Tip 25

Adding new products can make some distributors nervous. This is more common among newer distributors, but some veterans still hesitate to try something new. Well, get over it! Our society is not frozen; it’s constantly changing and while your menu may have performed like gangbusters a year or two ago, things have changed and you may be cheating yourself out of profits by staying with the “tried-and-true”.

A recent survey by Technomic, Inc., a research firm based in Chicago, found that recent consumers have changed more than in previous years. Their lives are more complex—just check your own work and stress level and you’ll understand!

Consequently, consumers have been changing some of the old tried-and-true definitions. First of all, consumers are demanding value—better quality at a fair price. While this might seem to be old news, what is noteworthy is a strong return to brand names. There seems to be less “locally produced” loyalty, and more devotion to the supermarket standards. It’s a very good thing for us all that most supermarket snack manufacturers have designed vending sizes!

This swing back to brand names may also reflect a nostalgic trend. Psychologists have long known the relationship between stress and a desire to return to simpler times. Unfortunately, we can’t go back to those simpler times, but we can recall those times with snacks and beverages from the past. This goes a long way toward explaining the huge success of traditional snack items like Kellogg’s Rice Krispie Treats—they’re “just like Mom used to bake”.

Snack manufacturers in the past few years have finally gotten taste into low-fat and non-fat items. There was a huge marketing push to emphasize the improved taste of healthy foods; it was successful and now folks don’t have to sacrifice taste or be embarrassed about eating a low-fat or “light” item.

Oddly enough, there was a marked swing towards self-indulgence last year. It’s not known whether consumers decided they needed a treat after a stressful morning, or whether they just said, “Ah, what the heck!” about their waistlines. A prime example of this trend is the new product from Act II Microwave Popcorn: “Extreme Butter”. Extreme calories, sure—but it’s selling fantastically well.
Consumers have also redefined their concept of “healthy” eating. For many years it meant low calories, low (or zero) fat, and low (or zero) cholesterol. Now, “healthy” means that an item is organic or natural, and has more vitamins. More than ever before, freshness is of prime importance.

So how to play the vending game when the consumer keeps changing the rules? Here are some new rules

• Focus on providing fresh major brand name products.

• If your snack machines lean toward low-fat/non-fat and “light” items, try adding a row or two of self-indulgent, highly caloric goodies.

• Try some items from your wholesaler that have “organic” or “natural” prominently displayed on the package.

• Try products you remember from your youth, such as Rice Krispie Treats, Mallomars, Oreos, etc. Take advantage of the current nostalgia trend—the wish for a “return to happier times.”

• Every so often, be adventurous—go off the deep end. Try putting Gummies in an executive lounge, for example. Just don’t buy a palette load to begin with. Experiment; keep them wondering what new goodie you’ve added, and you’ll keep them coming to your machine!

Dana Bashor