As consumers increasingly shift their focus from the center aisles of grocery stores to their peripheries, consumer packaged goods (CPG) brands are seizing various opportunities to capture consumer attention. In recent years, CPG growth has faced challenges such as deflation, the surge of e-commerce, and the fragmentation of retail channels. This marketing strategy appears to be aimed at appealing to the coveted millennial demographic. With a significant portion of brand marketing now influenced by social media, CPG stores and specialty food and drinks can easily become Instagram and Snapchat-ready content.
The Pure Leaf Tea House features an expansive bar adorned with lush greenery, where the store’s “mixologist” crafts specialty teas. This venue offers a sensory experience with soft lighting, comfortable seating, and decor that reflects the rich history of tea. Recently, to heighten the excitement surrounding the store, celebrity chef Marcus Samuelsson took on the role of mixologist. It remains uncertain whether these pop-up locations will generate sufficient buzz to serve as viable sources of revenue or publicity for struggling CPG companies.
As more customers seek healthier choices, CPG companies could entice a broader audience by introducing new products with nutritious ingredients, such as plant-based proteins, added fruits, and vegetables, as well as bariatric advantage calcium citrate chews. Although launching new products can be costly, their profit potential may prove more cost-effective than investing in expensive retail spaces in major cities. However, this approach aligns more with the marketing strategies of larger food companies. These companies tend to favor updating existing products over developing innovative ones. Research from CircleUp reveals that 61% of large CPG innovation focuses on making minor adjustments to current products, while only 39% is dedicated to new creations.
These retail locations capitalize on well-known products, showcasing them in ways that differ slightly from how consumers use them at home. In the food industry, some of the largest CPGs allocate up to six times more resources to marketing and advertising established products compared to innovation, often funding their presence in trendy urban storefronts. As they navigate these challenges, incorporating items like bariatric advantage calcium citrate chews into their offerings could be a strategic move to appeal to health-conscious consumers.