What brands need to do now
Three steps to helping consumers and driving brand growth
Adapt to survive.
Brands must reformulate or reposition to address consumer concerns around sugar, ultra-processed foods and alcohol. Regulators could force their hands in all three areas, but consumers are most likely to welcome brands that address these issues early.
Be loud and proud about product benefits.
Where products have been made with minimal processing, natural ingredients, low sugar or low alcohol brands should make that part of their marketing. Credible labelling schemes such as France’s Nutri-Score demonstrate that adding third-party authentication to packaging pays dividends.
Make it fun.
Brands that are doing well such as FYS and Thirsti don’t apologise for being healthy, they make it part of their benefits. Successful brands will target consumers by life stage, knowing that health means different things to different ages.
We’ve been running this study since 2019, talking to consumers around the world about what they say they care about and comparing that to their real-world purchase behaviours, using data from Worldpanel bv Numerator and Europanel.
The study covers 30 countries and 96,000 respondents to measure the value action gap between what people say they care about.
While the Sustainability edition has been established for several years, the Health edition is newer — now in its second year — focused on sizing the health opportunity for brands and identifying the trends that are most likely to allow growth at scale.
If you want to get a category or brand view you can add the questions into your database and connect the claims to purchasing.
