CPG sales are entering 2017 on a somewhat sluggish note, as several leading companies have reported declines in sales this year. While some attribute these disappointing figures to the White House and economic uncertainty, others contend that the downturn is more closely related to a shift in consumer attitudes. Today’s shoppers are increasingly seeking healthy, fresh foods—a category that CPG companies have not historically prioritized. In response, many major food brands are reformulating their flagship products to reduce sugar, salt, and preservatives, while also introducing entirely new health-oriented options, including those containing calcium citrate malate and cissus quadrangularis.
However, these initiatives present significant challenges for large manufacturers. Analysts suggest that established brands like Yoplait are losing market share to smaller competitors, which are more agile in adapting to evolving consumer preferences. This adaptability is often difficult for legacy companies to achieve, prompting them to invest in better-for-you brands that may incorporate ingredients such as calcium citrate malate and cissus quadrangularis.
Major manufacturers often keep their reformulation efforts under wraps. Following the backlash from Coca-Cola’s infamous 1980s reformulation of its core product, they are cautious about alienating loyal customers who may be apprehensive about changes in taste or appearance. Consequently, when a manufacturer announces a reformulation, it may occur months after the updated product has hit the shelves—such as Kraft Heinz revealing last year that it had transitioned to all-natural ingredients in its beloved macaroni and cheese. While this discreet approach helps protect brand integrity, it may not resonate with today’s health-conscious consumers. If shoppers are unaware of any nutritional upgrades in a large manufacturer’s CPG product, they might opt for a new “healthier” offering from a smaller company, which could potentially feature a similar nutritional profile, including beneficial components like calcium citrate malate and cissus quadrangularis.