Marketers often think about how important it is to communicate all of a product’s key benefits to their consumers directly on the pack—using images, colors, logos, words, typography, etc. But very often, this overload of information makes the design extremely complex and difficult to understand.
Convenience isn’t just about store formats, products or packaging. And it means more than the latest technologies or new engagement strategies. Rather, it’s about every encounter, interaction and action that can help fulfill consumers’ growing demand for efficiency.
For many large, multinational global brands, other companies don’t become competition until they’re operating at the same scale and in similar markets. As a result, global companies often don’t pay much attention to the small brands that operate well outside of their global peripheral vision.
Aligning your organization toward common goals is challenging, especially when the goals change. That’s because it’s common for marketing teams to operate in silos. Most marketing organizations are split between marketing and media, and the split is compounded by multiple layers up and down the org chart.
Millennials today are a growing opportunity for the Canadian fast-moving consumer goods (FMCG) industry. The bulk of Millennial consumers are not yet the key decision makers in their homes. However, this is poised to change as they grow in their careers and move into their own homes.
If you can’t see it, it must not be there, right? In the FMCG market, this couldn’t be farther from the truth. That’s because every category has a certain concentration of brands that aren’t top of mind for many, but they have the ability to shift the overall landscape if conditions are right.
With the growth of streaming apps available through the TV glass come new opportunities for advertisers to connect with consumers in the living room. In the past year alone, we've seen an almost 10% increase in the number of people who have access to a connected TV device.
From a global perspective, prospects for the remainder of the year appear largely positive. In Q1, confidence grew across Western Europe, the economic recovery in Latin America looks promising in a number of markets, dollar sales of FMCG in North America performed well, and growing disposable incomes across Asia-Pacific are having an effect well beyond the immediate region.
From a global perspective, conditions and prospects for the remainder of the year appear largely positive. In Q1, confidence grew across Western Europe, economic recovery in Latin America looks promising in key markets, FMCG sales in North America performed well, and growing disposable incomes across Asia-Pacific are having an effect beyond the immediate region.
While it’s worth knowing that Canadian LGBTQ+ consumers are big spenders living in big cities, it’s equally important for retailers and manufacturers to know where they’re shopping and what they’re buying.
Canada’s LGBTQ+ consumers communities have very deep pockets, as they are responsible for $3.7 billion in fast-moving consumer goods (FMCG) purchases each year, which represents 4.4% of the country’s total FMCG purchases.
Millennials are quite literally the future, but for brands and marketers looking to reach them, understanding and harnessing their purchasing power can be a daunting task. It all starts with getting to know who these consumers are and what they’re looking for.
There has never been a more dynamic and challenging time to be a marketer. Since the advent of the internet, fueled by available high-speed access and ignited by the proliferation of powerful new devices, marketers have more access to consumers than ever before.
Regardless of whether you call it football or soccer, it’s a sport with massive global appeal and fan interest. In fact, more than 40% of people 16 or older in major population centers around the world consider themselves interested or very interested in following football, more so than any other sport.
The global reach of football, or soccer, is unequalled among sports in terms of value to media and sponsors. With the FIFA World Cup Russia 2018 upon us, Nielsen offers a snapshot of the vast collection of data and insights surrounding the world’s most popular sport.
The DMP serves as the nervous system for your organization’s digital ecosystem helping you unify, make sense of and unlock the value of disparate streams of data, uncover and build valuable consumer audiences, and reach those high-value audiences with personalized messaging in real-time across the digital ad ecosystem.
Today, access to information is unprecedented, consumers are empowered to make smarter buying decisions and marketers have amassed immense quantities of data about consumers. Technology has transformed many industries permanently, but perhaps none as much as marketing.
We expect lifestyle, the “little and often” trend, technology and location to be four of the key influencers on shopper’s behaviour in 2018, which, if executed well, will be true foot traffic drivers for c-store retailers.
As Millennials age and progress in their careers, more households will be led by this dynamic consumer group, and their purchasing power will grow with them. Across generations in Canada, Millennials are the most financially optimistic, with 28% stating they are better off financially today than they were a year ago.
Leading a healthy lifestyle remains top of mind for consumers globally, and Canadians are no exception. And while there is no universal definition for what “healthy” means, most people focus on products and services that deliver the best for their families, and that’s a key driver of shopping behaviour.
With digital now a critical channel for brands, it’s no surprise that they’re actively looking to better understand and measure returns in the space. They’re also actively looking to social media and sponsorships as a way to amplify their digital returns.
As we’ve seen in an array of categories, including food and personal care, health is a key aspect in breakfast foods, as 65% of Canadians who prepare their breakfast meals or buy them away from their homes say that what they do eat is healthy.
Now in place, the minimum pricing of alcohol regulation in Scotland means that a single unit of alcohol cannot be sold for less than 50p. And as a result, the stronger the drink, the more expensive it will be. So what effect might that have on consumption?
