storebrands.com Open in urlscan Pro
2606:4700::6812:89e  Public Scan

Submitted URL: http://comms.advantagesolutions.net/t/y-l-puyiitd-dihkhhuyx-z/
Effective URL: https://storebrands.com/qa-developing-fall-inspired-private-label-items
Submission: On September 25 via api from US — Scanned from DE

Form analysis 2 forms found in the DOM

GET /search

<form class="search-bar__form search-bar__form--" action="/search" method="get">
  <div class="search-bar__wrapper search-bar__wrapper--"><input name="q" type="text" class="form-item__textfield" aria-label="Search" placeholder="Search"><svg class="search-bar__icon" aria-labelledby="title-search">
      <title id="title-search">search</title>
      <use xlink:href="#search"></use>
    </svg></div>
</form>

GET /search

<form class="search-bar__form search-bar__form--open" action="/search" method="get">
  <div class="search-bar__wrapper search-bar__wrapper--open"><input name="q" type="text" class="form-item__textfield" aria-label="Search" placeholder="Search"><svg class="search-bar__icon" aria-labelledby="title-search">
      <title id="title-search">search</title>
      <use xlink:href="#search"></use>
    </svg></div>
</form>

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09/12/2023


Q&A: DEVELOPING FALL-INSPIRED PRIVATE LABEL ITEMS

Tracy DeCarlo, director of Category Solutions at Daymon, detailed how retailers
can differentiate their fall-inspired limited-time items, making them resonate
with excited consumers.
Zachary Russell
Associate Editor


With summer in the rearview mirror, fall flavors are once again front and center
in retailers of all formats and sizes. Between large mass retailers and
specialty stores, private label food & beverage launches featuring iconic fall
flavors have already begun.

Retail giant Target recently rolled out more than 20 seasonal items, including
items like Favorite Day Apple Cider Donuts, Good & Gather Pumpkin Spice Cold
Brew and more. Specialty grocer The Fresh Market got a head start on its fall
private label collection, releasing items like The Fresh Market Pumpkin Spice
Coffee, The Fresh Market Gummy Pumpkins, The Fresh Market Pumpkin Spice and
Spooky Drizzle Pretzels and more at the beginning of August.

Store Brands spoke with Tracy DeCarlo, director of Category Solutions at private
brand consultancy Daymon, to discuss private label development, including
trending flavors, standing out with unique products and more.

Image


STORE BRANDS: Have fall flavor trends shifted over the years?

Tracy DeCarlo: As the mainstream commercialization of ‘PSL’ (pumpkin spice
latte) hits its 20th anniversary this year, fall trends and innovations have
only proliferated across retail settings and categories with inspiration from
restaurants leading the way. We can expect food service to continue impacting
fall trends and driving flavor innovation.

Popular staple flavor options such as apple and pumpkin both maintain and
continue to grow consumer affinity, remaining desirable fall favorites. However,
to continue creating excitement around limited time offers (LTOs), we are seeing
fall trends shift from focusing on one key flavor to elevating the singular
flavor into a dynamic pairing, such as from apple to apple cinnamon crisp, and
pumpkin to chocolate pumpkin spice. These pairings blend the familiar with a new
twist and in turn, drive excitement and newness for consumers.

SB: Which flavor profiles are the most popular during the fall season, and how
does the product category impact what flavor trends?

TD: The most popular fall flavor profiles will continue to shine, including
pumpkin, apple, and cinnamon. Categories where these flavors can easily be
applied, and where consumers commonly seek flavor and scent adventure, such as
candles, home care, coffee, bakery, and frozen desserts, pave the way for
establishing popular seasonal or limited time flavors. Dynamic flavor pairings
should be leveraged for retailers to drive the greatest differentiation across
the departments and categories that they’ve strategized seasonal offerings. 

Daymon proprietary research shows more than three out of four shoppers have a
positive perception of private brands that launch new flavors and LTOs, sharing
that they are exciting, contribute to their enjoyment of the in-store
experience, and are even a reason to keep them coming back.

Image


The need for an element of familiarity is a thoughtful consideration when
selecting categories for flavor development. Consumers should be able to
instantly relate to the category application to help retailers drive trials.
Cinnamon bun ravioli is more difficult to connect with than pumpkin bonfire
cheesecake.

SB: When launching fall-inspired private label products, how can retailers stand
out from the pack when many retailers make seasonal items?

TD: While innovating with distinct dynamic flavor profiles is key to creating
unique private brand seasonal assortments, that is only one piece of the puzzle.
In this competitive space, best-in-class retailers are committing to seasonal
programs across the store, rather than a few items or a single department. This
will make the greatest impact in establishing a retailer as a destination for
consumers to seek out seasonal flavors and newness.

Beyond the products themselves, it is also crucial to strategically market and
merchandise these offerings to drive awareness. Retailers can leverage displays
and in-store signage to draw in busy consumers. Simplifying the path to
purchasecan be directed by event or consumer need state, such as “fall snacking”
or “comfort foods for entertaining during football season.”

Image


Best-in-class retailers market seasonal offerings to consumers in and out of the
store, leveraging social media and online platforms to connect with consumers.
With Gen Z and Millennials seeking out product information online to help guide
their shopping trip more so than other generations, online strategies will be
particularly influential in capturing younger shopper spend.

SB: What fall flavors are trending with younger consumers (Gen Z and
Millennials)?

TD: According to Daymon's proprietary research, over 90% of Gen Z and
Millennials seek out new food and beverage flavors, with the majority citing
“the wilder, the better.” In fact, flavor motivates them to make impulse
purchases more than any other consumer group. 

One rising flavor especially among the youngest adult shopper group is
marshmallow or s’mores-flavored products, with nearly 50% of Gen Z consumers
expressing interest. This interest in s’mores is driving category expansion
across both expected indulgent categories like cookies and desserts and
unexpected categories like yogurts and snacks with new twists and naming
conventions arising like “bonfire.”


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