Menu
Close
feedback@servolux.com+375 29 747 37 00© 1999–2024 GC «Servolux»
Analytical digest
№ 1January 2022
Quarterly online-publication

Savings on products as the main trend

48% %
consider their diet to be healthy
60% %
monitor nutrition, try
21% %
allow whatever they want
19% %
eat what they can financially afford

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

+37%

E-Commerce (significant growth due to transition to the Hypermarket/Cash&Carry and Convenience Stores channel)

+35%

Hard Discounters, growth through leaders and expansion of new chains

+8%

Specialized grocery stores

Personalization

>40%

are ready to allocate additional funds for personalized nutrition

42%

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

+6%

purchases in online stores

х2

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

85%

believe that quality is the purity of the composition

47%

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

+92%

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

>40%

are ready to allocate additional funds for personalized nutrition

42%

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

+6%

purchases in online stores

х2

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.

00 - 04

Experts about it

Viktoria Zyuskina

Head of Marketing Analysis and Research Sector

We see trends that started even before the pandemic have accelerated recently.

In the long term, the consumer will continue to search for the “better version” of oneself, and food will become personalized and functional.

Sustainability, the desire to buy more natural, and therefore healthier products, the study of information on the package - all this reflects the transition from a consumer attitude to life towards a more attentive one.

Research results show that the main reason for saving on food is a drop in income. However, consumer behavior patterns are different.
There are also groups that have limited budgets and those that consider promo offers (not only price ones) as an opportunity to please themselves.

Of course, today's global trends for food manufacturers are as much a new opportunity and challenge as they are for retail. In particular, e-commerce.

It is important for brands to get into this process at the very beginning, and “not to tail after

High competition among players in this segment of trade contributes to differentiation not only from each other, but also from traditional offline concepts, which means they will be interested in new unique production and promotion technologies.

Follow us

Contacts for communication

+375 29 747 31 57