BY ANNA LUKANINA
MANAGING DIRECTOR, DEPOT WPF
When it comes to branding, it is much easier to create new brands from scratch than to adapt existing brand strategies.
To satisfy the needs of the consumers, the dairy industry is slowly changing itself. Even the well-established, big brands have to reshape in order to meet changing consumer needs and market conditions.
The consumer today is becoming more health-conscious. Producers are now offering a range of products which are in line with consumer expectations. All-natural is one of the biggest trends that could be cross-applied to many product categories. “No nasties” signs, simple and natural design is the attribute of the brands with all-natural positioning.
The conflict between the consumerist impulses and the desire to be good and smart gave way to a new kind of consumption – “guilt-free consumption”. We want to be free from worries about wrong consumption and feel indulgence.
© FoodBev Media Ltd 2020