CPG snack brands are focusing on value as high grocery prices curb consumer spending. But that’s not the only way to capture today’s shoppers. A new report from advertising agency BarkleyOKRP has found that brands linking purpose-driven stories and/or sustainability attributes to product qualities like taste outperform their competitors in the $265 billion snack industry. The four-year-long brand performance study (which spanned 19,000 consumers and more than 2,000 brands in over 40 categories) found that 45% percent of consumers believe value, purpose and product uniqueness are most important in the snacking category. Purpose-driven and sustainability claims won’t enable brands to bypass core category drivers like taste, cost and health, but they do enhance them. Practices and certifications like Fair Trade or B Corp increase the perception of quality and therefore impact price elasticity, per the report. Similarly, attributes like regenerative agricultural practices and the absence of pesticides can positively impact the perception of health. But this doesn’t guarantee consumers will be super advocates of a brand. “Be warned: These claims don’t necessarily buy consumer loyalty. Snack brands will face high expectations to differentiate themselves in the category – through product innovation, compelling storytelling and clear messaging,” notes the report. Why is messaging so critical? The already crowded space is expected to more than double by 2028. Nearly 50% of consumers eat snacks to boost their mood, 30% agree they are a convenient meal replacement, and 77% plan their snacks in advance, per the report. From the study: Tony’s Chocolonely has gained buzz for its commitment to curbing human exploitation in the chocolate category. But when it launched in Walmart, Tony’s found itself trying to reach a consumer of a different demographic and income bracket. The solution? In partnership with BarkleyOKRP, Tony’s mapped the consumer journey – from pre- to post-shop and beyond – to construct a messaging hierarchy that balanced the product’s taste with its defining mission to resonate with Walmart’s premium candy shoppers. As the saying goes, the proof is in the pudding. A majority (62%) of consumers are looking for evidence brands are acting on their values, and 71% say it’s difficult to know if a brand is acting ethically. To avoid falling foul, BarkleyOKRP suggests brands substantiate all claims with evidence, certify through third parties, avoid vague and aggregate claims and make fair and transparent comparisons. Packaging and in-store signage are a great place to start. Go Deeper: Why LOVO Chocolate Markets Plant-based Milk Varietals, Swiss Origin | 
