The CPG Food and Confectionery Industries: Trends, Insights, and Marketing Tactics | USA & Europe

Introduction

The consumer-packaged goods (CPG) industry stands at a critical juncture in consumer preferences and global market dynamics, grappling with the evolving tastes and ethos of an increasingly discerning consumer base. As consumers demand products that not only satisfy their hunger but also align with their values and lifestyle choices, CPG brands are challenged to weave sustainability, innovation, and wellness seamlessly into their core product strategies. Delve into the pivotal trends shaping the US and European CPG food and confectionery (candy) industries and actionable insights for brands looking to thrive amidst these shifts.

THE CPG LANDSCAPE: US and Europe

U.S. Market Dynamics & Consumer Strategies:

• Moderated Food Inflation Still Affecting CPG Prices: Despite a decrease in inflation to 3.4% by the end of 2023, high grocery prices remain a primary concern for most Americans.CPG companies are cautiously adjusting pricing, facing a 6% fall in volume sales. Confectionery items, in particular, saw an 8% decrease in sales volume, with a 16% increase in prices over the past year.

• Adjustments in Consumer Spending: US consumer optimism may have increased to its highest level in January 2024, yet spending caution persists. With food expenses identified as the primary economic worry among consumers, 69% of consumers have modified their grocery shopping habits, with 59% reducing item quantities. 77% of consumers have strategically lowered their overall spending, showing a preference for Buy Now, Pay Later (BNPL) options–especially in younger age groups.

Europe's Economic Outlook & Consumer Behavior:

• Economic Pessimism Takes a Toll on Consumer ConfidenceAccording to McKinsey research, Europe closed out 2023 with a continued decline in consumer confidence, mainly due to persistent inflationary concerns. 50% of European consumers have reported decreased savings, with a notable shift towards more vigilant expense tracking and savings cutbacks.

• Shoppers Are Adapting to Trading-Down Strategies: A solid 80% of European shoppers have reported trading down–a trend consistent with the past year–to more affordable alternatives, budget-friendly stores, or even holding off on certain purchases. Italy and Spain lead in these cost-saving measures.

5 EMERGING TRENDS IN CPG FOOD & CONFECTIONERY

Amidst inflation and escalating US and European food prices, consumers are more discerning in their purchases. While choosing 'selective splurging' on certain food items that appeal to their values or their need for familiarity and indulgence, they're economizing elsewhere in ways that are transforming the CPG food and confectionery sectors--paving the way for the emergence of the following five key trends:

1. THE BETTER-FOR-YOU BOOM

An apparent tilt towards health and wellness is emerging, echoing consumers' dual demand for indulgent yet better-for-you products. With 60% of Europeans committing to healthier eating, the industry is expanding to include plant-based options that promote sustainability and ethical consumption, low-sugar treats for guilt-free pleasure, and new, nutritious ingredients to enhance well-being while maintaining traditional tastes. Innovation is at the heart of this shift, pointing to a future where delicious food and candy also improve overall health!

• Plant-Based and Alternative Proteins: With 60% of consumers now more attentive to the impact their food and drink consumption has on the environment, CPG manufacturers are embracing plant-based preferences by using proteins from plant sources and including a more thoughtful selection of ingredients–such as mushrooms, walnuts, tempeh, and legumes–in the creation of alternative protein products.

• Reduced Sugar and Healthier Treats: In the US, nearly a third of adults grapple with obesity, making weight management a key concern. This, coupled with HFSS (high in fat, sugar, and sodium) regulatory changes in Europe, reshapes the candy landscape. The appetite for sweet treats that blend taste and health is growing, seeing a 15% sales jump in the US. US brands like Oobli and Justin's, recognized for their low-sugar, fruit-based chocolates, and organic candies, respectively, are at the forefront of this trend. Meanwhile, UK brand Tate & Lyle is helping manufacturers adapt recipes to meet HFSS standards and cater to the growing consumer demand for healthier alternatives.

