about exactly how impactful innovation investment is and how companies should approach it.

How much should we invest in Research & Development(R&D) and new product development? What kind of returns can we expect on that investment? Ultimately, does investing in innovation actually drive tangible growth?

By thoroughly analyzing financial reports from Companies House of over 150,000 UK companies across diverse industries since 2013, some compelling trends emerge around R&D spending and its impact on performance that can answer the questions above.

We analyzed just over 6,500 companies that have declared R&D investment in their filings to Companies House, totalling £203bn in R&D spend since 2013.

What is R&D Investment?

R&D Investment might cover a range of functions, including staff costs, subcontractors linked to the R&D, consumables used in R&D development, and prototypes developed in R&D. A tax expert is recommended to help in identifying the appropriate allowable expenses for R&D.

The Levels of Innovation Investment

Looking at the past decade of data, the average R&D investment as a percentage of sales is 2.7% across all reporting companies. The median spend is slightly lower at 2.6%, indicating a few big R&D investors pull up the average.

These figures represent a substantial amount of money being put towards discovering new products, services and process improvements. For a company with £100 million in revenue, an R&D spend of 2.7% would equal £2.7 million per year.

However, investment levels vary widely by industry. Some sectors like pharmaceuticals, technology and telecoms invest heavily in R&D. More traditional manufacturing industries see rates at the average level of circa 3% of sales.

Investment also fluctuates year to year, likely tied to broader economic conditions as well as tax policy and accounting guidelines. The highest average rate reported was 5.2% in 2020. The lowest was 1.3% in 2014, probably reflecting caution coming out of the financial crisis.

But since 2014, rates have risen steadily, even during Covid-19. This indicates innovation investment is relatively immune to economic cycles.

The Growth Impact of Innovation Investment

Critically, the data shows investing in innovation pays off in more substantial growth. Companies reporting R&D spending in 2013 ultimately grew Turnover 12% more over the next ten years compared to non-reporters of R&D. So investing in innovation drives sales growth.

Their profit growth was even more impressive at 33% higher than companies that did not disclose innovation investments. Since the growth is higher in profitability than Turnover, it indicates that companies that report R&D investment are able to grow not only sales but also at a marginally higher price, lower cost or a combination of the two to have higher profits. Higher prices could come from entering into new markets that have a higher average price or developing more premium products in existing markets that can command higher prices – innovation solves a problem for companies who can’t pass through price. Lower costs can come from innovation that improves productivity or simplifies a process, stripping out wasteful excess costs.

It should be noted that we are making the comparison between those that report R&D and those that don’t report R&D, as a company that does not report their R&D investment to Companies House may still invest in innovation. There are many indirect reasons for declaring R&D spending publicly, such as influencing shareholders or prospective shareholders on the long-term success of a business, recruiting talent to an organization by publicly committing to a level of R&D, and compliance with industry regulations. There are many reasons not to declare R&D spending publicly, such as not disclosing an essential piece of data to the competition.

So, for established companies looking to accelerate growth, increasing innovation investment appears to be an impactful strategy. Even a tiny boost of 1% of sales directed to R&D could make a meaningful difference in performance.

Which sectors are investing the most in R&D

Since 2013, the following sectors have reported the highest levels of R&D as a percentage of Turnover.

1. Growing of tropical and subtropical fruits
2. Publishing of consumer and business journals and periodicals
3. Manufacture of motorcycles
4. Activities of venture and development capital companies
5. Manufacture of batteries and accumulators
6. Activities of patent and copyright agents; other legal activities n.e.c.
7. Radio broadcasting
8. Business and domestic software development
9. Technical testing and analysis
10. Manufacture and processing of other glass, including technical glassware

Focusing solely on manufacturing, since 2013, the following manufacturing sectors have reported the highest levels of R&D as a percentage of Turnover.

