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.
Two important narratives have been necessarily conflated as the novel coronavirus (COVID-19) has made its way around the world this year: the devastating impact of the deadly disease on the lives of millions and their loved ones and the almost immediate effect on the global economy.
Many markets across the globe begin to ease living restrictions, and many consumers are returning to a world that's far different from the one they left at the beginning of the year. Nielsen has identified six major areas where consumption dynamics will change moving forward in this unprecedented...
COVID-19 has changed everything, hasn’t it? So why should businesses and marketers have sustainability on their agendas? While certain sustainability claims may not seem as relevant today, some, such as local sourcing, will become ever more important to consumers in the near future.
With the economic and social impact of the COVID-19 emergency being felt around the globe, there is a natural tendency to make comparisons to the Great Recession. Some habits from that period will be repeated, but to make side-by-side comparisons would be overly simplistic.
The sentiment around staying safe and hygienic has amplified the relevance of certain product claims. Specifically, consumers now believe product claims focused on killing germs, providing immunity and overall health promotion are more relevant than claims around naturalness, sustainability,...
As we move toward the post-COVID era, it is important for retailers and manufacturers to look beyond the day-to-day situation and proactively work hand in hand, equipped with solid data-driven insights, to develop strong action plans for when stability returns.
Consumers across Asia have signaled their eating habits may change permanently once the world moves beyond the impact of the novel coronavirus (COVID-19). In an exclusive Nielsen study of 11 Asian markets, only Japanese consumers say they are less likely to change their eating habits as a result of...
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.
As the novel coronavirus (COVID-19) spreads across the globe, we're monitoring key consumer behavior thresholds to help fast-moving consumer goods (FMCG) brands and retailers understand the status of each market, as well as how to best respond.