I hope you’ve managed to enjoy some downtime over the festive period. If you’re anything like me, your thoughts have turned to what you want to achieve in 2025. Being flexible and responding to opportunities is essential – but so is having a plan. It’s how I work in my business, and I help many of my clients do the same for theirs.
- Are your objectives clear?
- How well do you understand your customers and retailers?
- How are you going to generate sales?
- What will keep you focused and motivated?
If you’re ready to start planning for 2025 and want to put clarity, action and results at the heart of it, watch my free webinar recording now and download the free marketing planning template to help you gain clarity and get set for your best year ever.
If you’d like to get some support to build out an effective growth plan for your food or drink business, book a discovery call now.
What makes packaging work?
I was delighted to be asked to share my experience creating show-stopping product packaging for Dash recently. If you want your packaging to work hard(er) for you, have a look. I cover what to include, how to catch shoppers’ attention, how to position your claims and lots more. The article includes plenty of examples of great food and drink packaging, too, for inspiration. Read it here.
Trends to watch in 2025
Affordable luxuries
‘Little Treats’ was one of Whole Foods’ top trends for 2024, and Mintel thinks it will continue into 2025 as the cost of living continues to be a challenge. Affordable luxuries that make day-to-day life sweeter will be in demand, so consider whether you can create bite-sized versions with luxurious flavours or toppings.
Over The Moo‘s bite-size (and plant-based) ice cream treats are a great example.
The influence of TikTok
Just Eat’s latest trend report highlights the impact of TikTok on food habits, with 55% of those surveyed admitting to buying trending ingredients. This year’s cucumber salad trend is a good example. It led to sales of cucumbers doubling on Just Eat – and probably boosted mandoline sales, too!
A world of flavours
John Lewis Partnership’s flavours for 2025 include the intense but versatile tonka bean, sour cherry (TikTok again), Libyan chilli paste pilpelchuma, Toum the garlicky sauce from Lebanon, and juniper as a flavour with everything from gamey meats and plum and shallot tart to alcohol-free drinks.
Read the whole report here.
Sharing environmental responsibility
Sustainability and ethical purpose will continue to see many consumers engage with businesses that align with their values. Under the banner ‘Elevating Our World’, market research and insight specialists, FMCG Gurus see a continued focus on brands and consumers sharing a vision of environmental responsibility.