Building Brand Loyalty in a Trend-Obsessed Market
Marc Nehring, Director of Growth Solutions at KeHE
In today’s fast-paced marketplace, trends emerge and vanish almost overnight. For brands, the challenge isn’t just staying relevant; it’s knowing which trends to embrace and which to let pass. The key to long-term success isn’t chasing every viral moment, but rather understanding how brands can adapt to overall consumer preferences.
Macro trends are broad, long-term shifts in culture, behavior, or consumer expectations that shape markets over years. Unlike short-term hype, macro trends reflect the larger changes in consumer priorities, including health, sustainability, or digital convenience, a lens KeHE applies when identifying its most highly anticipated macro trends for 2026. Macro trends allow brands to make strategic decisions that feel relevant today while building loyalty for the future.
As the Director of Growth Solutions at KeHE, I have spent more than 15 years helping brands navigate this balance. Drawing from my expertise in consumer insights, data analytics, and market strategy, I have seen firsthand how companies can either thrive or falter depending on how they respond to shifting trends.
While it may seem like constant innovation is the only way to stay visible, the truth is more nuanced and far more sustainable. Long-term success comes not from chasing fads but from staying grounded in your brand’s values, understanding your core consumers, and evolving purposefully.
Lead With Values and Intention
In fast-moving industries like food, beverage, and personal care, the temptation to chase every new trend, whether it’s a flavor, format, or viral moment, is real. But jumping on every opportunity can come at a cost. Brands that expand too quickly or veer too far from their identity risk diluting their message and alienating loyal, long-term customers. The most enduring brands lead with intention. They prioritize consistency, customer connection, and trust. Rather than reacting impulsively, they evaluate whether a trend aligns with their mission and long-term vision. Today’s consumers, especially younger generations, are quick to recognize inauthentic efforts and disengage when they sense a brand is chasing relevance instead of earning it.
This is where values come in. Transparency and ethics aren’t just buzzwords; they’re business drivers. Many consumers want to support brands that do more than offer a great product. They’re looking at how companies treat people, communities, and the planet. According to recent data from Mintel, 62% of Gen Z and 63% of Millennials say sustainability efforts influence their purchasing decisions, compared to just 28% of Baby Boomers. For newer or growing brands, staying rooted in a clear set of values is critical to building credibility and long-term loyalty.
When brands stay true to who they are, they can participate in trends without losing their identity. A consistent narrative builds the foundation for deeper emotional and social alignment,
which is becoming more important than ever. Beyond one-off transactions, this clarity and authenticity create lasting customer relationships and brand communities that thrive.
Listen Before You Leap
Data is essential, but so is discernment. Rather than relying solely on broad market reports, brands should tap into direct, real-time feedback from their core consumers. Social media, digital sampling, and online communities act as ongoing focus groups, offering insight into what customers actually want.
For example, more than half of U.S. consumers say they would use social media to reach a customer service representative. This isn’t just about support. It’s a signal that consumers expect a two-way conversation. Based on this feedback, brands that actively engage, listen, and adapt are better positioned to identify meaningful trends versus just noise.
Evolve Without Alienating
Product expansion is a natural part of growth, but it must be done with care. Loyal customers want to feel confident that their favorites aren’t going anywhere, even as new offerings are introduced. Branding new products as additions, not replacements, encourages exploration without causing fear or confusion.
Transparency is key here, too. Communicate clearly why a product line is evolving, what’s changing, and how it benefits the customer. In fact, 54% of consumers say that honest advertising and product claims are among the most crucial trust factors. Message clarity can help preserve customer confidence, even as your brand explores new territory.
Case Studies in Evolution
The story of Poppi is a textbook example of a smart pivot. Launched initially as Mother, a raw apple cider vinegar beverage, the brand struggled to gain traction. The product was too niche, and the branding was too serious for mass appeal. But by rebranding as Poppi, with a lighter tone, a relatable “prebiotic soda” positioning, and eye-catching packaging, the brand was able to ride the wellness wave without losing its functional roots. Today, Poppi is a major player in the modern soda space.
By contrast, Dr. Bronner’s offers a cautionary tale of a brand that followed its mission into unfamiliar territory. Known for its fair-trade, organic soaps, the company ventured into the ethical chocolate space, an effort rooted in values, but operationally outside its core competencies. While their chocolate product line was aligned with their mission, it ultimately needed to launch a separate entity, Magic Chocolate Inc., to grow effectively. By acknowledging the limits of what one brand can do and spinning off the ethical chocolate product, Dr. Bronner’s preserved the integrity of its original mission and clarified its role to consumers.
Built for the Long Run
Consumers today aren’t just looking for products. They’re looking for brands they can trust. The ones that succeed over time are rooted in their values, tuned in to macro trends, and deliberate in how they evolve. Authenticity, consistency, and transparency aren’t optional, but are the foundation for lasting loyalty.
To sum it up, staying true to your brand isn’t just smart, it’s strategic. Focus on what matters, listen to your customers, and grow with purpose. Brands that do this don’t just survive the shifting market but thrive for years to come.
About Marc Nehring
Marc Nehring is a Director of Growth Solutions at Naperville, Ill.-based KeHE Distributors, where he combines deep consumer insights, advanced data analytics, and market trends to craft strategic retail merchandising and growth plans. With over 15 years of experience in the natural and specialty food and beverage industry, Marc has a proven track record of driving sales and strengthening brand loyalty through data-driven strategies that align with evolving consumer preferences. Before joining KeHE, he played a key role in research and development for an emerging supplement brand, helping to design and commercialize innovative products that built strong consumer trust and repeat purchase behavior. Marc earned a Bachelor of Science in Business Management from Brigham Young University and is recognized for his expertise in connecting shopper behavior, assortment optimization, and brand engagement to deliver sustainable growth