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4 Food Industry Consumer Trends to Watch

  • November 16, 2022

  • Eyes4Research

4 Food Industry Consumer Trends to Watch

Grocery shopping, like many household duties on the to-do list, is something that there never seems to be time for. Also like many other aspects of modern life, consumers are looking for ever-increasing personalization and looking for ways to make the chore of grocery shopping more exciting by finding food that inspires them and gets their family to the dinner table. Here are 4 food industry trends that illustrate how consumers shop for and what motivates their decisions. 

Spending Fragmentation 

While online grocery shopping has already well-established before the pandemic, lockdown prompted many more people to turn to e-commerce for their weekly grocery shopping. A recent Food Industry Association (FMI) report found that 64 percent of consumers surveyed stated that they shopped for groceries online at least occasionally, even after the height of the pandemic. But with higher prices both in the stores and at the gasoline pumps, shoppers are splitting how they spend their money. The same report also found consumers are increasingly turning to hybrid shopping for groceries, as inflation and the price of gas continues to be a drain on budgets. In a search for both quality and value, consumers are spreading their spending across stores, with shopping clubs offering more specific shopping experiences and traditional grocery stores attracting consumers with their fresh categories, like produce and prepared foods. 

Premium Products

Even in the face of rising food prices, consumers are showing a taste for high-quality food products, and are willing to pay more for them. The FMI report shows that among the consumers who stated that they were paying more for groceries this year, 19 percent of them indicated that it was because they were buying higher-quality products. Higher-income earners and parents were the top consumers purchasing the premium products, with items like baby food, plant-based products, meal kits, and fresh, prepared foods topping the list of products that consumers are willing to pay more for. 

‘Food Rule’ Eating

Consumers have moved away from classic diets meant for weight loss and have embraced a more personalized way of eating based on food rules. These dietary guidelines influence how and where consumers shop. The keto diet, the latest version of a low-carb diet, is currently followed by 12.9 million Americans and has launched its own sizable category of products in the food industry. In addition, plant-based eating has grown in popularity, as well, with many people embracing it as an entire lifestyle, beyond just food. Clean eating has also been influential in how consumers shop. 

Ready-to-Eat Options

With busy professionals and harried parents needing to get something on the table fast every evening, prepared food is becoming increasingly popular. In 2019, grocery store deli departments sold nearly $15B in prepared foods. Grocery stores often offer items that are marketed as compliments to a meal, but consumers who don’t have time to cook are on the hunt for entrees, and it has become the fastest-growing segment in the fresh deli-prepared food category. The reopening of hot bars and salad bars after the height of the pandemic offered opportunities for grocery stores to rethink their prepared food selections and offer time-starved consumers creative, high-quality solutions for mealtime. 

Stay up-to-date on the food industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from general consumers and heads of household who make purchasing decisions on food and grocery purchases. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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The Unfriendly Skies: The Post-Pandemic Travel Mess

  • November 7, 2022

  • Eyes4Research

With summer 2022 in the rearview mirror, many travelers are already reminiscing about their summer vacations.  What they might not look back on with the same degree of fondness is the process of actually getting to their destinations. By almost every measure, traveling this past summer was a miserable and frustrating exercise. According to numbers released in August by the Department of Transportation, more than 5,800 complaints were filed by the U.S. traveling audience this past June. That is an increase of nearly 270 percent over June 2019. 

Not surprisingly, cancellations, delays, and other scheduling issues topped the list of traveling audience complaints. The holiday weekend that included Father’s Day and Juneteenth was especially trying for travelers, with over 3,000 flights canceled and thousands more delayed. Adding insult to injury, lost and mishandled baggage and difficulty receiving refunds often went hand in hand with other passenger problems this past summer. 

What is to blame for such a steep decline in the traveler experience and quality of service? COVID-19 continued to affect the daily operations of the entire airline industry. The near-total halt of airplane travel during the height of the pandemic led to layoffs and other drastic cuts in the airline industry labor force, and the airlines have struggled to recover. The rapid increase in travel that followed the end of lockdown left airlines unprepared for the numbers of the traveling audience who were tired of being stuck at home. Staffing shortages all around led to the cancellation of flights, delays, and lost luggage that marred the beginnings of many summer vacations. Pilots and flight attendants pushed back on their overburdened workloads by striking different points throughout the summer, with votes for future work stoppages still underway. 

