Competitor Strategies in Product Claims and Positioning

October 2020

The Coronavirus pandemic has accelerated online sales and increased the relevance of e-commerce as a research and purchase channel. Healthy product positionings, clean formulas and sustainable sourcing/ packaging schemes are among the key strategies pursued by the industry leaders. This report explores the top five strategies that leading consumer good companies use in product claims and provides an outlook amid the ongoing Coronavirus (COVID-19) pandemic.

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This report comes in PPT.

Key Findings

Shift towards e-commerce increases relevance of online product positioning

Online sales have seen a sharp rise as a result of COVID-19. Consumers are spending more time at home in front of phones, tablets and computers browsing for products that meet their preferences and convictions. The need for consumer goods companies to focus on the right attributes and the respective online product positioning gains in relevance.

Industry leaders re-affirm long-term strategies despite COVID-19 pandemic

Despite short-term revenue losses and a slowdown or delay in innovations, industry leaders in the fmcg space have largely re-affirmed their long-term strategies. For example, even though the use of plastic has gained in popularity amid the current health crisis as a result of concerns about viral contamination, leading players are committed to further invest in sustainable packaging solutions around a circular economy.

Health claims thrive amid COVID-19

As health has become a top priority for consumers, better-for you and plant-based positionings have become a popular strategy in product claims. Driven by health concerns COVID-19 has accelerated the boom in plant-based products and ingredients even further spurring new product developments.

Natural movement drives clean label trend

The trend for natural ingredients is expected to gain further traction as consumers continue to demand clean beauty and clean formulas in food and beverages. Transparency and shorter ingredient lists drive the clean label movement while the natural claim moves into the spotlight and takes the lead in many industries.

Sustainable sourcing and packaging continues to be a core element of corporate strategies

On the back of a rise in conscious consumerism, sustainable sourcing and packaging continue to be key aspects of the wider sustainability goals at corporate level. The tug of war between own and third-party sustainability schemes will be reflected in different ethical label claims consumers need to familiarise with and find trust in.

Key findings
Food and beverages companies take the lead in the fmcg arena
Online product positioning is an integral part of e-commerce strategy
Retailers allow consumers to filter through the lens of product claims
In-store drives fmcg purchases, but digital rapidly gains momentum
Strategic long-term goals remain despite short-term losses of COVID-19
Health and sustainability continue to be key pillars of growth
Become a better-for-you company
Mindful snacking is a top priority for Mondelez and spurs innovation
Coca-Cola makes sugar reduction a top priority
No sugar claim takes the lead among Coca-Cola’s products
Reduction of added sugar one of the prime concerns for PepsiCo
Fibre and plant-powered ingredients support healthy positioning
Health of people and planet drive Danone’s 2030 goals
E-commerce helps Chinese consumers to discover L’Oréal brands
Pivot to plant-based products
Nestlé makes headway in plant-based meat substitutes
Unilever expands its plant-based portfolio into foodservice
Playing in plant-based constitutes a key strategy for Danone
Nourish the natural movement
Natural takes lead in Nestl é’s clean label movement
Clean label claims outweigh health claims in PepsiCo’s savoury snacks
Kraft-Heinz shows strength in clean label approach
Responsible beauty goals drive Procter & Gamble’s investments
Mars’s pet care claims reflect human demand for natural and clean food
Support sustainability schemes
Fairtrade and sustainability goals continue to be a key focus for Mars
Nestl é drops Fairtrade in favour of in-house sustainability scheme
Procter & Gamble puts focus on sustainability and efficacy in Home Care
Unilever builds on brands with purpose to drive growth
L’Oréal invests in natural and organic beauty
Repeat the reduce, reuse, recycle mantra
Sustainable packaging continues to be a key priority on PepsiCo’s agenda
Sustainable packaging drives the Mondelez’ “right way” to snack
Danone’s Evian introduces label-free bottle
Unilever continues to invest in sustainable packaging and ethical labels
Health and sustainability claims will drive online product positionings
Outlook for product claim strategies amid COVID-19 pandemic

Health and Wellness

Health and wellness is the aggregation of organic food and beverages, fortified/functional food and beverages, naturally healthy food and beverages, better for you food and beverages and food intolerance products.

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