MMR Research Worldwide says that with the highest screen time in the world (10 hours and 45 min per day compared to the global average of six hours and 58 min per day), the battle for consumers' attention is particularly challenging in South Africa.

Andrew Wardlaw, chief ideas officer at MMR, says, "There is growing realisation that it's getting harder for brands and innovation to cut through. We want to tackle this head-on and find ways to make more impact with the product experience."

"A further impact of the digital era is its effect on real-world expectations. Science has shown that constant exposure to stimuli online generates an expectation of heightened experience in real life. For manufacturers, there is a pressing need to make product experiences pop," adds Wardlaw.

In addition to its core focus on making an impact, the event will also draw on fresh consumer research into South Africans' post-Covid health priorities and how over 30 FMCG categories address these and other functional needs. The research also unpacks the perceived efficacy of over 50 new and established functional ingredients, says the firm.

MMR also plans to look to the future, covering prospects for plant-based foods and consumer attitudes to emerging food tech, such as animal-free dairy and cultured meat.

"Through this event, we hope to inspire brands with new thinking about the opportunities for growth in tough economic times," adds Wardlaw.

Head of business in Africa and Middle East Jacqui Horsley says, "Manufacturers are increasingly calling for our assistance in understanding how to innovate better and enhance the overall user experience so that brands stand out from the competition and provide a little more pleasure to people's lives."

Figures show that MMR's Africa and Middle East divisions grew by 266% in the year ending 2022. With a team of qualitative and quantitative experts, MMR in South Africa is well-positioned to partner with FMCG businesses to align the brand experience with the sensory delivery of products and packaging. This will ensure that brands go to market with something genuinely memorable.

"It is crucial for FMCG brands to redefine themselves on a regular basis to stay ahead in this fast-paced market. To really engage customers across all areas of your brand, pack and product, the optimal balance of sensory science, consumer insight — and compelling, creative research approaches are required," adds Horsley.

"The expectation of an experience is now greater post-Covid. Our aim for this event is to share practical ways to work together to make product experiences more memorable," concludes Horsley.

To register to be a part of this free event, individuals are encouraged to click here.

For more information, visit www.info.mmr-research.com. You can also follow MMR Research Worldwide on Twitter or on Instagram.