The last 12 months has seen the biggest shift in shopping behaviour for 10 years – something normally dependent upon inflation and population increase. So what does it all mean?
THE SHORT VERSION:
More time at home = more at-home consumption
Fewer, bigger trips
Value, enjoyment & variety
THE LONGER VERSION:
The expectation that many people will continue to work from home – after Lockdown 3.0 unravels – provides real opportunities to capture shopper spend that was previously taking place out-of-home.
Plus shopper decision making has evolved as has the purchase decision hierarchy in many categories is impacted by health & safety, speed, missions and occasions.
BRING BACK SOME FUN
With so much changing, brands need to provide customers with ongoing confidence and inspiration:
// Devise new ideas and initiatives to excite customers
eg inspirational meal solutions, new occasions suggestions and brand initiatives that capture imaginations.
// Engage them in a way that is in sync with their new habits
eg highlighting value, ease of preparation, cooking enjoyment
// Be ready to evolve as real-world social interaction returns
// And – crucially – focus on loyalty. Retain those customers that have trialled/switched to you over the last 12 months.
Source: Kantar Covid 19 presentations using FMCG Panel data
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