TrendSights Analysis: Caution

TrendSights Analysis: Caution

Summary

Midst of growing skepticism, FMCG companies are facing increasing scrutiny over their products, manufacturing processes and marketing communication, making them more accountable than ever before to consumers.

Amid anxiety about what the future holds, many consumers draw comfort from the traditional and the familiar. They question wider influences. This is leading to development of offerings with clean, short ingredient lists in order to tackle growing distrust over product formulations.

Companies are bringing the product’s provenance and brand story to the forefront through multiple visual cues on pack Leverage with the use of professional accreditation when launching personal or household care products that are deemed to be “hypoallergenic” or “skin friendly. These are further supported by enhanced efficacy claims through third-party endorsement and certifications alongside evidence-led marketing.

Trend drivers
- Value-driven consumers are looking to buy “smart” making them more closely scrutinize the products they buy
- Choice paralysis due to over-proliferation of products in the shopping aisle drives desire for safer, familiar brands
- Multiple anxieties stemmed by personal worries and societal pressures drive a need to draw comfort from the “tried and tested”

Consumer targets
- Seniors are more cautious:
- This cohort is more experiential driven and prefer trying new experiences over trying new products
- They are more conservative with their flavor and fragrance choices, seeking traditional options that are familiar to them instead

The report “TrendSights Analysis: Caution” looks at alleviating consumer anxieties with authentic and reassuring cues. Additionally, this report helps to Compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are, helps to identify the innovation implications of the Caution trend for your sector.

Companies mentioned in this report: Back to the Roots, Suji, Heinz, Hopt Soda, Pepsi, Ugly Water, Coola, Garnier, Budweiser, Rogue, Flaviar, Purina, Seventh Generation, Evolve.

Key Findings

- Globally fewer than 10% of consumers consider on-pack marketing or health claims made by brands to be completely trustworthy.
- Marketing cues such as "natural" and "real ingredients" help make a product seem more authentic to consumers.
- Consumers seek comfort in the past, with most agreeing that older brands offer the best quality.

Synopsis

"TrendSights Analysis: Caution" looks at alleviating consumer anxieties with authentic and reassuring cues .

Reasons To Buy

- Gain insight into the different routes through which products can align with caution: formulation, packaging, and formats.
- Compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.
- Identify the innovation implications of the Caution trend for your sector.