In many categories of consumer health and beauty, the actual efficacy of products is often indistinguishable across brands. Cough and allergy remedies, pain relief, hair and skin treatments—all tend to achieve their stated objectives when…
The non-alcoholic beverage market is booming, driven by increasing sales and extensive product innovation. According to Grand View Research, the global market is estimated to be worth $1.46 trillion, with an impressive CAGR of 6%…
In the dynamic landscape of consumer packaged goods (CPG), staying attuned to shifting consumer interests is paramount. Brands that fail to adapt risk becoming irrelevant, losing market share to more agile competitors. Understanding and leveraging…
In many food and drink categories, “fresh” is a term we hear constantly—it’s something consumers crave, and brands work hard to deliver. But what exactly is “freshness”? How do we define it, and more importantly,…
You likely have a list of attributes that make your brand stand out. But how many of those attributes are simply category benefits shared with competitors? And of the ones that are distinct, how many…
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