In a time of inflation, volatility, and shifting trust, it’s easy to blame slumping sales on economic fatigue. But for many food and CPG brands, the deeper issue isn’t pricing—it’s perception.
The products that once moved reliably are now losing momentum. Not because they’re too expensive, but because they no longer reflect the values, expectations, or scrutiny of today’s buyer. In a post-COVID world, consumer trust has eroded and brand loyalty has fractured. Inflation has triggered resentment, particularly around food pricing, and rising/unpredictable tariffs have only amplified the pressure.
A stark example: the 2024 bankruptcy filing of Del Monte Foods in Canada, where pricing disputes and declining consumer loyalty collided. Despite a legacy brand presence, Del Monte’s challenges in responding to changing consumer preferences and price sensitivity proved fatal.
The Say-Do Gap Is Widening
At 6 Seeds, we call this the say-do gap: the disconnect between the values a brand communicates and the experience it delivers. In 2025, closing this gap isn’t optional. It’s the difference between maintaining relevance and fading into irrelevance.
After the pandemic, consumers experienced a profound loss of control. Many shifted loyalties, scrutinized supply chains where possible, and prioritized health, safety, and values over brand familiarity. More than one-third of shoppers tried new brands during COVID. And while some have returned, others didn’t—especially when old favorites failed to deliver what they now expect.
This leaves legacy brands exposed. The 2024 Del Monte Canada bankruptcy is a case in point—a reminder that even familiar names can fail when pricing power fades and consumer loyalty weakens. Trust is fragile and value signaling is no longer optional.
What Consumers Aren’t Saying Out Loud
Consumers rarely articulate what’s wrong. They simply stop buying. But behaviors point to misalignment:
- If you’re seeing a sales dip despite stable distribution, your customer may have moved on.
- If your value claims no longer resonate, even long-time buyers may feel your product doesn’t “speak to them” anymore.
- If your sustainability messages are vague or feel performative, buyers notice.
Recent headlines prove the point. In early 2025, the FDA issued a misbranding warning to Bimbo Bakeries for failing to disclose sesame as an ingredient, triggering allergy concerns. Trust in food manufacturers fell sharply as a result.
In Europe, only 46% of consumers now say they trust food brands, while 27% actively distrust them.
And the issue is spreading. U.S. consumers have become hypersensitive to packaging language and health claims. Nearly half of American adults reported seeing food recall headlines in the last six months alone. In this environment, a brand that overpromises or communicates vaguely puts itself at risk.
Are You Holding Onto Outdated Assumptions?
What worked in 2022 may now work against you. Brands that cling to broad terms like “clean label” or “family-friendly” without updating their messaging strategy are losing relevance.
And brands that assumed trust would return once inflation eased are finding the opposite. A 2025 investigation into supermarket pricing massively damaged trust in Coles and Woolworths, two retailers in Australia, even among customers who didn’t change shopping behavior. The lesson: say-do gaps don’t just reduce purchases, they damage long-term brand equity.
Rebuilding Relevance: Where to Start
At 6 Seeds, we help food and agri-food brands navigate these moments of uncertainty with structure and calm. Using our 3R Wayfinder Method™, we support you through three core stages:
- Reveal: We use research and AI to uncover where your say-do gap is costing you loyalty and growth.
- Reimagine: We help reposition your messaging and product strategy based on true consumer behavior, not outdated assumptions.
- Realize: We translate those insights into concrete actions—campaigns, communication plans, and internal alignment that closes the gap and restores brand momentum.
If your product isn’t selling like it used to, the first step isn’t a new promotion. It’s a new understanding.
- Audit your assumptions. When did you last verify who your customer is and what they value?
- Examine your messaging. Is your positioning clear, updated, and specific?
- Map the say-do gap. Where are your brand promises falling short in product experience, sourcing, or transparency?
- Use behavioral data. Don’t just ask what customers say. Analyze what they actually do. AI can help here, quickly and effectively.
- Be radically clear. Vague claims invite scrutiny. Direct, transparent communication earns trust.
What 6 Seeds Can Do
We help food and agriculture brands understand where their connection to customers is breaking down, and how to fix it. From AI-powered insights to brand repositioning and internal alignment, we help you close the gap between what you say and what consumers believe.
If your sales are slipping and you’re not sure why, you may not have a pricing problem. You may have a trust problem. And that can be solved—strategically, clearly, and fast.
