凯捷：2022年消费品和零售行业消费者行为趋势（EN）_44页_6mb

Summary of 2022 Consumer Behavior Tracker for Consumer Products and Retail Industries

Core Content

The 2022 Consumer Behavior Tracker highlights the evolving preferences and behaviors of today's consumers in the Consumer Products and Retail industries. The report identifies key trends and provides actionable insights for brands and retailers to adapt and thrive in the post-pandemic landscape.

Main Trends and Key Findings

1. Consumers Return to In-Store Shopping but Ecommerce Remains Strong

• In-store interactions have increased post-pandemic, with 67% of consumers in November 2021 reporting significant in-store engagement, up from 34% in November 2020.
• Long-term expectations remain high for in-store shopping, with 72% of consumers expecting to continue significant in-store interactions after the pandemic.
• Age influences preference: Boomers (57–75) show a stronger preference for in-store shopping than Gen Z (18–24).
• Omnichannel strategy is essential to meet consumers across all shopping channels, including physical stores, ecommerce, and online marketplaces.

2. Delivery and Fulfillment Services Gain Importance

• Delivery and fulfillment are now more important than in-store experience for grocery shoppers, with 42% prioritizing these services.
• Health and beauty shoppers also value delivery and fulfillment, but to a lesser extent than grocery shoppers, with 43% citing these as the most important service attributes.
• Key delivery attributes include:
  • Flexible delivery options
  • Clear and easy return policies
  • Ability to specify delivery time
  • Same-day delivery
  • Subscription-based ordering
• Willingness to pay for fast delivery varies by demographics:
  • Gen Z (5.0%) and shoppers with children (4.2%) are more willing to pay for two-hour delivery than Boomers (2.2%).
  • Urban shoppers (3.6%) are more willing to pay than rural shoppers (2.6%).

3. Shoppers Value Healthy and Sustainable Living

• Healthy and sustainable products are now central to consumer decision-making, with 76% of consumers prioritizing these aspects.
• Sustainability is not associated with a premium – consumers expect it to be available at competitive price points.
• Direct-to-consumer (D2C) models are gaining traction, with 52% of shoppers open to buying directly from brands in the future.
• Gen Z and Millennials are the most likely to order directly from brands, with 41% of shoppers in the survey having done so in the past six months.
• Benefits of D2C include:
  • Better customer experience
  • Access to brand loyalty programs
  • Personalized product offerings

4. Preference for Locally Produced Goods Remains Strong

• 67% of Boomers and 52% of Gen Z say locally produced grocery products are important to them.
• Preference for local products increases with age.
• Locally produced goods are particularly valued in Italy (78%) and Australia (72%).
• Local production is seen as beneficial for:
  • Supporting local jobs
  • Boosting the local economy
  • Ensuring product quality and safety

Key Consumer Demographics

• Gen Z (18–24):
  • More willing to pay for sustainable and clean products.
  • More likely to order directly from brands.
  • More interested in in-store experiences at health and beauty stores than grocery stores.
• Millennials (25–40):
  • Strongest preference for online shopping.
  • Most likely to order directly from brands.
  • Value both delivery and fulfillment and in-store experiences.
• Boomers (57–75):
  • Most likely to return to in-store shopping.
  • Least willing to pay for fast delivery.
  • Strongest preference for locally produced goods.
• Shoppers with children:
  • Value fast delivery more.
  • More likely to order directly from brands.
  • Place greater importance on both delivery and in-store experiences.
• Urban shoppers:
  • More willing to pay for fast delivery.
  • More likely to order directly from brands.
  • Value both delivery and in-store experiences more than rural and suburban shoppers.

Key Actions for Brands and Retailers

1. Adopt an omnichannel strategy that integrates physical stores, ecommerce, and online marketplaces to meet consumers wherever they shop.
2. Leverage data collection and analysis to improve marketing and product design, as consumers are open to sharing data for a better experience.
3. Reposition delivery and fulfillment as a growth driver, not just a cost center, by offering flexible, clear, and fast delivery options.
4. Focus on sustainable and healthy products that meet consumer expectations without necessarily commanding a premium.

Conclusion

The report underscores that consumer behavior has shifted significantly since the pandemic, with a blend of in-store and online shopping, increased demand for fast and flexible delivery, and a growing emphasis on sustainability and local production. Brands and retailers must adapt by embracing omnichannel strategies, enhancing data utilization, and rethinking delivery and fulfillment as core business components.