At this year’s Food Industry Summit at Saint Joseph’s University, a variety of speakers emphasized that the food and retail sectors are at a turning point, with increasing economic pressure, shifting consumer values, and rapid digital transformation. To stay relevant and drive growth, brands must refocus on what truly matters: relationships, differentiation, and a compelling brand story. Below is a breakdown of the four key themes shared during the summit.
- Build Real Relationships
Consumers want more than loyalty programs — they want brands they can trust. This means shifting from a transactional mindset to one rooted in long-term value and credibility. Personalized, intuitive experiences — like Delta’s “Parallel Reality” activation, which unlocks a personalized airport experience for travelers flying through Detroit — show how technology can deepen brand-consumer connections.
- Differentiate with Purpose
In a crowded marketplace, standing out means offering something consumers can’t get elsewhere. Whether through proprietary products or unique retail experiences, brands must become essential, not interchangeable. Though not food related, the NFL is a great example of how games can only be viewed within specific programs, demonstrating that consumers need to purchase a certain channel in order to watch the game.
- Communicate with Transparency
Sharing the “why” behind price changes or supply challenges builds trust. Retailers like Stew Leonard’s and certain wine brands show how honest and proactive communication can strengthen customer loyalty. Stew Leonard’s, headquartered in Connecticut, made it a priority to tell shoppers why the price of eggs increased, enhancing the trusted relationship with consumers.
- Elevate the Experience
As digital retail expands, many brands have deprioritized the user experience, favoring ads over usability, which is important to us marketers. To win in the long term, brands must bring clarity, ease, and delight back into both digital and physical touchpoints.
Understanding the Consumer
In the current economy, consumers are financially cautious and increasingly focused on essentials. Spending is down in categories like apparel and housewares, but up in areas tied to at-home living, self-care, and convenience, such as beauty, smart gadgets, and DIY products. Circana shared that there is a direct relationship between book sales and consumers attempting their own DIY projects. These individuals like to read about the project and learn the “how-to” before jumping in.
Retail’s Next Evolution
Retailers continue to become more sophisticated, transforming into data-driven platforms. Walmart’s Scintilla and Kroger’s 84.51 data companies are prime examples. E-commerce and club stores are continuing to see growth, driven by value-seeking, convenience-focused consumers. Club memberships continue to rise, specifically among the single, lower income, and younger demographics.
Takeaway: Own Your Narrative
In today’s environment, storytelling isn’t optional amongst brands. This is not specific to just the food space, but advertisers as a whole. Brands that are rooted in purpose have a unique opportunity to lean into what makes them different and connect more deeply with their audiences.
Brands like our client Nature’s Path Organic, which is a food company, stand on the principle of sustainability and “BFY – Better for You,” which allows them to stand out compared to competitors in the marketplace.
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