• Emerging Ingredients and Flavors: The CPG industry is delving into new ingredients that offer increased nutritional advantages while preserving flavor. This trend is underscored by the growing fondness for products fortified with ingredients like ube, cherry pepper, cilantro, okra, and even seaweed!

• Diet and Allergy Sensitivity: About 40% of shoppers have to consider allergies, intolerances, or sensitivities when shopping for food, according to the Food Industry Association (FMI). Brands are acknowledging these needs by increasingly producing allergen-free and sensitivity-conscious products to benefit their bottom lines: snacks with these claims have experienced 8.7% year-over-year unit growth and 25% dollar growth.

2. GLOBAL STREET FOODS AND FLAVOR INNOVATIONS

With nearly half of US consumers expressing a keen interest in global street foods, companies like Kraft Heinz, Kellogg's, PepsiCo, and startups like MìLà and SOMOS Foods are innovating their product lines to bring a slice of the world to the domestic table. Parallel to this culinary exploration, the crossover of food service and restaurant brands into the retail CPG space redefines grocery aisles. The pandemic accelerated this trend, prompting restaurants to diversify and extend their brand reach through packaged goods. From Taco Bell's meal kits to upscale restaurant Carbone's red pasta sauce, the line between dining out and eating in will continue to blur as restaurant-quality flavors meet the convenience of at-home preparation.

Nissin Foods USA is investing $228 million in a new Ramen manufacturing facility, capitalizing on the "unprecedented" American appetite for affordable, easy-to-prepare global cuisine like ramen. In part, Nissin's double-digit growth spurred by introducing spicier ramen varieties that cater to Gen Z's taste preferences, underscoring the considerable opportunities available for CPG companies that tap into international flavor trends.

The Kraft Heinz and Taco Bell partnership on meal kits, available at Walmart, reflects the food industry's shift towards global flavors and the merging of restaurant quality with home cooking. Capitalizing on the rising popularity of Mexican cuisine and at-home dining experiences, it also taps into the trend of sharing food experiences on social media, as consumers have gone to great lengths to replicate the popular Taco Bell menu items and then post their creations.

3. PRIVATE LABEL ASCENDANCE

Private labels in the US are evolving beyond mere alternatives to national brands, adopting sophisticated strategies that position them as serious competitors within the CPG market—a trend already familiar in Europe. Economic challenges and rising demand for value have led to a notable shift by 63% of consumers towards these brands, now accounting for 19% of total US CPG sales. Retail giants like Trader Joe’s, Aldi, and Costco are investing heavily in their private-label lines, targeting premium, organic, and natural categories, with these products now exceeding 50% of their total SKUs. Although private labels have yet to dominate the confectionery sector, this could change as retailers look for ways to push back rising costs from candy manufacturers. 2023 saw Belgian supermarket chain Colruyt challenge Mondelez, the company behind Oreos and Milka chocolates, over its price increases. Meanwhile, German supermarkets Rewe and Edeka did the same with Mars, the maker of Snickers and Twix.

4. SNACKS AS MAINS

Snacking is increasingly replacing traditional meals, propelled by the demand for convenience and value. Approximately 80% of Americans, particularly younger generations, now blend snacks into their meal routines, with over half using them as main ingredients in no-prep dinners weekly. This shift is not limited to the US; Mintel reports that a similar trend is growing in key markets like the UK and Germany, where over 80% of consumers snack between meals, favoring the salty snacks category for its affordability and variety. Flavor diversity and health-conscious choices further define the sector's expansion. Bold, global flavors appeal to younger consumers, while a surge in high-protein and plant-based options reflects a broader shift towards wellness, with the protein snack market projected to hit $10 billion by 2032. Clean ingredients and ethical consumption preferences are shaping how we snack today—and will continue to in the years to come.

PepsiCo's small snacking brands, like SunChips and PopCorners, fill a valuable niche with hungry consumers looking to eat healthier. Each delivers double-digit net revenue growth. Together, these brands generate about $1.5 billion in revenue annually for PepsiCo, which is capitalizing on the larger trend of snacking taking center stage in the CPG food landscape.

