Product Claims and Positioning Discover the trends driving online product positioning across FMCG industries as well as what inspires new product development and helps to build successful brand strategies.

Latest Content

Article

Exploring Opportunities for Food in the Mental Wellbeing Space

Katharina Bagul

Katharina Bagul

7 Dec 21

Consumers increasingly seek functional benefits beyond the nutritional component of food. This article analyses consumer health concerns and explores opportunities in the mental wellbeing space, taking a deeper dive into brain/memory health, cognitive performance, and stress management.

Article

Plant-Based Alternatives: Health Boost vs Ultra-Processing

Simona Bernatonyte

Simona Bernatonyte

3 Dec 21

During the pandemic conventional dietary habits were challenged, and daily use products were reconsidered. Consumers’ expectations of gaining some health-boosting benefits from food increased, as it appeared that immunity, obesity and other underlying health factors could be key when faced with COVID-19.

Article

Where is the Vegan Claim Headed?

Euromonitor International

Euromonitor International

23 Nov 21

In the aftermath of “plant-based” becoming a household phrase, what space does a vegan positioning have and how do we expect the claim to be utilised in the future?

Article

Tracking Sustainability Claims: Where to Play and How to Win

Maria Coronado Robles

Maria Coronado Robles

23 Nov 21

Understanding how to connect and resonate with consumers and where to play and how to win in markets where the shift from traditional to sustainable purchases is occurring, is key to capitalising on future growth opportunities while contributing to sustainable development.

Article

Taxing Sugar-Sweetened Drinks: What's Happening in Spain?

Ilaria Abagnale

Ilaria Abagnale

23 Nov 21

Tackling obesity and high sugar levels in food are pressing concerns for many governments. Many European countries, such as the UK (2018) and Poland (2021), have introduced or reviewed their regulations on carbonated drinks, challenging the industry and accelerating the shift towards sugar-free and calorie-free soft drinks.

Webinar

Understanding Sustainable Living Through Product Claims

Maria Coronado Robles

Maria Coronado Robles

15 Nov 21 | UTC Time: 04:00 PM

As consumers and businesses pay more attention to social and environmental issues, product claims are becoming increasingly important for brands to communicate sustainability. In this webinar, we track sustainability claims across 40 countries and over 30,000 brands, assessing their popularity and growth as well the impact on consumer engagement and satisfaction.

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