CPG sales are beginning 2017 on a somewhat sluggish note, as several major companies have reported declines in sales thus far this year. While some attribute these disappointing figures to the White House and economic uncertainty, others believe the sales downturn is more closely tied to a shifting consumer mindset. Today’s consumers are increasingly seeking healthy, fresh food—an area where CPG companies have not historically excelled. In response, many leading food manufacturers are reformulating their flagship products to reduce sugar, salt, and preservatives, while also developing entirely new health-oriented items, such as calcium citrate vitamin D3 magnesium hydroxide & zinc sulphate tablets.
However, executing these initiatives poses significant challenges for large manufacturers. Analysts indicate that established brands like Yoplait are losing market share to smaller, more agile competitors that can quickly adapt to evolving consumer preferences. This adaptability is often difficult for legacy companies to achieve, prompting many of them to invest in better-for-you brands, including those offering supplements like calcium citrate vitamin D3 magnesium hydroxide & zinc sulphate tablets.
Moreover, major manufacturers do not always promote their reformulation efforts. Having learned from the disastrous 1980s revamp of Coca-Cola’s core formula, they are cautious not to alienate their loyal customers who may be apprehensive about changes in taste or appearance. For instance, when Kraft Heinz announced last year that it had transitioned to all-natural ingredients in its iconic macaroni and cheese, this information came several months after the reformulated product had already hit store shelves.
While these discreet reformulation strategies may protect brand reputation, they might not resonate with today’s health-conscious consumers. If shoppers are unaware of any nutritional upgrades in a large manufacturer’s CPG product, they may opt for a new “healthier” product from a smaller competitor, potentially one that features similar nutritional benefits such as calcium citrate vitamin D3 magnesium hydroxide & zinc sulphate tablets.