As we enter 2025, I wanted to share our take on a few big themes we see that are priorities to drive growth for this year.

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Value truly matters.

Significant prolonged inflation continues to affect consumers, but in an increasingly complex segmentation. Brands need to be able to operate “across the aisles” and appeal to multiple consumer groups with different perspectives on value and different priorities for their disposable income. Thoughtful strategy built on insight and data driven segmentation is essential within the constraints of shelf and supply chain complexity.

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Establish consumer loyalty.

Beyond COVID and supply chain stress, the last decade saw seismic channel shifts (eCom, DTC, bankruptcies and big winners growth) and unprecedented market share disruption from thousands of insurgent brands. It’s time to refocus on the big prize for any brand. Loyalty. The best ROI comes from focus on establishing long term, loyal connections with consumers. This needs a growth mindset, working on recruitment and retention. Invest in enduring, substantive relationships built on true proposition, product and value equation fit. Growth from your loyal customers is essential, and entirely achievable through driving up consumption. Segmentation matters here as well. One size fits all may be efficient but it won’t be effective with today’s broad competition.

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AI is here, and ready for immediate action.

We are so early, yet the pace of change is already so fast, continuous innovation is the right approach. If you’re not using it now to grow your business, you are already behind. We are seeing big wins in categories, in its application through Insights, and with Innovation. Reach out to us if you want to discuss what we are seeing drive growth.

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We’re excited about the year ahead and the opportunities to be realized. Here’s to 2025!

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– Mark