Meredith Boone Tutterow

Good insight from Walmart: Food and beverages companies are worried that weight loss medicine like Ozempic will reduce consumption, as consumers are becoming less hungry. What a brilliant marketing challenge for a brand manager - sell more to less hungry and thirsty user :) Ozempic Is Making People Buy Less Food, Walmart Says https://lnkd.in/dBvtFDi6

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I’m happy to see private brands finally get the star treatment they deserve. This story from The Wall Street Journal Jesse Newman and Stephanie Stamm highlights a key statistic that speaks to the power of private brands: They now capture 22 cents of every grocery dollar. And it’s not just because consumers are cutting back on spending. It’s because private brands today offer not only value, but quality. In many cases not just quality but unique distinctive innovation as well. As retailers make real investments in development, packaging and marketing on private brands, the retail landscape is shifting in a major way. And no one knows that better than Daymon. https://lnkd.in/eFT2edZN   #PrivateBrands #Retail #RetailTrends #ConsumerBehavior #RetailInnovation 

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I highly recommend attending the webinar! Not only will we be reviewing the learning, but there will be a panel discussion on how the findings can be leveraged in market!

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I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

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Modernizing legacy brands for a new generation of consumers is no easy feat. Earlier in my career, I was fortunate to work on teams that accomplished that for two legacy Kraft Heinz brands: Jell-O and Crystal Light. Critical to those successes were the same lessons Gail Hollander discusses in this article: * how to successfully update a brand by understanding its role in the culture and category without walking too far away from the brand truth and its DNA * creating winning marketing strategies by leveraging the art (creative thinking) and the science (data-driven decisions); and * breaking down silos to align the entire organization around long-term brand building I took these lessons I learned and recently wrote an article about how integral they also are for building successful CX strategies: https://lnkd.in/ecPhFpMz

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Want to dive into the joy of fostering senior dogs and how we can help them live out their golden years with happiness and a place to call home, read this article about my experiences. We just had foster dog #17 find her fur-ever home!

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There was a moment in last week's Roundtable when Emily Flannery declared, "that's right: beverages are officially a snack, too." The way we see category lines blurring, overlapping and/or completely falling away is fascinating, and a huge opportunity for food & bev brands with the nerve to keep up. Did you see it yet? Give the convo a watch right here: https://okt.to/XpGrUZ And if this glimpse into the future inspires you, let's chat! #futurefluent #futureofsnacking #cpgtrends

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CPG Panel — “More than commerce”: 🔥 We are working on a mega panel (June 13) of CPG powerhouses right now including some of my great friends: Jamie Schwab (Colgate-Palmolive) Jamie Decker (Del Monte Foods, Inc.). We will be diving into the importance of driving direct-to-customer engagement through digital, not just commerce. Topics: (4) 1. First-party data strategies 2. Customer engagement 3. Omnichannel marketing 4. No doubt AI! We still have a few panelists spots remaining, feel free send me a DM or comment below if you may be interested or know some who would be great for this topic. #ecommerce #digital #omnichannel #strategy #cmo #cdo #ceo #cro #leadership #retailecommerceclub #cpg #privateequity #playtowin

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Discover the unstoppable demand for variety in alcohol beverages! 🍹🍸 Gen Z demand is driving changes in flavor, format, and packaging innovation. Learn about the growth opportunities in this robust market in the latest Circana report.

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Want to supercharge the growth of your CPG business? Just do what Sapan N., CEO of Mekor Corporation does: get in front of as many buyers as possible and LISTEN. That's how Mekor 10Xed its growth in less than a decade, going from just one line of products - tea - to more than a dozen including beverages, spices, cookies, and more! Sapan has been to 21 ECRM Sessions during that time, and I've had the privilege of seeing him in action at most of them -- he's not just with buyers at his pre-scheduled meetings. He's eating with them during every breakfast, lunch and dinner, sharing cocktails with them during receptions, learning with them at educational presentations, and sharing insights with them during the roundtables. You'll even see him chatting with them when he bumps into them in the hallways and in the hospitality lounge. He's always trying to learn what the pain points are for these buyers and how he can best solve them. And when he comes to them with a solution for one problem, they ask if he can solve another for them. Multiply this by the thousands of interactions he has had with buyers across those 21 ECRM Sessions, and you can see why he has seen such growth. In my recent CRM Blog post, I cover Sapan's approach to buyer engagement in detail, gleaned from my interview with him at a recent Session as well as a trip to Mekor's HQ in NJ -- which was a hell of a lot of fun! Click the link in the comments to read the blog and watch the video! #smallbusiness #sales #networking #retail #cpg

