Lessons in Strategic Packaging
Discover how effective packaging design can elevate your consumer packaged goods brand.
Target Your Consumer For Maximum Traction
In food and beverage, creating a product for everyone often means it resonates with no one. Using a design-thinking approach—centering each development phase around a well-defined audience’s needs—leads to products that inspire loyalty, organic growth, and excitement. Many of today’s most successful brands started by focusing on a niche market and expanding from there. Here’s how to build a product with that kind of impact.
1. Define and Target Your Core Consumer
Athletic Brewing Company launched by focusing on health-conscious individuals and athletes seeking a non-alcoholic beer. By zeroing in on this niche, they crafted a product that resonated deeply, sparking rapid word-of-mouth growth. Instead of trying to please everyone, they defined exactly what their core consumer needed and designed specifically for them, which attracted a devoted fan base and set the stage for expansion.
2. Test, Iterate, and Refine Based on Consumer Feedback
Oatly entered the U.S. market emphasizing its plant-based roots and environmental benefits. Through testing and iterating based on consumer feedback, they adapted their messaging to fit U.S. values, making Oatly a household name. Testing with real consumers refines what works and what doesn’t. When brands adapt based on feedback, as Oatly did, they ensure a tight alignment with what their audience values, setting up for success without losing authenticity.
3. Build Organic Growth Through Authentic Advocacy
Chobani initially focused on high-quality Greek yogurt for consumers seeking a healthier option. By committing to quality and transparency, they built a loyal following that viewed the brand as more than just yogurt—it was a lifestyle choice. Chobani’s fan base grew, thanks to passionate consumers who advocated for it, expanding the brand beyond its initial niche.
When you build for a dedicated group, they become your best marketers. Authentic advocacy, as Chobani experienced, expands your reach and strengthens credibility without diluting your brand.
Targeted, consumer-driven products are the fastest path to genuine growth and lasting success. By embedding design thinking into each step—from identifying a core consumer to iterative testing—you can create a product that resonates deeply. Ready to connect with a dedicated audience? Scale Food Labs can help. Contact us at hello@scalefoodlabs.com to discover how strategic formulation and consumer testing can turn your product into the next market success.