Q&A: Developing Fall-Inspired Private Label Items
With summer in the rearview mirror, fall flavors are once again front and center in retailers of all formats and sizes. Between large mass retailers and specialty stores, private label food & beverage launches featuring iconic fall flavors have already begun.
Retail giant Target recently rolled out more than 20 seasonal items, including items like Favorite Day Apple Cider Donuts, Good & Gather Pumpkin Spice Cold Brew and more. Specialty grocer The Fresh Market got a head start on its fall private label collection, releasing items like The Fresh Market Pumpkin Spice Coffee, The Fresh Market Gummy Pumpkins, The Fresh Market Pumpkin Spice and Spooky Drizzle Pretzels and more at the beginning of August.
Store Brands spoke with Tracy DeCarlo, director of Category Solutions at private brand consultancy Daymon, to discuss private label development, including trending flavors, standing out with unique products and more.
STORE BRANDS: Have fall flavor trends shifted over the years?
Tracy DeCarlo: As the mainstream commercialization of ‘PSL’ (pumpkin spice latte) hits its 20th anniversary this year, fall trends and innovations have only proliferated across retail settings and categories with inspiration from restaurants leading the way. We can expect food service to continue impacting fall trends and driving flavor innovation.
Popular staple flavor options such as apple and pumpkin both maintain and continue to grow consumer affinity, remaining desirable fall favorites. However, to continue creating excitement around limited time offers (LTOs), we are seeing fall trends shift from focusing on one key flavor to elevating the singular flavor into a dynamic pairing, such as from apple to apple cinnamon crisp, and pumpkin to chocolate pumpkin spice. These pairings blend the familiar with a new twist and in turn, drive excitement and newness for consumers.
SB: Which flavor profiles are the most popular during the fall season, and how does the product category impact what flavor trends?
TD: The most popular fall flavor profiles will continue to shine, including pumpkin, apple, and cinnamon. Categories where these flavors can easily be applied, and where consumers commonly seek flavor and scent adventure, such as candles, home care, coffee, bakery, and frozen desserts, pave the way for establishing popular seasonal or limited time flavors. Dynamic flavor pairings should be leveraged for retailers to drive the greatest differentiation across the departments and categories that they’ve strategized seasonal offerings.
Daymon proprietary research shows more than three out of four shoppers have a positive perception of private brands that launch new flavors and LTOs, sharing that they are exciting, contribute to their enjoyment of the in-store experience, and are even a reason to keep them coming back.
The need for an element of familiarity is a thoughtful consideration when selecting categories for flavor development. Consumers should be able to instantly relate to the category application to help retailers drive trials. Cinnamon bun ravioli is more difficult to connect with than pumpkin bonfire cheesecake.
SB: When launching fall-inspired private label products, how can retailers stand out from the pack when many retailers make seasonal items?
TD: While innovating with distinct dynamic flavor profiles is key to creating unique private brand seasonal assortments, that is only one piece of the puzzle. In this competitive space, best-in-class retailers are committing to seasonal programs across the store, rather than a few items or a single department. This will make the greatest impact in establishing a retailer as a destination for consumers to seek out seasonal flavors and newness.
Beyond the products themselves, it is also crucial to strategically market and merchandise these offerings to drive awareness. Retailers can leverage displays and in-store signage to draw in busy consumers. Simplifying the path to purchase can be directed by event or consumer need state, such as “fall snacking” or “comfort foods for entertaining during football season.”
Best-in-class retailers market seasonal offerings to consumers in and out of the store, leveraging social media and online platforms to connect with consumers. With Gen Z and Millennials seeking out product information online to help guide their shopping trip more so than other generations, online strategies will be particularly influential in capturing younger shopper spend.
SB: What fall flavors are trending with younger consumers (Gen Z and Millennials)?
TD: According to Daymon's proprietary research, over 90% of Gen Z and Millennials seek out new food and beverage flavors, with the majority citing “the wilder, the better.” In fact, flavor motivates them to make impulse purchases more than any other consumer group.
One rising flavor especially among the youngest adult shopper group is marshmallow or s’mores-flavored products, with nearly 50% of Gen Z consumers expressing interest. This interest in s’mores is driving category expansion across both expected indulgent categories like cookies and desserts and unexpected categories like yogurts and snacks with new twists and naming conventions arising like “bonfire.”