- Who cares, who does? study - [ Ссылка ]
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- Presentation slides: [ Ссылка ]
- Behavior change in FMCG: [ Ссылка ]

The target audience of this webinar is the FMCG industry and focuses around consumer behavior and shopper behavior change during the COVID crisis, especially in Europe during 2021. It investigates foremostly not only changes, but highlights also certain patterns that may stay even after the pandemic.

Lenneke Schils, Mark Knuff and Miriam Martensen take a deep look into the driving forces that have led to this behavior change during the pandemic. Among others, they have identified 5 forces which they explain in detail during the webinar.

28% of consumers in the EU-7 markets, have strongly changed their behavior among the different behavior categories defined by the GfK below. So,

7:59 How did the year 2020 change consumer behavior?

8:07
Balance:
- Consumers are looking to pay additional attention to mental and physical health, as well as their appearance.
- Healthy nutrition and information around groceries are very important in this context.
- Finally, moderating the consumption of "unhealthy" products is something in the minds of the consumers.

Budgeteering:
- Consumers are paying even more attention to pricing, but also in combination with quality
- The basket size has more value, however is smaller per trip to the super market
- They are willing to pay a premium if there is added value to the product

Purpose:
- Consumers are looking to buy environmentally friendly products
- They are also looking to get local products and watch out for brands that fight for social equality

Findability:
- The variety of products and new products that shoppers are buying has increased
- Shoppers are buying groceries and special products online
- The use of technology for shopping is of importance for the shopper

Fluidity:
- The way in which shoppers are buying has become more fluid. This is so, because there are new needs to be able to work from home
- But also shoppers are buying at different times in different shops

8:58 The strongest behavior change has happened in Italy, but also Poland.

9:27 Fluidity and Findability have had the greatest impact on last year's behavior change in FMCG, as these were heavility influenced by the COVID-19 lockdown rules.
Purpose, Balance and Budgeteering are forces that are much more freedom-ridden. These have not cause shocks, but have been rather accelerated and reshaped through the crisis.

13:19 Deep dive on findability
27:41 Deep dive on balance
33:55 Deep dive on budgeteering
22:32 Deep dive on fluidity
40:36 Deep dive on purpose

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