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CPG Is Constantly Changing - Except When It's Not (part 8 in a series) The Role of Sales in CPG The role of sales has actually changed little since trade promotion escalated over 30 years ago - and even before then. Sales has always been charged to increase a brand's DSMP - Distribution, Shelf Position, Merchandising Support & Pricing Effectiveness to improve profitable revenue and volume. The key phrase there being 'improve PROFITABLE revenue and volume'. And trade promotion is over 25% of your gross revenue - even though a lot of it may be buried in those distributor deductions. So, what does that mean? Here are a few quick questions to ask yourselves: * Are we securing the RIGHT doors, not necessarily the most doors. * Are we finding the RIGHT everyday price point to increase profitable revenue and volume, not just what happens based on the various markups. * Have we developed the RIGHT promotional mix, not just doing what the retailer or distributor thinks is great. So, how do you get there? I constantly have heard, 'We don't want our sales folks behind a computer, we want them out selling'! Let's face it, selling in CPG requires more analytical skills than most positions. Yes, both your sales team and brokers need to be with customers, but they need a lot to most of their time developing profitable brand plans for DSMP, developing profitable customer plans, executing & revising the plans as the environment is constantly changing, and then addressing the process all over again. That's happening with fact-based analysis. And it grows progressively. So, if you're an investor, founder, owner or leader, think before suggesting your sales team needs to get out from behind a computer - instead ask them more questions on how their volume / profit mix is being addressed by brand and by customer. And on every event. Then decide.

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With beauty shoppers gravitating towards specialty retailers, traditional grocery stores have found themselves missing out on the high-end beauty market. Shelley Sullivan, founder of MCoBeauty, and I, were recently interviewed on how traditional grocers plan to shift this trend by incorporating premium products alongside daily necessities. Learn more about how retailers, like Kroger, are transforming the shopping experience: https://lnkd.in/ekpdcYGb.

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“LET THEM EAT CAKE” ... FRENCH QUEEN MARIE ANTOINETTE ADDRESSING THE PEASANTS. How stupid can a company CEO like Kellogg’s CEO Gary Pilnick get? The answer is … pretty stupid. Instead of commenting on CNBC and CNN that poor or cash-strapped families should eat cereal for dinner because it’s cheaper than a regular dinner, he should stick to his primary financial duties as CEO and leave consumer marketing and advertising in the hands of his CMO (Chief Marketing Officer) and advertising agencies. No parent is going to serve their kids Corn Flakes, Rice Krispies, Frosted Flakes, or Fruit Loops for dinner when they presumably just ate the same thing for breakfast that morning. Moreover, the nutritional value of most RTE breakfast cereals per se is next to ZERO. As an adult, I personally and occasionally eat a VERY BIG bowl of Kellogg’s Corn Flakes or General Mills' Cheerios for dinner because I really like them with whole milk, but that’s only when I want to eat a light meal at the end of a long, hard, and late day. Finally, as a CPG brand marketing expert, I’ll say … I can’t imagine a top-shelf company such as Kellogg ever running any significant consumer advertising with such a stupid and insulting message like this, i.e., “Let them eat cake”. 😎           https://lnkd.in/efcuZ8dg.  

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"Let’s face it: consumers are more educated than ever, and with price comparison at their fingertips, they’re also savvier than ever, heightening their expectations to get exactly what they want – and at the best price available,” says Advantage Solutions Michael Taylor in his latest @Forbes piece.    Michael dives into the opportunities and challenges of serving today’s discerning #shoppers. He emphasizes the need for retailers and brands to embrace multicultural influences and adventurous flavor profiles, cater to the diverse tastes of modern consumers, and leverage design, form and function to enhance product appeal.     Highly recommend taking a read for some actionable strategies for staying ahead in a competitive market. Great piece, Michael!    #RetailInnovation #ConsumerTrends #LeadershipInsights #ConsumerBehavior

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Walmart's Great Value is #1 on this year's #Snack50 Report. In fact, the top 6 brands in this year's report are store brands from the likes of Walmart, ALDI USA, Target, and Amazon. And WMT dropped their new brand, Bettergoods, the same week we released this year's report. Per Numerator, there's major stuff happening in the store brands space, and the pace is accelerating. And because we deal not only in sales data, but consumer psychology, also in the Snack50 Report is a wealth of explanation behind the WHY of consumer and shopper decision-making, a rich forecast of what lies ahead, and the moves marketers can make to address the shifting marketplace. See the overview here... https://lnkd.in/ggz6VyJg Frito-Lay, PepsiCo, Kellanova, The Hershey Company, Mars, Mondelēz International, General Mills, Campbell's, Barcel USA, Blue Diamond Growers, Conagra Brands, Jack Link's Protein Snacks, Feastables, Utz Brands, Inc., ALDI USA, Walmart, Kroger, Target, Amazon, Costco Wholesale, Sam's Club, Perfetti Van Melle, Hormel Foods https://lnkd.in/gCi7kxc3

