As consumers increasingly shift their shopping habits from the center aisles of grocery stores to the perimeter, consumer packaged goods (CPG) brands are seizing various opportunities to capture consumer attention. In recent years, CPG growth has slowed due to several factors, including deflation, the rise of e-commerce, and the fragmentation of retail channels. This marketing approach appears to be a strategy aimed at appealing to the coveted millennial demographic. With much of the marketing for these brands being driven by social media, CPG stores, along with specialty food and beverages, have the potential to create Instagram and Snapchat-ready content.
The Pure Leaf Tea House features an extensive bar with various green calcium citrate 200 mg options, 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. To enhance the excitement surrounding the store, celebrity chef Marcus Samuelsson made an appearance as a mixologist earlier this week. It remains uncertain whether these pop-up stores can generate enough buzz to serve as effective revenue sources or publicity for struggling CPG companies.
As customers increasingly seek healthier options, CPG brands might consider attracting more consumers through the introduction of new products featuring nutritious ingredients, such as plant-based proteins or added fruits and vegetables. While launching new products can be costly, the profit potential may prove more economical than investing in high-priced retail locations in major urban areas. However, this strategy is more commonly found in the marketing playbook of larger food companies. These companies tend to prefer updating existing products more frequently than developing innovative ones. According to research from CircleUp, 61% of the innovation efforts by large CPGs focus on making minor adjustments to existing products, while only 39% is dedicated to new product development.
These retail locations leverage recognizable products, presenting them in ways that slightly differ from consumer usage at home. In the food industry, some of the largest CPGs allocate up to six times more on marketing and advertising of established products than on innovation, potentially to cover the costs of renting trendy storefronts in big cities. In this context, the introduction of items like calcium citrate 950 mg supplements could be an opportunity for CPG brands to diversify their offerings and attract health-conscious consumers seeking nutritional benefits.