Another layer of the traveling audience’s litany of complaints is the increased number of incidents of disabled passengers being left on planes, having their wheelchairs damaged while disembarking, or even being injured while traveling. The operational problems that continue to plague airlines only add to the anxiety and humiliation that many in the disabled travel audience face when they enter an airport, as some of the overworked airline staff are not properly trained to tend to the needs of disabled passengers. 

Fortunately, there is a path for recourse for those travelers who have had their vacation plans scuttled by a canceled or delayed flight. In what has become a tried-and-true way to get a company’s attention with a complaint, many passengers turned to social media to express their dissatisfaction with airlines.  The bandwagon of shared negative experiences is one that disgruntled customers in the traveling audience are all too eager to jump on. The increased number of travel audience complaints mentioned earlier noted by the Department of Transportation led them to step in and confront the airline industry about their operations and help consumers get refunds as a result of canceled or delayed flights. 

Read more about the travel industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers in the travel audience. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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Making Space For Black Women in the Beauty Industry

  • November 7, 2022

  • Eyes4Research

As one of the most lucrative sectors in the business landscape, the U.S. beauty industry is estimated to be worth $49 billion in 2022. With so much money in play and a constant overabundance of products on shelves, Black women have a historically difficult experience finding products to suit their needs. This isn’t due to a lack of spending power, however. According to a recent study by McKinsey, the Black female audience spent $6.6 billion on beauty products in 2021, making up about 11 percent of the entire U.S. beauty market. For scale, the total Black audience representation in the United States is 15 percent. If there is an industry that is wide open for opportunities to capture the Black female audience, it is the beauty space. 

On average, Black women report a higher rate of dissatisfaction with makeup, skincare, and hair care products than the non-Black audience. Retail deserts in predominantly minority audience neighborhoods also mean that Black women have to travel further to find the products that have earned their loyalty. These disparities have led Black entrepreneurs to take matters into their own hands and launch their own beauty brands, specifically crafted for the Black female audience. Beauty trailblazer Eunice Johnson launched Fashion Fair cosmetics in 1973, offering Black women options in makeup that they had never had before. The cosmetics, and the associated advertisements in Ebony and Jet magazines, helped celebrate the beauty of the Black female audience in a way that had not been done before. The lack of true representation in advertising as a whole continues to be a problem across all industries. 

Another aspect that has continued to keep the scope of beauty products for the Black female audience so limited is the lack of top executives at major beauty companies. The previously mentioned report from McKinsey found that only 2.5 percent of employees at top beauty companies are Black. The same study took a quick snapshot of the C-suite at Revlon USA and found that only 5 percent of the employees at the director level and above are Black. This has led more Black entrepreneurs to launch their own brands, often succeeding in the face of more challenging headwinds than their white counterparts when it comes to raising capital for their companies. Recently, the market has exploded with product lines from celebrities, like Iman and Rihanna. Rihanna’s line, Fenty Beauty, launched in 2017, boasts 40 different shades of foundation, a benchmark that was quickly adopted by Dior and Revlon, in order to try and grab their own share of the Black female audience who had been there the entire time, just waiting for their turn to be seen.

The social upheaval of the summer of 2020 found many companies under the spotlight for their lack of representation in their top roles, and retailers were held to account for the dearth of Black-owned products on their shelves.  15% Pledge, founded by fashion designer Aurora James, aims to get retailers to dedicate 15 percent of their shelf space to Black audience-owned brands. Companies like Target and beauty giant Sephora were among the first to commit to supporting Black-owned product lines. 
Read more about the beauty industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers in the beauty space. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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3 Ways America Can Get More EVs On The Road

  • November 4, 2022

  • Eyes4Research

According to the U.S. Census Bureau, 91.5 percent of U.S. households own at least one car, meaning that higher gas prices have affected everyone, across all income levels and socio-economic classifications. This past March, the price of gas reached its highest level in American history, sending shock waves through the economy.  With California passing a law prohibiting the sales of new gasoline-powered cars by 2035, and gas prices still higher than usual, there has been a renewed push toward electric cars. America lags behind other countries when it comes to EV adoption, but there are three things the U.S. can increase its use of EVs and do its part to slow the pace of climate change. 

