The New Next Now | Firmenich

Today, COVID-19 has reset consumer priorities and the subsequent emotional drivers. The impact on buying habits will affect the now and the tomorrow. Less than five months into 2020, consumer searches on social media reveal the consequences of quarantine across many different topics: health and wellness; parenting and working at home; cooking; DIY beauty and personal care.

WHAT WE LEARNED FROM CHINA & SE ASIA

67%

of consumers in China say that health will become a bigger concern in the future

Source: Toluna Barometer, 18 markets

56%

of Asian consumers expect Consumer Goods brands to provide products that are safe to use.

Source: Kantar Asia panel, 6 markets

Now, consumers expect brands to provide safety and security. Health and hygiene benefits have been elevated to a new status, driven by overwhelming anxiety about the future. Cleaning is no longer a chore, but takes on a new meaning as a part of a holistic health and safety ritual.

Safety rituals have become the equivalent of “first date” make-up rituals. They reassure consumers with a sense of protection and preparedness in the face of great uncertainty, and provide both wellbeing and peace.

The beauty economy has evolved into a “beauty-on-hand and at-home” mindset. Increasingly, at-home and DIY beauty rituals have the power to ensure transparency and reinforce feelings of safety and calm.

The moments of life are set to be exceedingly different, as a focus on health will change behaviours and rituals far beyond our hands or floors. Consumers are concerned with entering and exiting buildings, and touching and sharing objects. Home design and use has also been rethought to reflect heightened supra-sensitivity to health.

INNOVATIVE SOLUTIONS

Firmenich proposes the following ideas, powered by insights and proprietary technologies, to recalibrate the role of health and hygiene in product development.

HI-GENIE
TRIPLE PROTECT

Products with 3-in-1 benefits for body care enabled by fragrances containing ingredients known to have anti-odour, anti-bacterial and emotional properties, for hygiene-driven cleansing rituals that make you feel good.

CLEAN FUSION

Powered by Firmenich’s TimeScent™ technology, products with benefits and fragrance that evolve automatically over time.
Reassuringly safe and hygienic scent during use, relaxing and gentle scent after for a comforting home ambiance.

GUARDIAN

Powered by Firmenich’s leading encapsulation technology, laundry products targeted towards comforting care for clothes. Fragrances containing ingredients known to have anti-bacterial and anti-viral properties are released via dynamic action to deliver a long-lasting signal of reassurance. Coming soon…

COVID-19 IMPACT ON CONSUMER ACTIVITIES

The role of hygiene routines in consumers’ lives is fundamentally changing. Over 80% of consumers globally state that they are washing their hands more, whilst over 60% say they are cleaning their homes more.

what i
do more

hygiene

≈ 80%

washing my hands

entertaintment

≈ 70%

watching TV/video/movies

relatives

cleaning

diy

≈ 60%

staying in touch with relatives,
time spent with family at home,
cleaning my house,
tidying up my house,
cooking, baking

what i
do less

intimacy

≈ 30%

physical intimacy with my loved ones

exercise

≈ 20%

exercising

Source: Firmenich Global Online Survey, UK, FR, US, BR, CN, IN, ID, 600 respondents/country, Wave 1 – Quarantine

SCENTS REINFORCE FEELINGS
OF SAFETY & SECURITY

Firmenich research shows that consumers believe fragrance can have benefits beyond that of pleasantness, in line with their emotional needs during the crisis period.

IMPACT OF THE CRISIS ON CONSUMER SENTIMENT

CONSUMERS SEEK SCENTS THAT MAKE THEM FEEL

Source: Firmenich Global Online Survey, UK, FR, US, BR, CN, IN, ID, TH, PH, MX, VN 600 respondents/country, Wave 1 – Quarantine

How can we make sure that product benefits match or elevate consumer beliefs? One way is to ensure that the product offer is holistic. Firmenich’s Social Media Intelligence provides additional insights on benefits and anti-bacterial ingredients.

Source: Firmenich Social Media Intelligence

When health & hygiene become the new fundamentals, the best smells in a consumers’ home are nature, indulgence and a cosy ambience.

Source: Scentlounge Consumer Community, UK, April 2020

About The New Next Now

This first edition of The New Next Now is dedicated to Recalibrating the Role of Health and Hygiene. The next edition will explore the new All Purpose Home. Our homes, previously centered on Netflix and sleep, have evolved into learning centers, corporate meeting rooms, arts and crafts workshops, fitness clubs, restaurants, spas, yet respect the sanctity of vdo streaming and couples time.

Sources:
Firmenich Market & Consumer Innovation Group
Firmenich Social Media Intelligence
Firmenich Scentlounge Consumer Communities
Firmenich Consumer Surveys 2020

https://business.pinterest.com/en/blog/trending-searches-for-april-2020
https://www.tolunacorporate.com/covid-19-updates
https://consulting.kantar.com/wp-content/uploads/2020/03/COVID-19-Asia-Infographic_FINAL.pdf