Dave Chambliss Vice President at Hautly Distributing posed an interesting question on LinkedIn "Sometimes great tasting products fail to perform on the retailer's shelf despite promotion activities. I'm interested in hearing your thoughts on why some sku"s survive while others do not.". I published a Why do great tasting products fail to perform on the retailer's shelf? which is a compilation of some comments in the thread.
A Few Insights
Jeremy said " Few companies understand their consumers better than Chobani Greek Yogurt...". He is spot on regarding knowing your customer segments. Most new clients that come to the Foodpreneur do not know about the importance of Segmentation and I spend valuable time teaching them how to think about segmenting their market. Most new food entrepreneurs unfortunately feel that if it is food, well... then everyone eats and everyone is my customer.
Another member was emphasizing in store shelf talkers. Any in store activity that gets the consumer to stop, be interested in further evaluation your product will be a factor in moving them to purchase. Shelf-talkers vs. packaging... invest in the packaging since that is the single most important in-store vehicle to communicate the brand positioning.
And DON'T design any packaging without creating your brand positioning statement... packaging is not just a pretty package and is integral in the Path to Purchase. Don't know the Path to Purchase? Download my Consumer Path to Purchase Slide Deck for a step by step description.
The food business has been my "home" for 30 years and it is now a market so complex that t is imperative to understand food marketing and new product launch. It takes more than a great tasting product to succeed in the food business.
Do you really want to be in the 80+ % that fail?