The 3 Biggest Marketing Trends in FMCG

Tuesday, January 16, 2018

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It’s clear that consumers are now much more aware of their involvement in the life cycle of a product, and are keen to be more involved in the products and brands they support. Irrespective of how mature is the market to adopt the following trends, FMCG Service Providers are required to be timely aware and proactively consult their Customers in jointly exploring ways to capitalise on their (even partial) adoption provided that costs are kept low and consumers’ culture may help to respond easily and in a state of having fun. 

The market research specialists, consider it as their job to keep on top of popular trends in all sectors of modern marketing. FMCG, or fast-moving consumer goods, is one sector that truly cannot be ignored. These goods are sold on a massive scale throughout the world every day, and many billions of pounds are spent in an effort to take even a small corner of this multi-billion market.

Some of the biggest brands in the world come from the FMCG sector, including Coca-Cola, Nestle, Budweiser, and Dove.

 

Here are some of the biggest and best marketing trends to hit the FMCG sector in the past few years - and ones we expect to see more of in the future.

1. Interactive campaigns

The internet, and particularly social media, have made interactivity seem like a necessity in the modern age. Consumers want to feel involved with the brands they buy, and this is affecting traditional marketing and TV advertising as much as it is digital marketing. Perhaps one of the best examples of a recent interactive marketing campaign is the ’Share a Coke’ campaign, run by Coca-Cola last year and reinvigorated this year with Bobby the Dog, who desperately searches to find his name on a bottle. Not only does this campaign catch the imagination, but it invites consumers to take part - whether they want to find their own name, a friend’s, or Bobby’s!

2. Going natural

’Organic’ has never been bigger. Consumers are now more wary of what they put into their bodies, and they’re also beginning to think more about what the products they consume are doing to the planet. In no sector is this issue more pressing than in the FMCG sector. These goods are bought, consumed, and discarded by the billions on a daily basis. Not only brand managers need to think carefully about the way their products are packaged, with reusable materials ahead of the pack, but marketers are beginning to realise the importance of natural products without additives or artificial ingredients. Brands like Innocent, who emphasise that their smoothies are ’100% pure fruit’, rely on this angle for almost all of their marketing.

3. Social media moguls

The trend towards social media has taken over in all sectors including FMCG. Social media allows consumers to connect with brands in a way that has never before been possible, and clever marketers are using this to their advantage. Twitter hashtags are included with most big campaigns now, such as #ShareACoke (Coca-Cola) or #GivesYouWings (Red Bull), and by encouraging consumers to get involved and post their own tweets with the tag, the campaign can take off exponentially.