2020 has been a year that will go down in history as the beginning of a new era. The decade started shaking the global economy due to Miss Corona's arrival. Millions of Americans were laid off, public healthcare became overwhelmed, and every major pharma company entered the race to deliver a viable COVID-19 vaccine.
The Low Touch economy has forced many business models to morph into more flexible and better versions of themselves. Omnichannel marketing strategies have taken over brand growth plans and demand vast volumes of content to keep up with consumers. According to Forbes, this year’s global online content consumption more than doubled. The average adult worldwide is spending two hours a day on social media, but still, no time to work out, huh?. Although embarrassing, some of us exceed that time, but one cute dog video after another makes it impossible to leave our phones behind.
Consumption patterns have clearly changed. We are opting for products and services, offering us extra protection regarding our health. We are inclined to buy products that also support our planet's well-being. Experiencing this health crisis has made us reevaluate our habits and priorities as a whole species. We are sure wayyyy more willing to exercise more and nourish our bodies, uplift our cleaning standards, and change our consumption habits to stop our environment's destruction.
CPG giants are taking steps in the right direction. They are aware that consumers seek products that support their goals and values and are getting even more difficult to please. We want to have a long and healthy life, and a hospitable place to live in; I mean... is it really that much to ask? No? That's what I thought!
Up next four trends CPGs are totally into this October 2020:
1. Immunity-oriented. The most sought-after superpower.
Numero uno: as consumers are a bit paranoic, and a little extra immune protection doesn't hurt anybody. Brands are backing up their products with nutrients and probiotics that give their consumers an advantage. Either it is to nourish their bodies or to help assimilate other vitamins. If the package claims it will keep my family and me safe, I'm definitely most likely to pick them up at the aisle or drop them into my e-comm cart.
Nutraceuticals are a group of products that deliver more benefits than food, but in a sense, less than pharmaceuticals. If you think about it, it's like a category in the middle. Some also refer to them as bioceuticals. Regulations are mainly to blame for this product category development as they don't require to comply with as much testing but do deliver a heath benefit to the consumer.
Probiotics are a big deal right now. If they promote immunity, we will undoubtedly want to put our hands on them. RB's new brand Bodi-Ome has launched a series of probiotics that cater to different targeted benefits. (BTW, be sure to check out the Insearch videos our team produced for their Amazon A+ pages.)
According to Harvard, Probiotics are beneficial microorganisms that can treat and even prevent some illnesses. Different strains of the bacteria have other effects. Brands are taking specific combinations of stairs to advertise targeted benefits. For example, Digestive Advantage, from Schiff vitamins, has continuously been updating its OTC (Over The Counter) portfolio to offer the public probiotics and dietary supplements.
2. Plant-based everything! Viva las vegans!
While many are not ready to say goodbye to their mouthwatering steaks and BBQ’s, research suggests that following a plant-based diet is associated with a lower risk of heart disease. With everyone more aware of their well-being, the plant-based lifestyle has made its viral debut.
Every day more and more individuals are choosing to become flexitarians or go full vegan. The Grocer published a series of charts explaining the UK's attitudes towards plant-based product consumption. Not surprisingly, It's the younger generation that's most likely to try plant-based milk.
Ice cream! Who doesn’t love ice cream?! Several Ice cream brands have launched dairy-free versions of their desserts. According to VegNews, Unilever’s Ben & Jerry’s non-dairy pints have made it to #7 on the list of “The 100 Best Vegan Products Of All Time”; while vegan ice cream sales more than doubled in the last five years. According to Forbes, Dream Pops have exceeded $100 billion in sales globally this year.
Plant-based has even made its way into the CPG category; retail is following the same direction. Nestlé launched a vegan version of its Carnation condensed milk product earlier this year. This is an attractive alternative for those who do not want to consume dairy products or animal products in general. On the other hand, they also launched a plant-based tuna in the UK. Some are still skeptical about the flavor spectrum. Taste is still the #1 determining factor for consumers to opt for plant-based products. But still, you can’t say you don't like something if you haven't tried it, right?
