Purpose, Convenience and Fresh Ideas:
The Recipe for Creating a loyal Consumer Base
Similarly to the changes in the global market for beauty products and services, the Food & Beverage industry is experiencing several fundamental transformations: On one hand, the rise of smaller, independent brands that ride the wave of relying on “authentic”, “organic” and eventually “vegan” recipes has impressively demonstrated that traditional barriers of entry have been substantially lowered.
social-media communication is key for making BRANDS
Particularly due to Social Media and their importance for advertisement, the cost of distribution and going to market has been substantially lowered. Incumbent brands find it difficult to anticipate trends and to position themselves on-time and in a relevant authentic way to profit from this momentum.
BREAKING THE COMPROMISE BETWEEN FAST AND Healthy FOOD
While many producers have started to move into verticals and are opening their own retail stores - either organically, or through acquisition - they have also invested in brand extensions and broadened their product spectrum in order to increase customer value per square meter. The changes made by traditional leaders in the fast-food category like McDonald´s are showing impressive signs of responding to the rising pressure to react to the next-generation´s appetite for more healthy nutrition and conscious living. The big change: Consumers have learned to look behind facades and started to understand, what’s real and what’s “just marketing”.
ASKING THE RIGHT STRATEGIC QUESTIONS FOR YOUR BRANd’S FUTURE
While chains such as Pret-A-Manger have positioned themselves in a way to fully profit from this trend, brands such as coffee chains that diversified into more sugar and sweets-focused categories will find it more difficult to cope with these changes. But the real question goes beyond the product portfolio: it is a question about brand identity, authenticity and purpose. Brands must look deeper now to find out, what that means for their products & services, touch points and communication.
Let’s get inspired and explore your future together.