Recent findings from data analytics company GlobalData indicate that brands are introducing products and packaging with a retro flair, likely influenced by a growing sense of nostalgia among consumers.
GlobalData reports that the aftermath of swift social and economic shifts following the Covid-19 pandemic has spurred heightened nostalgia among American consumers for the past. This has prompted brands to reintroduce products and packaging that evoke a sense of familiarity.
According to Meenakshi Haran, the principal consumer analyst at GlobalData, nostalgia frequently evokes sensory experiences for consumers, stirring sentimental emotions tied to a particular time or place they’ve encountered in the past.
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Haran said, “They seek familiar flavours, fragrances or products that take them back to that time or place. Americans, in particular, are feeling nostalgic about the ‘good times’ and looking for familiarity in the food and drinks products they choose, as affirmed by 67% of respondents in GlobalData’s consumer survey.”
She explained that brands are tapping into this by reintroducing old-style flavours and products, adding, “Olipop, for instance, claims to be a new kind of soda in retro cans, reminiscent of nostalgic packaging designs, while Spindrift, a sparkling water brand, introduced two new variants inspired by the 1990s when purple grape-flavoured products were popular. Similarly, Oreo debuted its new limited-edition “dirt cake” flavor that claims to be a spin on the classic childhood-favorite, mud-pie dessert.”
Amidst the plethora of new product releases vying for consumer attention, Haran suggests that companies prioritize setting their offerings apart and ensuring they catch the eye on store shelves. Despite the enduring appeal of retro products among American consumers, brands should aim for a harmonious blend of nostalgia and meeting sensory expectations for both visual and taste experiences. This approach can cultivate repeat purchases and boost sales.
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