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1、#GetTheFutureYouWantTODAYSCONSUMER2024 consumer behavior tracker for the Consumer Products and Retail industriesWHAT MATTERS TO2Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesExecutive Summary In the 202

2、3 edition of our annual research series,What matters to todays consumer,we found that consumers were worried about the cost-of-living crisis,with this concern naturally feeding into their expectations and purchasing behaviors.Many were worried,in particular,about the cost of feeding their families a

3、nd buying essential items.This report is the third in our annual research series that examines evolving consumer behaviors.This year,we find that many of the behaviors we noted in our 2023 report have persisted,with consumers continuing to express concern about their personal financial situations am

4、id rising inflation.However,this concern has dropped significantly in the past twelve months as just 43%of consumers worry their personal finances will worsen over the next 69 months,compared with 80%who were concerned that they would worsen in the equivalent period last year.New to this years resea

5、rch,we also explore the rise of generative AI and its impact on consumers purchasing behaviors.What we found is that around one in five consumers has used generative AI to shop and just over half of users have already acted on product recommendations made by generative AI tools,such as ChatGPT,with

6、55%of Gen Z having bought products recommended by generative AI tools.Social commerce is a retail channel that is growing in popularity,with 46%of Gen Z consumers having purchased a product via social media platforms.We also explore how consumers have become more sustainability-conscious,demanding g

7、reater transparency on product origin and business practices and processes.Around 60%of consumers want brands to play an active role in consumer education and awareness in this regard.We highlight three opportunities for brands and retailers to capitalize on these evolving trends.First,companies can

8、 identify and adopt innovative technological solutions to reduce costs,with savings passed on to consumers.New technologies such as generative AI are critical to businesses becoming more customer centric.Second,brands and retailers can unlock channel growth by prioritizing social commerce,as this is

9、 a key area for channel growth,for example using influencers to amplify product promotions.Finally,organizations can educate consumers on the sustainability impact of their shopping and,in particular,seek to reduce food waste.3Capgemini Research Institute 2024What matters to todays consumers 2024:co

10、nsumer behavior tracker for the consumer products and retail industriesIntroduction In this years report,we explore the impact of the cost-of-living crisis on consumers and examine their strategies for coping with it with the aid of technology.We also examine the influence of generative AI on shoppi

11、ng behaviors and habits and look at the areas in which consumers use generative AI in their shopping experiences.The impact of social commerce especially on Gen Z is also a focus of this report.Finally,we examine the way in which consumers are becoming more conscious of the impact of their purchases

12、 and are increasingly demanding a positive attitude towards promoting sustainability on the part of the brands they use.To address these themes,we conducted a global survey of more than 11,500 consumers over the age of 18 across 11 countries:Australia,Canada,France,Germany,Italy,Japan,the Netherland

13、s,Spain,Sweden,the UK,and the US.To qualify for inclusion in the survey,consumers must have purchased groceries and/or health and beauty products in the preceding six months.For more details on the survey sample,please refer to the Appendix.We close this report by suggesting the key actions for bran

14、ds and retailers to consider in order to manage and adapt to the ongoing shifts in consumer behavior.4Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesIntroduction This report explores five broad trends:Co

15、nsumer worries around cost of living The rise of social commerce especially among Gen Z Use of generative AI in shopping Consumer awareness about the environmental and societal impact of their purchasesWhat makes for a positive shopping experience in the post-digital age 123455Capgemini Research Ins

16、titute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesCONSUMER WORRIES AROUND COST OF LIVING ARE STILL HIGH BUT HAVE EASED SLIGHTLY016Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker f

17、or the consumer products and retail industriesThe cost-of-living crisis continues to seriously impact consumer sentiments but there is some reliefOverall,52%of consumers are extremely concerned about their personal finances compared with 61%last year.In the US,the share has dropped to 53%from 65%.Co

18、nsumer spending,which accounts for more than two-thirds of US economic activity,accelerated 0.7%in September 2023.1 In France(55%)and Spain(59%),this share is higher.In the EU,consumer food prices were 17%higher,year on year,in April 2023.The prices of basic food items in the EU have shot up:e.g.,su

19、gar has risen by 55%,fresh whole milk by 25%,eggs by 23%,and potatoes by 20%.2 Alexandre Bompard,Chairman and CEO of French supermarket chain Carrefour,comments:“We are seeing a non-spending tsunami in France.When people go without essential goods,one must act.”37Capgemini Research Institute 2024Wha

20、t matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesOf consumers in the lower income range(less than$20,000),66%are more concerned about their personal financial situations,which is the highest proportion among all income brackets.This concern

21、about personal finances is more pronounced among Millennials(58%),Gen Z(56%),and Gen X(54%)than among Boomer consumers(42%)(see Figure 1).Overall,43%of consumers fear their personal finances will worsen in the next 69 months,far below the 80%last year.In the US,38%of consumers agree with this compar

22、ed to 55%in the previous year.Brian Cornell,CEO of US retailer Target,sums it up aptly:“As we look at the consumer landscape today,we recognize the consumer is still challenged by the levels of inflation that theyre seeing in food and beverage and household essentials.”461%52%60%56%66%58%64%54%55%42

23、%66%63%61%49%55%38%SHARE OF CONSUMERS WHO AGREE WITH THE STATEMENT:I AM EXTREMELY CONCERNED ABOUT MY PERSONAL FINANCIAL SITUATION.High income(More than$100,000)Medium income($35,000$100,000)Low income(Less than$35000)Boomers(Age 57+)Gen X(Age 4156)Millenials(Age 2540)Gen Z(Age 1824)OverallNovember 2

24、022 November 2023Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023;N=11,681 consumers:1,048 Gen Z consumers;3,358 Millennial consumers;3,586 Gen X consumers;3,689 Boomer consumers;Capgemini Research Institute,What matters to todays consumer,January 2023;N=11,300 consume

25、rs:992 Gen Z consumers;3,264 Millennial consumers;3,332 Gen X consumers;3,712 Boomer consumers.FIGURE 1.Consumers are less concerned about their personal financial situation this year8Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer pr

26、oducts and retail industries70%66%66%64%63%62%56%54%44%32%SHARE OF CONSUMERS WHO AGREE WITH THE FOLLOWING STATEMENTSI have used“buy now,pay later”payment methodsI am looking to buy smaller quantities each timeI am spending more time searching online to find deals and discountsI am spending more time

27、 shopping at different physical stores to finddeals and discountsI am buying products from hypermarkets and discount stores,ratherthan buying them from specialty grocery stores and convenience storesI am buying cheaper private-label or low-cost brands over name brandsI go to the store and spend only

28、 what I haveI am delaying purchases of luxury itemsI am cutting back on non-essential itemsI am making fewer impulse purchasesSource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers.FIGURE 2.Consumers exhibit stringent behaviors in response to the cost-of-l

29、iving crisisConsumers continue to be stringent about their purchases63%of consumers in our survey are buying private-label or low-cost brands over named brands this year,compared to 65%the previous year.As many as 70%of consumers say they are making fewer impulse purchases and 66%are cutting back on

30、 non-essential items,compared to 73%and 69%,respectively,in the previous year(see Figure 2).Jeff Gennette,CEO of US retail group Macys,notes that,over the past several quarters,Macys customers have pulled back aggressively on discretionary purchases and have generally become more deliberate in their

31、 purchasing behaviors.“As we plan the remainder of the year and think about 2024,we remain cautious of the pressures impacting our customers,especially at Macys,where around 50%of identified consumers have an average household income of$75,000 or under.”59Capgemini Research Institute 2024What matter

32、s to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesSource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers;Capgemini Research Institute,What matters to todays consumer,January 2023;Capgemini Research Institut

33、e,What matters to todays consumer,January 2022;Capgemini Research Institute,The great consumer reset:COVID-19 and the consumer products and retail consumer,November 2020.*Overall spending includes groceries and food supplies;household supplies;personal care products;over-the-counter healthcare produ

34、cts;furniture and furnishings;consumer electronics/white goods;apparel and accessories;at-home entertainment/media;luxury products;takeaway food from restaurants;casual or fine dining;alcoholic beverages;tobacco;leisure travel;work-related travel.FIGURE 3.The share of consumers planning to cut discr

35、etionary spending has fallen in 202333%32%29%25%28%37%33%35%57%53%47%58%54%44%40%SHARE OF CONSUMERS WHO PLAN TO REDUCE PURCHASES,OVERALL AND BY PRODUCT CATEGORYLuxury productsFurniture and furnishingsOver-the-counterhealthcare productsGroceries and foodsuppliesOverall spending*November 2020 November

36、 2022 November 2023Consumers remain choiceful,particularly in discretionary categories Overall,40%of consumers plan to cut spending across multiple categories,slightly lower than the 44%last year(see Figure 3).Consumers plan to cut spending on groceries(25%),over-the-counter(OTC)healthcare products(

37、33%),furniture(53%),and luxury items(54%).CFO of US retailer Walmart John David Rainey comments:“At headline level,consumer spending has proven resilient but,below the surface,we continue to see signs that consumers remain choiceful,particularly in discretionary categories.”610Capgemini Research Ins

38、titute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industries64%expect retailers to alert consumers when brands start using lower quality ingredients/raw materials without reducing the price65%expect retailers to alert consumers when brand

39、s reduce the weight of a product without reducing the priceConsumers expect retailers to provide“shrinkflation”alerts Consumer expectations of retailers have increased;65%expect retailers to alert consumers when brands reduce the weight of a product without reducing the price(a phenomenon known as“s

40、hrinkflation”)Carrefour,for example,now labels products to warn of this.7 64%expect retailers to alert consumers when brands start using lower-quality ingredients/raw materials without reducing the price(so-called“skimpflation”).In line with the previous years expectations,70%of consumers want more

