Snack-naming trends
Consumer attitudes toward snacking are changing, driven in a large part by the millennial audience. Where older generations viewed snacks as guilty pleasures, millennials’ insistence on socially aware, better-for-you food has created cross-over snacks requiring no discretion.
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I see soooo many food and beverage brands just pushing out the same old content on social media…nice food pic, talk about how great my brand is, more food pics, maybe a happy kid, throw in a packaging shot or two…predictable, boring, and most importantly …UNEFFECTIVE!
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When consumers are looking…is your CPG food or beverage brand anywhere to be found?
In order to be found, you have to occupy space in two places: 1) in the minds of consumers, and 2) on the shelf at retail.
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No, seriously—would you date your brand? Humans are designed for personal interaction with each other. Basic attraction, compatibility, and the desire for relationships are what draw us together.
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Just hearing the word audit can send even some of the most organized companies into a state of panic – that is if you are referring to a financial audit.
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Food and beverage brand managers often dream of the idea that consumers are having wonderful conversations about their brand. That people everywhere are sharing the good news of the glory of their brand. Telling all their friends. Sharing on social media. Talking to strangers in the supermarket.
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Think about your ownable brand assets that are distinctively yours, and no other brand can claim. It may be your name, logo, art, icon/symbol, personality, jingle, packaging, tagline, etc. Do you have such assets, AND, are you leveraging these assets to their fullest?
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As food marketers, we keep hearing it over and over again… “Consumers are looking for healthier eating options” – especially Millennials. In fact, according to the polls, 80% of people are “trying to eat healthier.”1 (As Yoda said, “Do or do not. There is no try.”) Meanwhile, everyone in the food industry is searching for the “Holy Grail” of healthy, nutritious, minimally processed and convenient. Oh, and it has to taste good too. But wait… in the real world, the relative significance of all of those factors is literally the difference between success and failure.
