Leveraging Product Claims to Build a Successful Brand Strategy

Today’s consumers can choose from a wide variety of product offers. Product advertising, social media and a network of friends and family feed into the type of products consumers want to purchase and the product attributes to watch out for. Some consumers end up feeling overwhelmed with the information available and seek specific product claims to address their actual needs.

For brands to succeed and achieve growth, fast-moving consumer goods (FMCG) manufacturers must understand consumer needs and preferences. Therefore, companies need to be informed on which claims are trending in the respective industry or category they are operating in so that they can position their products successfully in the market.

The e-commerce channel has seen tremendous growth as a result of the coronavirus (COVID-19) pandemic. More and more consumers are turning to online shopping to get their groceries and other everyday products delivered to their front door. There will likely be a sustained channel shift towards e-commerce in the future as many consumers that had yet to move online have now experienced the convenience of online shopping. Beyond online shopping, consumers also use e-commerce to search for and become informed about products with certain attributes and claims they are interested in for dietary, health or ethical reasons.

E-commerce data extraction and data science solutions allow companies to identify leading claims in industries and markets, discover opportunities and compare positioning and claims of their brands against their competitors. Euromonitor International tracks over 150 dietary and lifestyle product claims featured on hundreds of thousands of consumer products sold across e-commerce channels worldwide. This white paper explores how analysing product claims and positioning data can support companies in building a successful brand strategy and leveraging strategic initiatives.