行为改变秋冬版'25/'26

Behavior ChangeFall/Winteredition‘25l'26 Protection,distraction,taking control Reality &resilience:the shoppers'balancing act About the BehayiorChange reports Half yearly report that details howFMcG shoppersneeds,choicesandpreferencesevolveinanever-changing context .10th edition, >120,000 shoppers surveyed since start Spanning22countriesinEurope BulgariaCzechRepublicCroatiaHungaryPoland RomaniaSerbiaSlovakiaUkrainen-750percountry Shoppers learn to navigate and reshapetheir habits What has happened so far? There is some degree ofshopper activism, withunfairpricing,misleadingadvertisement and country-origins being key reasons toboycott. Some clear effectscan be seen in 'perfectstorm' situation, e.g. inDenmark (boycotting USbrands)and Serbia (retailerboycott) or larger shifts tolocal products. Instability is causing caution.Over70%areconcernedaboutthe global situation, and 1 in 2think their financial situation willworsen as a result. Budgetconcerns grew aftera periodof decline and shoppers havebeenchoosingtheirstrategiesaccordingly: more pricecheckingandkeepingbasketsize low. Shopperscravecontrol-which translates in a turn toself'.Consequently,healthremains a huge opportunityforgrowth, as evidenced by thevolumegrowthacrossEuropeoffunctional drinks and sportsnutrition.Atuneddownlifestyle(decluttering,traditionalhomemaking,sobriety)is inthemselves quiet luxuries. Aperiod ofsmartshopping-best characterized bypurposeful planning withwell-dosedfreedomshoppers budget situation isslightly improving; brandpreference grew slightly: yetshoppersare warytooverspendandprefertosave due to uncertainty.not impulsive. 64%hasorwantsanemergencystock 48%current climatewill worsen myown situation 25%plans toincreasesavings 5%will improve myowneconomicsituation 51%plans tosave asusual 36%does notplanto getone Shopperresilience poowmanagement Householdfundamentals Budgetmanagement BehavorChangeFall/Winter'25edition Cost-of-Living influencePricereflexCoping strategiesWhere to cut backWhere to splurge Mood lifting activities food &beveragesMood lifting activities home &lifestyleNostalgia versus futureEmotional pay-off promotions Budget situationSocietal concernsShoppingpreferences Need-to-KnowTopics Lifestyle&behavior Shapingchoice Retailerroutes .Main retailer&channelsShopping at near FMCGretailers.Categoriesto buythere:Al-assisted shopping services .Touchpoints of influenceMost useful vs. annoyingadvertising and informationOn/offlineinformationOn/offlineshoppingAssisted vs. self-checkout .Lifestyle rating。Influencing trends. Most innovative categories.(New)categoriesto expand Householdfundamentals Householdsituation Shoppingpreferences Societalconcerns Necessity vs.Preference: Balancingbetween buying what you like andwhat is necessary.Pricevs.Quality:Prioritizingpriceorqualitywhenshoppingforeverydaygoods.Spending Trends: Plans to spendmore or less on everyday goods andleisure activities in the near future.Brand and PromotionSensitivity:Preferences for private labels vs.well-knownbrandsandattentiontopromotions.ImpactofChoices:Awarenessofthesocietal impact of purchasingdecisions;brands'job-to-be-done What are the main concernsaffectingshoppers? Whatisthehousehold'sbudget situation? Arebudgetconcerns still ontop? Status of budget security overtime How are other key concerns likeclimate change, physical andmental health and safetyevolving? How big are incomeuncertainties due to (fears of)unemployment? Tracked since spring22 Tracked sincespring22 Tracked since spring22 02 Budgetmanagement Copingstrategies Pricereflex Total budgetplanning Levelofconcernrelatedtohigh/rising price levels for inhome purchases and out-of-homespending Areas to cut or grow spending,incl. Developmentof anticipatedshopper strategies: Meal deliveryBasicstaplesWellness/personal caretreatmentsSweet and salty treatsSpecialty drinks on the goGoing out to restaurants, barsProducts forfestive seasonsEveryday personal careSpecialized personal careHome accessoriesHome cleaning productsLaundry productsAlcoholicdrinksat homeNon-alcoholic drinks at home :checking prices.keeping basket lowswitching retailersbuyingcheaperbrandswaiting for promotionsuse leftovershome cookingbuying localbuying for othersavoiding certain brandsspoiling oneself Response to concern: areshoppersplanningto changetheir buying behavior as aconsequence? Tracked since spring22 Tracked since spring 22 New content 03 Moodmanagement Nostalgia vs.future Mood lifting home &Ifiestyle Mood liftingfoods&drinks Current orientation: Activities shoppers would chooseto boost their mood Activities shopperswouldchoosetoboost their mood Nostalgic about thepastFocusing on the here andnowExcited about the future A relaxing bath or showerPampering myself with skincareWearing a favorite fragranceChanging my style, makeoverScented candle/home fragranceCleaning, reorganizing my homeTreating/spoiling someone elseInvitingfriendsorfamilyoverExchanging with