2022年消费者报告（英）-44页_6mb

2022 Consumer Behavior Tracker Summary

Core Content

The 2022 Consumer Behavior Tracker provides insights into how consumer behavior has evolved in the Consumer Products and Retail industries over the past 18 months, particularly in the wake of the pandemic. It highlights that while consumers are returning to in-store shopping, online commerce remains a vital channel. Additionally, there is a growing emphasis on fast, flexible delivery and fulfillment services, as well as a strong preference for sustainable and healthy products. Consumers are also increasingly open to ordering directly from brands and sharing their data in exchange for a better shopping experience.

Main Trends and Insights

1. Omnichannel Shopping Is the Norm

• Consumers are shopping across multiple channels, with in-store shopping rebounding but still being complemented by strong online engagement.
• 67% of consumers in November 2021 said they have significant in-store interactions, up from 34% in November 2020.
• 72% of consumers expect to continue significant in-store interactions post-pandemic, which is higher than the 60% pre-pandemic.
• 38% of consumers expect to maintain significant online interactions post-pandemic, indicating a stable preference for digital shopping.
• 57% of grocery shoppers split their purchases between in-store and online, with some opting for online for bulk or perishable items and in-store for fresh produce.

2. Delivery and Fulfillment Are Critical

• Grocery and health and beauty shoppers place greater importance on delivery and fulfillment services than in-store experiences.
• 42% of grocery shoppers consider delivery and fulfillment the most important service attributes, compared to 37% for in-store.
• 61% of grocery shoppers value clear and easy return policies, and 52% value flexible delivery options.
• Target and Sephora are cited as examples of retailers enhancing delivery and in-store experiences, respectively.
• Willingness to pay for fast delivery is highest among Gen Z (5.0%) and urban shoppers (3.6%), and lower among Boomers (2.2%) and rural shoppers (2.6%).
• Shoppers with children are more willing to pay for fast delivery, with 4.2% average compared to 2.9% for those without children.

3. Preference for Local Products Is Strong

• 67% of Boomers and 52% of Gen Z shoppers consider locally produced grocery products important.
• Across all product categories, approximately half of consumers favor locally produced goods.
• In Italy (78%) and Australia (72%), the preference for local products is particularly strong.
• Consumers are more mindful of the economic and environmental impact of local products, such as job creation and reduced carbon footprint.

4. Direct-to-Consumer (D2C) Purchases Are on the Rise

• 41% of shoppers have ordered directly from brands in the past six months, either one-time or on a recurring basis.
• 52% of shoppers are open to buying directly from brands in the future.
• Gen Z and Millennials are the most likely to order directly from brands, while Boomers are the least.
• Shoppers with children are more likely to order directly from brands (58%) than those without children (33%).
• Urban shoppers are more likely to engage in D2C purchases than suburban or rural shoppers.
• 60% of shoppers who order directly from brands report a better buying experience, and 59% say they have access to brand loyalty programs.

Key Actions for Brands and Retailers

To capitalize on these trends, the report recommends the following key actions:

1. Adopt an omnichannel strategy that integrates physical stores, e-commerce, direct-to-consumer, and online marketplaces.
2. Leverage shopper data to improve marketing, product design, and customer experience.
3. Reposition delivery and fulfillment as a growth driver rather than a cost center.
4. Promote sustainable and healthy products at competitive price points to meet the growing mainstream demand.

Conclusion

The evolving consumer landscape is characterized by a blend of in-store and online shopping, with a heightened focus on convenience, sustainability, and personalized experiences. Brands and retailers must adapt their strategies to meet these new expectations, particularly by enhancing delivery and fulfillment services, embracing D2C models, and promoting local and sustainable products. The data also underscores the importance of understanding generational and demographic differences in shopping behavior and preferences.