3. Obsessive-compulsive cleanliness. Did you wash your hands?! Are you sure?
It seems that the only ones prepared for what the pandemic brought us were the germaphobes we even made fun of on TV shows. Think Sheldon Cooper; the anxiety is real people! The Center for Disease Control and Prevention (CDC) states that Cleaning off visibly dirty surfaces followed by disinfection is a best practice measure for the prevention of the COVID-19 virus. Other non-CPG brands such as Samsung have also released innovative gadgets to keep our household items clean and safe. Samsung introduced a case that, through its UV Sterilizer, eliminates 99% of bacteria from your phone, keys, and essentials.
As cleaning and disinfecting products are flying off shelves., Reckitt Benckiser has made sure the supply of its products Lysol, Sagrotan, and Dettol stays constant. Brands like Clorox have suffered because of the constraints on supply chains, and some of their products will not be available until sometime in 2021. Hand sanitizers, soaps, and cleaning products emphasize their disinfecting properties that help keep our spaces safe and sanitized from microbes and viruses.
As health authorities also recommend to wash your clothes immediately when coming home from public spaces, laundry detergent brands are even jumping on the obsessive cleanliness bandwagon. I f you thought that shirt could make it one more day. Think twice. Maybe till now, you hadn't realized just how bad where your cleaning habits. Oh well, nobody’s perfect!
4. A pledge for a sustainable future. Not your average ol’ CPG brands.
CPG Giants are finally taking a stand. And by doing that, they are setting the tone and inspiring smaller CPG brands to do the same. Unilever is taking a pledge to reduce carbon emissions and plastic pollution. As Larry Light wrote on Forbes, environmental decency actually makes you money.
Procter & Gamble recently published a report addressing deforestation. It's not always obvious, but social and environmental responsibility extends to the artist and designers that create the iconic brand's packaging and communications. The selection of employed materials can make all the difference. By choosing to go with recycled and circular materials, an astonishing amount of energy can be saved. It can prevent tons and tons of materials from ending in the sea and landfills.
Without greenwashing, brands must find a way to support their sustainability views genuinely. Brands have a great responsibility, and it's nice to see them supporting change and best practices.
Speed & purpose
These last four trends arrived to stay for the foreseeable future. What they all have in common is that they support a more mindful approach towards consumption and sustainability. We are going back to buying with purpose.
By focusing on consumers' well-being, brands will need to fortify their online presence by shifting their communications into a more dynamic model that enables brand managers and marketers to make their brand equity stronger than ever through their social & e-comm platforms.
At 121, we understand that together we must accelerate change and let your consumers know what you stand for. Need packaging or POS design? Digital and content solutions? You can always count on us. Remember that our purpose is to make you shine.
This privacy policy has been compiled to better serve those who are concerned with how their 'Personally identifiable information' (PII) is being used online. PII, as used in US privacy law and information security, is information that can be used on its own or with other information to identify, contact, or locate a single person, or to identify an individual in context. Please read our privacy policy carefully to get a clear understanding of how we collect, use, protect or otherwise handle your Personally Identifiable Information in accordance with our website.
What personal information do we collect from the people that visit our blog, website or app?
When ordering or registering on our site, as appropriate, you may be asked to enter your name, email address, phone number or other details to help you with your experience.
When do we collect information?
We collect information from you when you subscribe to a newsletter, fill out a form or enter information on our site.
How do we use your information?
We may use the information we collect from you when you register, make a purchase, sign up for our newsletter, respond to a survey or marketing communication, surf the website, or use certain other site features in the following ways:
• To send periodic emails regarding your order or other products and services.
Consent
We’ll ask for your consent before requesting any type of information, it’ll also be optional to do so. You can also easily withdraw it or change it at any time. However, failure to provide that consent will prevent us from delivering content and other experiences to you.
Where do we storage your data?
We store all your data exclusively on our servers for at least a year, and we are the only ones that have access to them.
