Time is a key issue. According to Mintel, in 2017 we’ll see more demand for services and platforms to help people organise and make better use of their leisure time via new geo-location technology. The expectation is that brands will increasingly help consumers to
decide what to buy, watch, do or eat.
Meanwhile, on-demand services are blurring the edges of brand loyalty. In a world in which instant replenishment may come from the push of an Amazon Dash button or subscription to a monthly doorstep delivery pack, the appeal of wet wipes may be as much determined by their format, size and ‘shipability’ as the branding and messaging on the pack.