1. Manufacture of motorcycles
2. Manufacture of batteries and accumulators
3. Manufacture and processing of other glass, including technical glassware
4. Butter and cheese production
5. Manufacture of weapons and ammunition
6. Building of ships and floating structures
7. Manufacture of communication equipment other than telegraph, and telephone apparatus and equipment
8. Manufacture of industrial gases
9. Manufacture of explosives
10. Manufacture of air and spacecraft and related machinery

Unlocking the Potential of Innovation Investment

Of course, simply spending more on R&D won’t guarantee results. How a company invests is crucial.

True innovation leaders focus on thoroughly understanding customer needs, generating ideas, rapid prototyping and testing, and continuous improvement. They embed innovation into their culture.

Adequate budgets to fuel R&D are invaluable. The data clearly shows market leaders consistently invest more in discovering new possibilities.

Unlocking Innovation with Creating Possibilities

Creating Possibilities is committed to helping companies invest in innovation in the most thoughtful way possible. Our agile, consumer-centric approach ensures that R&D drives real growth.

We can help define where to invest in innovation and how to invest in it. We can discover new insights in new markets, create new ideas and concepts, and develop new brands or new marketing claims. Whether it is a fully-fledged innovation or a product extension, we can help

If you want to learn more about how to maximize return on innovation investment, our experts are here to help. Reach out today to start a conversation and take the next step towards elevating your business.

What makes something a comfort food? The answer seems fairly obvious – it’s food that provides comfort. But what exactly does that mean? Based on interviews with 500 consumers across the UK, Creating Possibilities has uncovered some fascinating insights into the deeper psychological impact of comfort foods.

Types of Comfort Food

One key finding is that comfort foods are highly personal. When asked about their favourite comfort foods, responses spanned 11 broad categories from fast food to ethnic specialities. Demographically, younger consumers showed more varied preferences, while older groups favoured traditional, home-cooked meals. There were also some gender differences, with females leaning slightly more towards sweet, emotionally comforting options.

1. Fast Food and Takeaways

These convenient, indulgent foods like burgers, pizza, and fried chicken provide satisfying flavours and textures that evoke fond memories of carefree evenings or celebrations.

2. Sweet Treats and Desserts

Sugary foods such as cakes, cookies, and ice cream appeal to our cravings for sweetness while bringing back childhood nostalgia. Their soft, smooth textures are associated with being nurtured.

3. Beverages

Favourite drinks like tea, coffee, or hot chocolate are linked to daily rituals and warmth. Their aromas and flavours create positive sensory cues.

4. Traditional Home-Cooked Meals

Hearty dishes like roasts, stews, and pies are reminiscent of family gatherings and being cared for. Their rich, robust flavours are intrinsically comforting.

5. Breakfast Foods

Morning favourites such as cereal, porridge, and eggs are tied to feelings of optimism and routine. Their familiar start-the-day tastes provide reassurance.

6. Snacks and Light Bites

Portable, pick-me-up foods like fruit, sandwiches, and crackers bridge mealtimes. They’re associated with small indulgences and breaks in the day.

7. Baked Goods and Pastries

The scent of freshly baked breads, muffins, and biscuits evokes ideas of warmth, homeyness, and simple pleasure. Their doughy textures are soothing.

8. Ethnic and Regional Specialties

Dishes connected to one’s cultural background or origin, like curry and paella, provide a sense of connection and identity. They represent community and family traditions.

9. Protein-Rich Foods

Hearty sources of protein like sausages, ribs, and steak are filling and satisfying. Their rich flavours and hearty textures connote abundance and indulgence.

10. Dairy Products

Creamy dairy items like cheese, milk, and custard offer soft, smooth mouthfeels and associations with childhood comforts. Their nostalgia elicits positive emotions.

11. Carb-Rich Dishes

Pasta, rice, porridge, and other starch-based dishes provide feelings of fullness and warmth. Their bulk is equated with being sated and content.

This wide range demonstrates the diversity of foods that can provide nostalgia, indulgence, and familiarity unmatched by other cuisines. Understanding these categories and motivations is key for food brands looking to create authentic comfort food experiences.

Despite this diversity, several common characteristics emerged of what makes food a “comfort food.”

