The latest study by Gama Compass™ concerning product claims in global FMCG launches has revealed that food remains a hotspot for convenience-oriented claims, with 7.9% of food products reported in the last 12 months bearing one or more convenience claims, compared to a cross-industry average of 5.8%.
From a shelving perspective, the conventional link between convenience claims and frozen products was also borne out by the research findings. While convenience claims were reported on just 3.4% and 7.8% of new ambient and refrigerated products respectively, this figure rose to 21.4% for frozen foods. Similarly, launches promoted as “quick” were more prominent in frozen products – 9.5% launches compared to a global average of 2.6%.
Meanwhile, on a geographic basis, Europe and North America led the way for convenience claims, with such claims appearing on 6.4% and 5.9% of launches respectively, compared to 4.5% in Latin America and 3.6% in Asia Pacific. Interestingly, though, “quick” was among the lesser used convenience claims in North America, appearing on just 1.2% of launches compared to 3.6% in Europe and 1.5% in Asia Pacific.
Gama’s analysis also appeared to dispel the notion that more convenient products tend to imply a price premium: instead, in the food industry at least, products with a convenience claim proved 22% less expensive than the global average.
Finally, interesting variations were observed in the use of packaging color between those products that bore a convenience claim and those that did not. Mid yellow, for instance, was an especially popular choice for new products with a convenience claim: it was used as the primary pack color for 9% of such launches, compared to just 5% of all launches as a whole.
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