Everyday household CPG brands are in for a major year. As work-from-home becomes a reality for many Americans, they’re needing to replace their household consumables even more often — and buying more than ever.
So which brands are poised to establish themselves as breakout stars of the upcoming year? And how can you stand out from the competition and carve out more market share?
These emerging trends will highlight where the market may be headed over the next decade, how consumer buying behavior may change and where consumers’ brand loyalty may lie in the CPG market.
By understanding and harnessing the insights extracted from emerging trends, CPG household consumable brands can lead their product innovation efforts with confidence and positively grow and impact their
1. When it comes to where and how shoppers purchase consumables, the impact of digital is nowhere near realized
In year’s past, consumers would likely buy consumables each week at various value chain retail stores. They would make an in-store decision and quickly grab an available product that fits their needs.
The pandemic changed everything, and many of these purchasing decisions are now made from home with the transaction occurring through an e-commerce channel online. The growth of direct-to-consumer (DTC) consumable brands skyrocketed during the pandemic.
Numerous CPG companies had to make a digital pivot and prepare their online stores in real-time for mass consumption. Now, consumers are buying consumables on subscriptions so they don’t have to worry about replenishing. Brands offering everyday consumables such as razors, toilet paper, and cleaning supplies with an easy-to-transact online storefront will be the ones who get ahead.
2. Brand affinity will continue to drive consumers’ purchasing decisions — more than ever before.
Gone are the days when consumers just grabbed a private label consumable brand off the shelf.
Now, consumers know which brands they support and are constantly looking for ones that match their values and lifestyle decisions.
Some common brand attributes that will continue to be in focus the coming year include plant-based, sustainability, and wellness. Consumer goods that tie these initiatives into their product or story will resonate with consumers and attract them.
3. Brands focused on connectivity and immediacy will win with US consumers.
Often, when you need a consumable product, it’s something that you need that very minute. Consumers don’t like to wait in our on-demand economy.
Consumer brands that can easily ship and deliver their product to customers in a short window will be the ones that get ahead. After all, if consumers can’t get your product in their hands in a few hours via your e-commerce channel, they can probably go pick up a competitor at the local store in the same afternoon.
Supply chain disruptions will no longer be a valid excuse for CPG household consumable brands that aren’t delivering for consumers. The brands that deliver on-time and provide an enhanced customer experience will be the ones that win customer loyalty in the long-run.
Making it Count with CPG Household Consumable Brands
There is so much competition in the CPG household consumable space that it can feel tough to stay ahead. There’s the behemoths like Unilever and Procter & Gamble (P&G) that are dominating and new brands popping up with omnichannel strategies almost daily, like Tushy and Who Gives a Crap (toilet paper), Billie and Athena Club (razors), and Necessaire (personal care).
The CPG brands that invest in data-driven growth and pay attention to emerging trends will be the ones that get ahead. Helio’s comprehensive CPG household consumable brand insights will provide you with a foundation to make the right decisions that propel you past the competition.