With a hand in many of the trends impacting consumer packaged goods, millennials have played a role in the growth of natural, organic and non-GMO products. In conjunction with the demand for better-for-you products, consumers are looking for flavors that are perceived to be healthier.
Although category management and merchandising commonly are associated with shelf resets and assortment rationalization, for White Plains, N.Y.-based HEINEKEN USA, it is much more than that. The global beer company works to thoroughly understand its consumers’ beer-drinking occasions while building relationships with retailers that will drive long-term, sustainable customer loyalty, says Vikas Satyal, senior director of category development.
As millennials have gained immense buying power in the U.S. market, targeting this demographic has proven to require a different technique than was utilized for previous generations. As a millennial myself, the vast amount of research on the best ways to reach my consumer group constantly grabs my attention.
This summer, The Cities Project by Heineken is partnering with the Bruno Mars 24K Magic World Tour to help fund projects across the country while awarding consumers tickets to the music tour. The Cities Project by Heineken is a project by White Plains, N.Y.-based Heineken USA that helps bring to life ideas that make great cities even greater, the company says. This summer, consumers who donate to one of 11 locally relevant Indiegogo campaigns across the country will receive concert tickets to the music tour, it adds.
It’s crazy to believe that 2016 is almost at a close. Although there still is much to accomplish before 2017 arrives, the latest trends already are popping up. In the beverage market, much attention usually is given to the finished products because, as many will tell you, taste is king. However, one must not overlook the upcoming trends in packaging attributes.
After a boom in growth in the early 2000s, the private-label consumer packaged goods (CPG) market has experienced stagnant growth since 2015, according to market research experts. Although the private-label beverage market has maintained its share of the market — and even experienced some growth — experts say that the market is expected to grow at low rates.
Chicago-based Information Resources Inc. (IRI) announced results from its study analyzing the habits of U.S. consumers regarding alcohol beverages. Although drinks of choice differed among generations, consumers — from millennials to seniors — continue to indulge in beer, wine and spirits products with regular frequency at home and on-premise, it reports.