Education

The number of electric cars on the road in the U.S. grew from 16K to 2 million in 10 years, pointing to a slow and steady trend toward more environmentally sound vehicles but the numbers are not ticking up fast enough to meet the challenge. The car owner information gap around electric vehicles is partly to blame for keeping the American car-buying audience on the sidelines when it comes to whether or not to buy an electric vehicle. One concern that those who might be considering purchasing an EV have is whether it would be more expensive than a gasoline-only car. A recent survey found that 53 percent of American car owners would not be willing to pay even $500 more for an electric vehicle. The truth is that as with any car, the true cost of ownership comes from everything associated with maintaining the vehicle and fuel costs, not the actual purchase price. A targeted campaign by the federal and state governments to educate the public about electric cars could highlight the fact that EVs cost about 40 percent less to maintain than traditional, gas-powered vehicles. 

Establish a Nationwide Network of Charging Stations

One of the challenges that immediately faces the U.S. push for EV adoption is the details surrounding how and where car owners can charge their vehicles.  61 percent of American car owners surveyed in a recent Consumer Reports study stated that the major obstacle keeping them from making the leap to EVs is the logistics around charging them. Many electric vehicle owners are able to charge their cars at home, but there are currently more than 45,000 charging stations around the country, with more than 500K coming across the nation, thanks to a new set of standards recently announced by the Biden administration. More than enough for a strong head start and to help alleviate the worries of the traditional car owners who still need to be convinced to switch to an electric car. 

Cash Incentives for Purchasing an EV

As mentioned earlier, cost remains a primary concern for prospective EV buyers. The Consumer Reports survey found that among the respondents who stated that they were not planning to buy an electric vehicle, 52 percent of them listed costs as the reason that was most front of mind. Offering car owners cash towards a new EV could be highly motivating. Other countries, especially those in Europe, have had success with offering subsidies for both the purchase of a new electric vehicle and for the installation of at-home charging stations. In fact, European countries represent seven out of the ten countries in the world with the highest percentage of EVs on the road.  In the U.S., making electric vehicles more accessible to traditional car owners can be done by expanding the federal tax credit, currently at $7,500, through the Inflation Reduction Act. 
Read more about the automotive industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from automobile owners. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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Healthcare Gets Personal: 3 Ways to Optimize Personalized Healthcare

  • September 21, 2022

  • Eyes4Research

Like many other areas in our lives, healthcare is trending towards a more personalized and targeted patient experience. The COVID-19 pandemic led to the expanded use of telehealth services, which patients have continued to use for the sake of both convenience and privacy. And preventative care is more effective when medical care is tailored to the patient and is supported with careful follow-up by healthcare providers. Here are three ways to optimize personalized healthcare to benefit both patients and healthcare professionals alike.

Refine Patient-Doctor Communication

More targeted, personalized healthcare also means that healthcare providers can and should do a better job with how they communicate with patients, especially regarding important follow-up care post-surgery. Simple things, like giving clear, easily understandable instructions to patients after surgery, can prevent hospital readmissions as a result of infection or other issues.

A recent McKinsey study found that 33 percent of respondents stated that they had to pay high, unplanned medical costs due to reasons that they considered to have been avoidable at the time, such as poor communication from healthcare staff. Mitigating post-surgical complications can lead to better future health outcomes for the patient.

Make Better Use of Data

Patients are giving their healthcare providers more information about themselves than ever before. In return, they expect their patient experiences to be tailored to their needs and aligned with what their healthcare team already knows about them. It’s mind-boggling to think about how much data even one patient generates in their lifetime.

The fact that this data is more likely scattered in several different places (often with the intent to monetize it), makes it easy to see how poor communication has become a problem in healthcare. While protecting a patient’s data should be a priority, placing the patient in the center of the healthcare equation, and crafting a way to consolidate all the bits and pieces of data into one story of a patient’s health can lead to a true healthcare success story.

Collaborate for a Holistic Approach

Another way that intentionally personalized healthcare can better serve the patient is to embrace a more collaborative approach with other care providers in the patient’s healthcare community. It is already well-known that mental health and physical health are deeply connected.

If a patient feels better mentally, they will be in a better place to achieve physical recovery. Pulling in a patient’s therapist, nutritionist, psychologist, and other care providers into their treatment plan is a more holistic approach to healthcare. It can increase the chances of recovery, as well as be a major factor in effective preventative care.

