2022年影响CPG企业的三大消费者趋势

TRENDSREPORTMARCH 2022Three consumer trendsimpacting CPG companiesin 2022 TRENDSREPORTIn many ways, living in a pandemic the last twoyears has put a hyper-focus on consumers -how, what, where and why they buyThe “great reset" in the last two years sparked a recalibration of ourpriorities, values and behaviors, and with it came the “great rewire,'an acceleration of technology adoption, as well as enhanced innovationand infinite possibilities.Given these shifts, how will the CPG industry attract new consumersand keep existing consumers engaged? Several trencls will impact howcompanies navigate 2022, including quickly evolving consumer needs andlasting effects from the accelerated shift to digitol and consequently -new tactics for building loyalty and reimcigining convenience. TRENDSREPORTEvolvingconsumerneeds"The only thing certain is uncertainty."That holds especiolly true for consumer needs and preferences, mokinglife for any CPG company more challenging than ever. The *greot reset'was coined by the World Economic Forum to declare that there's nogoing back to the way things were pre-pandemic.One of the most significant changes was the massive and swiftadoption of digital. By the summer of 2020, just a few months afterthe start of the global pandemic, the percentage of retail happeningonline had accelerated forward 2-3 years.1 Consumer and businessadoption of digital and other new technology provided flexibility thatwe fully embraced in how we work, play, learn and shop.But there's also aα considerable cmount of confusion ancl uncertaintyarnong consumers in how they view their own great reset. Our brainsweren't wired to handle so much uncertainty and change, accordingto experts, and some consumers express concern cbout re-enteringsociety. The great reset also included the great resignation as peoplereexcmined their careers and life goals. TRENDS REPORTTwo trends earning a starring role cre the heightened need forsafety and convenience. Retailers hove responded accordingly.low-touch ways. For excmple, bringing a gas stotion conveniencestore out to the pump, as Circle K did in the US and Canada, soconsumers don't hcve to come indoors to buy o snock or drink. Orstaff-free grocery stores such as Sainsbury's SmartShop, TescoGetGo and Amazon Fresh, which are trialing in the UK.These shifting trends and evolving shopping habits moke it ollthat more important for CPG companies to stay closer to theconsumer. Companies have asked the following questions foryears, but the answers are now shifting and seern less certain,which only accelerotes the need for doto and consumer insights.Who is buying my product?Where are they buying it?Why are they buying it?What else are they buying?Where else are they shopping?How much are they paying?How price-sensitive are they?What is their path to purchase?What are my new cross-sell opportunities?What new products should we launch to satisfy changingconsumer needs?How should I shift my distribution strategy?How do I better predict demand?How do I predict economic trends and incorporate theminto our pricing strategy?And the list goes on.CPGs require a single platform encompossing α wealth ofdoto from macro to item-level., This will be key to deliveringsophisticoted and predictive insights, longitudinal customerviews, cross retailer comporisons and more sophisticotedshopper segments for optimized torgeting. TRENDSREPORTCapitalizingonaccelerateddigitizationTheshifttoane-conomyhasbeenaboonforcompaniesabletocapturethedigitalwave.For example, P&G reported that its e-commerce sales were up 35% YoYin 2021 and now represent $10 billion in annual sales (equivolent to 14%of total sales),The ccceleroted shift to digital provides CPGs an e-commerce scalingopportunity and is o key driver of the momentum behind direct-toconsumer (DTC) strategies. Also, with millennials and Gen-Zs lookingfor o shopping experience that feels more personal and connected tothe brand, DTC is more important than ever.Many CPG companies have established (or acquired) their own DTCchannels and brands, including PepsiCo ond Mars, This channel providesmore robust consumer insights, opening the door for more personalizedoffers ond messaging, allowing CPGs to forge those closer connectionsto consumers, which has clways been a challenge. TRENDSREPORTDuring the pandemic, PepsiCo introduced two new DTC sitesspecialized bundles of Pepsi brands like Quoker, Gatorade andSunChips. In cddition, Snacks.com sells the company's Frito-Layproducts. M&Ms, owned by Mars, was recognized in 2021 byForrester for having the best-in-class DTC website among CPGcompcnies. Consumers con design their own M&M's and ordergift sets.Online marketplaces also have a key role to play in many DTCstrotegies. Their existing scale makes them an extremelyattractive channel, but of course this comes with less control thanan owned DTC channel. The trick for CPG companies is optimizingways of offering products to consumers, such as premium searchpositions or ongoing