Nostalgia in FMCG
Why we love flavours from the past
Familiar Flavours
The smell of freshly mown grass on a hot summer day or the scent of dust after rainfall – flavours and scents possess a very powerful influence on how we feel. Nostalgic flavours can excite consumers and bring back memories. In other words, nostalgia sells. Nostalgic TV shows, for example, provide familiar comfort in uncertain times. Furthermore, as individuals over 55 look more to the past, brands and manufacturers can unlock potential by bringing back old flavours and prior SKUs.
The same potential applies to younger generations like Millennials, born between 1981 and 1996. The 30-year rule suggests that we tend to seek the past in cycles. For Millennials, this means that the 80s and 90s evoke powerful memories. For instance, Coca-Cola brought back New Coke from 1985 during the third season of Stranger Things in 2019. Similarly, McDonald’s reported strong quarterly profits in 2023, partially driven by sales of new Happy Meals for adults. Other brands have also created similar spin-offs, using nostalgia as a driver to remain relevant to consumers.
Quantifying nostalgia
In 2024, nostalgia remains a powerful marketing tool because it taps into emotional connections and offers consumers comfort and familiarity in uncertain times. By evoking fond memories of simpler, joyful moments, brands can foster loyalty and stand out in crowded markets. Nostalgia marketing and product development are not only effective for Millennials and Gen Z, who appreciate retro aesthetics and experiences, but also for older generations like Generation X and Boomers.
As per Mintel, the trend is also relevant across regions and markets. Research in 10 selected markets shows that over 50% of consumers enjoy things that remind them of their past.
%
of over-55s enjoy rediscovering flavours they grew up with
%
of over-55s claim recognisable ingredients are important when trying new drinks
There are more than
%
of sweets/gum eaters like eating sweets that remind them of their childhood
%
of chocolate eaters like eating the same chocolate products that they ate when they were children
- Mintel I Age is just a number- innovate to ensure over 55s aquire a taste for your brand
- Mintel I Nostalgia sells: consumers crave reminders of the past
- Nielsen I Amid uncertain times consumers take comfort in nostalgic comedy shows
- AP I McDonald’s sales in Q4
Over-55s look more to flavoures of the past than the present
Consumers across markets enjoy things that remind them of their past
Nostalgic applicantions
Examples of nostalgia flavours
