Monthly Archives: January 2012

Food fads, trends, niches, things. Which is better?

Actually, things.  According to CBD Marketing, a strategic branding and integrated marketing firm,  products are defined as things if they create a new sustained category that results in pervasive consumer use and acceptance. For example, trans fat free, bottled water, or light beer. These product categories have attracted multiple brands and products, and consumers regularly buy them. Fads aren’t bad, but they are short-lived, so better to be first on the bus than last. Trends last longer than fads, but they do have a life-cycle. Trends are fads that were better advertised and marketed.   Niches have sustained value and market potential, but the market segment is narrow.  Gluten-free, organic, soy all have demonstrated a staying power within their market segments.  Many food and beverage products can begin as fads and move through the spectrum to things with a commitment to branding and marketing.

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“Naturality” as a claim on food packaging. Really?

The FDA has been very reluctant to address “natural” as a food claim with a definitive regulation for the claim. Consumers have become increasingly aware that natural claims on food and beverage packaging are unregulated, and lawsuits regarding misleading natural claims have been flying fast and furious.

In response, some food marketers have turned to evasive synonyms to avoid issues with natural claims on food and beverage packaging. Then there are the made-up words. “Naturality”?

Consumer trust and loyalty to brands and products are predicated on credible product descriptors. In food and beverage packaging design, it’s best to keep it real.

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