From Energy Boosting to Full Relaxation: The Strengthening of Oppositional Behaviours and Needs

As part of Euromonitor International's Megatension series, analysts Lucas Pinto and Chloe Maarek discuss how the pandemic has aroused a range of different feelings, leading some to increased anxiety and stress, and others to a higher proactivity and “can-do” attitude. Based on these conflicting needs, products aiming to enhance focus and attention are becoming more popular at the same time as products intending to increase relaxation and calmness. Pandemic-related needs have brought this polarized trend into beverages, consumer health and cannabis, but where will it go from here?Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.