Changing the Aisles, Consumer Perceptions and Buying Habits.
Brands seem to be in a bid to change up the shelves, through changing consumer’s perceptions of their products.
One example of this is ‘Birdseye’, who have recently rebranded their frozen vegetables range in order to gain a more ‘premium’ reputation. They have done so through changing the packaging design, product name and the product focus.
Interestingly, the product itself hasn’t changed – but consumers may think it is has and will be more willing to try it, thus boosting Birdseye sales.
Another example comes from brand ‘Better Nature’, who is attempting to make their Tempeh product mainstream. They are doing this through an expensive marketing campaign in a bid to build awareness and popularity for the product.
Both of these brands are changing up the aisles, and are doing so in different ways and for different reasons. It also emphasises the category shifts that these changes will generate as consumers change their perceptions on products and revisit their buying habits.
Source: The Grocer
