Consumer Data Hub in Action: Spotting Sustainability Trends
Can your business turn fragmented data points into consumer intelligence that guides portfolio decisions?
- Client
- Reckitt · Centre of Excellence
- Setting
- In-house leadership, Reckitt
- Scope
- 6 Hygiene subcategories
- Capability
- Social intelligence & foresight
Results at a glance
- 400,000+social media mentions analysed
- 8 yearsof product reviews across 6 subcategories
- +12%sales uplift in the Hygiene category
The challenge
Sustainability was becoming central to the Hygiene category, and Reckitt needed a systematic way to identify and anticipate shifting consumer preferences in packaging, naturality and eco-friendly formulations.
Without a robust model to make sense of vast data sources, the business risked missing the trend and misaligning its portfolio.
The approach
We applied the Consumer Data Hub to the Hygiene segment, combining social listening, consumer reviews and market data to detect and size sustainability trends.
- Integrated more than 400,000 social media mentions and eight years of product reviews.
- Covered six subcategories: Air Care, Dish Care, Laundry, Surface Cleaning, Lavatory Care and Pest Control.
- Fed findings into both short-term adjustments and the long-term innovation pipeline.
Results & impact
- Refillable and reusable packaging was the top sustainability attribute: 46% of sustainability conversations, with 72% positive sentiment.
- Natural ingredients made up 37% of mentions and were linked to a 20% uplift in perceived product safety.
- Reduced plastic featured in 32% of conversations; an estimated 58% of consumers would switch brands for eco-friendly packaging.
- The insights shaped the launch of eco-friendly variants, contributing to a +12% sales uplift.
Results have been altered for confidentiality.
“Natalie is a great agent for strategic change. She established our centre of excellence team, identified key areas to impact, and prioritised where to focus so plans could be delivered.”