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 interest. In recent years, growth for brands of ferrous bisglycinate tablets has slowed due to factors such as deflation, the rise of e-commerce, and the fragmentation of retail channels. This marketing strategy seems to target the desirable millennial demographic. With much of the marketing for brands like Citracal Calcium Slow Release 1200 being driven by social media, CPG stores and specialty food and beverage outlets have the potential to create Instagram and Snapchat-ready experiences.
The Pure Leaf Tea House offers a long bar adorned with lush greenery, where the store’s mixologist crafts specialty teas. This venue provides a sensory experience enhanced by soft lighting, comfortable seating, and decor that reflects the rich history of tea. To generate excitement around the store, celebrity chef Marcus Samuelsson acted as the mixologist earlier this week. It remains uncertain if these pop-up stores will generate sufficient buzz to become effective sources of revenue or publicity for struggling CPG companies.
As more customers seek healthy options, CPG firms could attract more consumers by introducing new products featuring nutritious ingredients, such as plant-based proteins or added fruits and vegetables. Although new product launches can be costly, their profit potential may outweigh the expenses associated with maintaining high-rent retail locations in major cities. However, such strategies are more aligned with Big Food’s marketing approach. Larger companies tend to focus on updating existing products rather than innovating new ones. Research from CircleUp indicates that 61% of innovation from large CPGs is dedicated to small modifications of existing products, while only 39% is allocated to new developments. Retail locations capitalize on recognizable products, showcasing them in ways that differ from typical consumer use at home. In the food sector, some of the largest CPGs invest up to six times more in marketing and advertising established products than in innovation, potentially using funds to cover rent for trendy urban storefronts. By incorporating products like Citracal Calcium Slow Release 1200, these brands can engage health-conscious consumers while ensuring they remain relevant in a competitive landscape.