But why do we crave these foods for comfort in the first place? The reasons are multifaceted:

Triggers for Comfort Food

Emotional Comfort and Well-being

Consumers in the UK turn to comfort foods like chocolate or ice cream in states of stress or sadness for emotional well-being because

Insight: Consumers want immediate emotional relief, often linked to childhood or positive past experiences, from comfort food for emotional comfort and well-being.

Physical Satisfaction and Fulfilment

UK consumers choose hearty, filling foods like warm stews for physical satiety and fulfilment as a way to momentarily disconnect from the complexities of modern life and reconnect with simpler, more emotionally fulfilling experiences. This reconnection provides a profound sense of emotional fulfilment and grounding, which is essential in maintaining overall mental health and happiness.

Insight: Consumers want a way to disconnect from modern complexities and reconnect with simpler, emotionally fulfilling experiences for physical satisfaction and fulfilment from comfort food.

Convenience and Ease

In the UK, a busy lifestyle leads to a preference for convenient meals like ready-to-eat sandwiches because Consumers believe that reducing the effort and time involved in meal preparation helps manage their overall stress levels, which are often elevated due to the demands of modern life, whilst at the same time gain an emotional benefit

Insight: Consumers want to manage their stress levels while gaining emotional benefits from comfort food with immediacy and ease.

Sensory Appeal and Indulgence

UK consumers indulge in rich pastries or gourmet burgers for sensory pleasure to enhance life satisfaction and mental health. Consumers use sensory appeal and indulgence as a means of self-reward and psychological break from the challenges in their lives. Self-rewarding through food creates a sense of personal satisfaction and happiness.

Insight: Consumers want self-reward and a psychological breakthrough sensory pleasure, enhancing life satisfaction and mental health from comfort food for sensory appeal and indulgence.

Social and Cultural Influences

Social events and cultural traditions in the UK influence comfort food choices like pizza during gatherings because Comfort food choices are influenced by the desire to maintain social relationships and cultural identity.

Insight: Consumers want to maintain social relationships and cultural identity through shared food choices from comfort food for social and cultural influences.

Health and Dietary Considerations

Health-conscious UK consumers choose comfort foods like veggie-loaded pizza for dietary needs because Health-conscious comfort food choices embody the modern consumer’s desire for balance between pleasure and well-being.

Insight: Consumers want a balance between pleasure and well-being, catering to health-conscious dietary needs from comfort food for health and dietary considerations.

Environmental and Seasonal Factors

Seasonal changes in the UK, like cold weather, influence preferences for warm soups or light summer desserts because Seasonal comfort food choices reflect the human need to cope and find pleasure in changing environments.

Insight: Consumers want to cope and find pleasure in changing environments, reflected in seasonal food preferences from comfort food for environmental and seasonal factors.

The insights reveal that comfort foods go far beyond just taste. They hold deep personal, social, and cultural meaning that taps into our lifelong relationship with food. Understanding these connections is invaluable for food brands looking to create truly comforting and uplifting products

Summary

Our research and insight discover the diverse range of comfort foods consumers crave, from fast food to ethnic specialities, and find 11 common types. It reveals that comfort foods are defined as being filling, tasty, emotionally significant, and easy to consume and that cravings are triggered by needs for emotional, physical, sensory, social, cultural, health, and environmental comfort.

It’s not just Comfort Food where we can discover insight and unlock potential; contact Creating Possibilities for more information

Burns Night presents a unique opportunity for whisky brands to connect with consumers. However, our research shows that most people in the UK do not celebrate this traditional Scottish celebration. At Creating Possibilities, we wanted to uncover insights into how brands can motivate broader consumer interest in Burns Night as a whisky exploration and enjoyment platform.

Creating Possibilities Research Approach

In December 2020, Creating Possibilities conducted proprietary research into attitudes and behaviours around Burns Night amongst 500 consumers across the UK. We interviewed a nationally representative sample based on age, gender, location, income, their main supermarket, and claimed alcohol consumption.

