Brands Should Be Creating Wholesome Moments
Market researchers at Mintel have used their studies to compile insights into consumer needs for care brands during the pandemic.
The consultants' most important advice is that brands can establish their products as part of their target groups' daily care routine. Especially in the current quarantine and "stay-at-home" phase, consumers have been looking forward to feel-good moments where they can be rewarded, revived or refreshed. Especially younger consumers are devoting more time, for example, to stimulate their senses in a bath in order to recover from the stress of everyday life during a pandemic. Market researchers, therefore, recommend that brands strive to supplement these care rituals with products that can stimulate the body, improve mood and thus alleviate anxiety.
Hemp Becoming Sought-after Ingredient
Demand for products with cannabidiol (CBD) as an ingredient has also correspondingly increased. CBD is a non-psychoactive cannabinoid derived from female hemp. A growing array of corresponding personal care products have come to the market in recent months. The USA, Great Britain and Germany may, therefore, show an increase especially of hemp oil products in the care segment.
Wanted: Genuine Recommendations
Finally, Mintel also discusses the economic implications of the Corona pandemic. Brands offering affordable products in the medium to low price segments are currently in high demand. Social media has become increasingly important in giving consumers a sense of security in choosing affordable products that are effective. According to Mintel, the video platform TikTok has become a very trusted source of genuine recommendations from so-called "skinfluencers", especially for Generation Z in the USA. Such influencers include, for example, Hyram Yarbro, who has already been described by the New York Times as a "Gen Z whisperer" and has 5 million followers.
Source: Mintel, photo: Adobe Stock/ FotoHelin