Read more about the healthcare industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights in the healthcare space. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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3 Ways to Use Branding to Supercharge Your Small Business

  • September 15, 2022

  • Eyes4Research

Branding might seem like a buzzword that everyone has front of mind, but for a small business, the right branding matters, and it can capture and keep loyal customers for a lifetime. Whether you are in the pre-launch phase or thinking about a way to reintroduce an established business to your audience, here are 3 ways entrepreneurs can tap into branding to propel your small business forward and stand out from their competition.

Identify Your Audience

Starting a small business is more than just unlocking the door and propping it open. For the best chance at success, you need to know who will walk through that door. Who is your audience and why would they choose your business over your competitor? One way to do a deep dive into who your audience is is to create a persona for your ideal customer. This will help you learn exactly who your audience is, as well as how your business will be perceived and experienced by your customers.

Considering things like demographics, location, education, income level, and even online habits will help you understand if you are truly offering something your potential audience needs or whether you are simply a new version of what a competitor is already providing to the same audience. Creating personas for your ideal customers also identifies potential challenges and will force you to think about how your business will solve them. How your audience behaves, what they need, and what they want will be the foundation of how you tell the story of your brand.

Define Your Brand Identity

Once you know who your audience is, what you will offer them, and how you will reach them, you now need to clearly define the voice and identity of your brand. In addition to being able to briefly describe your company and what it does, this is also the time to think on a deeper level about the core values of your brand and how you want your audience to talk about your business. This will all coalesce into the singular voice of your brand. It is what will be communicated across your marketing channels and all of your public-facing communications, like emails, social media posts, and blogs. Think of it as what you want your potential audience will feel and think when they experience your small business.

Working with a designer to decide the core visual elements of your brand story will bring your branding to life and help you get noticed by a potential audience. Codifying these elements into a Brand Bible ensures that regardless of how your team evolves over time, the branding will remain consistent.  A Brand Bible is also helpful when you partner with other brands and need a straightforward way to identify your brand visually quickly.

Be Consistent

When you are establishing the voice of your brand, consider every place where your brand is present as a first-time entry point for your company for a potential customer.  Your branding should look and feel the same, whether a customer is in your brick-and-mortar location, browsing your website, scrolling through your Instagram feed, or reading through one of your newsletters. Consistency is key for your brand to be cemented in the minds of your audience, and it can have a direct impact on your bottom line. A 2019 State of Brand Consistency study by Marq found that brands estimated that their revenue would increase by 33 percent if they maintained consistent branding across all of their platforms.

The rush to fling open the doors in your newly launched small business might be difficult to resist, but taking the time to consider your brand messaging and how to effectively capture your potential audience carefully is worth the investment.

Stay informed on all things small business and branding with the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from a wide variety of audiences to boost your small business marketing efforts. Our panels are made up of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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Navigating the Metaverse

  • September 13, 2022

  • Eyes4Research

When Facebook CEO Mark Zuckerberg announced in October 2021 that the brand
would be changing its name to Meta, most people didn’t know what to think of it. After
all, it took years to build Facebook into a brand name known in just about every corner
of the planet, so people were left asking a few questions, most importantly, what does
Meta mean or stand for? In the subsequent months, more information has been
revealed about this name and how it relates to what many experts believe is the next
big step in the tech revolution – the metaverse. Many companies are beginning to jump
on board with the metaverse, hoping to catch this latest tech wave to reap what they
believe are untapped profit potential. An examination of the metaverse does reveal that
there is in fact plenty of potential, but brands that decide to take the journey into the
metaverse and hope to be successful will have to understand how they can develop this
new technology to give consumers a better experience.

There’s no doubt that the metaverse will involve plenty of money, as it does already, For
example, the virtual reality (VR) market, which is part of metaverse technology, is
expected to exceed $180 billion in 2026 and will likely far exceed that once the
technology is more widely accepted. But before examining the potential benefits of the
metaverse for consumers and companies, it’s important to define what it is exactly. The
metaverse refers to things, such as work and play, that can be done completely in an
online “world.” The metaverse is a fully immersive internet where participants use VR
headset and avatars of themselves to interact with other people in a variety of different
environments.

Currently, the metaverse is primarily known for gaming, but companies are developing
ways for people to work and conduct day-to-day business in the metaverse, while other
companies are eyeing the metaverse as a way to expand their branding. And as the
metaverse expands and a more developed infrastructure is needed, even more
business opportunities will open. So, let’s take a look at the background of the
metaverse, how companies are currently utilizing it, and what the metaverse has in
store for businesses and consumers.