How can you access to your data?
You can exercise, at any time, the rights of access, rectification, cancellation and opposition of your personal data via email, addressed to privacidad@121corp.com indicating your name, surnames, telephone number, attaching a photocopy of your ID or official document that proves your identity and clearly indicating the right you wish to exercise.
How to ask us to delete your data?
If you would like to unsubscribe from any of our communications you may do so by sending us an email to privacidad@121corp.com. Otherwise, by continuing to interact with our emails, you provide us with permission to manage and use your data as described above.
How do we protect visitor information?
We do not use vulnerability scanning and/or scanning to PCI standards.
We use regular Malware Scanning.
Your personal information is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to such systems, and are required to keep the information confidential. In addition, all sensitive/credit information you supply is encrypted via Secure Socket Layer (SSL) technology.
We implement a variety of security measures when a user enters, submits, or accesses their information to maintain the safety of your personal information.
All transactions are processed through a gateway provider and are not stored or processed on our servers.
What happens if there’s a data breach?
We will inform all of our users within the first 72 hours.
Do we use 'cookies'?
We do not use cookies for tracking purposes
You can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies.
You do this through your browser (like Internet Explorer) settings. Each browser is a little different, so look at your browser's Help menu to learn the correct way to modify your cookies.
If you disable cookies off, some features will be disabled that make your site experience more efficient and some of our services will not function properly.
Third Party Disclosure
We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information.
Third party links
We do not include or offer third party products or services on our website.
Google
Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users.
https://support.google.com/adwordspolicy/answer/1316548?hl=en
We use Google AdSense Advertising on our website.
Google, as a third party vendor, uses cookies to serve ads on our site. Google's use of the DART cookie enables it to serve ads to our users based on their visit to our site and other sites on the Internet. Users may opt out of the use of the DART cookie by visiting the Google ad and content network privacy policy.
We have implemented the following:
• Google Display Network Impression Reporting
• Demographics and Interests Reporting
We along with third-party vendors, such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions, and other ad service functions as they relate to our website.
Opting out: Users can set preferences for how Google advertises to you using the Google Ad Settings page. Alternatively, you can opt out by visiting the Network Advertising initiative opt out page or permanently using the Google Analytics Opt Out Browser add on.
California Online Privacy Protection Act
CalOPPA is the first state law in the nation to require commercial websites and online services to post a privacy policy. The law's reach stretches well beyond California to require a person or company in the United States (and conceivably the world) that operates websites collecting personally identifiable information from California consumers to post a conspicuous privacy policy on its website stating exactly the information being collected and those individuals with whom it is being shared, and to comply with this policy. - See more at:
http://consumercal.org/california-online-privacy-protection-act-caloppa/#sthash.0FdRbT51.dpuf
According to CalOPPA we agree to the following:
Users can visit our site anonymously
Once this privacy policy is created, we will add a link to it on our home page, or as a minimum on the first significant page after entering our website.
Our Privacy Policy link includes the word 'Privacy', and can be easily be found on the page specified above.
Users will be notified of any privacy policy changes: • On our Privacy Policy Page Users are able to change their personal information: • By emailing us
How does our site handle do not track signals?
We honor do not track signals and do not track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.
Does our site allow third party behavioral tracking?
It's also important to note that we allow third party behavioral tracking
COPPA (Children Online Privacy Protection Act)
When it comes to the collection of personal information from children under 13, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, the nation's consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.
We do not specifically market to children under 13.
CAN SPAM Act
The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.
We collect your email address in order to:
To be in accordance with CANSPAM we agree to the following:
If at any time you would like to unsubscribe from receiving future emails, you can email us at
• Follow the instructions at the bottom of each email. and we will promptly remove you from ALL correspondence.
Contacting Us
If there are any questions regarding this privacy policy you may contact us using the information below.
www.121corp.com
7315 Winsconsin Avenue, Suite 400 W
Bethesda, MD 20814
USA
privacidad@121corp.com
Last Edited on May 25, 2018