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Liz Buchanan <> The CPG View On this week's podcast, "Pioneering the Future of CPG Data," on The CPG View featuring Liz Buchanan, President, North America at NielsenIQ. Liz covers the following key points: 🎯 Leadership and Market Evolution: Liz emphasizes her transition to leading Nielsen IQ's North American business and the dynamic changes in the market, highlighting her extensive experience and the company's adaptive strategies. 🎯 Data Activation and Value: A major focus is on making data "activation ready" by ensuring it is comprehensive, granular, and useful for driving business outcomes, particularly in retail environments. 🎯 Customer-Centric Approach: Liz shares the importance of understanding and addressing customer needs through modern data access methods, personalized insights, and maintaining high standards of data stewardship and privacy. Tune in to gain insights on new data strategies, AI tools, and market trends shaping the CPG industry on The CPG View. 🚀🌟 Full Podcast Link (Apple, Spotify, Google, etc): 🎧 https://lnkd.in/eEqXpSB6 #ecommerce #digital #omnichannel #strategy #success #cro #ceo #leadership #cmo #cdo #retailecommerceclub #cpg #privateequity #playtowin #thecpgview

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There is a lot of pain in CPG right now. CPG sales contribution dollars, for emerging CPG brands (or new innovations for larger CPGs), could well be a bust for some brand owners in 2024. Sales contribution dollars pays for the remaining operating expenses and fixed overheads. Sales contribution dollars drives cash flow. If sales contribution dollars decline, as seems to be the case given prevailing market conditions, brand owners have some tough trade-off decisions to make in 2024. Price-pack reviews, smart promo & shopper marketing investments, SKU rationalization and some aggressive and hard cost cuts. They are all on the table. The post-COVID inflationary period allowed several CPG brands to cycle through a boom, stall and now a bust cycle. But, a bust can be platformed as a reset for 2024 and 2025. A good place to start is to ensure that the entire executive team has a thorough understanding of how the drivers of sales contribution impact each other and to what extent these drivers can be pragmatically influenced and targeted for 2024 and 2025. On Weds May 1st, I will walk through a case study that shows how post-COVID changes in velocity, distribution, pricing, trade/shopper/digital marketing, COGS and selling expenses impacted sales contribution dollars from 2021 to the current outlook for 2004. The case study (with the financial impact) will be published via my LinkedIn newsletter. A link to subscribe (free) is contained in the first comment of this post. #emergingbrands #cpg #pricing #profitability #grocery #failure #innovation

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To use Yuval Selik's words... "It's Wade Yenny week"... I had a great time joining him on The 7 Hats Podcast recently, and I'm excited for the full episode to drop on Thursday. Meanwhile...check out the teaser (link in comments) for a sampling of what we talked about. #workwithwade #cpg #sales #retail #grocery #crawlwalkrun

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It’s All in the Guidance At SGG and Associates, we are in the home stretch of our review of the quarterly performance reports of 250 consumer facing companies that we cover and are competing for share of the consumer’s spend, loyalty and “mindset”. The combined impact of inflation and a consumer “reset” in purchase behavior and created tremendous shifts across multiple industry sectors. The Home Furnishings and Furniture sector, and Department Stores have all been affected negatively. The aspirational Luxury sector has slowed. What should we expect for the rest of the year? It’s all in the Guidance provided by the businesses themselves. Here’s a snapshot of full year Fiscal 2024 performance estimates: In Apparel, numerous Retailers and Brands have turned a corner and/or lapping prior year declines. Examples of full year positive Net Sales Guidance includes Abercrombie & Fitch +10%, American Eagle Outfitters +2 to 4%, Aritzia +8 to 12%, Birkenstock +20%, Crocs brand +7 to 9%, Deckers (led by Hoka) +10%, Guess 11 to 13%, Oxford Industries 4 to 6%, Sketchers 8 to 10%, and Steve Madden 11 to 13%. In Beauty, a consumer focus on “self” and “wellness” is driving significant growth for several Brands: Beiersdorf (Nivea) +6 to 8%, e.l.f 20 to 22%, Inter Parfums +10%. Guidance in the Fitness / Sports sectors is quite mixed. But those forecasting full year growth include Acushunet       ( Foot Joy) and Calloway 3 to 5%, Asics 3.4%, Dick’s 2 to 3%, Adidas, Nike and Puma all forecast growth at mid to high-single-digit rates.  ON Running continues to outperform, forecasting +30% for the year. While Lululemon Comps have slowed, they still forecast an ambitious +11 to 12% growth. The Off-Price sector, which has had a non-stop growth trajectory, is continuing to forecast growth for this year, however, at a more tempered pace. Guidance for comparable growth this year: Burlington +0 to 2%, Ollie’s +1 to 2%, Ross Stores +2 to 3%, and TJX +2 to 3%. Overall, the Retail Sector is forecast by the NRF to grow  2.5% and 3.5% in 2024. That forecast means that while there will be plenty of winners and outperformers, as we’ve described, but they will be balanced by a significant number of underperformers as well.  

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