In Mid-September 2017 Michael Movitz was interviewed on the Cornucopia podcast about how CPG companies are responding to the current consumer demand for better for you products, and why it matters. The podcast will be released soon, and in the meantime, below is an excerpt from the interview....
The speed of change as well as the number of changes that are happening creates a very fluid and new dynamic that literally is rewriting the playbook for the path to consumer as we speak. Traditional CPG companies were built on a business model of scale for efficiency, and that really hindered their ability to adapt, respond, react and move with speed. We started to see a number of years ago the natural, organic and specialty products industry had been growing very well for a long time but suddenly it was becoming much more front and center, and it was where all the growth was. More than $20 billion dollars in market share has been lost by traditional CPG over the last five or so years and it's all moved to these smaller start up and natural organic specialty premium product companies.
As traditional CPG has started to get a grasp on what has been changing, they've
About The Author...
Michael Movitz has more than 25 years natural/organic products industry experience across retail, manufacturer, broker and market research organizations...