益普索-2021年消费者报告（英）-74页_3mb

Summary of TREND VISION 2021: Consumers in a Changing World

Core Content

TREND VISION 2021 explores how consumers in Russia and globally have adapted to the challenges posed by the COVID-19 pandemic, focusing on economic changes, sustainable development, health trends, and new consumer behaviors. The report highlights the role of innovation, technology, and behavioral science in shaping these changes.

Main Viewpoints

1. Economic Changes and Recovery Expectations

• The pandemic has led to significant economic disruptions, with recovery expected to take 1-2 years.
• In Russia, the GDP decline in 2020 was 3.1%, lower than the initial forecast of 6.6%.
• The global GDP growth for 2021 was raised to 6% by the IMF, but Russia's growth forecast dropped to 3.8%.
• A record population decline occurred in Russia in 2020, with over half a million fewer people.
• The most affected age groups were 25-29, 0-4, and 55-59 years old.
• Generations Z and X were most impacted by the pandemic, experiencing the greatest number of negative factors.

2. Sustainable Development and Environmental Concerns

• The pandemic has heightened awareness of environmental issues and sustainable development.
• Russians are more interested in recycling and avoiding overpackaged products than in reducing flights or switching to plant-based diets.
• Volunteering has increased significantly, especially among Generation Z.
• Greenwashing is a growing concern, with consumers skeptical of brands that appear eco-friendly but do not act sustainably.

3. Health Trends and Consumer Behavior

• Consumers are increasingly taking control of their health, with 83% of Russians wanting more control over health-related decisions.
• Health as a life goal is rising, with 47% of Russians aged 16+ setting it as a priority.
• Telemedicine is gaining traction, though still limited in Russia. 7% of Russians have used it, and 42% see its potential.
• There is a growing interest in health data applications, though concerns about data privacy remain.

Key Information

4. MAPPS Framework for Behavior Change

• The MAPPS framework (Motivation, Ability, Processing, Physical, Social) is used to assess the adoption of new behaviors.
• Motivation: Do I want to do it?
• Ability: Am I able to do it?
• Processing: How do we think about it?
• Physical: Does the context encourage it?
• Social: What do other people do and value?

5. Innovation Adoption Barriers

• Recycling: "I forget to wash my reusable cup" is a common barrier.
• Refilling containers: "For refilling large family packages need to be transported to and from the store by yourself" is a challenge.
• Regular charitable donations: "If I make a regular cancellation of the card, I will not be able to unsubscribe if I wanted" is a concern.
• Home diagnostic devices: "Healthy people don't need diagnostic devices" is a common perception.
• Health data apps: "I'm afraid that someone else will use my health data" is a major barrier.

6. Consumer Research Methodologies

• RusIndex: Largest Russian consumer research, includes a block on innovation adoption.
• ONLIFE: Detailed study of Russian internet users, focusing on online behavior.
• NEW GENERATION: Study of children and teenagers aged 4-15, including their mothers.
• Global Research: Conducted using Ipsos online dashboard, covering adults aged 16-74.

7. Social Tensions

• Russia has lower social tensions compared to other countries, particularly between the elderly and young, and between men and women.
• Differences between rich and poor, and between social classes, are the main sources of tension.

8. New Food Trends

• Consumers are seeking familiar dishes made from new ingredients, such as alternative proteins, but are hesitant to embrace radical changes.
• There is a growing interest in "clean" foods that are free of unwanted ingredients.
• The transition to alternative proteins is expected to occur gradually, maintaining the same taste and experience.

Conclusion

TREND VISION 2021 underscores the transformative impact of the pandemic on consumer behavior, highlighting the interplay between economic recovery, sustainable development, health control, and innovation adoption. The report provides insights into the drivers and barriers of these changes, offering a framework for understanding and influencing consumer decisions.