If you take a look around you’ll notice a lot of people are going “green” these days, and not just with their environmentally friendly smart cars and recycling, but with their eating habits too. Today’s consumers are more aware than ever about the food they put in their bodies and are eagerly seeking more natural, health-conscious options for their nutrition. And now they don’t have to shop at Whole Foods or the local Co-Op to get it. Take a walk through any mainstream grocery store and you’ll notice the words Organic, Anti-biotic Free, Locally Raised and All-Natural scattered on items throughout aisles. According to the United States Department of Agriculture, “Organic products are now available in nearly 20,000 natural food stores and nearly 3 of 4 conventional grocery stores. Organic sales account for over 3 percent of total U.S. food sales, according to recent industry statistics.” These are not numbers to be ignored.
With increasingly stricter food guidelines in schools coupled with a growing public awareness of the rise of obesity and diabetes, many CPG companies are being forced to reevaluate some of their products and marketing strategies in order to adapt. So how do established CPG companies go about adjusting to this ever-growing natural health movement in our country? Perhaps it’s time to stop looking at this movement as a problem or a nuisance, but to embrace it as an opportunity for growth.
What if CPG companies decided to take a sincere look at the situation by spending the time and effort it takes to deeply understand their consumer’s changing eating habits?
By making a conscious effort to be a part of the solution, companies would then open the door to discover the answers to their problems. In-depth qualitative research can provide the breakthrough insights that companies need in order to adapt their products to meet the needs of their consumers. It can provide a fresh perspective on your products and brand to help you confidently shape your marketing strategy for the future. I believe John F. Kennedy said it best when he stated, “Change is the law of life. And those who look only to the past or present are certain to miss the future.”
Whether it’s a natural-food movement or any of the unforeseen trends in the future, change is inevitable. You can choose to stay in the present and hope your products will survive the waves of change that are certainly coming, or you can choose to be proactive and equip yourself with the knowledge and insights to successfully navigate the future. It takes a conscious effort to address the problems and obstacles of today and it takes integrity and courage to be a sincere part of the solution. Which path will you take?
~ Marilyn Weiss
President & Founding Partner