The horrors of COVID-19 continue to play out across the world, reshaping not just how people live, but how they go about maintaining their day-to-day well-being.
And, in that quest for normalcy, consumer-packaged goods (CPG) marketers may have “received a gift” from the pandemic, according to Jennifer Pelino, evp/media at research and analytics provider IRI.
More specifically, she argued, “increased brand penetration” is one consequence of widespread lockdowns, stockpiling by consumers, and a dramatic spike in at-home dining. And such a trend has largely not been attributable to any traditional form of marketing savvy.
“That gift is … one that...