Food and beverage companies already invest considerable time and resources developing new formulations and packaging them in a way that hopefully will resonate with consumers. But sometimes, even tried-and-true marketing techniques aren’t enough to help a product that has fallen out of favor with consumers.
A proven methodology called “need states” offers a solid framework for understanding consumers’ desires and demands in the moments that matter most to them. The need states approach depends on becoming more empathetic and people-first. So, rather than offering only products that fit neatly in a certain category ̶ or relying on the old belief that consumers will simply want something because it’s from a brand they recognize ̶ today’s marketers are blurring the lines between categories to deliver what consumers really want and need.