41、discounts on essential items and 67%want retailers to accept lower prices.73%of consumers will be more loyal to companies that help them through this difficult time,and 71%of consumers plan to purchase more products/services from these companies.11Capgemini Research Institute 2024What matters to tod

42、ays consumers 2024:consumer behavior tracker for the consumer products and retail industriesONE IN FIVE CONSUMERS HAS ALREADY USED GENERATIVE AI IN SHOPPING0212Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail indust

43、riesHigh consumer awareness of generative AI continues in 2023,with 86%of consumers saying they are aware of tools such as ChatGPT and DALL-E.We found that awareness of generative AI as a shopping tool is also high.72%of consumers overall are aware of the use of generative AI in shopping experiences

44、 and 20%have used it already.28%of consumers mentioned they are not aware of generative AI for shopping (see Figure 4).Nearly 55%of Gen Z consumers have bought products recommended by generative AI toolsAmong consumers who are aware of the use of generative AI in shopping experiences,and have alread

45、y used it,66%are open to purchasing new products or services recommended by generative AI compared to 64%in April 2023.The shopping experience of 55%of users has been notably enhanced by generative AI tools.Gen Z and Millennial consumers lead the pack,with 56%and 61%,respectively,believing that gene

46、rative AI tools improve their user experience,as compared with 52%for Gen X and 43%for Boomer consumers.20%33%19%28%SHARE OF CONSUMERS WHO AGREE WITH THE STATEMENTS BELOWI am aware of the use of generative AI in shopping experiences,and I have used it alreadyI am aware of the use of generative AI in

47、 shopping experiences,and I plan to use it in the futureI am aware of the use of generative AI in shopping experiences,but do not plan to use it myselfI am neither aware of nor have explored generative AI tools for shoppingSource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 20

48、23,N=11,681 consumersFIGURE 4.One-fifth of consumers have used generative AI in shopping 13Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesGenerative AI is transforming online purchase behaviors.Over half

49、(52%)of users have replaced traditional search engines with generative AI tools for product recommendations(see Figure 5).Among these users,54%are men and 46%are women.Gen Z and Millennials preference for generative AI over traditional search engines for product/service recommendations are now at 54

50、%and 56%,respectively.A significant 52%of users have already acted on product recommendations made by generative AI tools,with 55%of Gen Z having bought products recommended by them,compared with 57%of Millennials.Among these users,55%are men and 45%are women.German online retailer Zalando has launc

51、hed a new fashion assistant,powered by ChatGPT,to enhance the consumer experience and improve consumer perceptions of the website.For instance,when a consumer enquires about suitable attire for a spring wedding in Spain,Zalandos fashion assistant can discern the formal nature of the event,anticipate

52、 weather conditions,and offer appropriate clothing GENERATIVE AI PREFERENCES BY AGE AMONG CONSUMERS,WHO ARE AWARE AND HAVE USED IT FOR SHOPPINGI have replaced traditional search engines with generative AI toolsfor product/service recommendationsI have already bought products recommended by generativ

53、eAI toolsGlobal Gen Z(Age 1824)Millenials(Age 2540)Gen X(Age 4156)Boomers(Age 57+)52%55%57%50%52%54%56%51%37%36%Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=2,299 consumers who are aware of the use of generative AI in shopping experiences and have used it already

54、:345 Gen Z consumers,986 Millennial consumers,635 Gen X consumers,333 Boomer consumers.FIGURE 5.Generative AI is not just used by Gen Z14Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesrecommendations.The

55、 ultimate objective is to train this feature on consumer preferences,including favored brands and availability of products in their sizes,to deliver a more personalized product selection.8Using a new chatbot based on OpenAIs ChatGPT-4 technology,Carrefours online shoppers in France will be able to c

56、hoose products based on their budget and food constraints or seek new menu ideas.The chatbot can also suggest anti-waste solutions for reusing ingredients and compose baskets based on specific recipes.9Using a new Chatbot based on generative AI,Walmarts online shoppers can compare and choose product

57、s,and receive recommendations based on their preferences and needs.It also lets customers try products virtually before buying.Walmart is testing this feature as part of its generative AI-powered search and shopping assistant.1015Capgemini Research Institute 2024What matters to todays consumers 2024

58、:consumer behavior tracker for the consumer products and retail industriesConsumers have a positive outlook on generative AI tools A substantial 66%of users welcome product recommendations from generative AI.60%of users trust services and products suggested by generative AI.More importantly,a substa

59、ntial 59%of users seek personalized recommendations from generative AI that align with their personality(see Figure 6).55%of users seek advice in areas such as diet plans,make-up suggestions,and fashion combinations from a generative AI tool.58%of users say generative AI should be able to identify t

60、heir brand and product loyalty,thereby recommending similar products.GENERATIVE AI PREFERENCES BY AGE AMONG CONSUMERS,WHO ARE AWARE AND HAVE USED IT FOR SHOPPINGI would seek advice for my future shopping experiences from agenerative AI toolI want generative AI to align with my current preferencesI a

61、m positively anticipating generative AIs ability to offer customizedfashion and home-dcor recommendations I want generative AI to recognize my history with/loyalty to certainbrands and product types in order to suggest similar productsI would like a chatbot similar to ChatGPT from brands/companiesto

62、 ask questions and receive responses quicklyGlobal 59%58%57%57%55%Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=2,299 consumers who are aware of the use of generative AI in shopping experiences and have used it already.FIGURE 6.Consumer preference for generative A

63、I in different stages of the shopping experience16Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesSource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=2,299 consumers who are

64、aware of the use of generative AI in shopping experiences and have used it already.FIGURE 7.Consumer preference for generative AI tools for different tasksSHARE OF CONSUMERS USING GENERATIVE AI TOOLS FOR DIFFERENT TASKS,WHO ARE AWARE AND HAVE USED IT ALREADY42%37%36%36%36%34%33%32%31%27%Advertising

65、collateralVirtual try ons/make-up at homeChatbot recommendations based on personal shopping historyCustomized follow-up care and usage tipsTargeted advertisingChatbot answering queries in real timeUser-generated social media postsAutomated summary of product reviewsTailored loyalty programsChatbot r

66、esolved post purchase queriesWhile consumers may not always be aware that the tools they use include generative AI,42%of users have used it in a chatbot to resolve queries and many other tasks(see Figure 7).60%of users trust services and productssuggested by generative AI17Capgemini Research Institu

67、te 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesFIGURE 8.Impact of generative AI on online shopping,for consumers who are aware and have used it already(Continue on the next page.)AWARENESSGenerative AI creates advertisingcollater

68、alChatbot answers queries inreal timeTargeted advertisingTailored loyalty programUser-generated social media postsPURCHASELOYALTY/ADVOCACYUsed by:Coca-ColaAnimated several classical art pieces for an advertisement1Used by:MeraciEmployed an AI chatbot taking conversational input and follow-up questio

69、ns about products4Used by:TescoIt uses data from various channels to create personalized promotions based on shopping behaviors5Used by:GE AppliancesFlavorly AI generates dishes and combinations for customers based on what theyve bought8Used by:GoogleGoogle Product Studio powered by generative AI em

70、powers businesses of any size to create visual content tailored to their dynamic marketing requirements927%29%36%42%34%40%37%45%36%43%Sources:1.Forbes,“The amazing ways Coca-Cola uses generative AI in Art and advertising,”September 8,2023.2.Ecommerce News,“generative AI in Ecommerce:A look beyond te

71、xts,”July 3,2023.3.PYMNTS,“Luxury retailers try on AI to reduce returns,”June 16,2023.4.Modern Retail,“Retailers are using ChatGPT to help people pick what to buy,”April 27,2023.5.Analytics India,“How this company is redefining retail experience with generative AI,”May 5,202318Capgemini Research Ins

72、titute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesCUSTOMER SUPPORTChatbot resolves post-purchasequeriesUsed by:MacysEmploying an AI-powered shopping assistant to automatically answer queries about products and receive responses1

73、042%49%Automated summary ofproduct reviewsCustomized follow-up careand usage tipsPOST-PURCHASEUsed by:AmazonOffers concise summaries of reviews to improve CX6Used by:CarrefourPerfado AI-generated messaging to hyper-personalize the language for customers736%42%33%40%Chatbot recommendations basedon co

74、nsumer queriesVirtual try-ons/make-upat homeCONSIDERATIONUsed by:ZalandoFashion assistant can recommend products based on contextual clues2Used by:ValentinoAutumn 2023 collection can be tried on virtually332%40%31%39%Share of people using generative AI tools for these tasks,who are aware and have us

75、ed it alreadyThe satisfaction level of respondents with respect to generative AI performing thesetasks,who are aware and have used it already6.Amazon,“How Amazon continues to improve the customer reviews experience with generative AI,”August 14,2023.7.Persado,“How motivation AI-Generated language he

76、lps Carrefour engage customers,”December 15,2022.8.Consumer Goods Technology,“GE Appliances and Google Cloud collaborate to create customized recipes using generative AI,”August 29,2023.9.PYMNTS,“Google turns product images into merchant sales using generative AI,”May 23,2023.10.CXOToday,“How genera

77、tive AI is reshaping consumer insights and retail strategy,”November 1,2023.Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=2,299 consumers who are aware of the use of generative AI in shopping experiences and have used it already.19Capgemini Research Institute 2024

78、What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesKey consumer challenges about generative AIExtensive coverage of generative AI in the media means consumers are now more alert to the possibility of tools being used for unethical ends.62%o

79、f consumers harbor concerns about generative AI producing false/misleading testimonials or reviews,compared with 30%in April 2023(see Figure 9).The potential of generative AI to copy or clone competitors product designs or formulas is a concern for 61%of consumers,compared with 27%in April 2023.Sour

80、ce:Capgemini Research Institute,generative AI consumer survey,April 2023;N=3,974 consumers who are aware of the generative AI tools and use them frequently;N=1,247(chatbots),N=910(gaming),N=320(search),N=435(text),N=244(generating synthetic data),N=490(video),N=152(images),N=176(audio);Capgemini Res

