Promomash’s Post

What’s next in functional foods? What’s next in supplements? What’s next in pet trends? What’s next in your category? ANTICIPATING WHAT’S NEXT →→→ MarketPlace is launching its Nextin Research™ storefront at SupplySide West 2024. Since 2002, MarketPlace has been a vital source of innovative insights and strategic consulting for the #foodandbeverage, #supplement, and #pet markets. REVELATORY INSIGHTS →→→ Nextin™ expands MarketPlace’s #research offerings with ready-to-use consumer research and insights. Through supply chain immersion, proprietary consumer research, and visionary strategies, we connect emerging consumer trends with innovation opportunities for B2B and CPG brands. INSIDE NEXTIN →→→ Each Nextin Research package includes: → Ready-to-use, current consumer research → Charts in PowerPoint and PDF → Comprehensive data, both raw and normalized → Integrated insights with a consumer lens → Innovation opportunities with a supply chain perspective → Year-over-year highlights LOOK AHEAD. LET’S CONNECT. →→→ Connect with the MarketPlace | Strategy, Branding, Marketing team at booth 2851 at SupplySide. Exclusive Nextin trend books available to the first 100 booth visitors. STAY AHEAD. SEE WHAT’S NEXT. →→→ Learn more about Nextin: https://lnkd.in/gjQr6U9H #nextin #supplyside #supplysidewest

Collaboration has become extremely popular in today’s sports/active nutrition industry…but are these businesses overlooking integrative marketing strategies that would generate even more revenue within large retail channels? Because believe it or not, just doing the lowest common denominator stuff (aka leveraging some flavor IP and slapping a logo on your packaging) has already started to show diminishing marginal returns... #strategy #trends #markets #fmcg #cpg #food #beverages #collaboration #sportsnutrition #supplements #innovation #licensing #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship

What is most important when you're launching into a new retailer, or launching a new product? Some key lessons Ross McDowell at All Real Nutrition learned: 1) Be prepared for free fills as the norm (new for this brand coming from Ireland, but also new for any young brand in the US). 2) Cash flow management is crucial, especially for early listings with delayed revenue. 3) Stay on top of inventory with Crisp to ensure products are stocked where they should be. Do you have some advice to share with other brands? Post in the comments - we'd love to hear from you. #Learning #CPGIndustry #RetailExpansion #AllRealNutrition #NaturalProducts

Nutrabolt wants to build the health and wellness version of Kraft Heinz (or Unilever if you label the "project" internally 😉). While some portfolio expansion might come from internal brand development, we believe most will happen because of accretive deal making that extends Nutrabolt into more key consumer-driven wellness platforms. So, Bloom Nutrition might mark Nutrabolt's first minority investment, but we don't see it being the last... JSC Featured: Check out the entire BevNET.com, Inc. article 👉 https://bit.ly/3UrIZBQ #strategy #trends #markets #supplements #wellness #nutrition #food #beverages #fmcg #cpg #energydrinks #fitness #finance #innovation #retailing #retail #grocery #merchandising #productdevelopment #tiktok #businessintelligence #business #entrepreneurship #consultants

Thanks for sharing this insightful overview of the recent reclassification of malted beverage products like Bournvita, Horlicks, and Boost as "functional nutritional drinks" (FND). The move follows the Union Ministry of Commerce and Industry's directive to avoid listing these products under "health drinks" due to a lack of clear definition in India's food and safety laws. This shift helps align with regulatory requirements and clarifies product representation for consumers. While the rebranding is unlikely to impact sales significantly, it does remind us of the importance of compliance and transparent communication in the business world. The evolving landscape highlights the need for adaptability in marketing strategies and product positioning. It'll be interesting to see how manufacturers and e-commerce platforms navigate these changes and what this means for consumer trust. Thank you for bringing this topic to light. Let's continue the conversation to better understand its implications for business and branding. #ProductReclassification #ECommerceTrends #ComplianceMatters #BusinessInsights

Will insurgent CPG brands capture an even greater share of category growth...as innovation by large incumbent companies remain limited and consumers seek meaningful value propositions? Said another way...does a one-legged duck swim in a circle? 🤔 What is an insurgent CPG brand anyways? Bain & Company defines them as those that... 1/ generate more than $25 million of annual revenue in tracked sales channels 2/ have growth more than 10 times the categorical average growth rate over the past five years 3/ have maintained at least 10% growth over the past two years That analytical rubric from the private equity firm recognized 97 different CPG brand names…many of which are within our wheelhouse of the emerging and intersecting categories of functional food/beverage and nutritional supplements. Congrats to the more than a handful of past/present JSC clients on this list! Who will be on the 2025 list? #strategy #trends #markets #fmcg #cpg #food #beverages #supplements #wellness #health #sportsnutrition #innovation #productdevelopment #marketing #branding #merchandising #retailing #retail #grocery #business #businessintelligence #entrepreneurship #consultants

This controversy about platforms being asked not to call the category #healthdrinks reminded me of how 'Health Drinks' as a category descriptor came about (or at least the genesis within GSK - the manufacturers of Horlicks/Boost etc.)... More than 2 decades ago, the category was referred to as 'MFD' - Malted Food Drinks - based on the then regulatory classification "Malted Foods". Internally as well as all agencies referred to the category as MFD - e.g., Nielsen reports were MFD etc etc. GSK's (then SmithKline Beecham's) marketing director, a certain Anup Chib, asked a fundamental question... "this (MFD) is manufacturer's language; how do consumers call the category?" We didn't know. So, lakh dukhon ki ek dawa - consumer research started... As it turned out, even consumers didn't have a name for the category. Most asked for the desired brand by name. When pushed, they called it 'Horlicks-type' or 'Bournvita-type' products. A small minority called it "Healthy drinks".... and that's where the journey started. Initially it was an internal nomenclature. Then it seeped into advertising - especially competitive ads ("unlike other/ordinary health drinks..."). But it was never intended as a product claim. I guess things change over the years. I dont think the nomenclature matters. But the way it's come about has tainted the category - and I think it's a pity. Nutrition is a complicated space and distilling it down to 'sugar = bad' is too simplistic and IMO bad. I know this will ruffle feathers, so let me stop here. :-)