An Idea Is Born

As futuristic as the idea of the metaverse may seem, the idea was born more than 100
years ago. The first step into metaverse technology took place in the mid-1800s, when
stereoscope goggles were the rage in North America and Europe. These goggles
essentially let people see photographed images in 3-D, which was quite advanced for
the time when one considers that photography itself was quite new. For decades,
though, stereoscope goggles were the closest anyone got to the metaverse until Morton
Heilig made a major breakthrough.

In 1956, Heilig invented the “Sensorama Machine,” which was a device that put a
person in a truly interactive environment. Heilig’s machine simulated the experience of
riding a motorcycle through the streets of Brooklyn by combining 3-D video through
goggles with sounds, scents, and a vibrating chair. The Sensorama Machine was

primitive by today’s standards, but it got quite a few people thinking about the
possibilities, including sci-fi writer Neil Stephenson.

Stephenson first coined the term “metaverse” in his 1982 dystopian sci-fi novel, Snow
Crash. In the novel, people of the future connect to the metaverse via terminals and VR
goggles, often spending most of their waking hours immersed in the virtual. In fact, an
entire class of people were created called “gargoyles,” whose physical features became
distorted due to their excessive time in the metaverse and a lack of sleep, exercise, or
proper diet. Some viewed Snow Crash as a warning, while others saw it as a call to
move in that direction. Those who saw the benefits of the fictional metaverse won the
debate and now the metaverse is no longer science fiction.

The Metaverse Becomes Reality

The first steps to make the metaverse a reality came in the late 1990s with the release
of VR headsets, but they were technologically crude and not truly immersive. The
breakthrough came when an 18-year-old entrepreneur and inventor named Palmer
Luckey created the prototype for the Oculus Rift VR headset in 2010. The Oculus Rift
gave the user a 90-degree field of vision and a much more immersive experience,
kicking off the current interest in VR and metaverse technology. This was technology
that was bound to make an impact.

Seeing the possibilities, Zuckerberg and Facebook acquired Oculus VR for $2 billion in
2014, publicly stating that they would develop the Oculus platform with different

partners. Facebook then officially changed its name to Metaverse Platforms (Meta) in
2021, further signaling that the metaverse would be an integral part of its company’s
future. Sony, Samsung, and Microsoft then followed with plans to develop their own
metaverse platforms. The initial thrust into the metaverse has been spurred by the
gaming industry, but other companies and tech leaders are beginning to see other uses.

Even before Facebook became Meta, tech leaders around the world were laying out the
roadmap for the current metaverse. The first Metaverse Roadmap Summit was held in
May 2007, which predicted that by 2016 the internet would become a world where
people could immerse themselves in a virtual world to more easily access digital
information. Although the summit may’ve had an ambitious timeline, the idea that the
metaverse can be utilized for more than just games is becoming a reality.

The Future of the Metaverse

There are a number of potential uses and benefits that businesses, brands, and
consumers can expect to gain from the metaverse, not the least of which is how work is
done. Since the start of the COVID-19 pandemic, more people began working from
home via the internet, which some experts believe will transition into the metaverse.
Employees will be able to access virtual office suites and interact with their colleagues
in a way that is more personal than phone, email, or text. Businesses will also have the
ability to conduct virtual training of new and existing employees in virtual classroom,
which will be more efficient for businesses and more convenient for workers.

The metaverse will also likely affect specialized industries and help brands that are
willing to be forward thinking and utilize its potential. Because consumers view brands
that use the metaverse as innovative and positive, companies that use the metaverse
can expect a boon to their profits in the coming years. As interest and use in the
metaverse grows, new opportunities will open as metaverse infrastructure is built.

Because the metaverse requires a strong digital infrastructure, more workers and
resources will be needed to make it happen. Each node in the metaverse requires
infrastructure support, which will include new datacenters and hardware such as chips.
The metaverse’s connection to blockchains will also have impacts for investors. Since
many of the platforms that host the metaverse use blockchain technology – such as The
Sandbox, which is on the Ethereum blockchain – there could be major investment
opportunities for investors in the metaverse-blockchain and metaverse-crypto currency
spaces. Eventually, as the metaverse becomes a standard part of the internet
infrastructure, consumers can also expect several benefits.

