How behaviour changes due to the pandemic will continue in the ‘new normal’

Posted by Filipa Silverio on Mar 16, 2021

I have received a number of questions recently about how behaviour changes due to the pandemic will continue in the ‘new normal’ and hence a look at ‘inertia’ in choice; secondly we continue to explore why new product trial rates vary so much by country; and lastly a follow-up on questions about category performance in 2020.

 

  1. The tendency for inertia to set in once a change has been made was evident during the last recession when Private Label gained a share level. It is also seen generally in that brand share gains and losses are difficult to reverse.
  2. There are more than 4 times as many competitive SKUs in larger countries. The average trial rate for new products is 1.2% a year after launch vs 2.1% in smaller countries. ‘Stand-out’ in communication and in-store is vital if the consumer is to be made aware and choose anything new.
  3. The most growth was seen for Frozen and Packaged Groceries with Fresh, Chilled, Soft Drinks and Homecare in line with the average. Personal Care increased value but at a much lower rate, with reduced social occasions.