Post-Covid consumer trends
The Casino group published its first trend report in the field of food and beauty & hygiene. Twenty product specialists from the group's brands (Monoprix, Franprix, Casino, Monop, Naturalia) combined their experience to decipher the main trends for the next two to three years. And more importantly, how can you as a retailer adapt to these changing consumer trends?
Covid-19 has had a massive impact on the way we consume. According to a survey conducted by marketing institute C-Ways, the lockdown confirmed, crystallised and accelerated alter-consumerist expectations, attitudes and intentions that existed before Covid-19. The trends that we discern here were not born during the health crisis, but they were merely accelerated by this exceptional context, as the authors of the study point out.
At the crossroads of four major themes - ethics, environment, health-naturalness, enjoyment – seven interlinked trends are taking shape: eco-design, bulk sale, animal well-being, origin, simplicity, plant-based and enjoyment with a growing interest in ever more flavours and sensations. Here are the main takeaways for retailers.
1. Eco-friendly packaging
Consumers are looking to eliminate excess packaging. Recyclable packaging and eco-designed refill options have gained popularity during Covid-19. So retailers better follow suit. In the beauty industry, more and more products shift to solid formats.
2. Bulk sale on the rise
Bulk sale means less packaging, but also less waste for consumers, because they only buy the quantity they need. This trend is most popular in the food industry, but we can see a similar, yet more modest, evolutions for household items and beauty products.
3. Organic and locally sourced products
Consumers pay more attention to where their products come from. They demand products that respect the environment and the people who produce them. The interest for organic products is also growing in a similar dynamic.
4. Simple and natural
‘Homemade’ has established itself during Covid-19. To support this mindset, retailers need to supply raw products for this, but also guide customers in their cooking endeavours at their points of sale. At the same time digital channels should be used to communicate in all transparency about product composition.
5. Enjoyment and pleasure, flavours and sensations
Products for enjoyment and wellbeing, that tickle your senses, are the big winners from the lockdown period. Taste and pleasure must be at the heart of the product development process. Retailers need to be attentive to originality and look for products that combine taste and nutritional benefits, but they could also encourage sensory experiences at the points of sale.
6. The DIY wave
“Do it yourself" and recycling have been an important part of consumers’ lives during the pandemic. Not only because the shops were closed, but also and above all because of a real desire to acquire new skills during this time spent at home. DIY activities (creative and manual activities for example) have seen a 97% increase.
These trends show clearly where the opportunities lie for food and health & hygiene retailers.