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    Curiosity or loyalty? New research reveals what’s on shoppers’ mind

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    Comfort, curiosity and loyalty are among the top feelings consumers experience when buying a new product apart from its perceived value, reveals a new survey done on 8,000 consumers.

    According to Product of the Year, the UK’s largest survey of product innovation, value ranked in top place polling over half (55 per cent) of the votes with other buying motivators including comfort (34 per cent), curiosity (28 per cent), loyalty (26 per cent), ethical (20 per cent), love (19 per cent), nostalgia (19 per cent) and recommendation & endorsement (14 per cent).

    When asked what’s most important to them when buying a product, consumers were most concerned with ‘gut health and probiotics’ which drew in a third of the votes (31 per cent) followed by plant-based (19 per cent), low and no alcohol (15 per cent), free-from (15 per cent), grooming (13 per cent), home delivered boxes (11 per cent) and most curiously, protein alternatives including mealworms and crickets (10 per cent)- all received votes respectively.

    CBD too has piqued the interest of the modern shopper with 8 per cent voting for it.

    “Competition is at its highest point for consumer brands. On average, approximately 30,000 new products are launched each year – so how do you get cut through?” Says Helga Slater, MD, Product of the Year.

    “Insights like those revealed in our research show how important emotions are to each and every sale. Consumers care more than ever about their health, the environment, animal welfare and many other factors, and every year we see brands stepping up to meet those needs in highly innovative and creative ways.”

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