The Target Market Pantry line is the largest grocery brand stocked by the retailer, boasting over 2,250 SKUs in over 100 categories. Highlights from those categories include ice cream, fruit-flavored snacks, marshmallows, coffee creamer, granola bars, jumbo cooked shrimp and everyday essentials like spaghetti and butter.
The new look for the range maintains the red and white color scheme but opts for a more homespun feel, with imagery and typography that feels decidedly artisan. The designs are meant to make the products appeal as a "preferred choice" rather than a "compromise solution."
Created by agency Brand Design Lab, the new Target Market Pantry branding and packaging scheme is designed to appeal to the discerning millennial consumer who is interested in patronizing ethical brands and consuming all-natural, health-supporting food and beverage whenever possible.
Millennial-Targeted Grocery Makeovers
The Target Market Pantry Line Has a Brand New Look
Trend Themes
1. Artisan Packaging - There is an increasing trend for grocery brands to adopt artisan packaging designs that appeal to the discerning millennial consumer.
2. Ethical Brands - Millennials are showing a preference for grocery brands that prioritize ethical practices and sustainable sourcing.
3. Health-supporting Food - There is a growing demand for natural and health-supporting food and beverage products among millennial consumers.
Industry Implications
1. Food Packaging - The food packaging industry has an opportunity to create innovative and appealing designs that cater to the artisan packaging trend.
2. Grocery Retail - Grocery retailers can capitalize on the demand for ethical brands by stocking products that align with millennial values.
3. Health Food - The health food industry can leverage the trend for health-supporting food and beverage products by developing innovative offerings that cater to millennial consumers.