Posted by Filipa Silverio on Nov 16, 2021
Many shoppers look to manufacturers to help limit environmental damage but less than half can name a brand that shows genuine concern – and of these brands, less than half are multi-nationals.
In addition this week, we look at the very close link between FMCG market trends and being at home.
- Just 4 in 10 consumers can name a brand with genuine concern for the environment – even fewer for societal concerns
Efforts by manufacturers to show their concern for the environment and society are still not cutting through – especially important when 30% of shoppers believe that manufacturer action is the most important in terms of limiting environmental damage.
- Only 41% of brands that shoppers believe have a genuine concern for the environment are ‘Multi-Nationals’
Local brands and ones that are ‘born sustainable’ lead the way in terms of getting their environmental credentials across. This doesn’t mean a changed brand positioning but ensuring that these attributes are clear to shoppers.
- Time spent at home has a direct effect on the grocery market size
The FMCG market remains well ahead of historic norms and naturally ‘being at home’ is a key driver. This is shown clearly by comparing with Google Mobility data – including stock-up periods. Therefore forecasts about this factor are very relevant to FMCG predictions.