Fast Food Tops All-Time Favorite Limited-Edition Products
LOS ANGELES — McDonald's offers America's favorite limited-edition foods, according to the results of a new poll conducted by consumer insights platform Instantly. More than 6,000 respondents placed two McDonald's products on the list of the top five limited-edition foods of all time: the McRib Sandwich at No. 1 and the Shamrock McCafe Shake at No. 3.
Other consumer favorites are Red Velvet Oreos (No. 2), Mountain Dew Baja Blast (No. 4) and Starbucks Pumpkin Spice Latte (No. 5).
Results from the research indicate that consumers are more familiar with limited-edition items from fast-food restaurants than with packaged items sold inside grocery stores, according to Instantly. For instance, 52 percent of respondents said they are familiar with Wendy's Pretzel Bacon Cheeseburger, while only 25 percent are familiar with Campbell's Soups' Andy Warhol cans.
Additionally, 20 percent of Americans say they purchase limited-edition items often, with 60 percent indicating that trying a new flavor is the lead factor that motivates their purchase. Unique packaging inspires 38 percent to purchase limited-edition food products.
"Overwhelmingly, our survey showed that consumers have a heightened awareness of limited-edition products and are genuinely interested in trying new flavors and seasonal offerings when they become available," stated Instantly Chief Marketing Officer Andy Jolls.
The top reasons that Americans would be most likely to purchase a limited-edition product are if it is related to a good cause, tied to a seasonal trend or packaged in a unique way.
"A limited-edition strategy could add real value to any marketing mix," Jolls said. "Still, [consumer packaged goods] and food marketers should think carefully about which message and positioning will resonate most with consumers. Specialty packaging and seasonal flavors still interest consumers, but as millennials grow to become the primary consumer group in the country, socially conscious product campaigns should not be overlooked."
The full survey results are available here.
Instantly is a Los Angeles-based market research firm.