Consumer Data Hub in Action: Spotting Sustainability Trends
"Can your business transform fragmented data points into powerful customer intelligence that guides portfolio decisions aligned with evolving customer behaviour and preferences?"
The Challenge
With sustainability becoming a core focus in the Hygiene category, Reckitt needed a systematic approach to identify and anticipate emerging consumer trends. The goal was to understand shifting preferences in areas such as packaging, naturality, and eco-friendly formulations.
The challenge was effectively leveraging vast data sources to gain actionable insights that could fuel strategic planning and innovation. Without a robust model, Reckitt risked missing opportunities to stay ahead of sustainability trends and align its product portfolio to evolving consumer expectations.
The Solution
The Consumer Data Hub (CDH) engine and its advanced capabilities were applied to the Hygiene segment to address this challenge.
The CDH combined social listening, consumer reviews, and market data across multiple platforms to detect, analyse, and interpret sustainability trends. Through a comprehensive assessment, the CDH highlighted critical themes, such as the increasing demand for refillable products, natural ingredients, and reduced plastic packaging.
We integrated insights from over 400,000 social media mentions and 8 years of product reviews, covering 6 key Hygiene subcategories (Air Care, Dish Care, Laundry, Surface Cleaning, Lavatory Care, and Pest Control) to pinpoint unmet consumer needs. This data was then used to inform both short-term adjustments and long-term innovation pipeline strategies.
The Results
The CDH model provided precise foresight that quantified the magnitude of sustainability trends in the Hygiene category:
Refillable and reusable packaging options were identified as the top sustainability attribute, mentioned in 46% of all sustainability-related conversations, with a 72% positive sentiment score, indicating strong consumer preference and loyalty potential.
Natural ingredients emerged as a critical trend, representing 37% of total sustainability mentions and linked to a 20% uplift in perceived product safety.
Consumers associated reduced plastic packaging as a core indicator of sustainability, highlighted in 32% of conversations. An estimated 58% of consumers were willing to switch brands for eco-friendly packaging options.
The insights directly influenced the launch of eco-friendly product variants, contributing to a +12% sales uplift in the Hygiene category.
The Impact
By leveraging the Consumer Data Hub model, Reckitt successfully quantified the key sustainability drivers shaping the Hygiene market.
This data-driven approach enabled anticipation and action on emerging trends, ensuring the continuous alignment of the product portfolio with the evolving expectations of eco-conscious consumers.
This strategy not only reinforced Reckitt’s position as a sustainability leader but also paved the way for future innovations that resonate deeply with target audiences.
* Results have been altered due to confidentiality.