General demand for CPG merchandise will stay elevated above pre-pandemic ranges in 2021, hitting between 7.4% and eight.5% above 2019’s figures — the final “regular” yr — in keeping with a brand new report from the Client Manufacturers Affiliation. It expects 2021 CPG purchases to slide between 1% and a pair of% from 2020.
Within the yr forward, CPG producers ought to take note of a number of key pandemic-related traits which have redefined the area, CBA famous. With 82% of shoppers indicating they wish to preserve some type of distant work, buying and consumption patterns are taking new shapes. E-commerce will stay widespread, with 77% of shoppers who opted for on-line buying indicating that they’ll proceed the apply.
Recyclable packaging, transparency and the adoption of digital labels that present extra details about a product’s origins, in addition to shoppers’ rising expectations that manufacturers ought to take a number one position on social and environmental points, also needs to be on CPG corporations’ radars.
COVID-19 has led to important modifications in the way in which shoppers store and work together with manufacturers. Past elevated demand for packaged items, CBA flagged different noteworthy traits for CPGs: the widespread adoption of e-commerce, shoppers’ want for clear label info and recyclable packaging, and the flexibility to construct a model halo round social and environmental points.
With shoppers spending extra time at dwelling amid issues about catching the coronavirus, it’s unsurprising to see widespread adoption of e-commerce. Pre-pandemic, some grocers and types struggled to get shoppers to make on-line buying a behavior. Many shoppers had been leery of letting others choose their produce whereas others merely discovered the method unfamiliar.
Now, many shoppers have tried meals e-commerce and aren’t wanting again. A number of producers together with PepsiCo, Mondelez and Unilever launched or revamped direct to shopper platforms to faucet into this behavioral change. For manufacturers that haven’t already adopted an e-commerce or digital advertising technique, doing so will turn out to be a prime precedence to maintain tempo.
Not solely did COVID-19 change how shoppers store, but it surely additionally had an influence on what they put of their carts. With main manufacturers dealing with supply-chain points over the previous yr, grocery store shortages inspired buyers to strive non-public label and small-scale manufacturers. Huge meals misplaced an estimated $12.1 billion in gross sales, in keeping with analysis from IRI, thanks to provide chain complications. Resolving this problem is essential to continued progress within the yr forward for big-name manufacturers. In line with CBA’s polling, when requested what CPG corporations might do to spice up their confidence popping out of the pandemic, enhancing the provision chain to scale back disruptions was shoppers’ best choice.
With extra time at dwelling to consider the place their meals comes from and the place packaging winds up, shoppers are additionally on the lookout for merchandise that replicate sustainability. In line with a CBA survey, 59% of People wish to see a mixture of packaging alternate options, with 14% seeing correctly recycled plastic as a most popular possibility.
Over the previous yr, many CPGs have made strikes right here. Coca-Cola is adopting bottles constituted of 100% recycled plastic whereas Nature Valley, Kraft Heinz and Mondelez are additionally swapping out packaging supplies.
That stated, shoppers usually are not essentially keen to pay extra for these gestures: Forty-two % stated they’d pay no extra for recyclable packaging, per a CBA survey, that means producers should take into account rigorously how they alter pricing, if in any respect.
Customers are additionally extra aware about combating meals waste. From a well being perspective, many shoppers indulged at first of the pandemic, however over half have shifted again to their regular consuming habits.
Different pandemic-driven traits that CBA recognized embody comfort. Right here too, producers have been busy growing merchandise to fulfill this demand. Tyson created a brand new line of meal kits tailor-made for fast pot followers whereas Kraft Heinz revamped a few of its present manufacturers to focus on dwelling cooks. Manufacturers aligned with self-care messaging are additionally proving widespread with beleaguered and anxious shoppers.
Lastly, COVID-19 has not solely modified how shoppers store for the merchandise they’re placing of their carts, it’s additionally altering how they’re consuming meals. Seven out of 10 shoppers report that they intend to maintain cooking at dwelling after the pandemic, having found or rediscovered the apply throughout quarantine.