US: McCormick launches maiden metaverse activation – But does it match consumers’ attitudes?
December 16th, 2022, Lesley Simeon

US: McCormick launches maiden metaverse activation – But does it match consumers’ attitudes?

Joining the metaverse bandwagon is American spices, seasoning and condiments retailer, McCormick, with its Decentraland activation. Called ‘House of Flavor by McCormick’, the metaverse activation will enable users to explore recipes with the brand’s inaugural flavour of the year, interact with chefs who inspired the flavour and stand a chance to win wearables.

With the company stepping foot into the metaverse, what do current customers think about this virtual space?

According to YouGov Profiles – which covers demographic, psychographic, attitudinal and behavioral consumer metrics – 39% of McCormick’s current consumers agree with the statement that they are confident they understand what the metaverse is. A larger section of the general US population (45%) also agrees with this statement. However, an even larger percentage of the brand’s customers and the general US population agree that they’re worried about the potential implications of the metaverse.

A significant number of McCormick’s regulars are confident they understand what they metaverse is – about 44% of them agree the space is the future of online interactions. It will be interesting to see whether these attitudes have an impact on how the company’s metaverse activation is received.

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Methodology:YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles. 

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