3-2-1: Fiber is in, Think Like a Retailer, Win with Health-Conscious Consumers
3 Insights Worth Your Attention
I. From Fibermaxxing to Shelf Strategy: Why Fiber Could Be CPG’s Next Must-Have Nutrient
TikTokers are “fibermaxxing” by choosing high-fiber wraps, cereals, and beans to boost gut health. What started as a social trend is sparking a bigger conversation around fiber. (Even in our home, we are talking about fibers! 😀)
On the shelves, protein is already everywhere, while fiber is still nascent. This presents a clear opportunity for CPGs.
What this means for category leaders:
→ Revisit the portfolio: keep proven protein plays, but layer fiber where shoppers have a real deficit
→ Make it countable: solve for taste/texture and use regulatory cues (3 g = good source, 6 g = high fiber)
→ Build retailer stories: frame fiber as addressing authentic shopper needs, not manufactured demand
The takeaway: Instead of adding more protein to already crowded categories, consider how fiber can differentiate your products and open new category conversations w/ retailers.
II. The Empty Chair Test: A Simple Hack for Stronger Retailer Negotiations
Sometimes the simplest reminders are the most useful. Matthew Geddie (CPG strategy advisor) shared how Amazon uses the “empty chair” in every high-stakes meeting to represent the other party. Before making any move, Amazonians ask: “How will the person in that chair react to what we’re about to do?”
What struck me was how simple, yet powerful, this is. Too often CPG teams prep JBPs or top-to-tops focused only on what they want to sell. The “empty chair” flips the perspective.
Perhaps, try this before one of your next retailer meetings:
→ Start with Matthew’s reminder: What pressures are retailers under? What success looks like for them? How do I frame this as their win?
→ Anchor those questions in retailer KPIs. Retail buyers are judged on penetration, trip frequency, margin mix, and more. Incorporate these KPIs in your story to increase alignment
→ Make it tangible. While you prep, put an empty chair in the room and ask: “If I were the buyer, why would I push back?” Then adjust your story accordingly.
Read more: Matthew Geddie on Amazon’s “empty chair” hack in this LinkedIn post.
III. The BFY Advantage: How Health Trends Are Reshaping CPG Growth
Large CPGs grew just 0.5% in 2024, while smaller health-focused brands grew 4.9% (BCG). Three forces are driving this: rising health awareness, tighter regulations, and the spread of GLP-1 drugs that reduce appetite for processed foods.
Key takeaways for CPG leaders:
→ Segment your portfolio: Mainstream SKUs need incremental healthier ingredient changes to protect taste and margin. Premium products should be adapted to carry bold nutrition claims.
→ Frame the Category growth story: Show retailers how health-forward choices expand usage occasions, increase HHP and expand categories.
→ Learn from early movers: PepsiCo bought Poppi for $1.95B to enter prebiotic sodas. Kraft Heinz reformulated Mac & Cheese to make it healthier without losing taste.
The bottom line: Health-conscious shopping is here to stay. Smart companies are adapting their portfolio to meet their needs.
📖 Read more: BCG on how health trends are reshaping CPG growth.
2 CPG News Stories To Know
I.
Here we go, protein in the news again. Kroger is launching 80+ protein products under its Simple Truth private label. This is the brand’s largest expansion ever, spanning everything from protein puffs to superfood coffee, making P/L the cheaper rival to premium protein.
II.
Supergut is positioning itself as the fiber brand to watch. Known for its GLP-1 Booster range, it has now launched a Foundational Daily Fiber line offering 6g of prebiotic fiber per serving in 3 flavors. The branding keeps fiber fun and modern.
1 Webinar to Bookmark This Week
This Week’s Pick: A webinar hosted by CMA | SIMA
Driving Meaningful Change in Space Planning – Learnings from Red Bull
Thursday, September 26 | 11 AM CT
How do you drive meaningful change in space planning when retail keeps evolving? This session explores Red Bull’s approach to reimagining space strategy and influencing how retailers think about assortment and efficiency.
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