Health and hygiene have become top priorities amid the Coronavirus pandemic. As consumers take greater ownership of their health and protect themselves, their families and their homes from the virus, health and efficacy-related claims gain in importance. New consumer habits spur product innovation while companies try to realign these trends with wider sustainability goals. This report explores trending product claims in light of COVID-19 across home care, consumer health and packaged food.
While consumers were seeking green cleaning products that are less harmful to the environment in the pre-COVID-19 era, consumers now put an even stronger focus on efficacy and cleaning power, creating a complex environment for manufacturers to navigate.
Leading home care companies have heavily invested in adding sustainability claims to their products in recent years. As this requires time and resources, some players have taken another route to become a more environmentally friendly company through the acquisition of smaller, green brands. As performance claims are expected to drive sales in the future, this requires companies to rethink their innovation strategies in the longer term.
Preventative health has become a key priority for consumers amidst the pandemic, accelerating sales of probiotic supplements in leading Western European markets. Immune system health and digestive health are the most prominent product claims for probiotic supplements in the region.
Beyond a growing interest in products that support immune system health, probiotic supplements promoting mood and relaxation are expected to show promising prospects in view of the increasing popularity of the gut health concept.
When it comes to food and beverages, consumers put a much stronger emphasis on healthy eating amidst the pandemic. Concerns about the virus have led consumers to seek products that help strengthen their immune system, and claims related to good immune system health are expected to inspire product innovation. Categories that have potential for new entrants with such claims include dairy and sweet biscuits, snack bars and fruit snacks.
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