Blog: Ovaltiney, or New Traditionalist?
Catherine Sleep | 13 September 2005
To promote the launch of its new drink variety, Ovaltine commissioned a survey to find out what makes women aged between 25 and 45 tick. Since I fit neatly into that category I looked at the findings with interest. What they suggest is that traditional values are reasserting themselves in today’s hectic lifestyle, prompting the creation of a new demographic category: the New Traditionalist. Well, at least it sounds less contrived than the Rurties (rural arties).
The New Traditionalist is clued up on nutrition but rejects food fads. She shuns high fashion in favour of practical classics, and enjoys making her home comfortable and pleasant. She’s getting into knitting and baking – although more for entertainment than from necessity, unlike her counterpart of fifty years ago. Not that she’s about to give up the gender equality gains won by her older sisters: working life was cited most frequently when asked what participants thought was better today than 50 years ago.
I could echo most of this, although that has as much to do with turning 30 and becoming a mother as anything else. It’s hardly revolutionary, but the New Traditionalist label does have a ring of truth to it. We’re all into antiques now, and when you worry that you might be blown up on your way to work, there’s a natural instinct to cherish your home and the time you spend there. Snuggling up with a mug of Ovaltine fits the image well; making the drink hip might be a greater challenge.
Probably the most interesting thing I learned about Ovaltine through the launch was that it is only in Britain that it is perceived to be a bedtime drink. Elsewhere it is consumed mainly at breakfast, to provide energy to help consumers get through the day.
What would the Ovaltineys make of that? Yes, I am of course FAR too young to remember the Ovaltineys first-hand, but the concept lives on.
Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...
Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
- Analysis: Post discusses rationale for Weetabix
- Interview: Sir Kensington's on sale to Unilever
- Who will buy Danone's Stonyfield business?
- Column: Why snacking is the new meal
- US food next wave on display at Winter Fancy Food
- Unilever buys US condiments maker Sir Kensington's
- Ice cream helps Unilever sales, food flat
- Suntory to offload Australia, New Zealand foods
- Nestle organic growth slows but beats expectations
- Post: Weetabix "opens up M&A opportunities"