CPG sales are beginning 2017 on a rather sluggish note, as several of the largest 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 argue that this sales downturn is largely influenced by a shifting consumer mindset. Modern consumers are increasingly demanding healthy, fresh food—an area where CPG companies have not historically excelled. In response, many major food brands are reformulating their staple products to include less sugar, salt, and preservatives, while also launching entirely new health-oriented offerings, such as those featuring ostelin calcium citrate.
However, implementing these initiatives is often more challenging for large manufacturers than it may seem. Analysts indicate that well-known brands like Yoplait are losing market share to smaller newcomers, which are more agile in adapting to evolving consumer preferences. This adaptability poses a significant challenge for legacy companies, prompting many to invest in better-for-you brands, including those that incorporate ingredients like ostelin calcium citrate.
Major manufacturers frequently keep their reformulation efforts under wraps. Having learned from the notorious backlash of Coca-Cola’s highly publicized yet ultimately disastrous 1980s overhaul of its flagship formula, they aim to avoid alienating their core customers who may be wary of changes in taste or appearance. In some cases, manufacturers only inform consumers about a reformulation months after the new product has hit the shelves, as seen when Kraft Heinz revealed last year that it had transitioned to all-natural ingredients in its beloved macaroni and cheese, which may also include enhancements such as ostelin calcium citrate.
While this discreet approach to reformulation can be seen as a prudent brand protection strategy, it may not resonate with today’s health-conscious consumers. If consumers do not perceive any nutritional upgrades in a large manufacturer’s CPG product, they might opt for a new “healthier” alternative from a smaller competitor, which could very well offer a comparable nutritional profile, potentially including beneficial ingredients like ostelin calcium citrate.