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Happening Right Now: Facts Frightening Marketers

Happening Right Now: Facts Frightening Marketers

Marketing can be spooky

We couldn’t resist. With October comes the ghostly opportunity to shine a new light on some frightening food marketing stats. Can these help you to build out a skeleton of a plan for a stronger, better 2018?

You be the judge. But the truth remains: not all food marketing is the same. If your Challenger Food Brand plans to make a bigger splash next year, consider these three powerful thoughts:

Frightening Fact #1: You’re ignoring two highly credible, highly influential consumers.

Challenger food brands can’t ignore Millennials, for sure.  According to Statista 2017, nearly 80 percent of them regularly purchase specialty food brands. But the markets you’re ignoring could be killing your profits.

Gen X consumers (ages 40-51 years old) and Baby Boomers (ages 52-70) also line up for your brand.  In fact, more than 60 percent and 40 percent, respectively, actively purchase and seek out specialty foods.

Frightening Fact #2: It’s not a fad. You’re discounting the growing gluten-free category.

Though the buzz has quieted, it’s interesting to know that the gluten-free marketplace is actually growing. According to Statista, consumers choosing to go gluten free are actually climbing at a steep rate.  In fact, 72 percent of the market for gluten-free consists of consumers who choose the lifestyle as a way of life (up from 56 percent in the previous two-year period.)

Frightening Fact #3: Brick n’ Mortars are battling online shopping.

According to a Bricks Meets Clicks study, Americans who shop for groceries online once per month do an average of 17 percent of their total grocery spending online. That leaves a LOT of room in the budget for traditional grocery brands.  This compares to 21% for those who shop twice online.

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