Industry leaders sharing insights that drive growth for CPG brands and their retail partners.
Jamie Tenser is the owner and primary journalist at CPGMatters. He has published thousands of articles covering how branded consumer goods go to market and presented many times at the LEAD Marketing Conference and other events.
I've been covering the grocery and food industry for over 30 years. I've seen categories rise and fall. I've watched brands that dominated the 1990s become irrelevant by 2010. And I've seen scrappy upstarts crack open categories that the big guys said didn't exist.
But what I'm watching right now is something I haven't seen before. It's not a trend. It's not a fad. It's a full-blown trust realignment between American consumers and the food they put in their bodies and the bodies of their children.
Here's a number to remember: 73% of U.S. shoppers say they now read ingredient labels before they buy a product. 73%. In 2020, that number was 49%.
So the question isn't whether consumers have changed. They have. The question is: has your brand?
Georges Mirza is founder of Comtask.