General Mills embraces cereal as a snack with new twists on old favorites. The CPG giant is introducing new mini options for six popular brands to appeal to consumers who enjoy cereal more as a snack.

5. SUSTAINABILITY AND ETHICAL CONSUMPTION

A significant shift towards ethical consumption and sustainability is reshaping consumer expectations for the CPG food industry. Concerns about climate change, water conservation, and plastic packaging drive shoppers to demand more transparency from the brands they support. The shift is about more than aligning with environmental, social, and governance (ESG) considerations; it directly impacts brand sales and equity, given that neglecting sustainability can lead to declining sales and a damaged brand reputation. Notably, 85% of consumers consider ingredient transparency a critical factor in corporate transparency, strongly emphasizing younger generations. A study by FMI and NielsenIQ revealed that two-thirds of grocery shoppers are willing to switch to brands that provide such detailed ingredient and nutritional information, and over half are even ready to pay a 5% premium.

The industry must respond with detailed labeling, certifications, and accessible product information that empower consumers to make informed choices and support brands that actively contribute to a more sustainable, ethical future.

SWEET STRATEGIES: MARKETING FOR THE CPG FOODS AND CONFECTIONERY INDUSTRY

Inflation-minded consumers are increasingly considering trade-offs, trying out the competition, and hunting for the best deals. According to Deloitte, 50% of US retail executives expect consumers to value price over loyalty in the coming year. With a blurring of the lines between established national brands and retailers' private labels, it's become imperative for CPG brands to differentiate themselves in a crowded marketplace. Today's consumers are not just seeking products; they're gravitating toward brands that can positively impact their lives. This expectation offers a vast arena for CPG companies to explore innovative and thoughtful marketing strategies to build stronger consumer relationships, distinguish themselves from competitors, and create loyal brand advocates. Key areas to focus on include:

1. AUTHENTIC BRAND STORYTELLING AND ‘NEW’STALGIA

With consumers craving comfort in uncertain times, many established CPG and candy brands have rebranded initiatives, tapping into a trend towards ‘new’stalgia. This trend attempts to strike a balance between introducing innovative offerings while still preserving brand familiarity. Brands that don’t have such nostalgic appeal can highlight their unique stories to establish stronger connections with an audience that increasingly values authenticity during changing tides.

Italian food brand Giadzy leverages celebrity chef Giada De Laurentiis' journey from Italy to the US to underscore the brand's authenticity and commitment to quality. The brand has seen a 400% increase in sales over three years, fueled by a focus on imported ingredients, meal kits, and engaging content that educates consumers about the producers who made the products they're buying.

Cadbury celebrated its bicentenary by inviting fans to share their cherished memories involving the brand for a chance to win £1,000. "Your Cadbury Memories" campaign aims to evoke nostalgia and celebrate the brand's long history by featuring fan-submitted photos in their advertising, reinforcing Cadbury's deep roots in British culture and personal milestones.

Jell-O unveiled a new logo and packaging for the first time in a decade to modernize its brand identity. This rebranding aims to appeal to a new generation of parents while retaining the brand's playful and colorful essence. It highlights how Kraft Heinz is updating its brands to connect with evolving consumer tastes and preferences–but not straying too far from familiarity.

2. INNOVATIVE & AGILE PRODUCT DEVELOPMENT

Innovation in product development, particularly in alignment with health trends, is crucial for maintaining relevance and capturing consumer interest in the dynamic CPG landscape. Consumers typically are willing to pay more for products that are different, have an improved formulation, or are unique in a positive way. Forward-thinking CPG brands are responding by innovating their product lines to meet evolving tastes and palate preferences.

Mars Wrigley's Nutritional Innovations: Adapting its classic offerings, Mars Wrigley introduced Snickers Hi-Protein, infusing the beloved candy bar with 20 grams of protein and just 4 grams of sugar to cater to health-conscious snackers. Additionally, it's launched a series of innovations to its portfolio of snacks and sweets, with unique taste experiences inspired by global cuisines and trends, e.g., Dove Milk Chocolate Tiramisu Caramel Promises and Ranch Dip flavored Combos.

