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.
This report comes in PPT.
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.
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.
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.
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.
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.
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
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