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COVID-19: What Will the Second Half of 2020 Bring? - Part 2

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The Signals Analytics platform connects data from a variety of external and internal sources and, using patented NLP and other AI and machine learning technologies, surfaces powerful trends and predictive insights. The platform is leveraged by product innovators, data and analytics teams, consumer and market insights leaders and marketers to surface key insights that drive decisions throughout the enterprise.

Since the beginning of the COVID-19 pandemic, our solutions teams have been tapping into the platform to identify trends and white space opportunities that have emerged as a result. By uniquely connecting multiple data sources including consumer reviews, social media, key opinion leaders (KOL), product ratings and reviews, patent information and other sources of innovation, the Signals Analytics platform has been used by tier one enterprises to guide them through this period. This week we launched a three-part blog that sums up our findings across multiple categories and their implications for the second half of this year and beyond as we enter a new phase in this crisis.

By evaluating multiple signals across the market landscape, we uncovered new trends that emerged since the start of the pandemic. We also identified trends that were disrupted by the pandemic ascendant trends that emerged before the pandemic and are expected to continue rising. Our findings are by no means exhaustive; they are representative of the insights and capabilities of the platform and demonstrate how the analytic apps are used to shine a spotlight on answers to key business questions. For more detail and to get under the hood of our platform, click here.

Part 2: Past trends that were disrupted by COVID-19

In yesterday’s post, we discussed new trends that emerged since the start of the pandemic. Today, we will explore past trends that were disrupted by COVID-19.

One of the most glaring areas where an ascendant trend was disrupted was sustainability. Immediately from the start, consumer discussion around sustainability waivered and began to fluctuate. In some categories where this attribute had been increasing, sustainability dropped, where in other categories the opposite was true. Overall however, it seems discussion will return to its original levels, if not grow more.


For example, in looking at the Coffee category, consumer discussions around sustainability saw a dramatic peak at the beginning of 2020, but dropped just as drastically in March, and has since shown a slight recovery, showing erratic consumer behavior and a shift in priorities at the height of the pandemic, that ultimately returned to normal levels.

Sustainable in Coffee
Source: Coffee Category Deep-Dive

The second area that was disrupted had to do with comfort food. Immune health has been a clear driver over the last few months, however at the same time we have witnessed a COVID-19 paradox: while there has been a rise in health-related topics, consumers have looked to comfort foods and less healthy alternatives to provide a respite from the outside world, even those that saw slight decreases in the past year.

COVID-19 Paradox
Source: Food Market Overview

As the pandemic continues to rage on in the U.S., it will be important for brand manufacturers to better understand how long-lasting these effects are and how to incorporate these insights into their planning and execution strategies.

Stay tuned for Part 3, tomorrow, right here on the blog, and contact us in the meantime to schedule a demo today.


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Chris Thatcher
5W Public Relations 646-430-5161
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