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Keren Novack is the chairman of CURION. The opinion is its own.
Think of it as a “other” feeling today or no longer a perfume, a favorite serial or snack. For example, take fruit stripe gum. 54 years later, this colorful gum product was interrupted due to changes in consumer preference and purchasing patterns.
Or how about the signature chocolate chip of Kirkland, which Costco stopped due to rising cocoa costs? And symbolic Choco Taco? KLONDIKE has reduced this as demand for other products increases.
Products that consumers love for generations are now in crisis. Some are currently being delivered by consumers, and others are deteriorating due to cost rising and changes in ingredients, and others include the government’s investigation.
In order to maintain relevance, today’s brands need to develop consumer expectations, protect the quality of products by rising costs, and explore more complex regulatory environments in advance.
Triple threats faced by legacy brands
The combination of changes in consumer preference and inflation is now amplified by the “American Healthy Again Again” initiative, which strengthens the regulatory pressure of government agencies.
This trend is not surprising when you look closely.
Changes in consumer behavior
The change in consumer behavior has been in progress for several years, but now there are greater divisions in what people want. Some consumers are trying to make health healthier and more expensive options, and other consumers focus on gaining the best value for money, reducing the space of traditional “middle class” brands.
For example, traditional box -type Mac and cheese reported that they lost their market share in both directions. There is a personal label alternative with less than half of the cost of driving and sales, such as GOODLES, which has double sales.
We see that the intermediate market brands, which are now having a lot of difficulties, are trying to be premium with ‘craftsman’ or value engineering through cost reduction, but many do not really understand the value of consumers and not establish true reliability in any direction. With the right insight, the brand can regain these intermediate market favorites and bring vitality to improve quality and match modern consumer demands.
Cost rising and inflation
At the same time, the brand is identified as a higher ingredient and production cost. In order to manage the margins, some quietly replace premium ingredients with low alternatives. Over time, these small changes create a “Salami Slice” effect that removes chips from consumer trust and adds each compromise.
The brand should be careful not to damage the commitment to the cost of the cost. The product itself is the delivery of the promise -too much change and the brand loses reliability. Change of incremental products creates a drift that is originally loved by consumers. Such a small compromise is accumulated, and when a loyal customer is disappointed and accelerates brand decline, he finds alternatives that match their memories.
Component survey and regulatory pressure
Most recently, the government is that the government is in our food, especially Robert F. Kennedy Jr.
This initiative aims to solve the national health crisis by setting priority for preventive treatment and investigating food production and nutrition. The FDA and other regulators are strengthening the survey on ingredients that have been in reliable products for many years. For example, by the end of 2026, the industry is required to replace artificial dyes.
We are watching When consumer knowledge and awareness of the ingredients of the product are increased, and the discussions around initiatives such as MAHA, the brand is now actively taking measures to raise funds for research and lead the leadership team to redevelop.
West Virginia has recently enacted the US first synthetic food dyes, implementing the most stringent food additional law in California, and banning red dyes among other materials, according to the environmental group, 23 additional states find a similar ban on dyes and additives, which is towards Sapper Food System. I’m pushing.
The brand must act before it is too late
It is not a small feat to explore consumer expectations, inflation pressure and regulatory requirements. Reconstruction of products to comply with new standards or to develop consumer preferences often costs a lot of money and can damage the elements that have successfully created products such as taste, texture or function.
danger? Reforms that miss the mark can damage consumer trust, erect brand assets, and create ripple effects in production, marketing and supply chains.
At the same time, non -activity costs are high. Brands that delay change can be able to catch or worsen themselves to catch up with more agile competitors. Some companies “Wait and see‘ The approach maintains the main changes until the regulatory guidelines are defined more clearly. But the approach can be dangerous in the atmosphere of increasing transparency and changing consumer sentiment.
Consumers are getting more information, more vocal and more demanding. They expect high -quality products with high transparency and clean labels. Many people carefully investigate the list of ingredients, actively seek healthier alternatives, and are responsible for brands.
In the case of CPG brands, restaurants and food services, the route that goes forward is to praise the product by prioritizing better ingredients, improved formulations and consumer -led renovation and innovation.
Ultimately, this moment offers challenges and opportunities. Brands that actively solve these pressure, which focuses on providing excellent products that change thinking, transparency and consumer value, can differentiate themselves and increase their loyalty.
The products we have grown can be in danger, but brands that are doubled on quality, trust and relevance can survive, but also flourish in today’s changing environment.
