Kieran South’s Post

Do you know what excites me most about challenger brands? 👉 They present answers to challenges that hadn’t even crossed our minds a few years ago.  👉 And they can act at a speed that the big players can’t, offering solutions to shoppers whose demands are changing faster than ever. For the last 4 years, retailers have been unable to keep up with the speed of these changes in consumer demand. But now, we’re in a period where finally there’s the stability to react, and retailers can offer support to challenger brands in a really impactful way. Waitrose & Partners giving MOTH Drinks - B Corp™ pride of place with these shippers is a great example of how retailers can do more to support challenger brands. And it’s not just a win for MOTH in terms of increased distribution, it’s a win for shoppers for whom it’s now far easier to find these product in store. I’ve said it before, but support for challenger brands goes beyond a space on the shelf. 📍Location in store is the factor that’s going to contribute towards driving awareness and more importantly, rate of sale –  a make-or-break metric for challenger brands looking to keep their listings. Congrats to 🍸 Rob Wallis, Samuel Hunt and Ethan Hogan While the final decision of location is in the hands of the retailer, the role of challenger brands trying to disrupt categories is to ensure retailers buy into the story enough to support them beyond distribution gains. There are tactics to getting a retailer bought in to your brand’s story, and I’d love to help you implement them. Drop me a DM to chat about how North Star can help.

Successful innovation faces many barriers: physical availability in terms of retailer listings and shelf space; mental availability such as advertising, promotion and shelf space; product ‘newness’ or distinctiveness; positioning and pricing versus competitors; consistency with the parent brand; consistency of investment and support; private label competition and imitation; new product expertise locally or internationally. The other consideration when evaluating innovation is that it is more difficult in crowded marketplaces with a lot of competitive ‘clutter’. In the UK grocery market, the shopper is faced with 20,000 to 25,000 productswhen shopping. Between 60 and 90 new products on average are launched every year in every category. Few of these will survive and even fewer be successful. This is huge competitive clutter to cut through and success will take a long time, often decades. Download the innovation white paper report (link in comments) for more insight to Grocery Innovation in the UK ⬇️ #BrandInnovation #GroceryInnovation #FMCG #GroceryIndustry

Private brands, also known as store brands, have long been the go-to for budget-conscious shoppers, but now they are making waves for reasons beyond just price. With inflation cooling, these brands are gaining ground, instead of retreating. Private labels offer retailers better margins; they cut out the intermediaries, reducing costs and improving profitability. Major grocers like Walmart, Target, and Kroger are expanding their private label offerings, capturing more market share and driving impressive sales growth. What’s behind this shift? It's not just about saving money anymore. Quality, taste, and innovation are making private brands strong competitors to national brands. Younger generations, especially Gen Z, are embracing these brands, valuing experience and quality over brand loyalty. Retailers are investing in these lines to increase margins and differentiate themselves, and the numbers prove it: in 2023, U.S. private label food and beverage sales hit $152 billion, up 6.7% from last year. Are you seeing private brands on your grocery list more often?

Shoutout to the Distributors making space for the emerging brands at the table That was the case at Informa Connect Foodservice Vertical CRU event last week when McLane Company, Inc. invited up-and-coming CPG Supplier Bon Bee to be a part of their panel. I had the pleasure of attending their innovation panel titled “Growing Sales & Loyalty with Emerging Brands.” The panel was hosted by McLane’s Michelle Patterson and Kyle Gustafson and featured Kendra Bennett from Bon Bee™ Honey, a promising new CPG Supplier. But not just any ordinary Supplier, a Supplier that is part of McLane’s new dropship eCommerce strategy. The panel highlighted how consumers are increasingly seeking more options at C-stores and how leaning into that demand can drive meaningful growth and loyalty for Retailers. To help their Retailers capitalize on this demand, McLane’s Emerging Brands program provides a low-risk way to test new Suppliers. And for Suppliers like Kendra at Bon Bee, it provides an easier path for selling to McLane customers. Last year, when McLane tapped Mable as their technology partner to launch dropship selling, we knew we had to deliver. And panels like last week’s remind us why McLane, a 100+ year-old distribution company, is serious about keeping their retailers aligned with consumer demand.

