Consumers Focus on Attributes

Product attributes come in two forms: stated and qualified. Stated attributes are marketing claims found on a product’s packaging. Qualified attributes are ingredient details found on the fact panel for a CPG product. Together, they give consumers a holistic view of the claims you make regarding your products and the ingredients they contain. As more consumers turn to the convenience of online shopping, they have more access to attribute data than ever. And they’re using it.

Today’s shoppers are more purposeful, better informed, and are willing to pay more for products that meet their needs. Consumers in 2022 are seeking out products with specific attributes in mind. That’s why you need robust attribute data tracking as you can get with NielsenIQ’s Total Wellness data. See what attributes your target audience is seeking and optimize your packaging and product listings to match.

Clean Label Domination

Another trend that we’ve been reporting on for the past few years is clean label. That is, product claims on products stating that they use as few ingredients that consumers consider “wholesome” or “natural.” Since the emergence of the COVID-19 virus, U.S. consumer interest in clean-label products has grown more than ever. Consumers are more concerned about their overall health and are actively seeking products with claims that align with their needs.

For vitamins and supplements, products with fewer ingredients that are easy for the consumer to understand, growth is easier. Tracking your consumer’s product searches and buying habits can help you better understand what claims will be best to increase sales.

Dietary Restrictions Are Here to Stay

200 million U.S. consumers adhere to a diet or health-related program and 180 million have food allergies or intolerances that affect their purchase decisions. And these numbers are only getting bigger. By targeting these groups with direct messaging, many brands have been able to get a foothold in the burgeoning as being “vegan”, “on-GMO”, or “allergen-free” are all seeing substantial growth. Take the time to properly vet your products to see if they fit these categories. If so, you may be able to reach new markets with ease.

Strong FMCG Growth

FMCG, or fast-moving consumer goods, are CPG products that consumers buy and use regularly. Most vitamins and supplements tend to fall in that category. Luckily, FMCG brands have seen strong growth over the past two years as consumers seek to shop online with a focus on convenience and shipping frequency. By identifying how often your customers are reordering products, you can plan your pricing and promotion offers accordingly.