Environmental concerns and how brand communication should vary by country

Posted by Filipa Silverio on Dec 08, 2020

This week we continue 3 themes. Environmental concerns and how brand communication should vary by country; the importance of small stores in physical availability;

and the continued impact of Covid-19 on FMCG shopper behaviour.

  1. Environmental communication in the yellow country must address plastic, food waste and air pollution whereas in the red country this would be more nuanced with a number of concerns of a similar size.
  2. In smaller stores, products get a larger share of the pie and their higher overall availability is also likely to increase choice probability in all store formats.
    This finding is mirrored for thousands of brands in BG20 where we also see this convex relationship.
  3. After a stock up pre-lockdown earlier this year, shopping frequency dropped by 16% and has remained 6-7% below last year. The increased in-home grocery needs, online growth and a reluctance to shop around all remain factors.