81、earch Institute,Consumer demand survey,OctoberNovember 2023,N=2,299 consumers who are aware of the use of generative AI in shopping experiences and have used it already.FIGURE 9.Using generative AI to provide false/misleading testimonials or reviews is one of the biggest worries for consumers KEY GE

82、NERATIVE AI CONSUMER CONCERNS,WHO ARE AWARE AND HAVE USED IT ALREADYLack of clarity on the sources used for training the generativeAI algorithmsPossibility of using deep fakes to create content without permission of theinvolved individualsImpersonation of individuals using generative AI to providefa

83、lse/misleading testimonials or reviewsUse of generative AI algorithms to copy/clone a competitors productdesign/formulaNon-recognition/non-payment for artists/contributors whose creationsare used for training generative AIBias in the generative AI models leading to unrepresentative resultsApril 2023

84、 OctoberNovember 202330%61%33%58%27%61%30%62%25%59%25%59%20Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesConsumers also want generative AI tools to be created and distributed responsibly:A significant m

85、ajority(70%)of users appreciate prior disclosure if their interaction will involve generative AI.This response has been consistent for some years:in 2018,66%of consumers stated the same.11 When interacting with organizations or brands via generative AI,70%of users prefer the option to escalate to a

86、human representative in case they are not satisfied while interacting via generative AI.70%of users prefer the option to escalate toa human representative in case they are not satisfied while interacting via generative AI21Capgemini Research Institute 2024What matters to todays consumers 2024:consum

87、er behavior tracker for the consumer products and retail industriesSOCIAL COMMERCE CONTINUES TO GROW DRIVEN LARGELY BY GEN Z0322Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesSocial commerce is picking u

88、p the paceThe global social commerce market was valued at$561 billion in 2021 and is projected to rise to$6,341 billion by 2030,showing a CAGR of 31.1%in 202230.12BookTok,a reading suggestion platform from Chinese tech company TikTok,has become highly influential,with over 180 billion viewers at tim

89、e of writing.BookTok helped in the sale of an estimated 20 million books in 2021,representing over 2.4%of total book sales for the year and nearly half of the book purchases from social media in 2021.13Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers

90、:1,048 Gen Z consumers,3,358 Millennial consumers,3,586 Gen X consumers,3,689 Boomer consumers.FIGURE 10.46%of Gen Z consumers have already bought products on a social media platformSHARE OF CONSUMERS WHO HAVE BOUGHT A NEW PRODUCT/BRAND THROUGH SOCIAL MEDIA,BY AGE GROUP24%46%35%21%10%Boomers(Age 57+

91、)Gen X(Age 4156)Millenials(Age 2540)Gen Z(Age 1824)OverallOverall Gen Z(Age 1824)Millenials(Age 2540)Gen X(Age 4156)Boomers(Age 57+)23Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesConsumers have already

92、 bought products via social media platforms Social commerce refers to shopping experiences that occur directly on a social media platform,including clicking a link on a social network that leads to a retailers product page with an immediate purchase option.14Around one-quarter of consumers have boug

93、ht a product via a social media platform:41%of consumers from Spain;30%from the US;and 28%from Sweden.More purchases are made by households with children(36%)than households without children(17%).As many as 46%of Gen Z consumers surveyed have made a purchase on a social media platform in the past ye

94、ar.Almost 48%of US Gen Z(aged 1829)say they will do at least some of their year-end shopping on social media platforms such as TikTok or Instagram.15Overall,Instagram(62%)and YouTube(62%)are the preferred purchasing platforms across generations of consumers,followed by Facebook(55%)and TikTok(44%).G

95、en Z consumers show a strong preference for Instagram(70%),TikTok(63%),and YouTube(58%)for their purchases,whereas Millennials primarily prefer to use Instagram(67%)and YouTube(63%)(see Figure 11).The most strongly preferred platforms for Gen X and Boomer consumers are YouTube,Instagram,and Facebook

96、.Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=2,774 consumers who have purchased on social media in the past year,481 Gen Z consumers;1,176 Millennial consumers;766 Gen X consumers;351 Boomer consumers.FIGURE 11.Consumers prefer Instagram and YouTube as purchasin

97、g platformsCONSUMERS TOP THREE SOCIAL MEDIA PURCHASING PLATFORMSInstagram YouTube Facebook TikTok62%62%55%44%63%36%58%70%67%63%52%49%59%64%65%35%52%64%66%23%Boomers(Age 57+)Gen X(Age 4156)Millennials(Age 2540)Gen Z(Age 1824)Overall24Capgemini Research Institute 2024What matters to todays consumers 2

98、024:consumer behavior tracker for the consumer products and retail industriesSource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=2,774 consumers who have purchased on social media in the past year.FIGURE 12.Apparel and accessories is the most popular purchase category v

99、ia social mediaCONSUMER PURCHASE PREFERENCES VIA SOCIAL MEDIAOccasionally purchased(3 to 7 times in the past year)Frequently purchased(8 times or more in the past year)Groceries and food suppliesPersonal care productsHealth and wellness productsApparel and accessories 44%42%38%36%18%19%20%22%In the

100、past year alone,consumers have made products and services purchases through social media across categories.Among consumers who have purchased from social media,apparel(62%),health and wellness products(61%),and personal products(58%)are the categories in which they have most frequently purchased mor

101、e than three times in the past year.It is interesting to note that 58%of consumers who have purchased on social media have purchased groceries through it in the past year(see Figure 12).Of Gen Z consumers,51%have occasionally purchased apparel and accessories via social media,as compared to 23%of Mi

102、llennials.Consumers in the United States have frequently purchased(8 times or more in the past year)groceries and food supplies(32%),personal care products(31%),and apparel and accessories(26%)via social media,making more purchases through this channel than consumers in other geographies.25Capgemini

103、 Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesWhy consumers prefer to buy on social media platformsAround 46%of Gen Z consumers and 44%of Millennials are discovering products via social media.Over half(56%)of co

104、nsumers who have bought on social media say they have accessed reliable reviews through their social media feeds.Consumers feel that social media helps accelerate purchase decisions.Over half(53%)of consumers who have purchased via social media say they have been influenced by feeds,stories,reels,li

105、ves shows,and influencers in making purchases.French personal care organization LOral has been investing heavily in“live commerce,”a type of social commerce,in the Indonesian market.LOral has 14 different studios that live-stream the brands products.How are social media platforms using social commer

106、ce?Social media platforms are integrating shopping features to cater to the impulse purchase behavior of consumers,while brands are setting up virtual shops on such platforms.Many social media platforms are running beta testing of their shopping features and slowly expanding to reach global markets.

107、Livestreaming sales in the U.S.has been estimated to reach$50 billion in 2023 and are expected to account for more than 5%of total e-commerce sales in the U.S.by 2026.16 In the US,TikTok,Amazon,Walmart,Shopify,and YouTube are all getting in on the game.“People are excited by what youre seeing from C

108、hina,where you see really high conversion rates on some of these experiences,much higher than a regular website would have.Youre seeing potentially up to 40%in some cases,”comments Daniel Debow,Vice-President of Product at Shopify,which launched live-shopping capabilities with YouTube in July 2022.1

109、726Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesSource:Amazon Live Shopping1.Estore factory,“Prime day 2023 breaks all the records,makes history,”August 1,2023.2.Economic Times,“Flipkart big billion da

110、ys vs Amazon Great Indian Festival:Sale discounts,card deals,and other details,”October 5,2023.Twitter(Now X)Shop3.Retail Dive,“Twitter tests Shops feature,”March 10,2022.4.TikTok,“Guess the shop,”accessed October 20,2022.Facebook Shop5.PYMNTS,“Facebook shops top 1 million stores,250 million users,”

111、March 19,2021.6.Sprout Social,“6 masterful examples of brands selling on Facebook Shops,”April 6,2022.FIGURE 13.Integrating social to retail and retail to social Instagram Shop Over 1.63 billion,or 70%of monthly active users have shopped on Instagram Top brands such as Adidas(34.2 million followers)

112、,Sephora(21.2 million followers)and Target(5.3 million followers)have set up shop in Instagram shopAmazon Live Shopping Amazon Prime live day streams had more than 100 million views in the US and India,with simultaneous viewing peaking at 57,000 For the Great Indian Festival,Amazon Live,introduced i

113、n India in 2022,will present over 1,000 streams,featuring more than 300 influencers across categories including tech,gaming,fashion,lifestyle,home,sports,and beauty to assist customers in making informed purchasesTwitter(Now X)Shop In November 2022 Twitter collaborated with Walmart to broadcast the

114、first shoppable livestream Verizon(1.5 million followers)is involved in the testing phase,showcasing 11 productsFacebook Shop Meta is driving in-platform shopping on Facebook shops through in-app checkouts Around 1 million users make purchases from the shops monthly Top brands such as Burberry,Adida

115、s,Lacoste and John Lewis&Partners have set up shops on FacebookTik Tok Shops In September 2023 TikTok launched shops in the US,UK,and parts of South-east Asia In the US,200,000 sellers have signed up Sephora has teamed up with TikTok to launch a joint content-creation programPinterest Business Pinte

116、rest has signed a multi-year agreement with Amazon to enhance its shoppable content,making Amazon Pinterests first third-party advertising partnerYouTube Shops YouTube has partnered with Shopify to enable onsite checkout for its sellers In June 2023,YouTube launched its first shopping channel,in Sou

117、th KoreaInstagram Shop7.Capital One shopping,“Instagram Shopping Statistics(2023):User&revenue growth,”March 8,2023.8.USA Today,“Sephora enables Instagram checkout for easy shopping without leaving the app,”June 24,2020.TikTok Shops9.Tech Crunch,“TikTok Shop officially launches in the US,”September

