The "Deep Dish CPG" series will focus on deeper business musings and sets out to seek answers to possible future needed changes that will be caused by intersecting variables. Deep Dish CPG Ep.94 discusses how many active nutrition CPG industry professionals blame the "race to the bottom" as a main reason causing their assessment of the deterioration within the industry. While the “race to the bottom” has several meanings depending on its socio-economic context, the active nutrition CPG industry usually refers to this as the competitive situation stemming from the lowering of various barriers of entry causing brand proliferation that caused negative pricing pressure and product quality.

While I acknowledge the race to the bottom can have some negative effects on stakeholders, it also provides massive opportunities for those that can understand it. As functional CPG categories naturally bifurcate towards either end of the spectrum, it will leave anything in the middle being washed out in the market. As a brand, you need to pick a side and stay close to those extreme ends. Being positioned as an economical and commoditized brand can be extremely advantageous…when there is consumer demand and retail merchandising support.

So, what am I talking about, where is this all heading? Dollar Stores!

#dollarstores #activenutrition #strategy

I appreciate each and every one of you that took even a moment of your time to watch this video. I know your time and attention are your biggest assets and I hope you got adequate value in return from this content. Thank you from the bottom of my heart!

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About Joshua Schall of J. Schall Consulting:
Joshua is consumer packaged goods (CPG) Strategist and Entrepreneur that focuses on the product categories of value-added (or functional) food, beverage, beauty, and nutritional supplements. He was an early advocate for digital grocery optimization and is an expert at the entrepreneurial ideation to consumerization cycle. Recently, he has shifted that decade of knowledge into early-stage investments, board membership, and public speaking engagements. His YouTube channel is a walk through his daily life and a peek into his business musings. Enjoy a look into his life through the lens!

►EMAIL josh@jschallconsulting.com

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