Introduction

Shoppers’ behavior

Responding to instability and inflation

Change is constant. However, following the shocks and shifts resulting from the COVID-19 pandemic, markets and macro trends in shopping behavior were expected to stabilize in 2022. But adding to a continued insecurity from the pandemic, the war in the Ukraine has boosted uncertainty and instability. As a result, worldwide inflation is jumping to peaks unknown for decades.

How do shoppers react to often drastic budget squeezes – and how can manufacturers and retailers best master these new realities?

This white paper provides insights into current shopping behavior, describing implications for channels, product categories and brands, concluding with key strategies to cope with the current and foreseeable situation in FMCG.

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

Silke Leibmann, Global Commercial Director, Advanced Solutions, GfK, Silke.Leibmann@gfk.com

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.

White paper sources and studies

GfK’s established consumer panels representative of around 174 million households in seventeen countries already provide a comprehensive and constant insight into shoppers’ views and behavior changes.

For an in-depth analysis of the currently prevailing drivers of consumer behavior, we additionally conducted a bespoke survey in April, covering fifteen countries and nearly 8,000 shoppers.

Equally important, we wanted to hear the business perspective: 260 manufacturers and retailers across the European region thankfully shared their views to help us provide a comprehensive insight and strategic recommendations.

Markets covered

In addition to this whitepaper, click HERE for the recorded GfK webinar “Shoppers’ behavioral response in times of instability”.