Ken Research - International Brands Perception Trends

Domestic Brands Holds Strong place in Consumer Eyes Compared to International Brands as per a
Global Study: Ken Research
Consumers are embracing products that have local credentials or claims as they consider these
products to be better quality, healthier, more sustainable, more trustworthy, and more authentic
than non-local alternatives. The trend captures a growing distrust, especially in the West, of
globalization and big business, with consumers instead opting for local products as a way to
reconnect with and support their local community. Research report titled “TrendSights Analysis:
Localism - Meeting local needs through product positioning, production methods, and
formulation” describe trend prevailing in the market among local consumers and their buying
behavior which can be well utilized by FMCG companies.
Trend Drivers
•
Anti-globalization - Consumers demand local goods as they trust these products and
want to support local businesses.
•
Sustainability - Consumers want to protect the environment as eco-consciousness
grows.
•
Tradition - Support for local and national traditions is a way for consumers to identify
with products.
Consumer Targets
•
Older consumers tend to be more influenced by this trend as they have a greater affinity
and connection to their local communities.