When considering new launches, the role that advertising plays is consistent: Advertising drives awareness; awareness drives trial; and trial drives volume. It makes sense therefore, that when compared to existing products, new products are more reliant on advertising support to grow.
Staying put is what’s best for reducing the spread of the COVID-19, but home bound consumers are having an immediate impact on brands. Marketers now have to reduce spending while continuing to engage buyers. How can businesses support their brands and make money in such uncharted waters?
Brick-and-mortar retail may be readying for a resurgence. And somewhat ironically, a handful of digital brands are leading the charge.
Challenges arising from the spread of the new coronavirus (COVID-19) are likely to accelerate the use of existing and new technologies and tools as consumers go into lockdowns, millions are forced to work from home and digital connectivity takes even more of a hold on everyday habits.
On February 4th, the first case of the new coronavirus outbreak, COVID-19, emerged in Belgium. Though initially contained, the virus spread almost a month later—approximately a month after neighbors in Italy, Germany and France.
The story of FMCG in Belgium has remained relatively unchanged during the past few years: growth has continually declined due to ongoing pressure on price and promotions, price gaps with neighboring countries and a consistent demand from Belgian consumers on getting a good deal.
With food e-commerce sales up more than 30% in the Netherlands last year, it seems that the much anticipated acceleration of the food e-commerce market is finally here. With EUR1.4 billion in the till last year, we project that the e-commerce grocery market will reach EUR1.8 billion this year.
Amazon remains the leader in online fast moving consumer goods (FMCG), continuing to outpace the competition in share of sales and buyers. Yet, its share growth has slowed.
Only 8% of global consumers say they are committed to the brands they purchase. That’s an alarming stat, and it highlights the challenge brands face as they seek to engage with consumers and retain them.
The data generated by our day-to-day activities can help brands and marketers understand consumer needs and drive growth for their businesses. But first, they need to make sense of all the data.