In last year’s first edition of our annual research serles,What matters to toxey’s consumer we found that consumersentiment had shifted dramatically ower the preceding 18months,with consumer expectatons evobing in paralleL Inthis year’s edition,we see many of these trendsperstting,alongside the emergence of new ones,as the cost-ofLivihgar sis takes hold!
n 2021 we found that consumers
·Had returned to in-store shopping but were continuingthe online shopping trend developed during 2020;
·Had come to expect fast,easy dellvery and fulfillment,whether shopping on-or offlhe;
·Conthued to scrutinze closely the ethcalstatus ofbrands and products;
·Wanted assurances around healthiness of preducts andsustainabilty of product lon processes;
Expected to be able to find sustaineble products forwhich they dld not have to pay apremium;
·Were open to ordering directly from favored brands,aswell as sharing data with them,especially if this resultedin a better buying experience.
This year,we find that many of these beheviors heve
changed amid the ongoing development and repercusslonsof the COVID-19 pandemie,the geopolticalcrtsis andsubsequent tenslons,and rsing inflation affecting energy,food,and housing prices around the world.Yet,certainbehavlorsand trends have remained argely stable.In thisyear’s research,we find that consumersare
·Veryconcerned about ther personal financlal situations;many are worried about the cost of feeding thelrfamlles and buying other essential items;
·Have changed thelr purchasihg patternsin lght ofthe rise in their cost of lwing and are seeking more
affordable brandsand spending more time sesrching forbargains and promotlons;
·Expecting companies to help them threugh this difficulttime with the likelthood that they will reward the mostconskderate brands with long-term leyally;
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