118、12,2023.10.Retail Gazette,“Sephora teams up with TikTok to launch content creator programme,”March 14,2023.Pinterest Business11.PYMNTS,“Pinterest inks deal with Amazon Ads to fuel shoppable content,”April 28,2023.12.Hoot suite,“The Pinterest shopping features you should know in 2023,”March 8,2023.Yo

119、uTube Shops13.Tech Crunch,“YouTube rolls out new shopping features,announces partnership with Shopify,”July 19,2022.14.Economic Times,“YouTube to launch its first official shopping channel in South Korea,”June 21,2023.27Capgemini Research Institute 2024What matters to todays consumers 2024:consumer

120、behavior tracker for the consumer products and retail industriesSocial media influencers are impacting consumers product discovery and purchasing processes In the six months preceding November 2022,social media influencers were holding sway on the buying decisions of consumers.The current survey sug

121、gests that this trend continues.In November 2023 we found through our survey that 33%of consumers had discovered a new product/brand on social media in the preceding six months,up slightly from 32%last November.Further,21%had learned of a new product or brand from a social media influencer and 15%of

122、 the consumers purchased the new product.Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers;Capgemini Research Institute,What matters to todays consumer,January 2023.FIGURE 14.Social media influencers are still holding swayPurchased that new product/br

123、and in the past six months Learned of that new product/brand from a social mediainfluencer in the past six monthsDiscovered a new product/brand on social media inlast six months32%33%22%21%16%15%November 2022 November 202328Capgemini Research Institute 2024What matters to todays consumers 2024:consu

124、mer behavior tracker for the consumer products and retail industriesSocial media and influencers carry much more weight with Gen ZAs per our previous survey in November 2022,61%of Gen Z consumers discovered a new product/brand on social media,and 60%say the same this year.In our current survey,45%of

125、 Gen Z say that they learned of a product from influencers,and 32%say they have purchased the new product(see Figure 15).Since 2021,US beauty product organization Este Lauder has been focusing on TikTok influencers to capture the Gen Z audience.As per Este Lauders brand-equity data,Gen Zs purchase c

126、onsiderations have been steadily rising since mid-2022.This suggests that Gen Zs willingness to purchase Este Lauder products rose throughout the second half of 2022 and into 2023.18Influencers impact consumers buying preferencesWe found that 51%of consumers who have purchased on social media prefer

127、 to seek purchasing advice from influencers,claiming they give a clear breakdown of factors to consider before making a purchase.Almost half of consumers who have purchased on social media(48%)prefer to buy products directly from an influencer based on their live recommendation and live Source:Capge

128、mini Research Institute,Consumer demand survey,OctoberNovember 2023,N=1,048 Gen Z consumers.FIGURE 15.45%of Gen Z consumers learned of a new product/brand from a social media influencer60%45%32%IMPACT OF SOCIAL MEDIA ON GEN Z CONSUMERSPurchased that new product/brand in the past six months Learned o

129、f that new product/brand from a social media influencer in the past six monthsDiscovered a new product/brand on social media in the past six monthsdiscount offers.More than half of consumers(51%)also look for their influencers social media presence to search for discounts and offers.Consumers who ha

130、ve purchased on social media(48%)feel a sense of belonging to their community through interacting with live events organized by influencers.29Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesCelebrity and

131、influencer brands are attuned to the consumer mindsetCelebrities and influencers with huge numbers of followers are launching their own brands.In the US,having gained traction through digital sales and sales partnerships with chains such as Ulta and Sephora,some celebrity brands are now establishing

132、 their own physical locations,with 76%locating their shops in malls.US Celebrity brands are estimated to occupy more than 300,000 sq ft of physical retail space.19 Among celebrity brands,Kate Hudsons Fabletics has the biggest physical presence,with 95 stores;Drakes Octobers Very Own is next with 11;

133、and Sarah Jessica Parkers SJP Collection has 6.30Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesSource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers;1,048 Ge

134、n Z consumers;3,358 Millennial consumers;3,586 Gen X consumers;3,689 Boomer consumers.FIGURE 16.45%of Gen Z consumers have bought a product from influencers and celebrity brands 20%45%32%17%6%SHARE OF CONSUMERS WHO HAVE BOUGHT A PRODUCT FROM INFLUENCERS AND CELEBRITIESBoomers(Age 57+)Gen X(Age 4156)

135、Millenials(Age 2540)Gen Z(Age 1824)OverallTho Spilka,Global VP of Strategic Licensing and Business Development at Swiss fragrance company Firmenich,is optimistic about the recent influx of celebrity brands,specifically in the beauty category.“Things have come back in a more managed way and this has

136、coincided with a very strong trend in beauty companies,where the celebrity will invest in the brand themselves.”20Celebrity beauty brand sales increased by 33%between 2021 and 2022,with overall sales hitting$762 million in 2022 alone.Since 2019,there have been 42 celebrity beauty brand launches,incl

137、uding four new launches for the current year to June.21,22Consumers have already started buying from celebrity and influencer brandsConsumers across generations have started buying from celebrity and influencer brands.One-fifth of consumers have bought products from such brands in the past year,with

138、 Gen Z(45%)showing the highest interest,followed by Millennials(32%)(see Figure 16).31Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesIn the past year alone,many consumers have already made purchases in v

139、arious product categories from influencers and celebrity brands more than three times.For example,45%of consumers have purchased personal care products three to seven times from celebrity and influencer brands in the past year(see Figure 17).Top categories that have been frequently bought(more than

140、three times)by consumers,who have made purchase from celebrities last year,are personal care products(66%),apparel and accessories(63%),and groceries and food supplies(60%).Celebrities and influencers take advantage of their follower bases to launch their brands and convert them into sales:Kylie Cos

141、metics smartly tapped into founder Kylie Jenners 300 million+Instagram following and beauty industry connections to preview products and generate hype.Shoppable Instagram posts turned interest into sales.Kylie also partnered with mega influencers(including her sisters)to co-create products and adver

142、tise launches to a combined audience of 500 million+followers.23Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=2,365 consumers who have bought from celebrity/influencer brands.FIGURE 17.Purchase preferences by product category for consumers who have bought from inf

143、luencer and celebrity brandsCATEGORY-BASED PREFERENCE FOR CELEBRITY AND INFLUENCER BRANDS,ON THE PART OF CONSUMERSOccasionally purchased(3 to 7 times in the past year)Frequently purchased(8 times or more in the past year)Furniture and furnishingsLuxury productsAlcoholic beveragesCasual or fine dinin

144、g in restaurantsHousehold suppliesGroceries and food suppliesApparel and accessoriesPersonal care products45%21%43%20%34%26%39%16%37%15%31%14%31%13%31%11%32Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industries

145、Consumers trust and relate more with influencer and celebrity brandsConsumers across generations feel they can trust and relate to celebrity-and influencer-promoted brands.54%feel connected with the celebrity/influencer through the transaction and 58%say that they are encouraged to buy products rela

146、ted to the celebrity/influencers field/expertise.Over half(55%)say they trust the celebrity/influencers and this trust converts to willingness to buy from them.Moreover,54%of consumers who bought from celebrity and influencer brands say that they prefer such brands to traditional brands,and 55%of su

147、ch consumers trust that the celebrity/influencer brands will be of good quality.Since April 2022,Shopify has been working to position itself as a go-to partner for influencers and celebrity brands.Drake Related,the brand of Canadian musician and five-time Grammy award winner,Drake,was one of the fir

148、st brands to test Collective,Shopifys native“shopdripping”tool.Fans were able to use the tool to buy Drakes merchandise as they were leaving one of his concerts.Shopifys collaboration with Drake represents a big shift from its traditional partnerships with brands and creators.2445%of Gen Z consumers

149、 have bought products from influencer and celebrity brands in the past year33Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesCONSUMERS ARE BECOMING MORE CONSCIOUS OF THEIR PURCHASING IMPACT 0434Capgemini

150、Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesConsumers across the world are becoming aware of the power of their purchasing and consumption decisions.This new class of conscious consumers,a group that wants to s

151、ee change at global level through their public and private actions,demonstrates their consciousness regarding sustainability,price,food waste,and social justice,among other factors.The majority of consumers still maintain a consistent demand for sustainable products especially Gen Z 60%of consumers

152、globally indicate that they have purchased products from organizations they consider to be sustainable.While this figure has fallen from 70%in 2020,Gen Z,at 71%,has seen a rise across this period,showing a strong predilection for sustainable products(see Figure 18).PepsiCo has initiated a practical

153、trial involving paper-based outer packaging as a sustainable alternative to traditional plastic wraps for its Walkers Baked snack multipacks.These modified multipacks are currently accessible in more than 300,000 units at 800 Tesco stores in the UK.It is designed to encourage widespread recycling th

154、rough conventional curbside recycling programs.25Source:Capgemini Research Institute,Sustainability in Consumer Products and Retail survey,March 2020,N=7,520 consumers:849 Gen Z consumers,2,294 Millennial consumers,2,182 Gen X consumers,2,195 Boomer consumers;Capgemini Research Institute,Consumer de

155、mand survey,OctoberNovember 2023,N=11,681 consumers:1,048 Gen Z consumers,3,358 Millennial consumers,3,586 Gen X consumers,3,689 Boomer consumers.FIGURE 18.Gen Z consumers still want sustainable products70%60%71%71%73%65%68%68%58%54%SHARE OF CONSUMERS ACROSS AGE GROUPS WHO BOUGHT PRODUCTS FROM ORGAN

156、IZATIONS THAT ARE PERCEIVED AS SUSTAINABLEMarch 2020 OctoberNovember 2023Boomers(Age 57+)Gen X(Age 4156)Millennials(Age 2540)Gen Z(Age 1824)Global35Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesSource:C

157、apgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers.FIGURE 19.Consumers are not comfortable purchasing products that are not sustainable 51%43%38%36%36%33%33%33%32%32%32%31%30%29%28%28%27%CONSUMERS DISLIKE FOR PRODUCTS THAT ARE NOT SUSTAINABLE,ACROSS CATEGORIES

158、Prescription medicationHousehold suppliesGroceries and food suppliesOver-the-counter healthcare productsAt-home entertainment/MediaPersonal care productsApparel and accessoriesLeisure travelConsumer electronics/white goodsCasual or fine dining in restaurantsTake-away foodfrom restaurantsFurniture an

159、d furnishingsHome improvement suppliesAlcoholic beveragesWork-related travelLuxury productsTobacco36Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesA further 61%of consumers felt brands,stores,and superma

160、rkets should do more to reduce waste,and 57%felt disappointed in their efforts in 2022.More than half(58%)of these consumers increased spending with companies that focused on reducing waste in 2022.According to our current survey,brands that demonstrate transparent food-waste reduction practices rec

161、eive support from 57%of consumers,and 71%of consumers consider retailer policies and initiatives as key drivers of the reduction of food waste.German discount supermarket chain Aldi has committed to achieving zero waste in operations by diverting 90%of its waste from landfills through recycling,dona

162、tion,and organic recycling programs by 2025,and to reduce food waste by 50%by 2030.To accomplish this,Aldi has rolled out non-food donation programs to nearly all its stores and distribution centers,expanded recycling and food-recovery initiatives,and has piloted and expanded composting initiatives.

