Consumer inertia and latest FMCG trends

Posted by Filipa Silverio on May 01, 2020

This week we continue two themes. Firstly, consumer inertia in terms of how brands behave in the long term following a loss of share and secondly, the latest updates from around the world on FMCG behavioural trends.


  1. We have used our BG20 database across thousands of brands looking at the period from 2008 to 2018. For every year from 2009 to 2013 we looked at the chances of losing brands regaining their lost share – and the results show that the chances are not good with the vast majority never getting back to where they were.
  2. Using the same analysis as above, we also looked the average share trends which showed that a loss this year ended up with16% lower share in 5 years and a 20% lower in 10 years.
  3. Pre and post lockdown trends in Spain and Belgium continue to show significant overall growth.
  4. Looking at FMCG shopping patterns around the world, whilst there are differences in degree related to local lockdown rules and trade structures, there is a remarkable consistency in behaviour.