Most of consumers’ information gathering is made online and internet retailing boomed in 2020. Product Claims and Positioning takes positioning intelligence to the digital space at the most opportune time. Read this global briefing to learn more about the products targeting the Immunity Seeking Pandemic Consumer, the lead of the Organic Claim, the migration of the Vegan claim beyond food and drinks, Vegan Beauty and the lack of labelling initiatives for Social Sustainability.
This report comes in PPT.
The increased importance of e-commerce across all industries, driven by COVID-19, causes more consumers to interact with brands online. In 2020, more product research is made online than offline and it is expected that brands offer relevant insights through digital channels.
Organic, led by food and drinks, is the most common claim tracked. Some consumers turned to organic food to boost their immunity during 2020. The increased focus on health in relation to organic has the potential to benefit organic.
Fear of COVID-19 has spiked interest in immune system health and manufacturers are responding with launches, especially in soft drinks. Lasting worries of the efficacy of antibodies and vaccines as defense against new COVID-19 strings is likely to drive consumer interest in a holistic approach to immunity.
Growth for vegan beauty in North America, Western Europe, Australasia and the UAE allows consumers to shift away from ingredients they consider chemical and unsafe. The vegan claim is therefore connected to the personal health and wellbeing. Increased focus on health in relation to vegan beauty has the potential to drive a further move away from cruelty-free toward vegan labelling.
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