163、27Sustainability is a more influential factor in purchase decisions for non-essential and luxury itemsAround one-quarter(27%)of consumers are uncomfortable buying non-sustainable prescription medication,and 28%are uncomfortable purchasing non-sustainable household supplies and over-the-counter(OTC)h

164、ealth products,and non-sustainably produced grocery and food supplies.For luxury goods(43%)and non-staple items such as tobacco(51%),alcoholic beverages(36%),and work-related travel(38%),we observe an even higher percentage of consumers who are uncomfortable if their purchases are not sustainable(se

165、e Figure 19).The cost per product or service for the earlier mentioned categories are much higher than the remaining categories.German herbal liqueur manufacturer Jgermeister has announced a change in its outer packaging from solid board to recycled corrugated outers,which,it says,are particularly c

166、ompatible with its highly efficient packing machines.26Consumers are conscious of the impact of food wasteIn 2022,72%of consumers said they were conscious of their level of food wastage.This concern persists in 2023,with 69%voicing concern.As many as 71%recognize the contribution of food waste to en

167、vironmental issues,and 73%believe that their behavior and choices on an individual level can help in addressing the issue.We found 67%of consumers want educational campaigns and awareness programs to address the issue of food waste.67%of consumers want educational campaigns and awareness programs to

168、 address the issue of food waste.37Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesPrice remains the main purchasing factor for consumers,followed closely by trustWhile consumers are changing their habits

169、,price remains the primary motivator behind purchases.Forty-one%of consumers are increasing second-hand product consumption,and the same proportion are moving towards a freecycle model(donating products to friends/neighbors/community members or accepting products for free,thereby reducing waste and

170、promoting reuse).28 However,48%of consumers buy alternative,cheaper versions of name-branded products.Further,over half(51%)report that they are buying refurbished or imperfect products to get a better price.Consumers across all age groups may be unwilling to meet high price points and expect to pay

171、 less for sustainable products.In 2023,40%of consumers have paid 510%more for sustainable products,down from 45%in 2020(see Figure 20).The next two major concerns both relate to the validation and verification of sustainable goods,with 52%of respondents reporting insufficient information to verify s

172、ustainability claims,compared with 49%in 2020,29 and 50%reporting a lack of global standards for sustainability branding.Another concern,reported by almost half the respondents,is that they are either unaware of how to differentiate sustainable products(43%),as compared with 38%in 2020,or they do no

173、t trust sustainability claims(46%,compared with 44%in 2020).38Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesSource:Capgemini Research Institute,Sustainability in Consumer Products and Retail survey,Marc

174、h 2020,N=4,779 consumers who have paid more for a sustainable product;Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=4,307 consumers who have paid more for a sustainable product.FIGURE 20.Consumers are less willing to pay more for sustainable products than in 202020%24%20

175、%7%7%3%3%45%40%30%SHARE OF ALL CONSUMERS WHO HAVE PAID MORE FOR A SUSTAINABLE PRODUCT OctoberNovember 2023March 202020%more15%to 20%more10%to 15%more5%to 10%more1%to 5%moreConsumers need more information as awareness levels on sustainability remains low Nevertheless,in many respects,current levels o

176、f awareness of the sustainability impact of consumer purchases remain low:In 2020,61%of consumers were unaware of the water footprint of the production of a pair of jeans(7,500 liters in 2020);in 2023,57%are unaware,confirming that the issue persists.In 2020,78%were unaware of the water footprint of

177、 a bar of chocolate(1,000 liters);currently,70%are unaware.Only 42%of consumers were aware that annual milk consumption causes CO2 emissions equivalent to those produced by 1,140 km of driving a vehicle.56%of consumers state they will switch to a sustainable product if they receive comprehensive inf

178、ormation about its environmental impact.Ahold Delhaize USA is launching its HowGood label program to provide product-sustainability ratings and traceability.Other programs include Champions 12.3,an initiative with multiple global partners focused on reducing food waste.Another is the U.S.Food Loss a

179、nd Waste 2030 Champions program,run in partnership with the United States Department of Agriculture(USDA)and the United States Environmental Protection agency(EPA).3039Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retai

180、l industriesKEY INFORMATION THAT CONSUMERS REQUIRE IN ORDER TO ACT MORE SUSTAINABLY 63%of consumers want brands to play an active role in their education around sustainable products and 55%believe that the greater a brands sustainability effort,the more positive the consumer perception of that brand

181、.In terms of obtaining this information,46%support the inclusion of detailed labels and scannable QR codes on product packaging that provide carbon,water footprint,and product recyclability attributes(see Figure 21).50%48%46%51%47%51%47%45%41%50%46%45%39%55%KEY PRODUCT ATTRIBUTES,AS CITED BY CONSUME

182、RSWill you switch to a more sustainableproduct based on this information?Do you want to see thisinformation through a QR code?Amount of waste generated during manufacturing Environmental impact of the packaging Social impact of the productImpact on water resourcesImpact on airCarbon-neutral certifie

183、d productsImpact on biodiversitySource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers.FIGURE 21.Consumers want product information relating to deforestation,impact on water resources and air quality63%of consumers want brands to play an activerole in thei

184、r education around sustainable products40Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesSource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers.FIGURE 22.Consum

185、ers consider multiple important attributes for grocery purchasing decisions45%46%40%40%43%38%49%52%52%57%45%45%49%49%57%69%RELATIVE IMPORTANCE OF PRODUCT ATTRIBUTES WHEN SHOPPING FOR GROCERIESI wish to see this data via a scannable QR code Important attributePriceOrganic sourcingInformation on the e

186、nvironmental impact of the productLocally produced productsSustainable packagingLab-grown meat or plant-based meat substitutesCompanys engagement with local communities or charitable activitiesCertifications like Fair Trade,Organic,or B Corp influence my trust in a product and my willingness to buy

187、itAlbert Heijn,the largest Dutch supermarket chain,is piloting a“true-pricing”initiative at three of its AH to-go convenience stores.When consumers buy a self-service cup of coffee in Groningen,Wageningen,or Zaandam,theyll see two prices:the standard retail price and the true price.The latter factor

188、s in CO2 emissions,water use,resource consumption,and labor conditions related to the production of coffee,cows milk,and oat milk.31 Highlighting a few consumer preferences(see Figure 22),we found that despite the focus on buying responsibly price is still by far the most important influencing facto

189、r on purchasing decisions:57%of respondents value local production products as a product attribute,and 52%want to see this data via a scannable QR code.52%of respondents consider sustainability of packaging(e.g.,eco-friendly,biodegradable)as an important product attribute,and 49%want to see this dat

190、a via a scannable QR code.41Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesIN 2023 BOTH IN-STORE AND ONLINE SHOPPING HAVE INCREASEDIn November 2023,66%of consumers said they had interacted significantly

191、with physical stores,up from 61%in November 2022 as compared to 36%who shopped online in November 2023,up from 33%in November 2022.66%of consumers said they had interactedsignificantly with physical stores,up from 61%in November 202242Capgemini Research Institute 2024What matters to todays consumers

192、 2024:consumer behavior tracker for the consumer products and retail industriesSource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers;Capgemini Research Institute,What matters to todays consumer,January 2023;Capgemini Research Institute,What matters to tod

193、ays consumer,January 2022.Note:The question asked was“Please indicate your frequency of using physical stores when shopping with retailers.Please rate on a scale of 1 to 7,where 1=very low interaction and 7=very high interaction.”FIGURE 23.Consumers interactions with physical stores and online is gr

194、adually increasing41%67%61%66%38%33%36%34%OF CONSUMERS SHOPPING AT PHYSICAL STORES AND ONLINE WITH RETAILERSNovember 2023November 2022November 2021November 2020Physical storesOnlineAs in 2022,preference for in-store shopping increases with age:72%of Boomers(aged 5775),up from 69%in November 2022,say

195、 their level of in-store interactions is high today,compared with only 56%of Gen Z(aged 1824),up from 45%in November 2022.Our 2022 research revealed that consumers spread their purchases across physical and online channels,a trend that continues in 2023.In November 2022,56%of grocery shoppers said t

196、hey go to the store to purchase the bulk of their groceries,supplementing this with small online orders as required.In our November 2023 survey,a similar percentage of consumers(51%)say the same.43Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for th

197、e consumer products and retail industriesDELIVERY AND FULFILLMENT CONTINUE TO TAKE PRECEDENCE OVER IN-STORE EXPERIENCES0544Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesGrocery shoppers place greater im

