For the first time ever, I had the privilege of attending the Craft Brewers Conference last month in Washington, D.C. and got a behind-the-scenes look at craft brewing, the people behind the segment, and the businesses that are involved in the processing and packaging of this popular drink.
The medicine or device may be a home-run product, but if consumers aren’t using the product correctly, it has little chance of success. And if the consumers cannot even open the package to get to the product inside, it has zero chance.
According to a survey by Canadean, 60% of consumers find new experiences more exciting than new products, and are starting to seek products offering more than mere functionality.
Multi-cultural consumers are impacting not only how consumer packaged goods (CPG) companies bring new products to market, but how they market, manage and merchandise existing brands.