2015-5-14 09:24



Times change and so do consumption habits. The following iconic brands, companies, and products once seemed to be timeless, but now it seems the titans are teetering.

Part of these shifts in buying habits can be attributed to the different tastes and values of millenials. But it’s not only millenials turning their backs on these brands. With the resources of social media, it’s easier to spread the message nationwide and globally if a product or business is unhealthy or otherwise outmoded.


McDonald’s sales declined more than expected–nearly $400 million–in the first quarter of 2015, as the company annouced they were closing 350 poorly performing stores in Japan, the U.S., and China. And that’s just the latest in a series of struggles the fast food giant has gone through lately.

The oft-cited reason for McDonald’s woes is that customers are defecting to chains they see as healthier choices, like Chipotle. Plus more upscale burger chains like Shake Shack, Five Guys, and Smashburger are edging in. It seems like a case of the ubiquitous Golden Arches and what they stand for are now working against the corporation.

McDonald’s has tried a number of tactics to capture that millennial love such as test-marketing all-day breakfastand a 24-hour, 24-city marketing “day of joy“ on March 24, a response to reporting its first sales fall in 12 years in January. At the time the company admitted there was an “urgent need to evolve with today’s consumers.“ In Australia, McDonalds opened an experimental hipster cafe called The Corner in Sydney and is offering customizable gourmet burgers in Melbourne. The company recently announced that the first details of a turnaround plan but itfailed to impress investors.


Barbie sales have declined for three years straight, and that trend continued in the first quarter of 2015. In November 2014, “Frozen“ mania bested Barbie dolls as the top Christmas toy for girls for the first time in the 11 years that the National Retail Federation has issued Top Toy survey results.

Mattel responded at the New York Toy Fair in February,revealing that 78 new Barbies were coming out featuring two things that millenials tend to value: diversity and technology. Hello Barbie will be a talking doll, and some of the other new models feature African-American, Asian and mixed race features.


Another toy giant in peril, the preschooler line Fisher-Price, performed poorly in 2014, with sales down 13%–although first quarter 2015 sales are up 3%. The decline in popularity is being attributed to millenial parents, who are more likely to live in cities and be more mobile, so they’re looking for smaller swings and more sleek designs for the toys. Plus there’s more toy lines competing for the little ones’ favor, including officially licenced tie-ins with their entertainment obsessions like Frozen.

Kraft Macaroni & Cheese

Sales numbers on the iconic boxed mac and cheese ain’t what they used to be,with numbers down 3% while organic competitors like Annie’s are up by that same 3%.

Again, the drop in sales is due to customers seeking out healthier and less processed choices. The product has also been the subject of a consumer advocacy campaign which appealed to the company to use naturally derived ingredients like paprika, annato and tumeric.

Just recently, Kraft revealed it is removing the synthetic coloring from its Original Kraft Macaroni & Cheese in the U.S. by January 2016, and from Canada’s Kraft Dinner Original by the end of next year. The company had already launched Kraft Boxed Shapes with no synthetic colors in 2014 and it removed the artificial preservatives from that product this year.

Diet Coke

There’s no way around it: soda sales are down overall, and have been for a decade, largely due to the the sugary beverages’ link to obesity. The nation’s third most popular carbonated beverage, Diet Coke, has taken the worst dive of late. The beverage is being viewed by consumers as unhealthy due to its sweetener aspartame and possible associated health risks, in addition to studies suggestingdiet sodas may actually contribute to weight gain. The latest sales numbers reported Wednesday show a decline of 6% from those a year ago. However, the same numbers show Coca-Cola and its other soda offerings up by 1%–the first rise in nine quarters.

iconic: adj.符号的; 图标的; 图符的; 偶像的

teeter: v.摇晃地站立或移动

outmoded: adj.过时的; 不流行的

ubiquitous: adj.无所不在的; 普遍存在的


annato: [化] 胭脂树

tumeric: [医]姜黄

synthetic: adj.合成的; 人造的

carbonated: adj.含二氧化碳的






至于麦当劳近年的生意何以如此惨淡,一个被经常提及的原因是,麦当劳的顾客们正在涌向他们认为更健康的快餐连锁品牌(比如Chipotle)。除此之外,近年来市场上涌现了一批高端的汉堡连锁店,如Shake Shack、Five Guys和Smashburger等等。不过现在看来,麦当劳的平价策略正在产生对经营不利的效果。



近三年来,芭比娃娃的销量直线下降,2015年第一季度延续了这一趋势。根据全美零售协会发布的Top Toy调查报告,2014年11月,在电影《冰雪奇缘》的助推下,以这部电影为主题的玩具娃娃首次打败芭比,成为去年圣诞节赠送给女孩最多的玩具。

美泰公司在今年2月的纽约玩具展上表示,该公司即将推出78款新的芭比娃娃,着重呈现80后90后看重的两个元素——高科技和多元化。比如,Hello Barbie将是一款会说话的洋娃娃,还有一些新款芭比将以黑人、亚裔和其他少数族裔的形象出现。






卡夫最近透露称,该公司将于2016年1月前取消在美国销售的卡夫原味芝士通心粉中的人工合成色素,同时在明年年底前取消在加拿大销售的该产品的合成色素。卡夫公司已于2014年推出了不含合成色素的Kraft Boxed Shapes产品,并于今年取消了该产品中的人工防腐剂。