As brands expand into the metaverse, it will be important for them to adjust to growing
consumer needs and tastes. An important thing that brands need to keep in mind is how
consumers currently view the metaverse and how those attitudes can be utilized or
changed. For example, a poll of 10,500 people showed that 61% of respondents plan to
use the metaverse for shopping, 49% for gaming, 49% for concerts, and 44% for sports,
demonstrating that most people still view the metaverse as a pastime. The same poll
shows that although all respondents had heard of the metaverse, 49% admitted they

don’t quite understand it. These numbers show that there’s still plenty of room in the
space for growth in sectors other than retail and gaming and that it’s just a matter of
brands taking the initiative.

Another poll showed that 39% of the respondents cited an ability to overcome real-world
disabilities as a reason to use the metaverse, while 37% said it could help enhance their
creativity and imagination. And as brands take these consumer attitudes into
consideration, or at least they should, social media is already making the transition into
the metaverse to give its users a more interactive and fulfilling experience. Consumers
will no doubt take advantage of the expanding metaverse in the years to come, but so
too will investors.

As mentioned previously, tech and gaming companies have jumped on board to the
metaverse trend and in the coming years advertising and non-tech companies will also
look for opportunities in the metaverse, which will open up new opportunities for
investors. In 2021, metaverse related companies raised $10 billion for their projects,
which was more than double the previous year. This trend will surely continue, although
it remains to be seen how much those numbers will increase and at what rate.

The metaverse has arrived and although many people still don’t know what it is, or its
possibilities, it will definitely grow in size and influence in the coming years. As more
companies invest in the metaverse, it will move from gaming into other sectors that will
benefit workers, consumers, and investors. Brands that understand the potential of the

metaverse and how it can relate to their customers are poised to benefit from this new
technology that may change all of our lives.

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Drink Well: The Rise of Zero Proof and Mood Enhancing Beverages

  • September 7, 2022

  • Eyes4Research

Health and wellness trends come and go, but the current that runs through what most of the health-conscious audience has demanded in recent years can be summed up in one word: clean.  In addition to fewer, cleaner, higher-quality ingredients, the health-focused audience also wants those ingredients to DO something. Keep them awake, calm them down, and make them feel great. 

Perhaps as a reaction to the increase in problematic alcohol consumption during lockdown, and as a result of younger audiences wanting to live a healthier lifestyle, zero-proof drinks have exploded in the beverage industry. Not really a mocktail, zero-proof beverages are drinks that are meant to taste like an expertly crafted cocktail, but without any of the detrimental health effects of alcohol and free of the dreaded hangover that they could bring the next morning. This is a largely youth-driven trend, with almost half of the Millenial audience saying that they would give up alcohol completely in order to improve their overall health. 

But just because this audience wants to slow down on the alcohol, it doesn’t mean that they don’t want to be part of the party. Teetotalers are an underserved market, and the restaurant business would be wise to tap into this ever-growing segment of the food and beverage industry– after all, a delicious zero-proof drink is more friendly to the bottom line and is much more exciting to drink than a glass of lukewarm tap water. 

Tagging along for the ride on the popularity of the zero-proof trend is the increase of mood-boosting drinks in the beverage market. With at least 2 out of 3 the adult audience stating experienced increased stress during the pandemic, it’s no wonder that people are simply looking to chill out and relax. Many of these beverages contain ingredients called nootropics, a class of ingredients that are claimed to boost mental functions, such as memory, mood, and overall creativity. Examples of nootropics include medicinal mushrooms and Lion’s Mane, which are both known to enhance focus and memory.  

Adaptogens, another common ingredient in many of these beverages, are known for counteracting the effects that stress has on the body. These include ashwagandha and ginseng, among others.  CBD is also a key ingredient, which is no surprise, considering the steady rise in the use of all manner of CBD products, across the wellness, beauty, and food and beverage industries. It should be noted that as this is a new category of the food and beverage market, there is no reliable medical research on the actual benefits of these products. 

Stay up to date on what’s trending across the food and beverage industry with the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from food and beverage consumers. Our panels are made up of B2B, B2C, and specialty audiences ready to participate in your next research project, including spirits and wine drinkers. Learn more about our specialty panels here.