Kraft Heinz and NotCo's Plant-Based Ventures: Kraft Heinz, in collaboration with food tech company NotCo, launched a plant-based mac & cheese, marking their third joint innovation. Utilizing NotCo's AI platform, Giuseppe, they've reimagined traditional food items with plant-based ingredients, signaling Kraft Heinz's strategy towards innovating in response to the growing demand for non-dairy alternatives.

3. ENHANCING PRICING AND PROMOTIONS WITH AI

Armed with big data and machine learning, AI provides a significant advantage for CPG brands in improving their marketing strategies. According to Chris Cubba, Chief Revenue Officer at Snipp Interactive Inc., "The use of AI tools is about enhancing personalization and tailoring promotions to individual preferences. By utilizing data analytics to understand individual spending patterns, brands can tailor personalized cost-savings offers that drive retention and incrementality without creating unnecessary margin impact." Effective use of AI can allow brands to increase their marketing ROI, aligning their promotions precisely with retailer demands and consumer preferences.

Pop-Tarts Bites partnered with VidMob to analyze advertising performance and engagement on Meta’s Instagram and Facebook platforms. The goal was to identify which ad variants most effectively resonated with distinct consumer segments, including Gen Z. This initiative allows for more targeted marketing strategies. It showcases the potential of AI to revolutionize how brands communicate with their audiences.

4. STREAMLINING DIGITAL ENGAGEMENT AND DIRECT-TO-CONSUMER STRATEGIES

Despite most groceries still being bought in stores, the shift towards digital is undeniable. According to Capital One, by 2025, over 155 million Americans will buy their groceries online, nearly doubling the pre-pandemic figure of 87 million. CPG companies are increasingly exploring new sales channels, including direct-to-consumer (D2C) models, which allow them to bypass traditional retailers and directly engage with their customer base. This strategy is particularly effective against the competition with private-label brands, as it enables personalized experiences and exclusive offerings through social media, branded websites, and D2C platforms. Direct engagement with consumers fosters loyalty and provides brands with valuable and actionable insights to drive sales in a competitive market.

Hershey developed a DTC strategy to gather first-party data and better understand its customers' behavior. Its branded DTC website created a frictionless path to purchase that allowed consumers to learn more about its products, leading to a 98% increase in orders and a 105% increase in sales compared with the previous year.

Allergy-friendly brand Ready. Set. Food!'s partnership with PBS Kids' "Daniel Tiger's Neighborhood" strategically aligns the brand with educational content, enhancing its credibility regarding allergen safety and health. It also demonstrates the effectiveness of combining digital educational content with innovative product offerings.

Authentic Chinese street food brand MìLà's use of its direct-to-consumer channel for product testing and innovation allowed for real-time feedback, enabling it to hone its product development for retail markets. Its DTC and e-commerce efforts were invaluable in building consumer loyalty and facilitating product market fit.

5. COLLABORATIVE MARKETING EFFORTS

Collaborative marketing, involving partnerships between brands, influencers, or other entities, opens new avenues for creativity and market penetration. These collaborations can range from limited-edition products and co-branded experiences to cross-category ventures, enabling CPG brands to tap into new demographics, enhance brand perception, and create buzz.

Hidden Valley Ranch and Burt’s Bees: This partnership introduced a ranch-flavored lip balm, transforming a beloved dressing flavor into a unique cosmetic product. Inspired by a fan-favorite April Fools joke, this collaboration exemplifies how brands can innovate across categories, building on fan enthusiasm to explore new markets and creative promotions. Hidden Valley has found success with these kinds of limited-edition promotions-- last year, it collaborated with Van Leeuwen on ranch-flavored ice cream.

Oreo teams with Pac-Man. Oreo partnered with Pac-Man with special edition cookies and a custom Oreo Pac-Man. Each Oreo can be scanned to unlock exclusive gaming experiences or a chance to win prizes. By blending snacking with nostalgic gaming, Oreo created an engaging collaboration, inviting consumers of all ages to enjoy playful moments together.

