New Sterilized Society - Coronavirus (COVID-19) Case Study

New Sterilized Society - Coronavirus (COVID-19) Case Study

Summary

This report analyzes the key shifts in consumers' fears about disease, infection, and hygiene during the COVID-19 crisis, and how it affects purchasing patterns. Following the outbreak of COVID-19, there has been an increased focus on hygiene, and the hygiene/health connection has never been more important. The global pandemic has brought the issue of viruses and contagion to the front of the consumer mind, while people are also spending more time at home. Hygiene-related engagement through social media and adaptation of existing processes are important to success within this trend during the pandemic.

This report looks at a number of innovation examples of adaptation during the pandemic. One example is the British Honey Company, which adapted some of its processes away from alcoholic beverage production to hand sanitizer production. This allowed the company to more than cover the money lost by the interruption of standard operations, as it targeted local demand for hand sanitizer. Other brands considering cross-category intervention must target the demand spaces created by lockdowns, lower incomes, and social distancing going forward.

Scope

• E-commerce is the priority for securing direct routes to the consumer during the pandemic.
• Targeting hygiene and health through packaging choices and materials that reinforce trust and even offer antibacterial or antiviral properties is important.
• Adapting existing resources into new in-demand categories is a route to quick innovation and often a positive public response.

Reasons to Buy

• Identify how brands can innovate to engage consumers, as well as showcasing the best-in-class innovation examples throughout.
• Learn how consumption habits are changing and driving innovation.
• Access valuable strategic take-outs to direct future decision-making and new approaches to reach consumers.