Since the pandemic began, researchers and industry bodies have set about trying to make sense of how consumer trends and behaviour will shift in line with this ever discussed ‘new normal’.
As an agency that specialises in campaigns that are formulated on the basis of a solid understanding of demographics and their behaviours, this is tricky for us. On a personal level, the beginning of lockdown feels approximately 18 years ago. But in terms of research and the development of solid, undisputable understanding, it’s been about two minutes.
Only now, after looking into a mixture of global Google mobility data that tells us how individuals are beginning to move around, Kantar studies in countries that are more advanced throughout the pandemic than the UK, route and spending data, and media consumption across all formats, we’re comfortable discussing the shift of consumer behaviour within the UK.
Consumer behaviours that are set to stick around:
A decline in luxury spending and a shift away from cash payments are among the behaviours taking root as COVID-19 spreads – and ones which may have longer-term staying power.
Based on Kantar data from China – the market that was hit earliest by the coronavirus – she reported that 61% of consumers have reduced or eradicated their luxury spend, and 21% plan to carry on doing so once the recovery starts.
A trend emerging from Kantar’s research – and stemming in no small part from a growth in e-commerce as consumers spend more time at home – is an inevitable decline in cash payments.
The two UK moods:
‘What’s the point, if I’m allowed to go food shopping?’
‘Bored with it now, if I’m allowed to go to work then I want to be able to do things that I love too, like shopping, seeing my family and going to the pub’.
From this school of thought, we can expect higher value, in-store sales. This demographic will be looking for unessential makeup that they can wear out and about, and will enjoy the shopping process.
This person is generally more impulsive and inclined to make snap purchases.
‘The pandemic is not over and we are still not safe. We should all still be doing everything that we can to keep ourselves safe’.
This demographic is still investing in self-care online and not looking to socialise in heavily populated areas. They’ll be making more considered purchases, usually surrounding skincare, clothing and gadgets.
This persona will have noticed a jump in their financial health due to extended decreased outgoings. They’ll be more money conscious and willing to make their money work for them. They’ll be OOH less, but working from home and tuned into digital media including audio, on-demand television, and social media.
Based on a global study by Kantar with 100,000 participants, we have ascertained that key consumer motivations and interests are:
- Generally, purchases are more considered. People want more bang for their buck.
- Consumers are no longer willing to wait. At the beginning of lockdown, the consumer had to accept long supermarket queues with limited stock, delays on deliveries, and lifestyle updates with huge gaps in between. Now, they’ve shifted their focus on how easy and efficient it is to get what they want.
We’ll be updating this blog with new insights and updates as we see the trends progressing, stay tuned for more. Don’t forget to follow our social media feeds too!