BIG SHIFTS SERIES with Deb Holt, CMO at Powered by Real Food from the Ground Up

1. What are CULTURAL shifts that you see emerge over the next 24 months?

FROM: Value based on price
TO: Value based on greater / more instant reward  

“As consumers continue to feel more of the economic strain, they are becoming more discerning and are expecting more value of what they buy; even though they might be willing to spend the same amount, they want to get more ourout of their purchase”

2. What are CATEGORY shifts that you see emerge in SNACKING?

FROM: Pain point purchase
TO: Innovative and multi sensorial indulgence

“As private label brands are delivering higher quality products, brands need to deliver more innovation quicker driven by multisensoriality, more and bolder flavors, more sustainability and more indulgence with a greater mix of sweet and savory”

3. What are CONSUMER shifts that you see emerge in SNACKING?

FROM: Need
TO: Want

“Consumers  are savvier so their hierarchy of needs is evolving with a greater focus on fulfilling their wants (…) their desires are driven by indulgence, nostalgia and pure pleasure (…) for instance, people used to think that vegan options would taste terrible; now they know they can get healthier choices without compromise”

4. How are MARKETING PRACTICES going to evolve to adjust to these shifts?

FROM: Push strategy
TO: Innovative consumer pull true to the core

“The marketing toolkit is not changing,  but marketers need to focus on greater consumer connection (..) that means more innovation to make sure you capture consumer interest all the time, understanding more about what they want without forgetting to focus on the core of the brand”