Ken Research - International Brands Perception Trends | Page 2

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Consumers in more developed markets are the most likely to support localism because
of the recent anti-globalization movement, particularly in the US and UK, which has
reinvigorated demand for local products.
It has been studied that almost 42% of the consumers worldwide prefer domestic brands over
international brands which makes local brands to sustain and compete on different level. Another
study showed that almost 52% of consumers believe that the quality of products used to be
available a decade before, no longer exists and today the quality is not competitive as compared to
before.
Innovation implications
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Product formulations must integrate more local, high-end, and sustainable ingredients
to cover all the aspects of this trend. Additionally, localizing products with popular
national flavors will also help products seem less foreign and more trustworthy, as
consumers will appreciate products better suited to their specific tastes and familiarity.
Packaging and marketing must focus on green credentials as consumers tend to
associate local products with being eco-friendly. Emphasizing a lack of "food miles" and
how natural or organic the product is will be vital to creating a premium position and
illustrate quality to consumers.
Keywords
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Global consumer trend analysis
Consumer buying behavior study
Consumer Taste and Preferences Worldwide
Domestic Brand Perception Trends
International Brands Perception Trends
FMCG Sector Opportunity
Consumer buying behavior and FMCG Sector