Grow the global raisin category.

Our objective is to strategise and conceptualise an international campaign that increases the relevance, consideration and consumption of raisins, built on one global positioning flexible enough to resonate across different markets and food habits.

This is a growth objective for the whole category, not for one brand or one market. It demands a concept simple enough to span cultures and strong enough to change everyday choice.

Create more reasons for more people to choose raisins, more often.

The world already knows raisins.

Raisins are one of the world’s most established dried fruits. They are widely available, widely recognised and already embedded in food cultures around the world.

Awareness is not the problem. The problem is: How often do raisins come to mind?

Established occasions drive demand.

Raisins come to mind most readily when an occasion calls for them. Across global markets, raisin consumption consistently strengthens around recognised food and cultural occasions.

  • Christmas
  • Easter
  • Ramadan
  • Religious festivals
  • Traditional celebrations
  • Seasonal baking periods

These occasions are valuable as established events that influence purchase, but they also reveal the motivation that drives current purchase behaviour:

Occasion → Need → Purchase

The occasion creates the reason to think about raisins. When the occasion passes, that reason can often disappear with it.

The opportunity is to create more reasons to choose raisins between these moments.

Raisins have an occasion problem.

Consumers know raisins. They know what they taste like. They know where to find them. They understand many of their traditional uses. But raisins are not always present in the consumer’s mind when everyday food decisions are being made.

  1. (a)Someone may think of raisins when baking, but not when looking for a natural energy source.
  2. (b)A parent may pack their child’s lunchbox daily without considering them as a mess-free alternative.
  3. (c)A consumer may eat them in breakfast cereal without thinking about taking them to work.
  4. (d)People want healthier snacks for themselves and their family, but may not consider raisins as an option.

The category has broad awareness, but narrow everyday relevance.

Everyday consumption is already proving possible.

In a number of markets, raisins are already appearing beyond their traditional ingredient roles. They are becoming part of portable snacks, children’s snacks, fruit-and-nut mixes, breakfast products, active lifestyles and convenient on-the-go eating.

This matters because it shows the opportunity is not hypothetical. Consumers can adopt raisins beyond their traditional uses. The same product can serve different needs depending on the moment.

If the product occupies more credible moments, there are more opportunities for consumption.

More everyday moments can create more growth.

Proving that everyday use is possible raises the next question: where should the growth come from?

Existing raisin consumption should be protected.

Current global market estimates suggest roughly 70% of raisin demand flows through food processing and foodservice, leaving around 30% in direct household consumption. This tells us that the category already has a strong and established commercial base.

Food processing + foodservice

Direct household consumption

Share of global raisin demand, current market estimates. Roughly 70% food processing and foodservice, around 30% direct household consumption.

Household behaviour is the less developed opportunity.

The household share is where purchase responds directly to the consumer. Within household consumption, purchase can be influenced by linking the benefits and suitability of raisins to consumers’ daily routines. These include:

  • Breakfast
  • Lunchboxes
  • Work
  • Exercise and activity
  • Commuting and travel
  • Snacking
  • Family mealtimes

Linking raisins to these routines moves them from a seasonal ingredient to a daily choice, widening how many households buy them.

Aligning raisins with daily habits to increase purchase frequency.

Target the audience making the food decisions.

Broadly

25–45 (Years Old)

Younger Female Shopper

This demographic of shoppers is particularly important, as they are most often the food decision-makers in their households.

  1. (a)She decides. Everyday food purchases most often run through her, across her own wellbeing and the needs of the household: breakfast, groceries, snacks, children’s needs, lunchboxes, cooking, convenience and family routines.
  2. (b)She influences those around her. What she buys and serves shapes what her family eats, and what she recommends travels to friends and colleagues.
  3. (c)She is where the category grows. Younger shoppers already know raisins, but are not yet choosing them often. Win her now, and raisins gain a buyer for years to come.
  4. (d)She shapes what comes next. This is often the stage of life when households form and routines are set, and habits formed at home tend to carry into adulthood. What she builds today influences what the next generation reaches for.

This shopper makes food choices every day, on behalf of multiple people.

Raisins have the potential to participate in more of these choices and moments.

One global strategy. More moments for raisins.

Food habits change from market to market.

Breakfast may be particularly relevant in one. Children’s snacking in another. Elsewhere it may be active lifestyles, cooking, traditional foods or cultural occasions. The campaign does not need every market to behave in the same way. It needs one consistent role for raisins within those different behaviours. The moments can change by market. The strategy does not.

  • From an occasional ingredientto an essential, everyday food.
  • From a singular, specific purposeto multiple purposes.
  • From seasonal relevanceto daily consideration and use.
  • From a product people knowto a choice people make.

From this strategic platform, a clear direction emerges:

Make the unique benefits of raisins relevant to more everyday moments.

Raisins make it easier for her to do everything.

  • Strategy

    Make raisins part of the everyday life of the younger female shopper by showing how naturally they fit the different needs and routines of her day.

    This direction addresses frequency, moving raisins from something she buys only for a specific occasion to something that naturally makes her average day easier, healthier and simpler.

  • Why her?

    Her day creates repeated food decisions.

    Breakfast at home. The morning rush. Exercise. Work. Travel. Snacking. Meal preparation. Family time.

    Her needs change throughout that day, but raisins have the versatility to remain relevant within many of them.

    They are easy to carry, easy to eat, naturally sweet and simple to add to, or pair with, other foods.

  1. For breakfast

  2. For activity

  3. For portability

  4. For convenience

  5. For a healthy ingredient

  6. For the family

We are not asking her to create new moments for raisins; we are revealing the suitable daily moments that already exist.