2020 has been a year that will go down in history as the beginning of a new era. The decade started shaking the global economy due to Miss Corona's arrival. Millions of Americans were laid off, public healthcare became overwhelmed, and every major pharma company entered the race to deliver a viable COVID-19 vaccine.
The Low Touch economy has forced many business models to morph into more flexible and better versions of themselves. Omnichannel marketing strategies have taken over brand growth plans and demand vast volumes of content to keep up with consumers. According to Forbes, this year’s global online content consumption more than doubled. The average adult worldwide is spending two hours a day on social media, but still, no time to work out, huh?. Although embarrassing, some of us exceed that time, but one cute dog video after another makes it impossible to leave our phones behind.
Consumption patterns have clearly changed. We are opting for products and services, offering us extra protection regarding our health. We are inclined to buy products that also support our planet's well-being. Experiencing this health crisis has made us reevaluate our habits and priorities as a whole species. We are sure wayyyy more willing to exercise more and nourish our bodies, uplift our cleaning standards, and change our consumption habits to stop our environment's destruction.
CPG giants are taking steps in the right direction. They are aware that consumers seek products that support their goals and values and are getting even more difficult to please. We want to have a long and healthy life, and a hospitable place to live in; I mean... is it really that much to ask? No? That's what I thought!
Up next four trends CPGs are totally into this October 2020:
1. Immunity-oriented. The most sought-after superpower.
Numero uno: as consumers are a bit paranoic, and a little extra immune protection doesn't hurt anybody. Brands are backing up their products with nutrients and probiotics that give their consumers an advantage. Either it is to nourish their bodies or to help assimilate other vitamins. If the package claims it will keep my family and me safe, I'm definitely most likely to pick them up at the aisle or drop them into my e-comm cart.
Nutraceuticals are a group of products that deliver more benefits than food, but in a sense, less than pharmaceuticals. If you think about it, it's like a category in the middle. Some also refer to them as bioceuticals. Regulations are mainly to blame for this product category development as they don't require to comply with as much testing but do deliver a heath benefit to the consumer.
Probiotics are a big deal right now. If they promote immunity, we will undoubtedly want to put our hands on them. RB's new brand Bodi-Ome has launched a series of probiotics that cater to different targeted benefits. (BTW, be sure to check out the Insearch videos our team produced for their Amazon A+ pages.)
According to Harvard, Probiotics are beneficial microorganisms that can treat and even prevent some illnesses. Different strains of the bacteria have other effects. Brands are taking specific combinations of stairs to advertise targeted benefits. For example, Digestive Advantage, from Schiff vitamins, has continuously been updating its OTC (Over The Counter) portfolio to offer the public probiotics and dietary supplements.
2. Plant-based everything! Viva las vegans!
While many are not ready to say goodbye to their mouthwatering steaks and BBQ’s, research suggests that following a plant-based diet is associated with a lower risk of heart disease. With everyone more aware of their well-being, the plant-based lifestyle has made its viral debut.
Every day more and more individuals are choosing to become flexitarians or go full vegan. The Grocer published a series of charts explaining the UK's attitudes towards plant-based product consumption. Not surprisingly, It's the younger generation that's most likely to try plant-based milk.
Ice cream! Who doesn’t love ice cream?! Several Ice cream brands have launched dairy-free versions of their desserts. According to VegNews, Unilever’s Ben & Jerry’s non-dairy pints have made it to #7 on the list of “The 100 Best Vegan Products Of All Time”; while vegan ice cream sales more than doubled in the last five years. According to Forbes, Dream Pops have exceeded $100 billion in sales globally this year.
Plant-based has even made its way into the CPG category; retail is following the same direction. Nestlé launched a vegan version of its Carnation condensed milk product earlier this year. This is an attractive alternative for those who do not want to consume dairy products or animal products in general. On the other hand, they also launched a plant-based tuna in the UK. Some are still skeptical about the flavor spectrum. Taste is still the #1 determining factor for consumers to opt for plant-based products. But still, you can’t say you don't like something if you haven't tried it, right?
3. Obsessive-compulsive cleanliness. Did you wash your hands?! Are you sure?
It seems that the only ones prepared for what the pandemic brought us were the germaphobes we even made fun of on TV shows. Think Sheldon Cooper; the anxiety is real people! The Center for Disease Control and Prevention (CDC) states that Cleaning off visibly dirty surfaces followed by disinfection is a best practice measure for the prevention of the COVID-19 virus. Other non-CPG brands such as Samsung have also released innovative gadgets to keep our household items clean and safe. Samsung introduced a case that, through its UV Sterilizer, eliminates 99% of bacteria from your phone, keys, and essentials.
As cleaning and disinfecting products are flying off shelves., Reckitt Benckiser has made sure the supply of its products Lysol, Sagrotan, and Dettol stays constant. Brands like Clorox have suffered because of the constraints on supply chains, and some of their products will not be available until sometime in 2021. Hand sanitizers, soaps, and cleaning products emphasize their disinfecting properties that help keep our spaces safe and sanitized from microbes and viruses.
As health authorities also recommend to wash your clothes immediately when coming home from public spaces, laundry detergent brands are even jumping on the obsessive cleanliness bandwagon. I f you thought that shirt could make it one more day. Think twice. Maybe till now, you hadn't realized just how bad where your cleaning habits. Oh well, nobody’s perfect!
4. A pledge for a sustainable future. Not your average ol’ CPG brands.
CPG Giants are finally taking a stand. And by doing that, they are setting the tone and inspiring smaller CPG brands to do the same. Unilever is taking a pledge to reduce carbon emissions and plastic pollution. As Larry Light wrote on Forbes, environmental decency actually makes you money.
Procter & Gamble recently published a report addressing deforestation. It's not always obvious, but social and environmental responsibility extends to the artist and designers that create the iconic brand's packaging and communications. The selection of employed materials can make all the difference. By choosing to go with recycled and circular materials, an astonishing amount of energy can be saved. It can prevent tons and tons of materials from ending in the sea and landfills.
Without greenwashing, brands must find a way to support their sustainability views genuinely. Brands have a great responsibility, and it's nice to see them supporting change and best practices.
Speed & purpose
These last four trends arrived to stay for the foreseeable future. What they all have in common is that they support a more mindful approach towards consumption and sustainability. We are going back to buying with purpose.
By focusing on consumers' well-being, brands will need to fortify their online presence by shifting their communications into a more dynamic model that enables brand managers and marketers to make their brand equity stronger than ever through their social & e-comm platforms.
At 121, we understand that together we must accelerate change and let your consumers know what you stand for. Need packaging or POS design? Digital and content solutions? You can always count on us. Remember that our purpose is to make you shine.
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Last Edited on May 25, 2018