Resources
Fluid uses interviews from over 1,000,000 internet users via online questionnaires to deliver dataset insights for Australian consumers, uncovering the trends that matter to local businesses.
Overcoming Small Business Resources to Build Better Branding Strategy
Small businesses face unique branding challenges in today’s competitive marketplace. At Fluid, we’ve developed research-backed Small Business Branding Strategy that help Melbourne small businesses build stronger brands despite limited marketing budgets. Drawing on insights from Ehrenberg-Bass Institute and our 20+ years of experience with both small local businesses and major brands like Black Swan Dips, our approach focuses on creating meaningful differentiation and building strong memory structures with your target audience.
Our strategic branding approach leverages the science of distinctive brand assets to maximise your marketing ROI. Unlike generic branding agencies, we understand the specific challenges small businesses face when competing against larger corporations with bigger marketing budgets. Explore our small business case studies to see how we’ve helped local entrepreneurs in Melbourne and Geelong transform their brands and achieve measurable business growth.”
Key trends driving innovation, sustainability and consumer behaviour
The Australian food and beverage sector continues to evolve at a rapid pace. In 2023, brands face shifting consumer demands, economic pressures, and growing sustainability concerns. At Fluid Branding, we’ve identified four key trends shaping the industry, providing valuable insights for FMCG, retail, and hospitality brands across Australia and beyond. Whether you’re launching a new product or looking to refine your brand strategy, these trends will help you stay competitive and relevant.
At Fluid Branding, we help businesses harness these trends to build stronger, more impactful brands. Whether you need help refining your brand strategy, enhancing your packaging design, or creating solutions tailored for FMCG markets, our team is ready to support your goals. Get in touch today for an obligation-free consultation and discover how we can shape your brand strategy for 2023 and beyond.
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Consumer Behaviour Shifts
FMCG brands have a unique opportunity to build stronger digital presence by prioritising high-quality product imagery, and investing in packaging that commands attention both online and in-store. Leveraging consumer data to tailor promotions and personalising offers are additional tactics to drive loyalty.
The pandemic fundamentally transformed how consumers purchase groceries. What began as a necessity during lockdowns has evolved into a permanent shift in shopping behavior. Before COVID-19, approximately one-third of consumers bought groceries online, but they were significantly outnumbered by in-store shoppers worldwide.
The unprecedented demand caught many grocers unprepared, leading to accelerated investment in online services and home delivery infrastructure. Since late 2019, the gap between online and in-store grocery shopping has steadily narrowed, with Australian data showing consistent growth from 13.7% in Q1 2021 to 24% by Q4 2022. This transformation highlights the importance of strategic brand positioning in an increasingly digital marketplace.
For FMCG brands and retail businesses, adapting to these changing consumer preferences requires both innovative design thinking and data-driven marketing strategies. The most successful retailers are embracing digital transformation while maintaining the human element that shoppers still value in their brand experience.
Explore more of our work by viewing our full collection of FMCG branding and packaging case studies here.
Skincare and Beauty Trends 2023 shopping:
Three trends clicking in 2023
The skincare industry has undergone a remarkable evolution in recent years. What was once simply a daily routine has transformed into a meaningful form of self-care and personal wellness. This shift reflects deeper changes in consumer values and priorities, particularly in response to economic pressures and post-pandemic lifestyle adjustments.
Despite economic uncertainty and limited budgets, consumers continue to invest in skincare as an affordable luxury and a way to prioritize personal wellbeing. Using insights from our data partners at Global Web Index, we’ve identified three high-impact trends reshaping the skincare and beauty market in 2023.
Brand Strategy: The Essential Marketing Trinity Framework
Navigate marketing complexity with Fluid’s proven trinity framework that focuses on what truly matters: understanding your audience, targeting efficiently, and positioning distinctively.
When entering the world of marketing, it’s easy to become overwhelmed by jargon and distractions that pull focus from what truly matters. At Fluid, we’ve distilled successful brand strategy down to three essential elements that form what we call “The Holy Trinity of Marketing.”
This framework provides clarity and direction by focusing on the fundamentals that drive real business results:
- Audience Segmentation – Understanding who your customers are
- Targeting – Focusing resources on your most valuable segments
- Brand Positioning – Creating a distinctive identity in the marketplace
By mastering these three elements, you can create a marketing strategy that efficiently allocates resources, pursues achievable goals, and drives sustainable business growth.