Covid has undoubtedly shifted consumer’s cleaning habits and priorities. Although many of us are slowly easing out of the pandemic, and may feel ‘normality’ returning, the last 18 months has permanently elevated the importance of hygiene in the home, and consequently, purchasing behaviour.
This may sound odd coming from me, as I am the Chief Data Officer for Black Swan Data, and it may be stating the obvious for others, but I’ve always found that even things that are obvious are easy to forget and are worth repeating — this job is not about data.
Customers are changing the way they’re viewing and consuming snacks. We’ve not only seen a long-term increase in snacking itself but also a shift in the reasons behind why shoppers are grabbing a bite or beverage.
The Vitamins, Minerals and Supplements category has never been healthier. Fuelled by Covid, the category’s heartland of immunity and prevention has seen a huge resurgence amongst both core and new consumers over the last 18 months.
Kombucha tea anyone? Or maybe a turmeric shot? An increasing number of consumers are taking a proactive approach to their health and wellbeing, but not necessarily in the traditional formats we have become used to.
Context is King.
In all research, no matter what technique you are using, surveys, focus groups, online communities, social data analysis, or Big Data science work, establishing context is a critical task.
Recently, we were lucky enough to host an exceptionally insightful event where we brought together a group of 25 senior leaders from the CPG industry who shared their experiences, best practises and learnings in the field of progressive consumer insights and marketing.
Are you still waiting until products show up on the shelf to understand the market and take action? ‘Chief Forecaster’, Stephan Gans, from PepsiCo explains how that was the industry norm until recently.
Lipstick out, moisturiser in
Back in August, the famous ‘lipstick index’, a phrase coined by Leonard Lauder signifying the resilience of cosmetics during times of economic turmoil due to consumers turning to makeup as an affordable indulgence, was substituted by the ‘moisturising index’.