A global FMCG conglomerate aimed to explore the evolving health and wellness consumption trends across the USA, UK, Brazil, China, and India. The study focused on understanding consumers’ preferences in packaged foods, supplements, and fitness lifestyle choices in the wake of the COVID-19 pandemic.
Post-pandemic, consumers globally experienced a noticeable shift in their approach to health and wellness. This shift presented an opportunity for the client to address emerging trends but also posed challenges in catering to localized preferences. To stay competitive in diverse markets, the client needed a detailed understanding of changing behavior and expectations across multiple regions.
The study was executed using a structured two-phase methodology:
- Quantitative Phase:
- Engaged 7,500 respondents aged 18-60 years, equally split among five countries.
- Respondents were a mix of urban and semi-urban consumers.
- Conducted an online structured survey leveraging perception scales, usage frequency, and brand preference analysis.
- Used Usage & Attitude segmentation along with Cluster Analysis to develop consumer personas.
- Qualitative Phase (Deep-Dive Studies):
- Mobile diaries were used by 100 participants (20 respondents per country) to log weekly health routines, stress-coping habits, and grocery choices.
- Following this, 25 mini-Focus Group Discussions (mFGDs), with five groups per country, provided nuanced insights into consumer behavior.
The research unearthed significant trends and localized preferences:
- Universal Trends:
- Increased preference for plant-based foods.
- Rising demand for immunity-boosting products.
- Local Nuances:
- India: A strong shift toward Ayurveda-inspired and herbal supplements.
- USA/UK: Popularity of functional foods targeting gut health.
- Brazil/China: Emerging hybrid snacking habits blending nutrition with taste.
- Brand Trust Drivers:
- Clean labeling, transparency in ingredients, and functional claims emerged as primary factors influencing brand loyalty.
Based on the findings, the client was advised to:
- Reformulate existing SKUs with natural ingredients and develop health-focused region-specific SKUs to align with local preferences and trends.
- Reconstruct marketing communications to highlight holistic wellness, focusing on physical health and mental resilience.
- Leverage the identified brand trust drivers to build stronger, transparent relationships with consumers in all target markets.
Armed with these insights, the client successfully revamped their product offerings to better suit local health and wellness trends. Marketing strategies were redefined to resonate with consumers’ focus on holistic health. These adjustments positioned the client as a proactive leader in the evolving health and wellness segment, driving increased brand loyalty and market engagement across key regions.
