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Insights 24/7: Understanding the consumer in real-time: step to anticipate change

Research Paper • Damian Suarez and Sebastián Silva, ESOMAR Conference papers, Latin America, 2020

This article considers how understanding the consumer in real-time is a step towards anticipating change.

CPG brands have to call time on mass personalisation

News • 11 October 2020

CPG brands can’t compete with marketplaces like Amazon and Alibaba when it comes to the mass personalisation that defines the new model of owning consumer relationships – and they shouldn’t even try to, according to a new Ascential White Paper, How t

How to win in retail 5.0

Article • WARC Exclusive, October 2020

Ascential’s Generational Retail Development Framework (GRDF) identifies five generations of retail and assesses how CPG brands can succeed in the fifth-generation model which is set to gain traction in the near future.

Kraft Heinz adapts for the ‘next normal’

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article examines the how the food business Kraft Heinz reacted to the pandemic and what it sees as important long-term trends.

Maximising radio ROI in 2021

Opinion • Alex Tait, October 2020

Brands could increase ROI by taking a different approach to campaign flight schedules, according to new research by Entropy.

How food ads can tap into olfactory senses

News • 01 October 2020

Food marketers can maximise the impact of their ads by including pictures and words that help consumers mentally link a product with a relevant scent, according to a study published in the Journal of Advertising Research (JAR).

Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the average conversion rates of podcast advertising.

Japan, Food advertising spend by medium

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of advertising spend by medium in the food sector in Japan since 2008.

Consumers seek more value while rural India boosts FMCG recovery

News • 28 September 2020

The emphasis of FMCG spending in India is changing, while the willingness of Indian consumers to spend on luxury and entertainment will be limited by financial and safety factors, according to the fifth edition of Nielsen’s COVID-19 Evolving Consumer

Southeast Asian consumers reset as economics trump COVID concerns

News • 24 September 2020

The news cycle related to COVID-19 no longer influences trends on the FMCG market in Southeast Asia.

Influencers most popular in China and India, least in Australia and Japan

Data • Rob Clapp, WARC Data Points, September 2020

An overview of the popularity of influencers by genre and by country across 10 markets in Asia Pacific.

FMCG brands can win market share by courting ‘eco-active’ consumers

News • 17 September 2020

Investing in sustainable innovation can help brands win a growing market share of spending by increasingly environmentally conscious consumers, new research suggests.

Supermarkets can build on their COVID-19 legacy

Article • Brian Carruthers, Event Reports, MRS FMCG Research Conference , July 2020

This article considers how the role of supermarkets is changing as the UK moves towards a new relationship with the EU and the wider world.

Ad fraud ranging between 1–2% across regions

Data • Rob Clapp, WARC Data Points, September 2020

An overview of advertising fraud by country and industry.

Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.

How e-commerce growth has changed Unilever’s media strategy

News • 09 September 2020

E-commerce has grown under lockdown and media spending from FMCG companies such as Unilever is adjusting accordingly.

COVID-19 boosts location sharing

Data • Rob Clapp, WARC Data Points, September 2020

An overview of location opt-in rates by region and app vertical during the coronavirus (COVID-19) outbreak.

Nestlé: Ok Nestlé! Tell me more about food

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2020

Food conglomerate Nestlé created a Google Voice-powered knowledge service platform to position itself as a nutritional expert and build brand trust among millennial mothers in India.

Food ads should tap feelings of nostalgia and togetherness

News • 30 August 2020

Food brands could make an impact with their advertising during COVID-19 by tapping into a sense of nostalgia and a desire for togetherness among consumers, analysis by Ipsos has revealed.

Why food brands should target promotion-minded consumers

News • 25 August 2020

Understanding the difference between promotion- and prevention-minded shoppers could help food marketers enhance their strategy across the entire path to purchase.

How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.

How food marketers can turn desire into purchases

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Analysis by Ipsos, the research firm, shows that focusing on emotional cues across the purchase journey is important for food brands.

CPG brands in India must embrace new consumer trends to thrive

News • 24 August 2020

COVID-19’s impact on the consumer landscape in India have given rise to new trends that consumer-packaged goods (CPG) brands must embrace, according to analysis from Kearney .

Healthy eating in a post-coronavirus world: A holistic view

Article • Euromonitor Strategy Briefings, August 2020

COVID-19 has put health front and centre, however, there is a tension between increased demand for health and wellness offerings (generally premium) and reduced discretionary spending.

IRI’s recession guidelines for CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, August 2020

IRI, the research firm, has outlined various strategies that can assist consumer-packaged goods brands as they respond to the on-going COVID-19 pandemic and related economic downturn.

Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Keeping it fresh: Being on trend in food and drink

Article • Pippa Bailey, Research on WARC, Ipsos MORI, August, 2019

Discover how five macro trends – digital detox, healthification, discovery and connoisseurship, personalisation and customisation, and premiumisation and indulgence – can be used as inspiration for innovation.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.