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Increased search for diverse and minority certified businesses, says online retail platform RangeMe

By Karolina Skinner
6 August 2021

Summer is in full swing according to data from the top keywords searched by buyers in Q2 on RangeMe, product discovery platform. 'Beer', 'Sunscreen', 'Gardening' and 'Charcoal' topped the searches for summer themed items currently showing up on store shelves, buoyed also by the staycation boom. This is not the only category however impacted by the ongoing pandemic this quarter. 

Online retail platform RangeMe analysed data from more than 12,000 retail buyers and around 200,000 suppliers on its platform to help report the latest trends, in its Retail Roundup: Q2 2021 report .

Pandemic Purchasing

Restrictions on international travel have driven interest in authentic, global food and beverage products from around the world. According to Datassential, 79% of customers are craving something new to eat, including 'authentic' products such as piri piri (Africa), stroopwaffles (Holland), XO sauce (Hong Kong) and naan (India).

Furthermore, pet ownership has increased over the last 18 months, driving a surge in pet related product purchases, which secured 'pet food' its place on the most searched list. According to global market research company Euromonitor International, in London, the industry now expects to see a record 7% growth of pet products globally by 2026 and pet food sales alone grew by 8% in 2020.

Buyers in general are seeking diversity, placing a premium on products from suppliers with diverse business backgrounds. Within the health and beauty sector, 'nail polish' and 'deodorant' join the most searched list with a clear trend among buyers for small-medium businesses searching for CBD products. Also making the list are 'plant-based' and 'granola', the two most popular searches by food and beverage buyers who data also shows are actively looking to work with LGBTQ-owned suppliers and businesses. 

New trend towards conscious purchasing

"It’s no surprise that something as impactful as the pandemic is affecting product purchasing and that home and garden themed products topped the list in the lead up to a busy stay-at-home summer," said Nicky Jackson, CEO of RangeMe. "What is perhaps more exciting to see is the continued interest in and increased search for diverse and minority certified businesses. We seem to be at a real tipping point for supplier diversity to be a staple in our industry."

In Q1 2021RangeMe identified a new trend towards conscious purchasing and retailers making a concerted effort to search for brands with certifications such as Fair Trade, Organic or Rainforest Alliance. The report shows that in Q2 the Asian Minority Owned Business certification has trended with food and beverage buyers. Health and beauty care buyers have been searching for Certified LGBTQ (NGLCC) brands and Certified Ethnic Minority Owned (NMSDC) brands were popular with general merchandise buyers. 

About RangeMe

RangeMe is a global online platform where retailers and suppliers can discover, connect, and grow their business. Suppliers can showcase their range, bring new products to market, increase brand visibility, and grow sales, while buyers use RangeMe to discover new products, search trends and communicate directly with brands.

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