The Cultural Takeaway
The biggest disruptors in the snacking category tend to approach innovation from one or more of these cultural insights. Also important to note — many of these emerging brands are coming in as outsiders to the category. These emerging brands are breaking category norms — and succeeding. It’s important to ask the question, what do consumers hate about my category? Then answer how the brand can address these frustrations. The answer to this question should be what motivates you to think outside the box and explore new innovative options to reinvent the brand for a new audience.
Brands hoping to find success in the snacking space must act like a startup and look at the category differently by having a bigger purpose that guides everything they do. After all, this is not just a trend in snacking. It’s the way of its future.
See figure below for CBInsights’ illustration of brands that are disrupting the market by thinking big and outside of the box.
(credit to CBInsights)