Joshua Schall, MBA’s Post

Stop causing confusion with consumers...it rarely ends well! The ultra-competitive functional CPG marketplace can oftentimes trick founders into believing it’s essential to redefine categories with different ingredient decks. And while that might seem like a "clever" way to attract more attention...piggybacking off the name of categories where consumer expectations are deep-rooted (e.g. energy drinks) can create massive near-term challenges. Though the “energy drinks” market will certainly be defined by more than stimulants (e.g. caffeine) one day in the future…today is not that day! #strategy #trends #markets #fmcg #cpg #beverages #energydrinks #sportsnutrition #supplements #wellness #innovation #productdevelopment #branding #marketing #merchandising #retailing #retail #business #businessintelligence #entrepreneurship

It seems each year the "Circana New Product Pacesetters" list comes out, it features an increased number of beverages that deliver more...whether that's more energy, more hydration, or more nutrients. At this point, it really shouldn't surprise anyone that these "incubated within the supplement industry" brands are outperforming incumbents in large retail channels... The theme in 2023 seemed to be: - collaborations with well-known brands - compelling brand narratives - dedication to product expansion It was also noted that brand manufacturers with sales under $500 million represented 59% of the rankings by count, up 18 percentage points from the year before. See the entire list ➡ https://bit.ly/3VfxZ9f #strategy #trends #markets #fmcg #cpg #beverages #energydrinks #sportsnutrition #supplements #wellness #innovation #productdevelopment #marketing #branding #merchandising #retailing #retail #business #businessintelligence #entrepreneurship #consultants

Doritos, Ritz, and Quaker represent some of the best selling CPG brands by estimated monthly revenue for the food ingredient 'LACTIC ACID'. Follow @globalsavors for more. #cpgmarketing #groceryretail #fairtrade #foodmarketing #OrganicFood #cpg #betterforyou #foodstartup #Retail

In a pre-launch exclusive, The Grocer has featured the British Brands Group’s new research into innovation trends in UK Grocery from 2019-21. The article explores how true innovation (or 'distinctive innovation') is hard to find. In fact, of 18,167 launches analysed over a three-year period it examined, only 375 – or 2.1% – fit the criteria. So, what’s going on? Get an early insight to the research and findings on The Grocer. https://lnkd.in/eg7WxiMR #BrandInnovation #GroceryInnovation #FMCG #GroceryIndustry

Great [licensed] flavors, but what else? While co-branded offerings are still in the early stages, supplement brands will soon need to realize that those licensed flavors alone won't be a big enough differentiation point for a material level of success. Eventually the energy drinks set still needs diversification (or some optionality), and you can’t have the whole cooler be these co-branded products. So, supplement brands (and retailers) will have to think more carefully about the placement and performance of individual SKUs. At the end of the day...it's just another product feature. #strategy #trends #markets #fmcg #cpg #supplements #sportsnutrition #beverages #food #licensing #innovation #productdevelopment #branding #marketing #merchandising #retailing #retail #business #businessintelligence #entrepreneurship #consultants

Highlighting the importance of distinctive #innovation in #FMCG 🚀 As shared by our member, British Brands Group, new research by Europanel - featured in The Grocer- reveals that only 2.1% of grocery product launches are truly 'distinctive' innovations. This study underscores the need for more groundbreaking developments in our industry. Let's dive into the findings and explore how we can shrink the innovation deficit ⬇

[(right celebrity + right product) x level of celebrity involvement = success of celebrity packaged goods brand] Now...that doesn't mean these celebrity packaged goods brands don't have to be great at all the "blocking and tackling Xs and Os” CPG operator stuff," especially when we are talking about beverages... Because the ecommerce unit economics are terrible...all that pulled forward brand awareness can create efficiency/profitability issues if "marketing to empty shelves.” The Ryl Company™ seems to be maximizing the celebrity packaged goods success equation with Morgan Wallen, but the race is on for Blodin U. and the team to make sure product availability is increased quickly before consumer attention wanes. #strategy #trends #markets #fmcg #cpg #beverages #energydrinks #sportsnutrition #supplements #vitamins #wellness #nutrition #health #innovation #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship

NABISCO, Gardetto's, and Cheez-It represent some of the best selling CPG brands by estimated monthly revenue for the food category 'Party Mix'. Follow @globalsavors for more. #Plantbased #foodstartup #FoodIndustry #bfy #fmgc #sustainable #cpgbrands #cpg #cpgmarketing #fairtrade