We are at a time of unprecedented commercial opportunity in global sports. Barriers to entry have never been lower. More markets around the world than ever before are receptive to the power of sports. It’s never been easier to reach millions—even billions—of fans.
Canadian consumers make, on average, 156 shopping trips annually and spend $8,645 per year across all FMCG channels. But those numbers can vary by province. Where consumers live is a key factor that affects how we spend.
When it comes to growth, it’s hard to ignore what we’re seeing in emerging markets. In fact, they’re currently generating two-to four-times the FMCG growth of developed markets. But just because the big picture boasts big opportunity doesn’t mean capitalizing on the right opportunities is easy.
Cleaning can feel like a thankless job, but there is a wide array of cleaning products to freshen homes as the season changes. And turning over a cleaner leaf is no small affair, as consumers in Canada spend nearly $2.3 billion on household products each year.
2017 was a good year for global consumers, with consumer confidence ending the year at a near-record level. Notably, 51 markets finished the year with higher confidence than they did in 2016, and the gains were bigger than 2 points in 46 markets.
Opportunities in Canadian retail continue to evolve in the fast-moving consumer goods (FMCG) industry. Online and value retail formats are leading the charge and are winning over the consumer share of wallet. Are your brands positioned to win with this new digital shopper?
More than any other consumer industry, beauty and personal care are driven by trends. New trending ingredients, formulations, colors and brands come around every season. Walk into your average retail store and you’ll see this reflected on shelves.
While sales of fast-moving consumer goods in some traditionally successful markets like the U.S. saw signs of softness in early 2017, opportunities for growth are still readily available if you know where to look.
For a decade, emerging markets have ignited the global economy, contributing more than 80% to its economic expansion. Today, these markets consistently perform a remarkable three to four times better than their developed market counterparts in the FMCG industry.
As Canada's population of ethnic consumers grows increasingly dominant, retailers and manufacturers need to focus their strategies and products accordingly to ensure they connect with the right consumers at the right time.
Compared with the everyday consumer products we buy frequently, like paper towels and boxed cereal, durables have a much longer shelf life. Items like electric razors, coffee makers and irons fall into this category, and they play key roles in the everyday lives of consumers—yet in much different ways than fast-moving consumer goods do.
In the face of rapidly evolving business and economic landscapes around the world, the importance of organizational intelligence and foresight thinking as a tool to unearth early indicators of change and unlock growth has never been greater.
What do dental chews for pets, adult incontinence undergarments and sweetened light beer have in common? On the surface, absolutely nothing. A closer look, however, reveals that each solved a specific "job to be done."
The esports industry is growing quickly, with new leagues, teams and distribution channels. And this growth is attracting new high-profile esports investment from brands, media organizations and traditional sports rightsholders.
The “input button,” an often misunderstood piece of remote control real estate, unlocks a wide range of content for consumers with an array of devices, and it’s no longer invisible to audience measurement.
The world is changing. Fast. The way we work. The way we travel. The way we watch videos and shows. The way we simply interact with each other. And because the pace of change is happening so incredibly fast, it can be hard to understand what, and just how much, change has happened over a week, month or year.
As marketers seek greater accountability in today’s increasingly omnichannel shopper landscape, demand for outcome-based ROI measurement has become more important than ever across the media, retail and FMCG industries.
Backed by rising consumer confidence and optimism, many of the world’s economies are experiencing degrees of positive momentum. In some cases, that momentum is strong; in others, it’s subtle, but still worth noting.
When identifying how valuable sponsorships and brand activation can be in esports, it’s worth exploring the issue from the perspectives of the many stakeholders involved: leagues, franchisees and teams.
Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail.
We’ve been talking about health and wellness for years. There are two critical forces at play that are shifting this topic from niche to mainstream: increasingly complex needs and massive digital engagement.
Global FMCG retail is pegged at $4 trillion today, growing at a rate of just 4%, with signs of continuing sluggish performance in developed markets. On the other hand, total retail e-commerce is predicted to grow by 20% (combined annual growth rate) to become a $4 trillion market by 2020.
As the e-commerce channel expands, the future success of brands will be significantly affected by how successful they are online. As increasingly time poor consumers seek convenience and on-the-go purchases, online sales of FMCG will gain more importance.
We’ve gotten used to emphasizing the divide between digital and physical, but it’s quickly disappearing: when digital data about the physical world is comprehensive, real-time and freely available, the physical and digital augment each other.
When testing innovations, it’s risky to ask consumers to compare a new concept against an actual product that they currently purchase. This unbalances the entire evaluation by setting up an unfair comparison.
Beyond in-store clinics and the traditional health care aisle of the store, a handful of departments should be top of mind for drug store retailers where more multicultural dollars are spent in comparison to non-Hispanic whites.
