FMCG Branding Trends That Are Here to StayDate: 21 March, 2019
We’re nearly three months into 2019 and the year is already shaping up to be one of the most diverse yet for trends in Fast Moving Consumer Goods (FMCG) branding. The industry is evolving rapidly, led by drastic changes in consumer shopping habits as well as cultural shifts. We’re taking a look at some ways that FMCG brands are adapting to stay relevant.
1. LESS IS MORE
You only have to scroll through Deliveroo on a Saturday night to experience what psychologist Barry Schwartz describes as the paralysis of choice. Too much of it leaves us unable to make a decision at all. Consumers today are facing more choice than ever before. This has led to a wave of brands who are trying to eliminate the crisis of choice by adopting a less is more approach.
Take Aldi & Lidl, for example. It’s not only their lower price point that has gained them popularity with consumers. Despite once being the underdogs in the market, the supermarket chains have also used the simplicity of their ranges to attract consumers and grow market share. This trend is also making its way into brand strategy too.
Brandless is an American e-commerce company that manufactures and sells food, personal care and household supplies. Each of their product categories is made up of a limited range of essentials, and everything is priced at $3. But it’s not just their product-range that’s simplistic. Brandless’ branding is literally that: brand-less. There aren’t any extravagant labels or flowery product descriptions. Instead, Brandless adopts simple single-colour packaging designs and ’say it like it is’ copy.
Consumers have become more and more conscious of the negative impact of FMCG production. Brands that are certified ‘organic’, ‘free range’ or ’sustainable’ have better chance of winning the hearts and minds of consumers than those that aren’t. This doesn’t just extend to the product itself, however, but also how the product is packaged. More and more consumers are opting for plastic-free solutions, and brands are starting to build this into their propositions.
Snact is a UK fruit jerky company with an ethical purpose. It promotes wholesome, healthy snacks which reduce supermarket waste by using surplus fruit that would have otherwise ended up in landfill. But it’s not just Snact’s products that are sustainable. They commissioned Israeli packaging design company Tipa to create their wrappers, which decompose within six months. Snact’s entire proposition and branding is based on the concept of protesting against unnecessary waste and plastic in everyday consumables.
3. AUTHENTICITY & FEMALE EMPOWERMENT
2018 saw a wave of FMCG brands target female audiences by challenging stereotypes, breaking taboos and embracing authenticity. In beauty, for example, new brands such as Glossier and Fenty are disrupting the industry by shunning images of perfection in favour of diversity. Instead of selling their product based on unachievable airbrushed ideals, brands are challenging what is considered beautiful or normal by sharing relatable images which speak to a diverse range of women. This trend is not going anywhere in 2019, as brands have realised the impact they can have on the female audience (and their buying habits) by speaking to them with authenticity.
Thinx are the American company behind innovative ‘period-proof’ underwear. They have recently launched a tampon range ‘for real menstruating humans’, showing their commitment to speaking frankly and without coyness on the subject.
Over to you…
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