Nielsen: Covid-19 Concerns Are a Likely Tipping Point for Local Brand Growth

Never mind national pride, opting for locally produced products may fast become a necessity for retailers and consumers concerned about products originating from countries where novel coronavirus (COVID-19) has spread.

Local products and brands have been gaining popularity across the globe over the past couple of years. Consumers have typically closely associated products of local origin with supporting local business, aligning with home-grown heritage, or seeking fresh foods grown close to home that meet local palate preferences. But as fears about COVID-19 spread consumer thoughts and actions are changing around the globe—and this represents an opportunity for retailers and manufacturers that can leverage local’s appeal to mitigate consumer concerns.