3-2-1: ‘Newstalgia’ Wins, What Buyers Really Want and The Sour Surge
3 Insights Worth Your Attention
I. ‘Newstalgia’ and Indulgence: Two Shopper Triggers Driving CPG Wins
At this year’s IDDBA 2025 (International Dairy Deli and Bakery Association) Annual Conference hosted at New Orleans, two patterns stood out driving measurable results across categories.
1/ Newstalgia is beating pure novelty. Millennials and Gen Z crave products that remind them of childhood. When you tap into that deep memory they’ve almost forgotten, it creates an emotional reaction that drives consumers. Some ‘newstalgia’ hits we loved: Coca-Cola’s Orange Cream, Entenmann’s Crumb Cakes, Kellogg’s Strawberry Rice Krispies Squares, and Pringles Super Mario (our favourite!) 🙂
2/ Indulgence isn’t just a trend. It’s how shoppers are coping. With essentials taking up more of the budget, shoppers are cutting back on bigger indulgences but they still want to treat themselves. The sweet spot? Smaller pack sizes that reduce both cost and guilt.
For example, a single-serve artisanal chocolate lets consumers indulge responsibly. It’s permission to indulge – without stretching the budget or compromising on their health.
For category leaders, this creates opportunity. Smaller formats offer convenience, unlock new usage occasions, and give shoppers a way to bring premium into their routine.
📖 More here: Progressive Grocer shares IDDBA 2025’s full recap includes shopper data and examples from the show floor.
II. Account Managers, Are You Someone a Buyer Would Say Yes To?
“Always sell yourself.” That’s how George Scharffenberger, a CPG sales leader, puts it.
Buyers don’t just want a compelling product story. They want an Account Exec they can trust to deliver, especially when things go sideways.
Even solid pitches fall flat when trust isn’t there. The buyer isn’t just evaluating the product. They’re evaluating you.
What CPG Account Execs should do in retailer meetings:
- Sell yourself first: your belief, your reliability, and your understanding of your retailer’s business, and passion for your product.
- Ground enthusiasm in their reality: know their shoppers, margins, merchandising style, and category pressures.
- Be the kind of partner buyers can count on when it matters most. Relationships often carry more weight than the product.
📖 Read more: George breaks down in more detail – The Art and Science of Buyer Presentations.
III. The Sour Surge: Why Bold Flavors Are Winning Beyond Candy
Sour is dominating across categories this year – and it’s bigger than expected. Sour Patch Kids is rolling out mini bites in portable tubes for on-the-go snacking, while Jolly Rancher and Warheads are pushing intensity boundaries with new sour varieties and formats.
The sour category is projected to more than double to $3.2B by 2033. And it’s not just Gen Z fueling this growth — Penn State University’s research reveals 1 in 8 adults crave intense sour flavors.
This broader consumer base is driving sour beyond the candy aisle.
Sour flavors in non-alcoholic drinks are up 41% globally over three years. Powerade just dropped an XTRA SOUR version. Meanwhile, even brands like Betty Buzz (by Blake Lively) have launched sour variants to tap into the broader flavor trend.
For CPG leaders: If sour is relevant to your category, consider testing stronger sour flavors paired with familiar cues. Segment for loyal sour seekers, and use formats that make trial feel easy and low-risk.
📖 Read more: Mintel’s CPG Advisor Aline Meloni breaks it down in this LinkedIn post.
2 CPG News Stories To Know
I.
Shoppers are slowly moving away from plastic, and brands are responding. Demand for sustainable packaging is driving innovation beyond just recyclable materials. Some brands now print directly on fruits and veggies to eliminate plastic labels entirely.
II.
McDonald’s plans to test premium sodas aimed at Gen Z. The new lineup, inspired by its CosMc’s spinoff, will include specialty sodas, cold brews, frappes, and refreshers designed to appeal to younger consumers.
1 Deep-dive Topic this week: Understanding Impulse Shoppers
Why do some shoppers come in for diapers and leave with beer? 😉
Part of Circana’s series on shopper types, this issue spotlights “Impulse Ivan”, a spontaneous buyer whose habits can boost basket growth. It explores what triggers impulse buys, how data reveals patterns, and four ways brands and retailers act on them.
Worth a look if you’re rethinking product flow, testing occasion-based bundling, or aligning with retail partners on behavior-led strategy.
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