198、portance on delivery and fulfillment in 2023 as they did last year:43%of consumers say that delivery and fulfillment are the most important factors when shopping for groceries,compared with 41%in November 2022.39%say the same for in-store experiences,up from 33%in November 2022.Health and beauty sho

199、ppers:Similarly,41%of consumers say that delivery and fulfillment are the most important aspects of shopping for health and beauty products,up from 39%in November 2022.40%say the same for in-store experiences,up from 34%in November 2022.Consumers willingness to pay for fast delivery has increased fr

200、om last year In November 2022 and November 2023,consumers were asked what percentage of their order value they would be willing to pay for certain delivery speeds and services,assuming an average order bill of$30.Across all shoppers in November 2023,consumers said they would be willing to pay 6%for

201、two-hour delivery,up from an average of 4%among all consumers in November 2022.This trend is consistent across key demographic segments(see Figure 24).Amazons Prime Air will offer air delivery within 60 minutes to consumers in California.Likewise,Walmart sees delivery growth outpacing pick-up growth

202、 with sub-3-hour and sub-1-hour delivery segments showing the fastest increases in uptake.3245Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesSource:Capgemini Research Institute,Consumer demand survey,Oct

203、oberNovember 2023,N=11,681 consumers:1,048 Gen Z consumers,3,358 Millennial consumers,3,586 Gen X consumers,3,689 Boomer consumers;4,096 consumers with children in their household,7,588 consumers without children in their household;5,097 urban consumers,4,936 suburban consumers,1,648 rural consumers

204、;Capgemini Research Institute,What matters to todays consumer,January 2023.FIGURE 24.Shopper willingness to pay for two-hour delivery is up from 2022 4%6%6%9%5%8%4%6%3%5%5%8%4%6%4%7%6%4%4%6%AVERAGE%OF ORDER VALUE SHOPPERS ARE WILLING TO PAY FOR TWO-HOUR DELIVERY,ACROSS CONSUMER SEGMENTSRuralSuburban

205、UrbanWithout children in householdWith children inhouseholdBoomersGen XMillennialsGen ZOverallNovember 2022 November 202346Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesIn our current research,across al

206、l consumers,7%is the average they would be willing to pay for 10-minute delivery,compared with 4%in November 2022(see Figure 25).The increase may reflect a desire to absorb inflation-driven prices for convenient service,even during an economically difficult period.The key trends by age,location,and

207、delivery satisfaction largely remain the same as last year:On average,Gen Z consumers are willing to pay 10%of the order value for 10-minute delivery,compared to 7%overall Willingness to pay for fast delivery decreases with age Urban shoppers are more willing to pay than suburban and rural shoppersS

208、ource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers;1,048 Gen Z consumers,3,358 Millennial consumers,3,586 Gen X consumers,3,689 Boomer consumers;4,096 consumers with children in their household,7,588 consumers without children in their household;5,097 u

209、rban consumers,4,936 suburban consumers,1,648 rural consumers;Capgemini Research Institute,What matters to todays consumer,January 2023.FIGURE 25.Gen Z shoppers are willing to pay the most for 10-minute delivery4%7%6%10%5%9%4%7%3%5%5%9%4%7%4%8%7%4%4%6%AVERAGE%OF ORDER VALUE SHOPPERS ARE WILLING TO P

210、AY FOR 10-MINUTE DELIVERY,ACROSS CONSUMER SEGMENTSRuralSuburbanUrbanWithout children in householdWith children in householdBoomersGen XMillennialsGen ZOverallNovember 2022 November 202347Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer

211、 products and retail industriesConsumers in-store expectations Consumers expect a level of ease while shopping in-store,including the ability to try new products in-store,availability of in-store sustainability stations,and for technology in-store to offer the same level of interaction as an app(see

212、 Figure 26).Stockouts are a concern for many consumers47%of retail and 38%of consumer product organizations expect stockouts/product shortages in the 2023 holiday season,and nearly 40%of organizations expect late deliveries due to import delays.33 While organizations employ a number of demand foreca

213、sting and demand-planning tools,seasonal stockouts and product shortages could still occur.Stockouts or poor substitutions could lead to loss of consumer trust,particularly in industries such as groceries.Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consum

214、ers;Capgemini Research Institute,What matters to todays consumer,January 2023.FIGURE 26.In-store curated recipes and other content is one of the most important attributes for consumers while shopping for groceries30%36%30%35%28%32%IMPORTANT IN-STORE SERVICE ATTRIBUTES FOR CONSUMERS WHEN SHOPPING FOR

215、 GROCERIESAbility to dine in at the grocery storeIn-store culinary lessons In-store curated recipes and other content November 2022 November 202348Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesConsumers

216、 are concerned they will not be able to obtain the products they require or wantGiven the ongoing unreliability of supply chains,many consumers are still concerned about the medium-term availability of essential products.In November 2023,40%(41%in 2022)of consumers said that they were highly concern

217、ed regarding the potential unavailability of groceries and food supplies,and 39%(35%in 2022)voiced the same concerns in relation to prescription medication(see Figure 27).Changes in consumer shopping behavior in response to stockouts:In the event of a preferred product becoming unavailable,most cons

218、umers(60%)prefer to buy a similar product from a competing brand.Additionally,55%say that they have bought an item of the same weight/size made by a different brand,at a lower price.Consumer goods companies are increasingly giving their retail partners more visibility of inventory levels,a powerful

219、data insight that they can use across their own supply chains,as well as convenience features that expedite processes.Unilever,for example,offers the Shikhar app,which allows Unilevers small-scale retail partners(or Kirana stores)the opportunity to connect directly with Unilever sellers and place or

220、ders 24/7.34Source:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers.FIGURE 27.Consumers are most concerned about the unavailability of essential products%OF CONSUMERS CONCERNED ABOUT PRODUCT UNAVAILABLITYHighly concerned Somewhat Concerned Slightly concerne

221、d Not at all concernedLuxury productsFurniture and furnishingsHome improvement suppliesConsumer electronics/white goodsApparel and accessoriesPersonal care productsOver-the-counter healthcare productsHousehold suppliesPrescription medicationGroceries and food supplies15%15%15%55%17%20%22%41%18%22%23

222、%37%19%24%24%34%19%23%22%36%29%24%20%27%29%26%21%23%32%25%20%24%39%23%19%19%40%23%19%18%49Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesHOW BRANDS AND RETAILERS CAN MANAGE AND ADAPT TO SHIFTS IN CONSUME

223、R BEHAVIOR0650Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesAdapt to compete Brands and retailers use generative AI tools to become more consumer-centric There is no doubt that 2023 has been the breakth

224、rough year for generative AI and this was evident in its use for shopping across a range of categories.Already 20%of consumers globally and 27%of US consumers have used generative AI as part of their shopping for products or services in 2023,and the evidence is this trend will accelerate in 2024.Ind

225、eed,we found 47%of Gen Z and Millennials would like a chatbot with features such as ChatGPT to facilitate asking questions and to receive responses quickly.In fact,42%of Millennials would seek advice on future shopping experiences from generative AI tools based on their purchase history and loyalty

226、to products.We also found evidence that brand-owners and retailers recognize that generative AI tools provide a seamless,customized shopping experience that will become the new floor of consumer expectations going forward.Of the surveyed retail organizations,93%say generative AI is a topic for board

227、room discussion for them,and 83%of retail organizations agree that generative AI can be used to improve customer service by providing automated and personalized support.We found that 62%of retail organizations have established a dedicated team and budget to integrate generative AI into future produc

228、t/service development plans.For instance,63%of organizations have started pilots for the use case“Efficient,self-optimizing real-time customer-service chatbots,”and 11%have already implemented the use case.35A good example of this is Hopla,the AI chatbot that Carrefour.fr has integrated into its onl

229、ine platforms,Hopla enhances the consumer shopping experience by providing a range of consumer benefits from personalized product recommendations,budget-friendly shopping assistance,and menu ideas.36 Generative AI can also help drive cost out for retailers who are increasingly operating on tight mar

230、gins.79%of retail organizations say the use of generative AI can help improve internal operations and enhance facility maintenance.62%of retail organizations expect benefits of more than 10%,within three years,in terms of an increase in operational efficiency and workflow automation.Retail organizat

231、ions are prioritizing the use of Gen AI in their logistics function like route optimization(55%)and in operations management and supply chain optimization(45%).37Wendys,an Americal fast food chain is developing FreshAI a generative AI automated ordering system in drive-throughs,to im-prove operation

232、al efficiency and reduce errors in food ordering and delivery.3851Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesUnlock channel growthLeverage social as both a feeder channel and a sales channel in its o

233、wn rightThe research shows social media plays an increasingly important role in discovery across all demographics and shopper journeys.Almost 40%of young people go to TikTok or Instagram when looking for something like a place for lunch.41 Whereas 33%of consumers surveyed have discovered a new produ

234、ct or brand on social media in the last six months.This is already significant but becomes even more so among Gen Z(60%)and Millennials(45%).Trust in the honesty of product reviews on social is also significantly high;40%of Gen Z and 40%of Millennial consumers feel they get to know honest reviews in

235、 social media feeds.There is also strong evidence that brand presence on social media is increasingly driving traffic to brand platforms and/or partner retailers.42%of Gen Zs and 37%of Millennials claim that they are influenced to purchase a product by social media advertisements.Sephora has recentl

236、y launched gamified experience Leverage technology to reduce cost for consumersIn order to keep pace with consumer preferences and,more importantly,look to reduce overall in-store costs,brands and retailers are re-imagining physical stores.Identifying and adopting new and innovative technological so

237、lutions will be a critical enabler of this shift.Retailers can embed Internet of Things(IoT)sensors throughout a stores tech and standard equipment(such as coolers and freezers)to remotely detect and even predict maintenance events before they disrupt store operations.These tech-enabled tools help t