The goal was to shed light on three key areas:

1. Consumer attitudes towards Burns Night
2. Whisky opportunities related to Burns Night
3. Optimal communication platforms to promote whisky for Burns Night

Key Findings on Burns Night Relevance

The first insight from the research was the low relevance of Burns Night for most people in the UK. When asked, “Do you normally celebrate Burns Night?” a resounding 72% of respondents said they do not.

But what stops people from celebrating Burn Night? Burns Night simply does not factor into most people’s lives or traditions. When probed on reasons for not celebrating, the top responses were:

• 33% – I’m not Scottish
• 26% – I don’t know what it is
• 8% – It’s not relevant
• 5% – Never celebrated it
• 2% – Not my tradition
• 2% – I’m English

For most UK consumers, Burns Night is perceived as a Scottish tradition they cannot relate to or comprehend. There is a distinct lack of knowledge and accessibility around Burns Night that limits its broader appeal.

Key Findings on Whisky Opportunities

Despite the low awareness and engagement with Burns Night overall, our research identified promising opportunities for whisky brands.

Burns Night And Retailers

We found no statistical correlation between consumers’ preferred supermarket and their likelihood to celebrate Burns Night. In other words, where people shop does not impact their openness to Burns Night.

Seizing Burns Night Opportunity – Insights into Optimal Communication Platforms

Following our discovery of a significant opportunity for Single Malt whisky, we wanted to understand how best to engage Burns Night acceptors and rejectors, so we developed 14 different Comms routes and tested them with the original group, using our Agile Insight methodology.

We discovered key insights around the relevancy of different content:

Burns Night Rejectors: This majority segment is largely disinterested in any Burns Night-related content. They will be difficult to motivate without more accessible entry points into understanding the tradition.

Burns Night Acceptors: This minority group is open to learning more about whisky and Burns Night traditions. They respond best to ideas like whisky cocktails, exploring different whisky varieties, and celebrity-led hosting tips.

Key Implications for Whisky Brands

These insights highlight a few important implications for whisky brands looking to leverage Burns Night:

• Focus on those already open to Burns Night when promoting whisky. Attempting to convert Burns Night is a challenging objective. If so, focus on content that explains how to have a Burns Night and how whisky is involved.
• Make whisky exploration accessible even for beginners. Do not assume knowledge of types of Scotch whisky.
• Consider evaluating your content in advance with our Social Media Effectiveness service to ensure your content is going to achieve your objectives.
• Partner with influencers or bartenders to showcase whisky versatility. Enlist experts to make whisky less intimidating. Our Social Media Effectiveness can help evaluate the pulling power of influencers.
• Promote premium Single Malts as an upgrade for existing Burns Night consumers looking to enhance traditions.

There are opportunities for whisky brands to activate around Burns Night in engaging, meaningful ways. However, success requires understanding nuances in consumer attitudes and carefully targeting promotion. Burns Night is far from universally relevant, but it can serve as a discovery platform for the right audiences open to whisky exploration and innovation in their traditions.

Creating Possibilities: Experts in Agile Insight and Innovation

At Creating Possibilities, we are committed to helping brands like yours navigate the complexities of today’s consumer landscape. Our expertise in Agile Insight and Innovation allows us to rapidly uncover consumer truths and translate these into successful products and marketing.

Some key benefits we offer through our proprietary approach:

• Rapid generation of consumer insights through sprints and continuous feedback loops
• Data-driven validation of ideas and concepts with real consumers at every stage
• Collaborative process encouraging client input and alignment
• Focus on solving problems and creating innovations that consumers desire
• The goal of quicker, better, cheaper innovation aligned with market needs
• End-to-end support from insights to launch and beyond

The insights uncovered in our Burns Night research are just one example of how our Agile Innovation process can reveal opportunities and platforms for stronger consumer connections.

We would welcome the opportunity to explore how these learnings could inform your brand and innovation strategy. Get in touch today to book a consultation, or learn more about our services at the link below.

Ready to redefine your innovation potential? Click here to discover the Creating Possibilities difference.