Never underestimate the power of nostalgia.
According to research published in the Journal of Consumer Marketing, when a shopper is feeling nostalgic, that sentimental longing can do more than make a person feel warm inside. It regularly leads to purchases too.
It’s common for many of us in times of uncertainty, loneliness, as well as happy and joyful moments, to turn to the familiar. We seek comfort, emotional safety and connection in products that evoke positive memories from the past.
Today’s consumers are no different.
While some consumers would return directly to the original product, there is an ever-growing market of health-conscious shoppers looking for a healthy twist on their old favourites.
A report from FONA International reveals playing on consumers’ memories and emotional connections to nostalgic flavours and products can spell success for food manufacturers.
The report states that “although food and beverage nostalgia differs from person to person, there’s science behind our strong emotional ties to food and it’s a common theme that food and beverage developers can leverage to innovate and expand their brand.”
Indulgent nostalgia evokes those warm and fuzzy feelings most often through high-calorie, high-sugar comfort foods. Meanwhile, next-gen indulgence takes a healthier, more “adult” spin on those comforting, retro flavours and products. “Whether relaunching a retro product, revamping an old one or simply drawing inspiration from the past, we can see that nostalgia sells,” FONA wrote.
“While most nostalgic products lean toward indulgence, next-gen nostalgia might lie in offering products that remind consumers of their childhood with a more health-focused mindset. The key is understanding the consumer, their experiences and the feelings that evoked that drive for them to purchase.”
No matter which way product manufacturers go, anything that makes consumers feel happy and comforted is sure to please. Think healthy versions of comfort foods, nostalgic food pairings and gourmet ready meals with a natural spin.
Cup soups and hearty porridge, decadent chocolate cake and a familiar breakfast spread are just some of the nostalgic favourites that can take memories and convert them into sales.
Nostalgic flavours and innovative creations, Unique Health Products is home to many of the world’s biggest health and wellness brands. With more than 3,900 products in our warehouse, you can rest assured, if it’s trending, a top seller, or a product simply worth stocking on your shelves – we’ll have it!