BRAND DEPLOYMENT

Over 55's - Highlight health and hygiene

 With a huge rise of awareness in health and hygiene, how do brands and retailers give the over 55's comfort that safety remains a priority for the long term?   

 

Bring claims and benefits to the fore of packaging and fixture comms

 

One of the long-term impacts of current crisis will be a heightened awareness of how we manage our health and improve standards of hygiene.

 

The long-term trend towards optimising wellness is core to this. The use of food and drink to improve mental and physical health has fuelled growth across a wide range of grocery categories.

 

As over-55 shoppers look to boost their health to protect against the pandemic there will be another acceleration in this trend. Benefits and claims can give shoppers’ reassurance they’re making good choices for a healthier lifestyle and help swing split second decisions at the fixture.

 

On the flip side of this, hygiene and reducing contamination will be front of mind for most in the coming months, possibly years. Masks are becoming mandatory in many countries and everyone’s now thinking more about the surfaces that they touch when out and about.

 

Packaging innovation could be critical for many brands looking to make the everyday use of their products more hygienic. This shift is already being seen in buying a new car in china, with half preferring features such as interiors with antibacterial materials and germ filters.

 

Meanwhile, small actions such as Waitrose disinfecting trolley handles for every shopper create simple cleanliness shortcuts which in turn have a disproportionate impact on the choices that people make on where to shop, something we talk about in our behavioural science insights paper.

Brands and retailers can work together to do more to make shops and products safer for Shoppers over 55.

 

WHAT DOES THIS MEAN FOR FMCG BRANDS?

  • Consider the claims and benefits of your existing portfolio that have increased in relevance in the new context. Increase the presence of these on packaging and at fixture.
  • Include hygiene considerations in NPD pipeline planning, including small changes in packaging to make it more hygienic.
  • Work with retailers to adapt campaign plans to maintain safe shopping without losing the benefits of activities such as sampling and active in-store engagement

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