9 November 2020
CPG marketing: Nothing’s changed because of COVID-19
Like any other sector, CPG marketing must consider the effects of buying habits in this COVID-19 era. Or does it? A recent report suggests the reasons for choice are not all that different than before the outbreak.
What do I mean by that? Think about this. Two of the largest CPG parent brands – Kellogg and Kraft Heinz – are ramping up their spending based on market trends. They’re seeing at-home consumption decrease after an initial period of elevation when the virus first broke.
Basically, CPG marketing is back to square one. And the reasons for the rise of some categories and decrease in others are the same as they were so many months ago.
Frozen foods continue to succeed. Just as they did before. Cereal is dropping. Just as it did before.
Does that mean consumers are going back to normal? Yes and no. We’ve been tracking buying habits since the outbreak. We’re finding that the same drivers exist in the COVID-19 era as they did before. They are just more intensive.
“Our advice for those in CPG marketing? Go back to the basics. Align your brand with the highest emotional intensities in the market. Be single-minded. Eliminate clutter. Get out of your own way and look at things honestly. And be different and better.”
CPG marketing must think about emotional intensities
The winning brands in CPG marketing are still those that were before. The triggers for cereal, for example, were simply more intensive. But so were the hurdles. Sales of cereal are damaged because of the high amounts of sugar, less milk consumption and being a sit-down breakfast. On-the-go options, including fast food, reign supreme in the breakfast sector.
Marketers all across categories are searching for what’s changed because of the coronavirus. Our findings are that nothing much has changed. Just that the intensities – both positive and negative – are more emotional. Meaning, if you are aligned with the positive intensities, you are fine.
However, if your CPG marketing ignored the negative intensities your product line or brand are aligned with, then you are still failing. No matter if there was an increased bump initially.
At Stealing Share, we consider ourselves experts in human behavior. We’ve found that humans are driven by beliefs. Beliefs that don’t really change, just ebb back and forth in intensity. Depending on context.
Our advice for those in CPG marketing? Go back to the basics. Align your brand with the highest emotional intensities in the market. Be single-minded. Eliminate clutter. Get out of your own way and look at things honestly. And be different and better.
COVID-19 or not.
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