238、o minimize the labor required for routine maintenance checks and also increase food safety.Walmart uses sensors and IoT applications to monitor the temperature of individual refrigerators and the general status of equipment to take proactive measures and prevent breakdown.It also utilizes IoT sensor

239、s to control remotely its heating,ventilation,and air conditioning(HVAC)systems in stores,thereby reducing energy consumption and utility costs without negatively impacting the consumer experience.39 US consumer goods multinational P&G boosted sales and revenue by improving product visibility and ac

240、cessibility using artificial intelligence(AI).The AI tools analyze consumer behavior and store layout to determine the most effective product placement.4052Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industries

241、through a feature called Beauty Insider Challenge in its Beauty insider program,members-only mobile and online social platform,appealing to the Gen Zs more.Customers are rewarded with bonus points for completing the challenges with tasks to drive instore traffic like buy-online,pick-up in-store,tryi

242、ng Sephoras in-store shade-matching tool,Color iQ along with other tasks.42Consider social commerce as a sales channel in its own right,especially for reaching Gen Z audiencesSocial platforms such as TikTok and Instagram are not just for product discovery but are also turning into preferred platform

243、s for purchase.46%of Gen Z consumers surveyed have already made a purchase on social media platforms in the past year across multiple categories(including groceries).Carrefour has partnered with Brut to form social commerce company Brutshop,an online platform through which users will be able to make

244、 purchases during events live-streamed on social networks.In France,60%of Carrefour consumers say they are interested in live-shopping services.Commenting on the partnership,Elodie Perthuisot,Carrefour Groups Executive Director of e-Commerce,Data,and Digital Transformation,said:“By pooling our retai

245、l and social media strengths,our aim is to create the most powerful social commerce platform on the French market.This new community shopping experience will generate growth and value for both our companies.”43People buy from people:Brands and retailers increasingly tap into the power of influencers

246、 with specially designed programs for story-selling2023 appears to be the year when brands have flipped from a reactive use of influencers to a proactive use of brand ambassadors.In the past few years,micro influencers44 have been attracting consumer attention with high quality content and user inte

247、ractions.Although macro influencers45 have more reach,micro influencers are often better able to connect with a targeted audience.Finding authentic brand ambassadors from these communities and inviting them to share their real-life stories on brand platforms/promotions has been particularly salient

248、in 2023.Of the surveyed consumers,82%are highly likely to follow a recommendation made by a micro-influencer.46 Brands are creating specialized creator and influencer programs to bring influencers on board for their product promotions:Walmart has launched Walmart Creator platform,which aims to build

249、 features and experiences to support creation and publishing of content.“We know our consumers are inspired by the content and stories they see from their favorite influencers in their social feeds every day,”enthuses William White,CMO,Walmart US.“This next step in our strategy will help fuel inspir

250、ation for our consumers by connecting their favorite creators directly with our brand and the brands they love at Walmart.”47 Yeti,who make quality coolers for a range of outdoor pursuits,dedicate a third of their website to Stories,in which brand ambassadors relate their real-life experiences acros

251、s a range of use cases from angling,rodeo,barbecues,through to snowboarding.Together with the community engagement tools,such as their award-winning 2023 Year-in-Preview planner,these authentic stories create a strong basis for trust and loyalty and are credited with fueling much of Yetis double-dig

252、it growth through the past 5 years.53Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesLead with purposeReduce food waste to help combat the cost-of-living crisisFood waste is one of the biggest problems th

253、at we,as a global community,are facing.It is estimated that around one-third of all food produced globally is wasted every year.48 This is not only a huge economic loss but also a major contributor to greenhouse gas(GHG)emissions.Advances in AI technology can help reduce food waste by identifying an

254、d resolving issues early.Retailers can scan and identify produce that would normally be disposed of,but which is still edible.AI also allows retailers and restaurants with limited resources to manage their stock levels effectively.Retailers can also nudge consumers to modify their shopping behaviors

255、 to reduce food wastage.Brands and retailers have turned to technology to boost their food-waste initiatives.Supermarket Lunds&Byerlys offers employees the ability to scan and weigh food before it is added to the grocers deli food bars and again before the food is thrown away.Albertsons has deployed

256、 fresh-food optimization technology on an AI-driven platform across its entire store network,with the goal of achieving a significant reduction in the companys food waste by 2030.49Educate consumers on the sustainability impact of their shopping Society requires that consumers achieve greater awaren

257、ess of the impact of their purchase behaviors;52%of consumers say that they do not possess the necessary information to verify sustainability claims,and half report a lack of global standards of sustainability branding as an issue.In this context,retailers and consumer product firms can foster aware

258、ness of the sustainability,climate change,and nutrition impact of consumer purchase decisions.This can be facilitated by multiple mediums,such as in-store sustainability stations,which 38%of consumers rated as a desirable in-store attribute.Around 45%of consumers want an accurate idea of the environ

259、mental footprint of a prospective purchase made available to them via a QR code.In December 2022,LOral launched its Product Impact Labeling system in the US(and in Canada in the following year).The initiative provides consumers with transparent scientific information about a products environmental a

260、nd social impact,and compares this with other LOral products in the same category.Products are ranked on a scale from A to E that considers 14 planetary-impact factors,such as GHG emissions,water scarcity,ocean acidification,and impact on biodiversity,measured at every stage of the products lifecycl

261、e,from ingredients to packaging,manufacturing process,transport,and ultimately use and disposal.54Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesThis initiative was first launched in France in 2020.“LOra

262、ls Product Impact Labeling system is a core component of the LOral for the Future program,which outlines our sustainability commitments for 2030.Its roll-out in the US will help change consumer behavior,accelerating the beauty industrys progress toward greater sustainability,”emphasizes Marissa Pagn

263、ani McGowan,CSO for North America.“This comes at a time when sustainability is increasingly a focus for US consumers.Using principles of environmental science,this tool will empower consumers,support more informed purchasing decisions,and foster a culture of greater brand transparency.”50,5155Capgem

264、ini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesThe cost-of-living crisis continues to dominate consumer sentiments in 2023 and looks set to remain high on their list of concerns for the foreseeable future.Howe

265、ver,the impact in many geographies has eased from 2022 and consumers are interacting with stores and online channels more than they did last year,and are willing to pay more for faster delivery and fulfillment.Today,consumers are willing to explore new technological avenues in their shopping journey

266、 and want to use generative AI tools for search,recommendations,and support.Social commerce is a key channel,particularly in terms of its appeal to Gen Z consumers.With evolving technology preferences,consumers are becoming more conscious of their sustainability impact,demanding more sustainable opt

267、ions and information before making purchase decisions.Conclusion56Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesResearch methodologyWe surveyed 11,681 consumers over the age of 18 in 11 countries across

268、 North America,Europe,and AsiaPacific.The global survey took place in October and November 2023.The demographic details of the consumers are below.10%9%29%30%29%28%28%31%34%33%32%9%November 2021 November 2022 November 2023Boomers,age 5775Gen X,age4156Millennials,age 2540Gen Z,age182452%52%51%47%48%4

269、7%November 2021 November 2022 November 2023ManWomanCONSUMERS BY AGE GROUPCONSUMERS BY GENDER IDENTITY57Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industries43%43%41%42%42%16%15%14%44%November 2021 November 202

270、2 November 2023Rural areaTown/suburban areaLarge city/urban area23%34%17%34%20%22%21%16%18%19%5%5%6%2%2%3%36%18%November 2021 November 2022 November 20236+543213%2%43%42%30%32%15%4%3%2%5%16%45%2%November 2021 November 2022 November 202332%15%5%2%OtherDoctoral or professional degree(e.g.,PhD,EdD,MD,J

271、D/LLD)Postgraduate degree(e.g.,MA,M.Tech,MBA)Undergraduate degree(e.g.,BSc,B.Tech)High school/secondary schoolElementary schoolCONSUMERS BY NUMBER OF PEOPLE IN HOUSEHOLDCONSUMERS BY SELF-IDENTIFIED RESIDENTIAL AREACONSUMERS BY HIGHEST EDUCATIONAL LEVEL58Capgemini Research Institute 2024What matters

272、to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesNovember 2021 November 2022 November 202310%9%10%9%10%9%10%9%10%9%10%9%10%9%10%9%10%9%10%9%9%UnitedStatesUnitedKingdomSwedenSpainNetherlandsJapanItalyGermanyFranceCanadaAustralia0%0%0%0%0%0%0%0%0%0%0%4%

273、3%46%45%12%14%21%14%6%7%11%19%41%3%November 2021 November 2022 November 202313%21%11%6%Full-time studentUnemployedRetiredSelf-employed,consultant,or freelancerPart-time employedFull-time employed15%14%14%November 2021 November 2022 November 2023Prefer notto say$100,000$149,999+$60,000$99,000$20,000$

274、59,999Less than$20,00023%22%23%16%14%12%1%6%45%51%43%CONSUMERS BY EMPLOYMENTCONSUMERS BY COUNTRY OF RESIDENCECONSUMERS BY ANNUAL HOUSEHOLD INCOMESource:Capgemini Research Institute,Consumer demand survey,OctoberNovember 2023,N=11,681 consumers;Capgemini Research Institute,What matters to todays cons

275、umer,January 2023,N=11,300 consumers;Capgemini Research Institute,What matters to todays consumer,January 2022,N=10,179 consumers.*The study findings reflect the views of the respondents to our online questionnaire for this research and are intended to provide directional guidance.59Capgemini Resear

276、ch Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesAppendix Easy and clear return policies Ability to specify delivery time slot In-home delivery(e.g.,front entryway,garage)Order online with same day home delivery Contactle

277、ss checkout(i.e.,self-checkout,no contact with store employee required)In-store curated recipes and other content(e.g.,meal planning tips,ingredient suggestions)Ability to dine in at the grocery store In-store culinary lessons on how to cook healthy meals for less money Contactless checkout(i.e.,sel

