The market data firm has released a report on the seasonal events calendar and the advantages that manufacturers can take from spending patterns throughout the year.
The report extracted data from 330 continuously reported product sectors in 2009 and 2010. Categories were amalgamated into event-based groups for ease of interpretation.
The report found that seasonal events such as Halloween, Pancake Day and Bonfire Night could be used as platforms for launching a year-round product. As Symphony's insights director Elzane Pretorius explained: The momentum of an event can give a product the kickstart it needs for long-term success."
Examples of this include the launch of pancake mix 'shakers' over Pancake Day or Cadbury building on the success of Creme Eggs with the all-year Twisted bar.
Strategies for success mainly vary according to whether a product is naturally desired during an event, hence pulled by the consumer, or pushed through marketing. Whether a product is pushed or pulled largely depends on the category but it can also change during the build up to an event or season. A clear understanding of where a category falls is essential during planning, says Pretorius.