Debbie Litow

I think consumer feedback is often under used by emerging CPG brands… Coming from a Kraft Foods general management upbringing and then experiencing start-ups for many years, I’m often thinking about which “big company” practices could bring value to young emerging companies while not screwing up their great entrepreneurial culture and founder brilliance. The one area I continue to see a gap in is “entrepreneurial” consumer feedback/market research—the lack of fast/low cost consumer research options (or even confirmation research) discussed to prevent a low velocity SKU to get delisted, to maximize brand communication, and avoid wasted spend or lost opportunity on the back end. There are some great research companies out there, but their costs (while valid and worth it) are just not in the ballpark for what many founders want to spend for or go through the time on. Sometimes it’s a lot more natural for founders to go with their gut and not get bogged down by research. And I totally get this, and it does work in many instances.   I just wish there were more options out there to efficiently confirm purchase interest between two packages or between new innovation ideas to complement founder gut. In the end, it could save the emerging brand money…. Thought I’d reach out to the linkedin community, PLEASE not from research companies selling their research, but from founders/emerging brand marketers who have been through this dilemma and have found some consumer feedback very helpful and fitting for emerging brand bootstrap budget and speed (even if their own tools or alternative ways they’ve brought in consumers more)?  This sharing might help more companies maximize their moves in the future…so hope it helps… thanks! #ConsumerFeedback #jcbgrowth

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WHOLE FOODS MARKET vs. KROGER 2025 Food Trends. (And also some MINTEL, see comments below). In mid-October, Whole Foods Market released their 2025 Food Trend predictions. Two weeks later, so did Kroger. Predictions are just that, but they can validate what consumers and what we in CPG are seeing, or what we should take note of, possibly build innovation against, or simply buy to try. A side by side of five (5) food-specific #trends, from each #grocery chain, is compiled below, with G&Co. sentiments on the five. Of interest to me: • That Whole Foods Market visibly supported the #alcohol industry 🍺🍷🥂 in their list, while Kroger did not. And if you track alcohol sales as I do, the industry and those brands needs all the support they can get. • That Kroger plugged #privatelabel directly, with their “Food Dupes” trend, while Whole Foods Market integrated their own private label into brands that fit into trends. What they agree upon, I cite below. And I also flag the lists’ incongruity. Again, this side by side is food-specific, and does not weigh the packaging and sustainability trends called out by Whole Foods. #cpg #foodandbeverage #2025trends #foodtrends Mintel

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