CPG Home Care Industry Trends

Brands can build trust by disclosing all the ingredients they use in their products and educating consumers on safety and efficacy considerations. With digital tools, potential buyers could view all this information on the packaging itself, through a smart label. Innovative campaigns in other industries are already using augmented reality (AR) apps that allow consumers to just point their smartphone cameras at product labels to unlock a world of static and animated information—from ingredient lists to videos, even giving them a glimpse into the entire supply chain or manufacturing processes being used.

For CPG brands, it can be difficult to foster a relationship or allegiance with the end users of their products. For consumers to feel a sense of loyalty, they need to feel invested in the story behind a brand and in its core values. Corporate social responsibility initiatives are ways that CPG brands reveal their core values, and social media can be the perfect tool to showcase their stories. However, as much as social media audiences can elevate brands that lead such initiatives, they are just as able to smell out empty self- promotion and turn their backs. Authenticity is key.

Videos can be a particularly effective marketing tool, as four times as many customers would rather watch a video about a product than read about it—and almost 50% of internet users look for videos related to a product or service before visiting a store. Watchable, well-edited videos that showcase key product features, and answer key product questions can, by being promoted on YouTube and Facebook, generate a wider consumer base, and draw people to a branded website.

Additionally, short video formats, like Instagram and Facebook Stories, Instagram Reels, and TikTok, give CPG brands an opportunity to be creative and authentic with consumers — especially Gen Z and Millennial generations who dominate these platforms.

Good content is invaluable to building an online audience and generating those all-important
Google rankings for a brand site. An effective brand could, for example, tap into the thirst for quality information shown by health- conscious millennials, by regularly putting out blogs or creating an expert-driven content hub. By becoming an important “go to” resource for trustworthy information, a brand can create a community of loyal consumers. A wide variety of quality, timely information can create trust for a brand and provide much-needed product and category information for worried consumers.

Influencer marketing can be a vital way to connect with wary consumers by putting a credible, relatable stamp of approval on a brand and by transferring the perception of the influencer to the brand itself.

CPG brands have traditionally had to rely on retailers for vital data analytics on consumers. But digitally-enabled continuity promotions are a disintermediated way of capturing this information directly, and, because they encourage consumers to come back over time, to craft accurate consumer profiles.

Convenience is key for optimizing CPG sales, and smart brands are capitalizing on this by bundling products to create a unified conversion of multiple products or ingredients—think of naturally complementary products (cleaning supplies and paper towels) that benefit both the consumer and the brand. With pre-arranged “virtual bundles,” consumers can, with one click, load a range of complementary brands into their cart.

Spring, for example, is the ideal time to launch short term promotions to tap into Americans’ enthusiasm for spring cleaning. 78% percent of people will take part in the ritual of spring cleaning their homes every year, making early spring a great time to offer special promotions for cleaning products and supplies. Learn also from these shopper marketing examples, how to activate these in-store.

References:

• https://www.statista.com/study/13043/cleaning-products-industry-in-the-us-statista-dossier/

• https://www.statista.com/statistics/892138/time-spent-cleaning-in-the-home-us/

• https://www.statista.com/statistics/305499/us-expenditure-on-laundry-and-cleaning-supplies/

• https://www.businesswire.com/news/home/20201119005938/en/The-Household-Cleaning-Products-Market-to-Grow-By-20.13-bn-During-2020-2024-Industry-Analysis-Market-Trends-Market- Growth-Opportunities-and-Forecast-2024-Technavio

• https://www.consumerreports.org/cro/news/2015/07/safer-cleaning-products-survey/index.htm

• https://www.businesswire.com/news/home/20201014005857/en/

• https://www.prophecymarketinsights.com/market_insight/Global-Green-Cleaning-Products-Market-4363

• https://www.statista.com/statistics/251230/us-spring-cleaning-frequency/

• https://www.statista.com/statistics/1190023/covid-19-cleaning-and-high-risk-practices-in-the-us/

• https://www.statista.com/statistics/943895/most-important-factor-for-consumers-when-purchasing-cleaning-tools-us/

• https://www.statista.com/statistics/1046641/spring-cleaning-product-choice-us/

• https://chemweek.com/CW/Document/115217/COVID-19-alters-cleaning-trends

• https://www.mintel.com/press-centre/household-press-centre/mintel-announces-global-household-care-trends-for-2021

• https://www.supermarketnews.com/center-store/retailers-adapt-meet-demand-household-supplies

Customer engagement may be difficult to measure and perform well at scale, but it undoubtedly leads to higher profitability and customer retention. Looking ahead, the future of customer engagement is going to involve even more personalized experiences.

To reach this future, brands need to optimize their people, operations, and technology to create a consistently positive feedback loop with customers. This will keep you in touch with your customers’ evolving needs, build your brand integrity, and allow you to use data to further improve their experiences.

And that's where Snipp comes in.

We provide global marketing and loyalty technology solutions that bring together modular SaaS technology with best-in-class marketing expertise to help you increase sales, retain customers, and unlock intelligent decision making.