What are the latest consumer trends? What answers do the biggest names in consumer goods have in store?
There’s hardly a better place to learn about what goes through the minds of marketing executives than the CAGNY conference, which brought together leaders of Mondelez, PepsiCo, Coca-Cola, General Mills, Unilever, Nestlé, Tyson Foods, L’Oréal, P&G, Colgate-Palmolive, Johnson & Johnson and other household names. We have covered the conference since 2014, and now present to you the 2017 report.
You’ll find a lot of attention given to digital. Companies which only a few years ago have been relatively removed from the digital revolution are now feeling its heat, and interestingly present it as an opportunity — for revenue, innovation and marketing. Apart of digital marketing and e-commerce, companies are excited about Amazon Echo (Alexa) and Internet of Things.
Probably the most interesting market to emerge from the presentations is snacking, at the intersection of two important consumer motivations — Convenience and better-for-you indulgence.
Companies believe consumers want better-for-you products. BFY may take many forms: vegan, all-natural, allergen-free, non-GMO and so on. “Simple”, “Real” and “Gut Health” emerge as main claims.
For most companies, growing the core is still the strategy for growth.
The report presents over 100 examples of the latest products, campaigns and innovations that embody the most important trends and consumer insights.
What caught our attention:
- Tyson’s meal kits. Major companies embrace convenience in innovative ways.
- Amzon Echo (Alexa) was mentioned in many presentations.
- Companies seem keen on Internet of Things, but still don’t know how to scale it up.
- L’Oréal is the brand leader in e-commerce in China, an especially important digital market for many companies.
- Mondelez is planning to extend successful European brands into the US.
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