FMCG consumers still waiting for someone to shine a light

Insight

FMCG consumers still waiting for someone to shine a light

In contrast to other sectors, consumers feel that the FMCG category lacks brands with a passionately expressed sense of purpose. Perhaps as a result, these brands are perceived as not being bothered about their impact on Thai society, and ultimately are garnering the lowest levels of consumer trust in the study.

Evidence

Thai consumers do not believe FMCG snack brands to have a sense of passionate purpose, when compared to other sectors like Automotive, Alcohol and Consumer Technology. An average of just 32% strongly agree that FMCG brands in Thailand stand for something they believe in. But there are exceptions. Brands’ wellness mission is clear, coherent and visible – increasing that percentage to 45% of consumers.

Implication

There’s an opportunity for a brave FMCG brand to outline a clearly articulated and powerful Passionate Purpose that underpins its strategy. If we can find an FMCG hero to do this, it could redefine the way the category is perceived by Thai consumers. Who’s game?