6. LEVERAGING SOCIAL AND MEDIA PLATFORMS

The role of social and media platforms in today's marketing ecosystem cannot be overstated. Brands must be adept at navigating these channels to engage with consumers, influence trends, and drive brand awareness, which involves traditional advertising and engaging with content creators, participating in viral trends, and utilizing emerging platforms to reach new audiences. The challenge is to remain authentic and agile, adapting real-time strategies to leverage these platforms' full potential for storytelling, community building, and consumer engagement.

TikTok has become a pivotal platform for emerging CPG brands. Its ability to spark new food trends and shape consumer preferences, particularly among younger audiences, has made it popular. The #FoodTok tag boasts billions of views, offering CPG brands an enormous creative outlet for influencer-based content that showcases their products.

The strategic use of streaming platform advertising, as seen with Amazon Prime Video, represents a significant evolution in digital marketing. It offers brands expansive reach and engagement opportunities in a highly fragmented media landscape.

7. ELEVATING BRAND ENGAGEMENT THROUGH UNIQUE EXPERIENCES

In today's crowded market, crafting unique and memorable brand experiences is vital for capturing consumer attention. Through experiential marketing, interactive content, and innovative product uses, CPG brands can offer more than just their goods—they can create emotional bonds and turn consumers into brand advocates. Innovations such as augmented reality (AR), virtual reality (VR), and real-world activations redefine consumer engagement, allowing brands to enhance the consumer journey and offer immersive, meaningful interactions that surpass traditional advertising.

SOMOS Foods' Walking Tacos: This concept brings consumers a novel, interactive dining experience, blending the brand's culinary heritage with the trend of experiential eating. By introducing "walking tacos"—street food from Mexico featuring tortilla chips topped with seasoned meat and cheese—SOMOS Foods has successfully engaged consumers and encouraged them to explore the brand's diverse product range.

Snickers' AR Super Bowl Experience: Snickers' innovative Super Bowl campaign will allow users to engage in interactive AR activities like kicking field goals. Available on both the Apple Vision Pro and mobile devices, this campaign is tied to Snickers' long-running "Rookie Mistake" platform to deepen consumer engagement beyond conventional ads. The experience invites users to share their rookie mistakes or embarrassing moments for a chance to win an at-home football viewing set-up.

Oscar Mayer's Wienermobile Drivers: Oscar Mayer's search for Hotdoggers to drive its iconic 27-foot-long hot dog-shaped vehicles, aka Wienermobiles, showcases a creative approach to brand ambassadorship. These paid ambassadors travel across the US, hosting pop-up events and generating high-performing content for social media, demonstrating a unique way to foster brand visibility and connect with communities nationwide.

8. ALIGNING BRAND VALUES WITH CONSUMER EXPECTATIONS

Consumers are increasingly looking for brands that align with their personal values, particularly regarding sustainability, ethical sourcing, and social responsibility. Brands that successfully balance these values with the value proposition of their products can build stronger, more enduring relationships with consumers, involving transparent communication about sustainability efforts, ethical practices, and how their products contribute to a better world. However, as sustainable packaging becomes the new norm, clearly defining what makes a package sustainable will be critical for helping consumers make an informed and value-driven choice. Communicating “how sustainable” a brand’s package is can become a significant differentiator in the CPG landscape.

Leading food companies and retailers are doing their bit:

PepsiCo's Pep+ initiative showcases a holistic approach to sustainability, addressing everything from ingredient sourcing to packaging, aligning the brand with consumer expectations for corporate responsibility and environmental stewardship.

The Ugly Company's mission to reduce food waste by utilizing imperfect produce resonates with a growing consumer segment concerned with sustainability. It demonstrates how brands can turn ethical practices into compelling value propositions.

Tesco sources cocoa for its brand of chocolate, biscuits, cakes, desserts, and cereals from sustainably managed farms. The cocoa is Rainforest Alliance Certified™, and the products carry the Rainforest Alliance cocoa sourcing label.

