Brands tap into consumer desire for nostalgia with retro spin on product launches

Americans are increasingly longing for the “good old days” amid rapid social and economic changes in the aftermath of the COVID-19 pandemic, including the pressures of modern life, inflation, and the current cost-of-living crisis. Brands are looking to cash in on consumer inclination for nostalgia by bringing pack products and packaging from the bygone era to evoke a sense of familiarity, says GlobalData, a leading data and analytics company.

Meenakshi Haran, Lead Consumer Analyst at GlobalData, comments: “Nostalgia is often a sensory experience for consumers who are sentimental about a period or place that they have experienced before. 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 & drinks products they choose, as affirmed by 67 % of respondents in GlobalData consumer survey*.

“By bringing back old-style flavors and products, brands are hoping to tug at the heartstrings of consumers looking for comfort in fond memories. 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” flavour that claims to be a spin on the classic childhood-favourite, mud-pie dessert.”

Haran continues: “Given the plethora of new product launches that are trying to differentiate themselves and gain a share of the consumer’s wallet, companies should try to differentiate their products and make them stand out on retail shelves. The launch of retro-themed products and packaging reflects an effort to attract consumers. This is corroborated by as many as 29 % of American respondents who claim that new experiences with product purchases are essential, while an additional 24 % state unique/novel features are essential*.”

Haran concludes: “While the desire for retro products is high among American consumers, brands must strike a balance between nostalgia and sensory expectations of visual and taste experiences to keep consumers coming back and drive sales. They need to ensure that there is a right mix of novelty and nostalgia to entice consumers.”

*GlobalData 2023 Q4 Consumer Survey – US, published in December 2023, 500 respondents