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

Sustainable Eating and the Environmental Cost of Food

Maria Mascaraque

Maria Mascaraque

16 Sep 21

Sustainability is needed at the heart of business strategy so environmental and social goals can be integrated into companies' targets and activities. The ultimate goal is to create long-term value, not only for stakeholders but also for the wider society. The food industry is one of the biggest contributors to climate change and therefore there is a need to rethink our food systems. Increased demand for plant-based diets and tech-driven innovation to achieve more efficient agricultural practices are but two examples of the ongoing change in this space.

Webinar

Rise of Plant Based Eating and Alternative Proteins: Understanding Flexitarians and Growth Trends

Tom Rees

Tom Rees

16 Sep 21 | GMT: 12:30 AM

In this webinar, we look at trends influencing the flexitarian or plant-based consumer. We highlight plant-based and other alternative protein products coming to market, products that allow consumers to enjoy the same tastes, textures, and versatility as animal-derived foods.

Article

Navigating Sustainable Packaging in Latin America

Jorge Araya

Jorge Araya

13 Sep 21

Consumers around the world are showing clear messages regarding packaging preferences that are better for the environment. Greener solutions like recyclable, biodegradable and refillable are rooted in Latin American consumer minds, over Europe and North America. Yet there is still a gap between what consumers want and the available solutions companies are offering in the region, so players should prioritise sustainable packaging efforts, as it is already happening in Europe, to win in Latin America.

Article

Positioning Snacks for Success in a Post-Pandemic World

Jared Koerten

Jared Koerten

10 Sep 21

The Coronavirus (COVID-19) pandemic has transformed snacking. Portability, on-the-go and social occasions were disrupted by quarantine orders and distancing efforts. Sales in emerging markets – which are uniquely dependent on out-of-home occasions – and in categories like snack bars, mints and gum, all struggled with these shifts. At the same time, categories like savoury snacks, cookies or ice cream saw sales surge as stuck-at-home consumers turned to snacks for comfort and indulgence or for family movie nights.

Article

Five Ways to Win in Healthy Eating

Katharina Bagul

Katharina Bagul

22 Aug 21

Mindful consumption is on the rise as personal health, diet and healthy living have become priorities for consumers in our post-pandemic world. This article explores how food and beverage companies can adapt innovation strategies to succeed in the growing health space.

Article

Ethical Claim Potential Index Identifies Top Market

David Ingemar Hedin

David Ingemar Hedin

20 Aug 21

Euromonitor International launches Index, identifying the key markets for food and drink brands to communicate sustainability on pack and in store. Merging survey results and national statistics with Big Data provides a mixed methodology approach to identify both well-known forerunners and interesting up-and-coming markets, as well as the companies and brands that lead the pack in emerging markets. Use of sustainability labelling grew quicker than any other group of claims in 2020.

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