J. Schall Consulting

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1st Phorm International isn’t like other supplement brands...and that’s by design. In fact, Sal Frisella stated that the goal has always been to build a multigenerational lifelong company...something that's very abnormal within the sports/active nutrition niche of the supplement industry. And that's because being a "lifelong brand" means consistently delivering high quality products, fostering deep customer loyalty by aligning with their values, adapting to changing market needs, maintaining authenticity, and building a strong reputation that encourages customers to remain engaged with (and advocate for) the brand over a long period of time. In a category plagued by short brand lifecycles, 1st Phorm seeks to be an incremental success story…one that takes just as much patience to fully understand and appreciate. #strategy #trends #markets #fmcg #cpg #sportsnutrition #supplements #food #beverages #nutrition #wellness #productdevelopment #branding #marketing #merchandising #retailing #retail #grocery #business #businessintelligence #entrepreneurship #consultants

Did we predict that Gatorade would create/launch its "Hydration Booster" electrolyte drink mix (designed to be the perfect all-day hydration hero) two years before PepsiCo announced it? All we know is that within a September 2022 content piece dissecting the recent "sports nutrition" moves by Gatorade...it mentioned: "hydration has broadened as a category, stemming from the 'Liquid I.V. Effect.' Propel might be that sub-brand to meet those consumers where they are, but new ideas will need to emerge..." Well...you be the judge of that!?! #strategy #trends #markets #fmcg #cpg #beverages #sportsnutrition #supplements #hydration #nutrition #wellness #productdevelopment #branding #marketing #merchandising #retailing #retail #grocery #business #businessintelligence #entrepreneurship #consultants

While our belief is that the “death of alcoholic beverages” storyline has been wildly overexaggerated, there are two very real underlying drivers that are impacting the long-term categorical outlook; elevated health-consciousness and generational change (i.e. Gen-Z and Millennials). While still not uniformly defined, what will be the "go-to" relaxation beverages that replace alcohol? We believe the “post-work” to “pre-bed” occasion will be the next frontier for functional beverages. It’s been bubbling up this entire decade, but 2025 will go down as the breakthrough year for the relaxation CPG space. And there will be ample space for brands offering adaptogens/botanicals and/or hemp/cannabis beverages. Source: Coefficient Capital #strategy #trends #markets #fmcg #cpg #beverages #supplements #productdevelopment #branding #marketing #merchandising #retailing #retail #grocery #business #businessintelligence #entrepreneurship #consultants

What drives the U.S. "weight management" market? There are the obvious health-related motivating factors, but what role does "social consequences" play into why weight management has been on the top of many Americans' minds for decades... It's difficult to argue against how diet culture and social media have increasingly put pressure on people to look a certain way. Moreover, being thin is now a social ideal and used as a social distinction from the increasingly obese masses. The modern American lifestyle is constantly messing with our ability to achieve even a fraction of the physical appearance standard we set...thus helping drive consistent growth of weight management products. And though GLP-1 weight loss medications would not be considered "vanity drugs" because of the current primary use cases, it also doesn't mean there aren't longstanding American cultural/societal influences that add support to that portion of the market as well... #strategy #trends #markets #fmcg #cpg #glp1 #weightmanagement #sportsnutrition #supplements #food #beverages #health #wellness #innovation #productdevelopment #branding #marketing #merchandising #retailing #retail #business #grocery #businessintelligence #entrepreneurship #consultants

Taking risks is a fundamental aspect of the entrepreneurial journey. Financial risk will likely be a large factor for consideration, but no matter the type of risk...it's important that you assess your ability to tolerate them (as its a key personality trait that are not typically very amenable to change). And that's because being a successful entrepreneur takes courage along with that great idea... This excerpt was taken from our December 2023 conversation [link in the comments] with Dan Crosby...where we talked about the bevy of risks surrounding his decision to acquire the bankrupt assets of BioSteel. #strategy #trends #markets #fmcg #cpg #sportsnutrition #supplements #beverages #health #wellness #innovation #productdevelopment #branding #marketing #merchandising #retailing #retail #business #grocery #businessintelligence #entrepreneurship #consultants

When you're an early-stage CPG brand founder...each individual customer means the world to you. But then as you scale (and your customer base grows), CPG brands (oftentimes unintentionally) wrongfully distance themselves from those original core customers...making them feel like just a number. And that’s becoming a bigger issue in today’s CPG marketplace where customers expect brands to add value to their lives beyond simply providing a great “made to stock” product. So, CPG brands must focus on building a company culture that rewards the creation and adoption of unscalable customer-centric strategies. The goal would be to prioritize customer intimacy even as the CPG brand goes through the typical growth/adoption construct... #strategy #trends #markets #fmcg #cpg #cx #customerexperience #food #beverages #sportsnutrition #supplements #innovation #productdevelopment #branding #marketing #merchandising #retailing #retail #business #grocery #businessintelligence #entrepreneurship #consultants

CPG Industry 🤝 Movie Industry Did you know that within the last year...almost every one of the “Top 25” grossing box office movies were based on existing IP or part of a franchise? You're probably wondering how that random factoid relates to the CPG industry, right? Over the past 5-7 years, we've continually referenced this idea of the "CPG industry innovation paradox." But what happens when CPG brands decide instead to play it extremely safe like movie studios? Does all that CPG product renovation (line extensions, reformulations, or relaunches) activity: 1️⃣ risk the future survival of established CPG industry players? 2️⃣ make them more profitably efficient? #strategy #trends #markets #fmcg #cpg #food #beverages #sportsnutrition #supplements #innovation #productdevelopment #branding #marketing #merchandising #retailing #retail #business #grocery #businessintelligence #entrepreneurship #consultants

Vital Proteins was hardly the first to sell collagen protein, but the supplement brand was certainly at the vanguard of the movement when introducing its flagship powdered collagen peptides product. And since then...Vital Proteins has captured the leading share in the collagen market across every U.S. large tracked sales channel by launching hundreds of "collagen-as-a-platform" products... This excerpt was taken from our May 2022 conversation [link in the comments] with Tracey Warner Halama...where we talked about Vital Proteins' big dream of creating a new category. But while the brand certainly disrupted the entire protein powder space...that success also created a rush of competitors that we dubbed the “Vital Proteins Effect.” #strategy #trends #markets #fmcg #cpg #sportsnutrition #supplements #protein #health #wellness #innovation #productdevelopment #branding #marketing #merchandising #retailing #retail #business #grocery #businessintelligence #entrepreneurship #consultants

Protein Bars: "Clean" vs. "Non-Clean" Protein has become a kind of "holy water" that instantly anoints any food (or beverage) with a health halo... While the focus on high protein diets started in those shadowy niches of sports nutrition and weight management, there’s now increasingly diverse consumer cohorts that possess a heightened awareness around the value of this essential nutrient. With protein bars now being marketed as “wellness” products targeting mainstream consumers that are quite different than the previous stereotypical, “curls for the girls” consumers of the past, it's important to understand current trending primary purchase drivers. Source: SPINS (L52W period ending 9/8/24) #strategy #trends #markets #fmcg #cpg #food #beverages #protein #snacking #sportsnutrition #supplements #wellness #nutrition #innovation #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship #consultants