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.
Face masks, working from home, social distancing and businesses operating at partial capacity remain constant reminders of our new world, and consumers see it with different eyes than before the COVID-19 pandemic arrived.
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,...
Two in three (66%) European women believe they are worse off or about the same financially, compared with five years ago, this percentage is the highest in any region around the world.
On average, 91% of European women say they have shared or primary responsibility for daily shopping, household chores and food prep. In the U.K., 66% have a female as head of household, and all of this amounts to additional demands each week, less time to meet them and even less time available for...
This will be a year unlike any other. 2020 will kick off a decade that will witness evolutionary changes in tech-powered consumer engagement, increased wealth fragmentation, leaps in retail personalisation and remarkable shifts in innovation strategies.
The amount Europeans paid for everyday groceries (on the widest possible basket of product categories that are continuously tracked by Nielsen) increased by +3.4% in Q2 2019 (up 0.9% from Q1 2019), after three previous quarters of muted growth.
Over the past 10 years, hard discounters have become more experimental retailers, trying out new growth tactics and appealing to a wider buying public.
British consumers are displaying a strengthening sense of optimism about their financial wellbeing, with 34% of Brits saying they are financially better off today than five years ago, according to our new report on Changing Consumer Prosperity.
Nielsen Sports’ latest 2018 FIFA World Cup Tracking Study shows that 94% of Russians are aware of the FIFA World Cup, with three-fourths saying they’re excited about the prospect of hosting the tournament.