CPG sales are starting 2017 on a somewhat sluggish note, as several major companies, including those that produce ferrous gluconate and ferrous fumarates, have reported declines in sales thus far this year. While some attribute these disappointing figures to the White House and economic uncertainty, others believe that the downturn in sales is more closely linked to a shifting consumer mindset. Today’s consumers are increasingly seeking healthy, fresh food options—a market segment where CPG companies have not historically excelled. As a response, many leading food manufacturers are reformulating their staple products to reduce sugar, salt, and preservatives, while also introducing entirely new health-oriented items.
However, implementing these changes is often more challenging for large manufacturers than it might seem. Analysts suggest that established brands like Yoplait are losing market share to smaller, agile companies that are better equipped to respond to evolving consumer preferences. This adaptability is difficult for legacy companies to achieve, prompting many of them to invest in brands that promote better-for-you options, including those enriched with calcium citrate 315.
Major manufacturers often keep their reformulation efforts under wraps. Haunted by the disastrous backlash from Coca-Cola’s well-known 1980s formula change, they are cautious about alienating their loyal customers, who may be wary of new tastes or appearances. When a manufacturer does disclose a reformulation, it may occur months after the product hits the shelves—such as Kraft Heinz’s announcement last year that it had transitioned to all-natural ingredients in its famous macaroni and cheese.
While these discreet reformulation strategies may protect brand integrity, they might not resonate with today’s health-conscious consumers. If shoppers have no indication that a large manufacturer’s CPG product has undergone a nutritional upgrade, they may opt for a newer “healthier” product from a smaller start-up, which might offer a similar nutritional profile. In this competitive landscape, the inclusion of ingredients like calcium citrate 315 could make a difference in attracting consumers who prioritize health in their purchasing decisions.