About six months after The Hershey Company announced it would acquire ONE Brands for $397 million, I put out a piece of content that explored a possible future risk to the emerging "flavor licensing" trend within the sports/active nutrition space. It revolved around the idea of... Why should Big CPG portfolios license their extremely valuable flavor IP to third-party brands when most already own competitors positioned in those same/adjacent categories? In that February 2020 content, I tossed out some Big CPG "cross pollination" licensing concepts...and one of those were obviously a Hershey/Reese's ONE Bar. And before you laugh at Hershey's for how long it took them to execute on this obvious product strategy...I mentioned the content timing because obviously "shit hit the fan" only a few weeks later and The Hershey Company was up to their ears in just keeping supply of core candy/snack products in-stock to meet the elevated demand. So, all you "Reese's peanut butter lovers" that are prioritizing more protein consumption (like myself)...let's be happy dreams do eventually become reality! #strategy #trends #markets #fmcg #cpg #food #protein #snacking #sportsnutrition #supplements #wellness #nutrition #health #innovation #licensing #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship

𝐑𝐞𝐚𝐥-𝐓𝐢𝐦𝐞 𝐒𝐮𝐫𝐯𝐞𝐢𝐥𝐥𝐚𝐧𝐜𝐞 𝐨𝐧 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐏𝐚𝐜𝐤𝐚𝐠𝐢𝐧𝐠 𝐁𝐨𝐨𝐬𝐭𝐢𝐧𝐠 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐂𝐨𝐧𝐟𝐢𝐝𝐞𝐧𝐜𝐞 🌟 🌟 In today's competitive marketplace, consumers are more discerning than ever before. With a plethora of options available, they are increasingly prioritizing transparency, authenticity, and trust when making purchasing decisions.  𝐀𝐢𝐬𝐢𝐧𝐳, a groundbreaking 𝐆𝐥𝐨𝐛𝐚𝐥 𝐑𝐞𝐚𝐥𝐭𝐢𝐦𝐞 𝐒𝐮𝐫𝐯𝐞𝐢𝐥𝐥𝐚𝐧𝐜𝐞 𝐒𝐜𝐡𝐞𝐦𝐞 that is reshaping how industrial players monitor their products and environments. 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐀𝐠𝐞 🛰 In an era dominated by digital connectivity, consumers expect instantaneous access to information at their fingertips. Real-time surveillance technology enables brands to meet this expectation by providing consumers with up-to-date and accurate product information directly on packaging. From ingredient lists and nutritional facts to sourcing details and sustainability practices, consumers can access comprehensive information in real-time, fostering a sense of transparency and authenticity. 𝐄𝐦𝐩𝐨𝐰𝐞𝐫𝐢𝐧𝐠 𝐈𝐧𝐟𝐨𝐫𝐦𝐞𝐝 𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐬 📌 With real-time surveillance on product packaging, consumers have the power to make informed decisions based on a wealth of relevant data. Whether it's checking for allergens, verifying product origins, or understanding production methods, consumers can access critical information instantaneously, empowering them to make choices that align with their values and preferences. 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐓𝐫𝐮𝐬𝐭 𝐚𝐧𝐝 𝐋𝐨𝐲𝐚𝐥𝐭𝐲 🎖 At its core, real-time surveillance on product packaging is about building trust and fostering meaningful connections with consumers. By prioritizing transparency, authenticity, and accountability, brands can differentiate themselves in a crowded marketplace and cultivate lasting relationships with their customers. When consumers feel confident in the products they purchase, they are more likely to become loyal advocates who champion the brand and its values. 𝐂𝐨𝐧𝐜𝐥𝐮𝐬𝐢𝐨𝐧: 𝐄𝐦𝐛𝐫𝐚𝐜𝐢𝐧𝐠 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐂𝐨𝐧𝐟𝐢𝐝𝐞𝐧𝐜𝐞 🌞 As consumer expectations continue to evolve, brands must adapt and innovate to meet these demands. Real-time surveillance on product packaging represents a paradigm shift in how information is delivered and consumed, offering unprecedented transparency, empowerment, and trust. By embracing this technology, brands can position themselves as industry leaders committed to the highest standards of integrity and accountability, ultimately driving consumer confidence and loyalty in the digital age. #foodingredient #foodnutrition #nutritionalfact #foodlabel #foodinfo #foodpackaging

Why is WeiKFiELD Foods Pvt Ltd's CEO, D S SACHDEVA, undergoing a lie detector test? Well....... Is the lie detector test for pasta, or is something actually fishy?? Weikfield developed an interesting marketing campaign showcasing its CEO undergoing lie detector tests to demonstrate its commitment to transparency and product quality. In this campaign, weikfield smartly highlighted the nutritional value of Weikfield's pasta. The product features were highlighted with every question to make it a 'HERO OF NUTRITION.' This marketing campaign by Weikfield perfectly displays their innovative and transparent marketing campaign. In today's digital era, innovative and transparent marketing is crucial because empowered consumers demand authenticity. Social media influence, increased competition, data privacy concerns, ad-blocking, and changing expectations necessitate brands to be transparent. Building loyalty, adapting to digital transformation, and leveraging technology are key elements in successful modern marketing strategies. #marketing #campaigns #innovativemarketing #creativemarketing