ID 42098187 © Retro Clipart

You might not have noticed but our shopping habits in the UK have changed quite a bit recently.

We used to go to superstores (large stores with lots of choice and SKUs) usually once per week, usually at the weekend and “did the weekly shop”.

This was a major innovation over our parents and grandparents who used to shop in their local community and make frequent trips to shop.

We have now seen our shopping habits further change with the introduction of the discounters (Aldi & Lidl) who have a limited selection of SKUs and a large percentage of own-label items. We are both shopping more frequently in these locations and they are also enticing new customers (Aldi wine is acceptable at dinner parties!) to this retail category.

This means that emerging FMCG brands have limited ability to gain consumer trial due to limited space within discount retailers (frequently using short-term promotional space). So how do you launch a challenger brand in this landscape?

We strongly believe that direct to consumer can fill this gap, building strong consumer relationships on lower cost models, encouraging trial and investing marketing spend directly in customer recruitment rather than “brand marketing”

Perhaps use online to test product/market fit and look at retail to deliver the mass market consumer once your brand is well established.