Navigating Retail Partnerships for Specialty Brands "Forging successful retail partnerships is critical for specialty food brands looking to expand their reach. A strategic alliance with retailers can provide access to larger markets, increase brand visibility, and enhance consumer credibility. Here’s how you can make the most of these partnerships: Align Values: Choose partners who share your commitment to quality, sustainability, and customer service to ensure a consistent brand message. Understand Your Audience: Work with retailers catering to your target demographic to maximize your product's appeal. Collaborative Marketing: Develop joint marketing efforts that leverage the retailer’s reach while highlighting your brand's unique attributes. Feedback Loop: Establish a process for gaining and acting on customer feedback through your retail partnerships. This can drive product improvement and innovation. Remember, a well-navigated retail partnership can turn into a long-term strategic asset. It’s not just about placement; it’s about building a relationship that grows your brand. #RetailPartnerships #SpecialtyFoods #StrategicGrowth #BusinessDevelopment" #retail4smallbiz

Why Innovate? Companies that innovate more than average experience twice the growth. In grocery, winning brands launch more new products and gain more value from them. In the UK grocery market, the shopper is faced with 20,000 to 25,000 products when shopping. Between 60 and 90 new products on average are launched every year in every category. Few of these will survive and even fewer be successful. This is huge competitive clutter to cut through and success can take a long time. Our new research examines the relationship between launch activity and share change for 1000s of brands across a large number of product categories in the UK to provide recent evidence about the link between brand innovation activity and growth. Watch out later this week to get access to the research report. #BrandInnovation #GroceryInnovation #FMCG #GroceryIndustry

Cost of living pressures and CPG manufacturing and production slowdowns are driving an increase in consumer brand switching. In response, retailers have embraced owned-brand expansions, and consumer goods manufacturers are pivoting their merchandising and marketing strategies to compete and recapture shopper loyalty. Companies like Kraft Heinz, General Mills, Nestlé, and Helen of Troy are just a few examples of consumer goods manufacturers that have implemented targeted consumer strategies to help flip the value narrative and restore brand loyalty. Learn more: https://lnkd.in/erJqxS36 #privatelabel #cpgindustry #consumergoods #retail #loyalty MaryEllen Lynch Circana

"Differentiating through price is something only the value brands can do successfully." We know, in the long term, driving price and promos is a very risky game for most brands. Yet, it's a big talking point for FMCGs right now. Last month our experts ran a very popular insights session on how to avoid commoditization of your brands. David and Andrew shared some instore examples of how FMCG brands are adding real value to their categories beyond price. If you missed the session, you can watch the full recording (ungated) now on our website. Save your seat for the next session in the comments 👇

Keeping an eye on the pulse of consumer trends is crucial for brands to stay ahead in today's competitive market. According to a recent article from The Grocer, the rise of private brand products underscores the importance for brands to emphasise their unique value propositions. Howard Wright, our Executive Creative & Strategy Director for UK, IE, and Canada, provided valuable insight to The Grocer on this matter, highlighting the need for brands to focus on value creation amidst evolving consumer preferences. As consumer preferences continue to evolve, it's evident that value is taking centre stage. This shift challenges brands to not only deliver quality but also highlight the distinct value they offer to consumers. Innovation, differentiation, and a deep understanding of consumer needs are paramount for brands looking to thrive in this landscape. How can your brand adapt to meet the evolving demands of today's consumers? #ConsumerTrends #BrandStrategy #ValueCreation #RetailInsights

https://lnkd.in/gBtaP-ai After my daily coffee, I found this article from another retail consulting group. The statistic is that private brand label sales will increase by 4% over the next six years. The indicator of private label success with retailers is how well the retailer makes the private label sector a key component in their overall performance. The private brands that stand out are the ones that have already built trust with their direct consumers. Seeing private brands emerge more in the marketplace inspires me to build small local brands since you never know what the odds are that you'll get into Aldi, Target, or Trader Joe's.