2022-01-18-Capgemini-2022年消费品和零售行业消费者行为趋势（EN）_44页_6mb

2022 Consumer Behavior Tracker Summary

Core Content

This report highlights the evolving consumer behaviors in the Consumer Products and Retail industries, emphasizing the shift in shopping habits, preferences, and expectations over the past 18 months, particularly in the context of the pandemic. It identifies key trends and outlines four critical actions for brands and retailers to adapt and thrive in the new consumer landscape.

Main Trends and Key Findings

1. Consumers are returning to in-store shopping but ecommerce remains strong

• In-store preference: Consumer interactions with physical stores have increased significantly, surpassing pre-pandemic levels. In November 2021, 67% of consumers had significant in-store interactions, compared to 34% in November 2020.
• Long-term expectation: 72% of consumers expect to continue significant in-store interactions post-pandemic.
• Age-based differences: In-store preference increases with age. Boomers (57–75) show the strongest in-store preference (76% long-term), while Gen Z (18–24) show the weakest (66% long-term).
• Omnichannel shopping: Consumers increasingly expect a seamless experience across online and in-store channels, with 22% expecting high levels of click-and-collect interactions.

2. Delivery and fulfillment services are gaining importance

• Grocery shoppers: Value delivery and fulfillment services more than in-store experiences. 42% of grocery shoppers consider delivery-related services the most important, compared to 37% for in-store.
• Key delivery attributes: Grocery shoppers prioritize flexible delivery options (52%) and clear return policies (61%).
• Health and beauty shoppers: Show a smaller preference gap between delivery and in-store services. 43% value delivery services, and 37% value in-store experiences.
• Willingness to pay: Consumers are willing to pay a premium for fast delivery, with Gen Z and urban shoppers showing higher willingness to pay for two-hour delivery.

3. Shoppers are happy to order directly from brands

• D2C growth: In the US, direct-to-consumer (D2C) ecommerce sales are projected to reach $151 billion in 2022.
• Survey results: 41% of shoppers ordered directly from brands in the past six months, with Gen Z and Millennials being the most likely to do so.
• Future intent: 52% of shoppers are open to buying directly from brands in the future.
• Customer experience: 60% of D2C shoppers feel they receive a better buying experience than in-store, and 59% gain access to brand loyalty programs.

4. Consumers prioritize healthy and sustainable living

• Sustainability expectations: Consumers are increasingly concerned with the ethical status of products and companies, seeking both health and sustainability.
• No premium expectation: Sustainable products are not expected to come at a higher cost.
• Mainstream demand: There is a growing mainstream interest in sustainable products, with certain demographics (e.g., Gen Z) more willing to pay a premium for them.

Key Consumer Demographics

• Generation Z (18–24):
  • More likely to order directly from brands.
  • More willing to pay for sustainable and clean products.
  • Less preference for in-store shopping compared to Boomers.
• Millennials (25–40):
  • Strongest preference for online shopping (51%).
  • More open to D2C models and willing to pay for fast delivery.
• Boomers (57–75):
  • Least likely to order directly from brands.
  • Least willing to pay for fast delivery.
  • Strongest preference for in-store shopping.
• Shoppers with children:
  • More likely to order directly from brands (58%).
  • More willing to pay for fast delivery (4.2% vs. 2.9%).
• Urban shoppers:
  • More likely to order directly from brands (49%).
  • More willing to pay for fast delivery (3.6% vs. 2.6%).

Key Actions for Brands and Retailers

1. Adopt an omnichannel strategy: Integrate physical stores, ecommerce, direct-to-consumer, and online marketplaces to meet consumers where they shop.
2. Leverage shopper data: Collect and extract value from consumer data to improve marketing and product development.
3. Reposition delivery and fulfillment: Transform these from cost centers to growth drivers by offering flexible and fast delivery options.
4. Promote sustainable and healthy products: Align with consumer values by emphasizing sustainability and health in product offerings, without necessarily increasing prices.

Conclusion

The post-pandemic consumer landscape is characterized by a blend of in-store and online shopping, with a heightened focus on convenience, speed, and sustainability. Brands and retailers must adapt by embracing omnichannel strategies, utilizing data effectively, and enhancing delivery and fulfillment services. Additionally, the growing mainstream demand for sustainable products and the increasing willingness of consumers to order directly from brands represent significant opportunities for innovation and customer engagement.