Webinar36: Immune Support & Health Management: COVID-19 Edition

Presentation Date:   Thursday, June 11       2 pm ET, (11 am PT)

Presenters
Kayte Hamilton,  Client Partner Director  and Mark Stephens, Associate Statistician, InsightsNow Inc.

The coronavirus is impacting how consumers view their personal immunity. In addition to masks, gloves, and social distancing efforts they are also changing how they incorporate vitamins, supplements, minerals, and diets to support their health management decisions.

Join us for an in-depth look at how Clean Label Enthusiasts are using nutritional supplements and diets to improve their immunity and how you can use this knowledge to support them.

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Webinar37: Global Health and Wellness Behavior

Presentation Date:   Thursday, June 18       2 pm ET, (11 am PT)

Presenters
Greg Stucky,  Chief Research Officer,  and Amy Mahony, Sr. Resercher , Qualitative Insights, InsightsNow Inc.

In this episode we take you international to look at the global influencers of consumer health and wellness choice. We will reveal common insights as well as key differences which make countries unique.  We take a closer look at how COVID is fundamentally changing who and what we trust, why claims are more important now than before, and what type of health halos present new opportunities for brands to support people along their pre- to post-COVID Journeys.

We include information from China, Turkey, India, Germany, France, UK, Mexico, Brazil, Canada, and the US.

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Coronavirus Impact on Food Behavior: Clean Label Eating on the Rise

As the novel coronavirus has made its way across the globe, we have watched the statistics mount describing its toll on human life and consumer markets. Much speculation is centering on what might become the new normal to help consumer product companies effectively pivot. As a behavioral research company, we are tracking not only coronavirus-impacted behaviors, but the whys underlying those behaviors. This disruption has led to two different research initiatives which are helping companies make those pivots.

First, we tracked a segment of U.S. primary shoppers called Clean Label Enthusiasts® throughout this initial period of the current crisis (and had been tracking prior to this disruption). These consumers are known to be lead indicators of broader shopping behavior change.

 

Secondly, we also took a November 2019 read of global primary shopper behavior as a baseline and compared it to a read in April 2020. This study compared the buying trends among primary shoppers in ten countries including the U.S., Canada, Mexico, Brazil, China, India, Turkey, France, Germany and the U.K.

Clean Label Enthusiasts

What did we find?

Around the world, interest in clean label products is on the rise. More than half of all primary shoppers in China, Turkey and Mexico are Clean Label Enthusiasts®—consumers who preferentially buy products that are free of artificial ingredients and that support ingredients from natural sources...

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There's more information:

  • What countries are seeing change in Clean Label eating and how much?
  • How is trust in news sources for food information different across different countries?
  • How has trust changed due to the pandemic?

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What Will be the Post-Coronavirus New Normal? The Emotions Insights Wheel™ May Provide Answers

In this time of great disruption, consumers may seem like a moving target. If you are charged with innovation or marketing for your company, you need information to know how to respond to not only the disruptions of the moment, but to prepare your brands for the future. For this reason, we are applying a behavioral framework to not only provide insights into how and why consumers are changing now, but also to provide accurate foresights into what will become the post-coronavirus new normal.

The Emotions Insight Wheel™ was developed in 2011 by InsightsNow Founder and CEO Dave Lundahl.  It provides a framework to understand the motivators of behavioral change.  A simplified version of this framework in shown here.   This framework separates motivators into four quadrants: functional, social, sensorial and psychological.

Motivators can be product cues that signal benefits (or rewards) that products will provide in the context of moments.

  • Functional motivators are cues that signal a product will be safe, healthy or convenient. 
  • Social motivators signal a product will provide social connectedness or reinforce self-social identities. 
  • Sensory motivators signal products will be enjoyed and fit within sensory expectations (e.g. ethnic food).  
  • Psychological motivators signal a product will yield comfortthe promise of surprise or an opportunity for mood change (e.g. relaxing). 

Motivators can also be environmental cues that trigger routines for how we shop, prepare to use products and use them. In times of disruption, old motivators become obsolete and new motivators are formed.  

