Savings on products as the main trend
The results of answers (*point to diagram) contradict the actual statistics. Drop in incomes and a sense of instability have led mass-market consumers to save more on products and look to cheaper but less useful products.
For example, they choose sausages instead of meat, consume fast food, ready meals and snacks instead of a full healthy meal. However, there are exceptions. Sales of poultry meat, as the cheapest but also the healthiest type in the category, doubled.
Main choice criteria
The number of respondents who, when buying products, pay attention to the expiration date and ingredients, has also grown, by 13% and 19%, respectively. At the same time, there are more consumers who are ready to pay for environmentally friendly products
Price is becoming more and more important criteria when choosing products To a lesser extent consumers look at brand and country of origin, 21% in each case.
Growing channels
E-Commerce (significant growth due to transition to the Hypermarket/Cash&Carry and Convenience Stores channel)
Hard Discounters, growth through leaders and expansion of new chains
Specialized grocery stores
Personalization
are ready to allocate additional funds for personalized nutrition
are annoyed when content isn't personalized to their interests
One of the main trends changing the whole picture of the global consumer market. The consumer wants to receive the most relevant personally offers from brands - companies personalize communications, products, bonuses, emphasizing individuality.
Convenience
purchases in online stores
order for delivery of ready meals (since 2019)
The trend has affected all areas of customer service: attentive attitude to the customer, fast and polite communication, omnichannel (online and offline symbiosis), development of delivery services and marketplaces.
Healthy lifestyle - a new value and quality indicator
believe that quality is the purity of the composition
set a healthy lifestyle as a goal for the new year
The focus of consumer attention has shifted towards health care. Fear of infection and heightened awareness of one's condition are driving demand for "right" products with a clean composition, hygiene products and contactless solutions.
Digitalization
chatbot usage (since 2019)
By 2023, 50% of multinational companies will direct half of their spending on new technological equipment and communications. Digital technologies for work, health, and entertainment will have a long-term advantage in attracting and maintaining loyalty.
Personalization
are ready to allocate additional funds for personalized nutrition
are annoyed when content isn't personalized to their interests
One of the main trends changing the whole picture of the global consumer market. The consumer wants to receive the most relevant personally offers from brands - companies personalize communications, products, bonuses, emphasizing individuality.
Convenience
purchases in online stores
order for delivery of ready meals (since 2019)
The trend has affected all areas of customer service: attentive attitude to the customer, fast and polite communication, omnichannel (online and offline symbiosis), development of delivery services and marketplaces.
Experts about it
Viktoria Zyuskina
Head of Marketing Analysis and Research Sector
In the long term, the consumer will continue to search for the “better version” of oneself, and food will become personalized and functional.
It is important for brands to get into this process at the very beginning, and “not to tail after