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The Explosive Growth of the Pet Care Industry

  • August 31, 2022

  • Eyes4Research

Spend a few minutes scrolling through social media, and you will quickly realize that people really love their pets.  And they are spending more money than ever on their furry friends. In fact, the global pet care market grew to $241.1B by 2026. No doubt, the COVID-19 pandemic led to people either spending more on their existing pets or sparked first-time adoptions for those who attempted to blunt their lockdown loneliness and boredom.  According to the National Pet Care Survey, conducted by American Pet Products Association (APPA), 70 percent of U.S. households surveyed own a pet.  When people say they treat their pets like family, they mean it. Pet owners splurge on everything from food, toys, treats, and travel.

As the pet-owning audience has spent more money on their companions, they have naturally paid more attention to their health, including what food they serve them.  PetoOwners are more aware of their pet’s individual dietary needs, and will pay more for food that specifically addresses those concerns, knowing what impact the right nutrition can have on their pet’s health. Some of them have even gone as far as putting their pets on customized diets based on human wellness regimens. Premium pet food brands have grown in recent years, trending towards organic, and all-natural food products.

Just like with the human loved ones in our lives, no one wants to be the victim of the sticker shock from a higher-than-expected medical bill.  Pet insurance is another sector of the pet care industry that has seen significant growth.  Many employers even offer it as part of their benefits package to their employees, alongside medical insurance. And as owners take their pets for their regular checkups, they are finding that many veterinarians are tapping into the wellness trend and bringing it into their own practices.  Vitamins and even CBD products are also now available for dogs and cats.

Then there is the matter of clothing. While people might be divided on the idea of pets wearing clothes, pet owners who live in places where winter is an actual season have to take special precautions to make sure their pets get daily exercise while keeping them warm and safe.  Whether the pets themselves enjoy playing dress-up is not known for certain, their owners have spent more and more money on clothing for them.

However much people are spending on their pets, it’s clear that they see that having a furry friend around pays dividends– for companionship, as well as for their mental and physical health.

Eyes4Research has everything you need to collect high-quality insights from pet owners. Our panels are made up of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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4 Marketing Books You Should Read

  • August 30, 2022

  • Eyes4Research

Even the most talented and seasoned marketing pros have a thing or two to learn in an industry that is evolving minute by minute.  Here are 4 books to help you refine your strategy and drive results.

Product-Led SEO, by Eli Schwartz

When it comes to SEO, what catches fire for one company, might not necessarily work for another.  In Product-Led SEO, Eli Schwartz defines what product-led SEO strategy is, with the aim of helping SEO managers and marketing executives develop their own best practices to increase traffic by looking beyond just keywords. Schwartz was the head of Survey Monkey’s SEO team and grew the company’s organic search from just 1 percent of overall revenue to a key driver of new global revenue.  He teaches readers his philosophy of approaching SEO from a product-first perspective that can become a powerful growth engine for entrepreneurs.

The Partnership Economy, by David A. Yovanno

Collaborations are not just for social media influencers.  They can be an effective way for like-minded businesses to team up to not only raise their profiles but also boost their bottom lines, and gain loyal customers. The Partnership Economy illustrates how companies can grow exponentially by tapping into various types of referral partnerships, like corporate social responsibility, affiliates rewards, sponsorships, and publishing collaborations.

RE:Think Innovation, by Carla Johnson

It’s no secret that entrepreneurs spend a great deal of their time problem-solving and looking for opportunities. And it can be easy to keep going to the same well of solutions and receive ever-diminishing returns.  In Re:Think Innovation, Carla Johnson lays out a 5-step process for filling that well with new ideas that drive results.  It is a process that can be extended to an entire team, empowering them to create higher quality ideas and better outcomes. While not a traditional marketing book, it never hurts to have a treasure trove of good ideas at the ready.

Everybody Writes: Your Go-to Guide to Creating Ridiculously Good Content, by Ann Handley

Content is indeed king, and when done right, it can attract customers and help your company stand out from the competition. But crafting consistently compelling content isn’t as easy as it might seem, even for talented writers.  Great content needs to tell a story– about who your company is, and about what your company offers potential customers. Everybody Writes: Your Go-to Guide to Creating Ridiculously Good Content adopts the philosophy that these days, everyone is a writer, and everyone is a marketer.  Author Ann Handley helps readers learn how to be concise, target their audience, and keep that audience coming back for more.

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