This framework of motivators can be applied to not only form insights about how to design products to signal benefits and rewards as promised through market communications, they also can be applied to forecast behavioral change. 

We broke up the time of behavioral change into four periods of adjustment. We then applied the Emotions Insight Wheel™ to create timelines of our forecasted functional, social, sensorial and psychological motivators.

Emotions and motivators during disruption

Guided by the framework, we were able to form some initial forecasts for how we believe new motivators, cues and their respective emotions might shape future consumer behavior. Our current tracking research into the novel coronavirus change is applying this framework to design qualitative and quantitative research. Further, as we learn more through this research, we are using this framework to update, validate and shape our future forecasts into how this "Time of Disruption" will lead to new behaviors during the "Period of Adjustment" and beyond.   

Motivators and Emotions

Motivators drive future behaviors by eliciting emotions during product or shopping experiences. This can be disappointment or relief against hopes or fears, (dis)satisfaction against expectations, sense of pride or shame, or feelings of boredom or surprise against expectations. They also elicit feelings of liking or product love. The greater these emotions, the stronger the memory of past experiences and desire to take new actions to avoid, mitigate or repeat. As people consider their options for how to change their behaviors, anticipation emotions such as hope, fear, intrigue, desire or disgust come into play to motivate how they will act.

Our recommendations for companies:

Address New Motivators During “Time of Adjustment”

  • Prioritize communications and marketing innovations which address new functional and social motivators.
  • Use an innovation idea starter, such as: how can you better deliver a shared social experience when the people are only sharing the experience virtually?

Prepare for “Time of Recovery”

  • Monitor change in motivations to align brands and products for "Time of Recovery" growth.
  • Re-contextualize your product messaging to align with the new situations people are currently experiencing.
  • Prioritize short-term innovations and communications which address emerging changes in functional (e.g. dissatisfactions), psychological (e.g. boredoms), social (e.g. new prides) and sensorial (e.g. new enjoyments) motivators.

Prepare for “New Normal”

  • Monitor change in motivators to predict long-term change in motivators among category users.
  • Focus long-term innovation plans on how "Time of Recovery" leads to new desires driven by change in functional, social, psychological and sensorial motivations.

As we move through these four periods of change, you can gain access to our weekly updates into how shopping and consumer behavior is changing (click here). We will also notify you of relevant new behavioral research reports when they become available into novel coronavirus behavioral impact on topics such as consumer trust, clean living and trends in changing motivators impacting food, beverage, supplement, pet food and non-food products.  

Emotions Insights Wheel™ is one of several frameworks in InsightsNow's BehaviorLens Approach®.

For a business strategy to succeed, it must shake up the status quo and disrupt consumer behavior habits.

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CPGMatters Virtual LEAD Conference

Join us on Wednesday, May 20th at 2:30PM ET for the CPGMatters Spring 2020 Virtual LEAD Conference where we will be giving a presentation of “The Future of Clean Living; a Peak into Changes in Purchases and Behaviors in the face of COVID-19 ”.

Register so you can hear more about how the COVID-19 pandemic has disrupted consumers, companies and the markets they serve.

Pre-pandemic clean living has been a key driver of consumer behavior across the spectrum of fast-moving consumer goods.  Will this trend continue into a post pandemic new normal?  This presentation will provide actionable insights into this question.

Insights will be provided from a unique tracker into the behaviors and motives of primary shoppers from a community of Clean Label Enthusiasts®.  The talk will also offer some foresight into what might be the future of clean living. This session will be led by our Chief Research Officer, Greg Stucky.

Bring your questions!

The Spring 2020 Virtual LEAD Marketing Conference is produced and hosted by CPGMatters. Sessions covering all aspects of LEAD (Loyalty, Engagement, Analytics, and Digital Applications) will be presented between 9:30 a.m. and 4:00 p.m. ET on Wednesday, May 20th.

As a virtual conference, attendees can enjoy the live, interactive presentations from the comfort of their own office or home. You have the option of attending the entire day-long event, or simply log in for our session. Additionally, all sessions will be recorded and made available to conference registrants for on-demand playback at a later date.

We hope you can join us!

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