How To De-risk Your Food Challenger Brand For Shoppers So They Buy

1. We are creatures of habit and risk-averse. Buying something new in food requires mental effort and involves a risk. What if we waste our money?

2. Consumers usually have a repertoire of brands that they shop from in any category, switching by promotion. Breaking into that repertoire is your brand’s job.

3. The shopper’s thinking when evaluating something new goes like this: “Does this offer me more? Is it cheaper? Is it healthier? Is it a flavour I fancy?”

4. If you make it too hard for them to work this out, they’ll revert to their normal purchase.

5. Don’t use too many unfamiliar ingredients that they don’t recognise. You might be food-forward; chances are they may not be.

6. Use a promotion. Shoppers expect you to do this to bring them into the brand.