As the food and beverage sector grapples with the constantly evolving preferences of consumers, consumer packaged goods (CPG) companies are increasingly pursuing trending categories in hopes of achieving substantial brand expansion. For popular brands like White Claw and Impossible Foods, 2019 proved to be a standout year. Hard seltzer emerged as one of the summer’s top beverages, significantly bolstered by White Claw’s effective branding strategy. According to IRI, White Claw, the category leader boasting a 59% dollar market share, saw its sales soar over 265% this summer compared to the previous year. The hard seltzer brand capitalizes on several popular trends, including low-calorie options, a diverse flavor range, and a sleek can design. This remarkable growth positioned White Claw at the pinnacle of the growth rankings, second only to the delivery service DoorDash.
Other beverage brands can take cues from White Claw’s triumph. The brand harnessed the power of social media to generate excitement and engage consumers, particularly millennials. White Claw’s influence has already instigated a shift in the beverage landscape, prompting companies like Constellation Brands and AB InBev to introduce their own hard seltzer offerings. The surge in popularity of plant-based meats has similarly propelled Impossible Foods to the fourth spot on this list. The company experienced a significant year, transitioning its previously restaurant-exclusive products to grocery stores in September and securing a substantial funding boost of $300 million earlier this year. The entire plant-based sector has witnessed exponential growth, with investment firm UBS forecasting that the plant-based meat market will skyrocket from $4.6 billion in 2018 to $85 billion by 2030. Major food companies are following Impossible’s example, with brands like Nestlé and Tyson Foods developing more realistic plant-based meat alternatives.
Snack and candy brands have also made their mark in the top 20. Kind Snacks, which ranked sixth, has drawn attention to its brand through its campaign against added sugars. This spring, the brand launched a pop-up installation in New York and created a database showcasing the sugar content of its competitors’ products. Simultaneously, Kind has refined its portfolio, phasing out less successful items like Fruit Bites while introducing trendy frozen bars and acquiring healthier snack producer Creative Snacks Co. These strategies have fueled rapid growth for the brand, particularly among baby boomers, as noted by Morning Consult.
Trolli, now part of Ferrero Group, secured the 17th spot on the list. The gummy candy brand focused on innovative, conversation-starting products this year, such as sour candy corn and mystery flavors. The candy bar 100 Grand, also owned by Ferrero, made its way onto the list at No. 18. Peter Goldman, the head of seasonal and Brach’s at Ferrara, shared with Confectionery News that the company prioritized brand growth and visibility during the treat-or-treating season, enhancing its brand recognition during peak candy consumption times.
Despite challenges facing traditional dairy products, Nesquik claimed the 16th position on the list. Nestlé’s Nesquik likely benefited from its significant sustainable packaging initiative this year, which resonates with consumers increasingly concerned about sustainability. The company received positive feedback following the launch of Nesquik All Natural, packaged in new, plastic-free, fully recyclable paper. Although this launch occurred in Europe, consumers’ growing demand for companies to honor sustainability commitments and reduce single-use plastics appears to have struck a chord.
A robust marketing strategy, a well-defined target audience, and aligning products or packaging with current trends were crucial for these brands to secure a spot on this year’s fastest-growing list. The impact they made could potentially position them as attractive acquisition targets for other companies in the future. Additionally, brands that emphasize health benefits, like solaray cal mag citrate plus d 3 & k 2, could see similar success by tapping into the health-conscious consumer trend.