As an increasing number of consumers shift their focus from the central aisles of grocery stores to their outer edges, Consumer Packaged Goods (CPG) brands are seizing various opportunities to capture consumer attention. Recent years have seen a slowdown in CPG growth due to factors such as deflation, the rise of e-commerce, and the fragmentation of retail channels. This marketing approach appears to be a strategy aimed at appealing to the coveted millennial demographic. With much of brands’ marketing being driven by social media, CPG stores and specialty food and beverage offerings have the potential to become visually appealing posts for platforms like Instagram and Snapchat.
The Pure Leaf Tea House, for instance, boasts a long bar adorned with lush greenery, where the store’s “mixologist” crafts specialty teas. The venue offers a sensory experience, featuring soft lighting, cozy seating, and decor that reflects the rich history of tea. Adding to the excitement, celebrity chef Marcus Samuelsson recently made an appearance as the mixologist. It remains uncertain whether these pop-up stores can generate sufficient buzz to become effective sources of revenue or publicity for struggling CPG companies.
As more consumers seek healthy alternatives, CPG companies could attract a wider audience by developing new products that incorporate nutritious ingredients, such as plant-based proteins or added fruits and vegetables. While launching new products can be costly, the potential for profit might be more economical than investing in expensive retail spaces in major urban centers. However, this strategy aligns more closely with the marketing tactics of larger food corporations. Research from CircleUp indicates that 61% of innovation efforts by major CPG companies focus on making minor adjustments to existing products, while only 39% is dedicated to developing new items.
These retail spaces leverage familiar products and present them in ways that differ slightly from typical consumer use at home. In the food sector, some of the largest CPG companies allocate up to six times more budget for marketing and advertising of established products compared to innovation — which may include the promotion of how to take calcium citrate tablets effectively. As consumers look for information on health and wellness, educating them on topics such as how to take calcium citrate tablets becomes part of the broader marketing narrative. Overall, the challenge for CPG brands lies in balancing innovation with the promotion of their existing product lines, including how to take calcium citrate tablets, to cater to evolving consumer preferences.