9. COLLABORATIONS WITH RETAILERS AND THIRD-PARTY DELIVERY PLATFORMS

As the retail landscape evolves, collaboration with retailers and third-party delivery platforms becomes increasingly strategic. These partnerships can enhance CPG brand visibility, facilitate consumer access to products, encourage product trials, and support integrated marketing campaigns that drive online and in-store traffic. By aligning with retailers and delivery services, brands can offer convenience, unique experiences, and personalized interactions, leveraging each channel's strengths.

Growth via Convenience Stores: CPG food and confectionery sales in convenience stores, particularly in the snack category, which surged by 10.5% to $12.8 billion in the last year, demonstrate the potential of these particular outlets for brand growth. With a demographic leaning towards younger Gen Z consumers, convenience stores are seeing increased snack sales, driven by innovative flavors, smaller pack sizes, and expanded product ranges. Notably, convenience stores now represent 20.4% of all snack sales, with expected continued growth in 2024

Instacart's Caper Carts Instacart's Caper Carts provide a novel way for brands to interact with consumers directly at the point of sale. This technology enables personalized ads, introducing shoppers to new products and offering customized recommendations, illustrating how tech can enhance the shopping experience and boost brand engagement.

Instacart and Google Shopping Ads: Instacart's collaboration with Google to offer Shopping ads powered by Instacart's retail media data represents a strategic move to extend its retail media reach. Early partners include brands like Danone's Oikos and Kraft Heinz, showcasing the potential of combining Instacart's delivery services with Google's extensive reach to drive transactions and challenge competitors like Amazon.

10. ENCOURAGING LOYALTY VIA PROMOTIONS

Loyalty promotions are a powerful tool for building and maintaining consumer relationships in the CPG sector. Brands must build loyalty initiatives structured to offer discounts, exclusive promotions, or cash-back rewards, providing tangible savings to consumers navigating the aftermath of global inflation and a cost-of-living crisis. In doing so, they can create a sense of belonging and appreciation among their consumer base, drive long-term engagement, and gather valuable consumer data. The key is to design loyalty promotions that are easy to participate in, offer real value to consumers, and are personalized to individual preferences and behaviors. Chris Cubba notes the challenges in the CPG loyalty space, including “customer adoption, purchase validation, integration with diverse and constantly changing ecosystems, creating a seamless customer-first experience, and measuring impact to justify a positive ROI. Successful strategies involve employing omnichannel approaches to accommodate varied paths to purchase while remaining as frictionless as possible.” 

Daiya's 'Melt Insurance' program addresses potential consumer hesitancy around trying new products. Daiya wanted to drive a trial of their dairy-free cheese by providing a money-back guarantee for a full refund if the customer is not completely satisfied. Snipp created a 'Melt Insurance' money-back guarantee program where consumers could make qualifying purchases and upload receipts to a dedicated micro-site. If not completely satisfied with their purchase, they could claim the Melt Insurance and get a full refund by submitting a form.

Kellanova’s Gift With Purchase campaign capitalized on the excitement of the college basketball season to drive sales across multiple brands. It showcased the effectiveness of timely, themed promotions to engage consumers and encourage additional purchases. Consumers could buy three participating products and upload their receipts to a dedicated microsite to receive a $15 Fanatics e-gift card, demonstrating a targeted approach to rewarding loyalty.

RXBAR's Unique Sweepstakes: With a creative 'pay your ex to join a new gym' theme, RXBAR's campaign aimed to boost engagement and sales. By registering on a specially designed microsite, consumers could win part of $25k in cash prizes, highlighting innovative ways to engage customers and incentivize purchases.

Conclusion

The CPG food and confectionery sectors are navigating a significant transformation driven by evolving consumer preferences, economic shifts, and technological advancements. As brands strive to remain competitive and relevant, the ability to adapt to these changes has never been more critical. Embracing innovation, prioritizing sustainability, and fostering genuine connections through authentic storytelling and personalized experiences will be essential strategies for success. Leverage our marketing suggestions to succeed in the current landscape and lead with 'zest!'

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This Guide appears on the Snipp website.

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