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Shopping Behavior 2022: Of shocks and accelerators

Shopping behaviors have changed. Not for the first time, but this time it is different: The pandemic turned some trends in FMCG, already noticeable before, into shockwaves that changed the retail landscape. This whitepaper responds to the need to make sense of the past year’s impact and provide recommendations for market players on strategic business decisions for the near future.

Our 5 driving forces

Findability: The rising need to stand out: Changing routines to how consumers will shop
- E-grocery: Will it catch up?
Fluidity: Fluid shopping occasions: new schedules, home delivery and flash services
- Expert interview with Frank Lehmann on challenges and strategies for retailers
Balance: Holistic attention to health and wellbeing
- Expert interview with DSM on innovative solutions for sustainable, tasty and healthy food
Purpose: Shopping behavior combining lifestyle demands with consumer values
- Expert interview with Water Unite on multiplying the impact of a single transaction
- The latest from our Sustainability Report 2021 “Who Cares, Who Does”
- Expert interview with Mosa Meat on reshaping the future of food
Budgeteering: Balancing budget pressures, lifestyle demands and perceived quality

With special thanks to the industry experts, who contributed to this whitepaper

GfK Growth from Knowledge

GfK is revolutionizing real-time access to critical market knowledge for the consumer products industry. In a world of constant change, powerful consumer trends, and information overload, GfK provides the data, analysis and expertise to guide businesses of all sizes to plan, predict, prepare and profit.We harness world-class analytics and technology helping you boost sales and marketing effectiveness. If you know, you can grow.

Lenneke Schils Global Insights Director FMCG, GfK Lenneke.Schils@gfk.com

About the GfK sources & studies

This whitepaper is based on several surveys, reports and analysis of GfK, including ConsumerScan household purchasing data 2020-2021, interviews of >4,600 main shoppers in seven core countries about their behavior during the COVID crisis and their expectations for the next year in May 2021, the global sustainability report 2021 “Who Cares, Who Does”, prepared by GfK in cooperation with Europanel and Kantar, across 26 markets covering >85,000 households, released in September, and the most recent survey on e-grocery buying behavior in 8 European countries on respective satisfaction drivers & barriers among >7,500 main shoppers commissioned in November 2021.

Find out more on our Behavior Change hub

Go to Behavior Change hub