278、f-checkout,no contact with store employee required)In-store makeup lessons/workshops Ability to personalize the product Technology to help with your decision(e.g.,virtual try-on,skincare analysis)Delivery and fulfillment-related services Grocery and health and beautyIn-store experiences Grocery In-s

279、tore experiences Health and beauty One-click addition to online shopping cart(based on past purchases)Order in store with same day home delivery Order online,pick up curbside/at store Order online as a subscription/on a recurring basisSERVICE ATTRIBUTES TESTED AMONG GROCERY AND HEALTH AND BEAUTY SHO

280、PPERS:Source:Capgemini Research Institute analysis.60Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesReferences11.Capgemini Research Institute,AI in CX consumer survey,May 2018,N=10,000 consumers.12.Acume

281、n Research and Consulting,“Social commerce market size Global industry,share,analysis,trends and forecast 20222030,”December 2022.13.WordsRated,“BookTok Statistics,”September 27,2023.14.e-Marketer,“Social Commerce 2023:Social media and ecommerce convergence trends bring growth opportunity for brands

282、,”January 27,2023.15.CNBC,“48%of Gen Zers will do their holiday shopping on TikTok,Instagram this year they trust the wisdom of their friends,expert says,”October 17,2023.16.CNBC,“Livestream shopping booms as small businesses strike gold on social media,”June 9,202317.CNBC,“Livestream shopping took

283、China by storm.Now Amazon,TikTok and YouTube are betting the QVC-style pitches will take off in the U.S.”February 14,2023.18.The Harris Poll,“Este Lauder makes a play for Gen Z,”March 16,2023.19.Axios,“Celebrity retail brands surging in popularity,”July 21,2023.20.The Financial Times,“When it comes

284、to celebrity beauty brands,authenticity sells,”February 2023.21.Nielson IQ,“Celebrity beauty brands:Key success drivers in 2023,”June 30,2023.22.Nielson IQ,“The ultimate guide to celebrity beauty brands,”June 22,2023.23.Hearst Bay Area,“From zero to hero:How these companies Mastered Social Commerce,

285、”July 21,2023,https:/ Retail,“How Shopifys partnership with Drake lays the groundwork for future celebrity collaborations,”October 17,2023.25.Food Engineering,“PepsiCo trials paper-based packaging for Walkers Baked multipacks,”March 13,2023.26.Packaging World,“McDonalds tests strawless lids in U.S.,

286、Nestl Brazil packs condensed milk in pouch,Jgermeister swaps secondary packaging to corrugated,”April 4,2023.27.Aldi Corporate Sustainability,“Waste and recovery,”accessed on Nov 10,2023.1.Bureau of Economic Analysis,Personal Income and Outlays,October 27,2023.2.The New York Times,“Why are food pric

287、es so high in Europe?”May 30,20233.Reuters,“French consumers forced to cut back on essentials,Carrefour CEO warns,”August 29,2023.4.CNBC,“Walmart and Target face similar problems but only one is thriving,”August 17,2023.5.AP News,“Macys had to discount spring goods to entice cautious consumers and s

288、ees more warning signs ahead,”August 22,2023.6.FT,“Tesco chief sees encouraging signs that inflationary pressures are easing,”June 2023.7.The Guardian,“Carrefour puts shrinkflation price warnings on food to shame brands,”September 14,2023.8.Ecommerce News Europe,“Generative AI in ecommerce:A look be

289、yond texts,”July 3,2023.9.ESM,“Carrefour France introduces AI-powered online shopping chatbot,June 15,2023.10.FoxNews,“How Walmart is using AI to change how you shop forever,October 16,2023.61Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the con

290、sumer products and retail industries28.FREESTUFF4U,“The Freecycle Network:A remarkable movement transforming the UKs waste and consumption landscape,”April 15,2023.29.Capgemini Research Institute,How sustainability is fundamentally changing consumer preferences,2020.30.Supermarket News,“Ahold Delhai

291、ze USA is winning at food waste,”June 30,2023.31.Trend Watching,“For coffee to go,Dutch supermarket Albert Heijn pilots voluntary higher prices that cover hidden costs,”April 20,2023.32.Guggenheim Securities Analyst Report,“WMT:Decent appetite for saving money and living better,”October 2023.33.Capg

292、emini Research Institute,Navigating the future:Building resilient and efficient supply chains in the consumer products and retail industry,November 2023.34.Unilever“Navigating the future:The in-house developed app thats transforming a traditional sales model,”April 11,2023.35.Capgemini Research Inst

293、itute,“Harnessing the value of generative AI:Top use cases across industries,”July 2023.36.Carrefour,“Carrefour integrates open AI technologies and launches a generative AI-powered shopping experience,”June 8,2023.37.Capgemini Research Institute,“Harnessing the value of generative AI:Top use cases a

294、cross industries,”July 2023.N=1,000 organizations38.Wendys,”Leading Drive-Thru Innovation with Wendys FreshAI”,December 11,202339.Retail TouchPoints,“IoT in retail:Top 5 use cases and real-life examples,”July 17,202340.InData Labs,“AI in FMCG:Top use cases,”June 29,2023.41.The Bottom Line,“Social Me

295、dia as Search Engines:What Does It Mean for Your Business?”April 202342.Sephora adds gamified experience to Beauty Insider loyalty program in appeal to Gen Z,Sep 27,202343.European Supermarket,“Carrefour teams up with Brut to form social commerce company,”February 2,2022.44.Anyone with between 10K a

296、nd 100K followers on social media that has a more curated,cohesive community of followers45.Anyone with between 100K and a million followers on social media46.Forbes,“Micro-Influencer Power:Building Brand Trust And Driving Conversions,”August 202347.Walmart,“Walmart launches new content creator plat

297、form,”October 18,2022.48.Greenly,“Global Food Waste in 2023,”August 22,2023.49.Grocery Dive,“How AI,digital innovation can help grocers reduce food waste,”August 28,2023.50.LOral Groupe,“LOral USA rolls out product labeling system to educate consumers about the environmental impact of its products,”

298、.51.LOral Groupe,“To empower consumers in their purchasing decisions,LOral Canada launches product impact labeling system,”March 2023.62Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesKey contributorsTim

299、BridgesGlobal Sector Lead,Consumer Products,Retail Distribution,Capgemini Marisa Slatter Director,Capgemini Research Institute Jerome BuvatHead of Capgemini Research ISumit Cherian Program Manager,Capgemini Research Lindsey MazzaGlobal Retail Lead,Capgemini Bhavesh UnadkatVice President,Head of Mark

300、eting Services,frogbhavesh.unadkatfrog.co Owen McCabeVice President,eCommerce,CKees Jacobs Vice President,Global Lead for Insights and Data,Capgemini Consumer Products and Retail Subrahmanyam KVJSenior Director,Capgemini Research I63Capgemini Research Institute 2024What matters to todays consumers 2

301、024:consumer behavior tracker for the consumer products and retail industriesThe authors would like to especially thank Kunal Karamchandani and Sakthivel S from the Capgemini Research Institute for their contributions to this research.The authors would also like to thank Emmanuel Fonteneau,Bas Morse

302、lt,Maaike Slagter,Michelle Grujin,Achim Himmelreich,Vito Labate,Bridget Blaize,Pallav Srivastava,Kristin E Morris,Rupali Chakraborty,Ashwani Kumar,Jaydeep Neogi and Manish Saha for their contributions to this research.About the Capgemini Research Institute The Capgemini Research Institute is Capgemi

303、nis in-house think tank on all things digital.The Institute publishes research on the impact of digital technologies on large traditional businesses.The team draws on the worldwide network of Capgemini experts and works closely with academic and technology partners.The Institute has dedicated resear

304、ch centers in India,Singapore,the UK,and the US.It was recently ranked number one in the world by independent analysts for the quality of its research.Visit us at contactTIM BRIDGESAustraliaAMIT SINGHANIA Spain DAVID LUENGO RUIZdavid.luengo-Germany ANDREAS UNRUHEIndiaVIDHYA KRISHNASWAMYvidhya.krishn

305、aswamy United StatesTED LEVINEFranceANNE-SOPHIE THAUMIAUXanne- EMMANUEL FONTENEAUemmanuel.fonteneau Netherlands THEO VAN ROEKELSwedenCAROLINE SEGERSTEN RUNERVIKcaroline.segersteen-United KingdomMICHAEL PETEVINOS LINDSEY MAZZA For more information,please contact:64Capgemini Research Institute 2024Wha

306、t matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesReflect.Rethink.Reconsider:Why food waste is everybodys problem Why consumer love Generative AIMore Capgemini Research Institute publicationsIlluminating the path:Building resilient and effici

307、ent supply chains in the consumer products and retail industryGenerative AI and the evolving role of marketing:A CMOS PlaybookA new playbook for Chief Marketing OfficersConversations for Tomorrow,4th edition:The new face of marketingThe wake-up call:Building supply chain resilience in CPRThe age of

308、insight:How CPR organizations can accelerate value capture from dataWhat matters to todays consumers:2023 consumer behavior tracker 65Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesFirst NameLast NameEma

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310、m the Capgemini Research Institute66Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesNOTES67Capgemini Research Institute 2024What matters to todays consumers 2024:consumer behavior tracker for the consumer

311、 products and retail industriesWhat matters to todays consumers 2024:consumer behavior tracker for the consumer products and retail industriesCopyright 2024 Capgemini.All rights reserved.About CapgeminiCapgemini is a global leader in partnering with companies to transform and manage their business b

312、y harnessing the power of technology.The Group is guided every day by its purpose of unleashing human energy through technology for an inclusive and sustainable future.It is a responsible and diverse organization of nearly 350,000 team members in more than 50 countries.With its strong 55-year herita

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