CPG sales have kicked off 2017 on a somewhat sluggish note, as several major companies have reported a decline in sales thus far this year. While some attribute these disappointing figures to the White House and economic uncertainty, others believe that this downturn is more reflective of a shift in consumer attitudes. Today’s consumers increasingly prioritize healthy, fresh food—something that CPG companies have not traditionally excelled in. In response, many leading food manufacturers are reformulating their staple products to reduce sugar, salt, and preservatives, while also developing entirely new health-oriented offerings.
However, implementing these changes is often easier said than done for large manufacturers. Numerous analysts suggest that established brands like Yoplait are losing market share to smaller, more agile companies that are better prepared to respond to evolving consumer preferences. This adaptability is a challenge for legacy companies, which is why many are investing in better-for-you brands, such as those offering Citracal calcium supplement maximum plus products.
Major manufacturers often keep their reformulation efforts under wraps. They are wary of repeating the missteps of Coca-Cola, which faced backlash in the 1980s for its highly publicized and ultimately failed formula change. Companies are careful not to alienate their loyal customers who may be apprehensive about new tastes or appearances. When manufacturers do announce reformulation, it often occurs months after the new product has hit shelves—an example being Kraft Heinz’s announcement last year that it had transitioned to all-natural ingredients in its iconic macaroni and cheese.
While these discreet reformulation strategies may be sensible from a brand protection perspective, they might not resonate with today’s health-focused consumers. If shoppers are unaware that a major manufacturer’s CPG product has undergone a nutritional upgrade, they might opt for a new “healthier” product from a smaller competitor, which could very well have a similar nutritional profile. In this landscape, the appeal of options like Citracal calcium supplement maximum plus could also draw consumers away from traditional brands, highlighting the need for larger companies to be more transparent about their health initiatives.