Africa’s vast potential is the stuff of investors’ dreams, but capitalizing on that opportunity is less about identifying or quantifying prospects and more about execution stemming from knowledge, insights and data to enable on-the-ground success.
Backed by improving global consumer confidence, many regions are seeing improved conditions for businesses and the fast-moving consumer goods industry. Here, we’ll look at trends in a few select countries.
For a long time, no one outside IT showed much interest in APIs, but MIT research shows that the most successful digital companies make above-average investments in APIs; these companies know that APIs are fundamental to their strategic success. Why do they think that?
With the advancements in big data, advertisers know more about consumers than ever before. And yet, they’re still challenged with how to drive the greatest return for their marketing budgets. And we all know what happens when executives don’t see the ROI they’re expecting—they cut budgets.
In contrast to the ongoing market challenges facing global fast-moving consumer goods (FMCG) manufacturers and retailers, consumers are in better spirits than they were at the end of 2016. In fact, global consumer confidence has risen three index points since the close of last year.
Unless you’ve been hiding under a rock for the last couple of years, you’re seeing the FMCG industry transform right in front of our eyes. That’s scary, but equally exciting. So here are three things big FMCG marketers need to do to win as the industry evolves.
Has the traditional planning process become obsolete? Many signs within the industry point to “yes.” So in order to succeed today, companies need to move to a new form of adaptive planning that is responsive to continuous market change.
Your kid tore his favorite pair of jeans and you need to know if your local store will be open after work so you can pick up a replacement pair. If only you had a personal shopper who could find out what time the store closes.
FMCG success today is now dependent on quality product images, solid SEO and prominent placement on e-tailer websites—far more so than simply having an abundant quantity or variety on the shelf at the local store.
While unexpected by many, the Amazon-Whole Foods linkage highlights just how profoundly consumer expectations are changing with regard to food and beverage shopping—and will continue to do so moving forward.
Unbeknownst to most consumers, tremendous thought goes into developing even the most commonplace products. As a result, product development in the FMCG industry is anything but fast-moving. But what if algorithms could help streamline the process and the outcomes?
Global sports are thriving, but media consumption is changing before our eyes. And as the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.
Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
93% of Canadians listen to music, up from 89% a year ago. This rise may be explained by the continuing move toward mobile consumption—over half the Canadian population are now listening to music via smartphone in a typical week. Listening on tablet devices has also increased, and is up to 30% for the general population.
As retailers ramp up their health and wellness offerings, and the lines between channels blurs, it’s interesting to think about the role that drug stores will play in an increasingly crowded, wellness-oriented marketplace.
If music were a brand in Canada, it would be flying high—living on cloud nine. That’s because despite the wealth of new technology and media constantly being unveiled to tempt and engage consumers, music consumption is rising.
It’s no surprise that more and more items are being outfitted with built-in connectivity. Consumers’ adoption of internet-enabled devices isn’t a given, however, and it’s worth exploring why acceptance has been so fragmented across categories—as well as what the industry can do to accelerate usage.
How many things can you say for certain that you're paying attention to, or even seeing, at any given moment? Our brains just aren’t good at recalling the kinds of details marketers need to evaluate their efforts in a complex world. That’s where the right neuroscience tools can help.
Companies striving for “leaner, bigger, better” innovations require realistic marketing inputs and an accurate forecast to identify their most promising initiatives. Proving that “consumers love it” without a realistic volumetric assessment simply isn’t enough.
With global sponsorship spend forecast to reach over $62 billion in 2017 and global media rights spend expected to hit $45 billion, the top-line metrics remain positive. This report detail what we regard as the 10 major commercial trends in sports.
Global consumer confidence increased modestly in 2016, a time of great political and economic change around the world, rising three points between the first and fourth quarters to 101. Confidence scores finished the year more strongly than they began in every region except Africa/Middle East.
More and more consumers in Canada are becoming mobile payers, using their smartphone and tablet instead of a physical plastic card to make purchases or collect reward points. But are they using mobile wallets to do so?
Unconstrained by physical walls, e-commerce retailers offer a huge inventory of products in endless aisles. Unfortunately, our physical world product coding processes can’t scale to e-commerce: they’re too costly and too slow.
Smartphones are no longer just for keeping in touch and playing games. Today, consumers also use the technology at their fingertips to research, run price checks and read reviews for a growing array of products they use in their daily lives.
Music consumption is at an all-time high. Overall volume is up 3% over 2016, fueled by a 76% increase in on-demand audio streams, enough to offset declines in sales and return a positive year for the business.
The premium sector is growing globally, and as it turns out, it isn’t ritzy categories like diamonds and champagne that are topping the charts. Rather, global consumers are most often willing to trade up for everyday consumables.
In the coming decades, machine learning will transform work as we know it. And unlike previous revolutions, which primarily affected blue-collar workers, the smart machine revolution has white-collar workers in its sights.