Findings:
Consumers, now labeled as "unscripted consumers", have shifted shopping habits due to inflation and compounded price growth since 2019.
Grocery retailers and brands must address evolving definitions of value, which now include not just price but also quality, convenience, time savings, and indulgence.
Key changes in consumer behavior:
Quick trips are growing, but fewer items are purchased per trip.
Increased home cooking has resulted in retail gains as consumers cut back on foodservice.
Growth in private label, premium, and super-premium brands, while mainstream brands decline.
Channel switching to mass, club, and e-commerce options for better value.
Key Takeaway:
Unscripted consumers demand a reimagined value proposition, prioritizing quality, convenience, and tailored options as they adapt to economic pressures and evolving shopping habits.
Trend:
The emergence of "unscripted consumers" who redefine value by prioritizing diverse attributes like convenience, health benefits, and affordability.
Consumer Motivation:
A need for affordable yet high-quality options.
Preference for tailored products and experiences that align with personal needs or lifestyles.
Increased focus on time efficiency and convenience.
What Is Driving the Trend:
Sustained inflation creating new value expectations.
A shift toward home cooking over dining out.
Rising demand for personalized and functional products.
Who Are the People in the Article:
Primary Consumers: Unscripted consumers across income brackets, with diverse shopping behaviors (e.g., quick trips, online shopping, or channel switching).
Industry Players: Grocery retailers, CPG brands, and mass or club retailers adapting to changing consumer preferences.
Description of Products or Services:
Private Label and Premium Brands: Delivering quality at varied price points.
Functional Foods and Beverages: Offering benefits like vitamins, probiotics, or energy boosts.
Tiered Product Options: Catering to varying income levels and demographic needs.
Conclusions:
Brands must evolve to meet consumer demands for value beyond price, offering convenience, quality, and tailored experiences.
Understanding diverse shopping behaviors is key to addressing unscripted consumers.
Implications for Brands:
Emphasize functional and tailored product attributes to meet consumer expectations.
Offer tiered pricing to serve diverse demographics and income brackets.
Invest in digital engagement for targeted messaging and education about product benefits.
Implications for Society:
Encourages innovation in grocery and food service industries to meet broader definitions of value.
Reflects consumers’ shift toward intentional and informed shopping habits.
Implications for Consumers:
Greater access to tailored product ranges that address specific dietary, lifestyle, and financial needs.
Increased ability to find value through alternative shopping channels and private-label options.
Implications for the Future:
Retailers and brands will need to continue offering personalized and functional products to capture evolving consumer preferences.
Consumers will maintain a focus on value as a combination of price, quality, and convenience.
Consumer Trend:
Personalized Value: Consumers prioritize products and experiences that deliver functional, financial, and emotional value.
Consumer Sub-Trend:
Channel Switching: Shoppers shift to value-driven channels like club stores and online grocery delivery.
Big Social Trend:
The evolution of intentional consumption, with consumers making deliberate, informed decisions.
Local Trend:
Growth in grocery spending on private-label brands in North America.
Worldwide Social Trend:
Global emphasis on affordability and functionality in food and beverage categories.
Name of the Big Trend Implied by Article:
"Evolving Consumer Value Perception".
Name of Big Social Trend Implied by Article:
"Deliberate Consumption Economy".
Social Drive:
Economic challenges combined with a focus on health, time savings, and intentional shopping behaviors.
Learnings for Companies to Use in 2025:
Expand functional product offerings that cater to specific dietary and lifestyle needs.
Embrace tiered pricing models to attract consumers at varying income levels.
Use data to develop targeted marketing campaigns that align with consumer occasions and shopping behaviors.
Strategy Recommendations for Companies in 2025:
Tailor Product Portfolios: Offer functional, bulk, and premium options to meet diverse consumer demands.
Prioritize Digital Engagement: Educate consumers about product benefits through personalized digital channels.
Diversify Channels: Focus on e-commerce and mass channels to capture switching behaviors.
Highlight Value Attributes: Market time-saving and multi-purpose benefits of products to align with redefined value expectations.
Final Sentence:
"Evolving Consumer Value Perception highlights the shift in grocery shopping behaviors, where unscripted consumers prioritize personalized, quality-driven solutions over price alone."
What Brands & Companies Should Do in 2025:
How to Benefit: Redefine value by aligning products with consumer demands for functionality, convenience, and affordability.
Execution:
Create tiered product lines to address varied income brackets and demographic needs.
Use digital tools and analytics to enhance targeted communication with consumers.
Expand into value-driven channels like e-commerce and club stores to capture channel-switching shoppers.
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