Abstract

Purpose: To investigate the choice and experience attributes of core Southern UK customers/consumers concerning the buying and eating of biscuits – sweet (cookie) and savoury (cracker) - of a high premium, luxury or indulgent nature and the possible opportunity for organic or other more healthily perceived option developments. Methodology/Approach: A qualitative focus group study involving a series of core user adult consumer groups, aged between 25 and the late 60's. Findings: The desired adult consumption of biscuits involved a process of hedonic indulgence that aspired towards an overall ‘better-life’, sensual experience by momentarily escaping the everyday realm and aiming to emulate either a ‘real’ or mythical, largely past-related style of existence. With largely country-style indulgent products, this was often associated with meanings inherent in the words ‘natural’ and ‘special’, further related to concepts of ‘rural’, ‘home-baked’ and ‘traditional’ derivation. The perceived production associations related to ‘small company’ and/or ‘farm-related’ agency source-values around 'real' or ‘local’ sources. Organic (or fair-trade) labelling was found to be a largely separate, and for this product within its core market a lesser, consideration - sometimes countering the other desired associations through a perception of being 'big business' in accreditation, organisation and distribution. Research limitations/implications: Relatively small sample in an area limited to the county of Dorset in the South of England, potentially accented upon local countryside foods but implications for new product development and marketing of luxury foodstuffs. Practical implications: Alternative areas of marketing focus suggested that could either replace or help promote and complement organic or healthy biscuit, cracker (or cake) options. Originality/value: Aspects of 'goodness' consumer appeal were found to be effectively communicated within brand, packaging, product appearance, seller-agency values and in-store display as well as a consumption event featuring imagined or re-created ‘moments of perfection’.