埃森哲：COVID-19將如何改變消費者：數據驅動的消費者行為洞察 - 埃森哲（英文版）.pdf

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1、OUTMANEUVER UNCERTAINTYNOWNEXT August 2020 How will COVID-19 change the consumer? Data-driven insights into consumer behavior Accenture COVID-19 Consumer Pulse Research: Wave 7 Copyright 2020 Accenture. All rights reserved.3 COVID-19 has changed everything While still in the midst of the COVID-19 cr

2、isis, we can reflect on all that has occurred in recent months. The ways in which people live and work are different. How and what people buy is different. Consumers themselves have dramatically evolved, and the change is lasting. We see new archetypes emerging that consumer packaged goods (CPG) com

3、panies must take notice of and respond tofast. Accenture has been continually investigating the impact and implications of the pandemic globally. Our seven waves of consumer research reveal that COVID-19 has had a profound impact on the consumer goods industry, and the effects may be everlasting. As

4、 companies move forward, they must have the capabilities to understand and deliver on consumers wants and needs and strive to outmaneuver uncertainty in this new era. 4 WHAT AND HOW CONSUMERS BUY IS VERY DIFFERENT 5 5 Get to know your consumers Consumers have been through an emotional life-changing

5、journey during the pandemic. Prior consumer segmentsand the insights theyre built onwill need to be redefined to reflect new behaviors and preferences. CPG companies should get reacquainted with new and evolving consumer segments to understand the changes people have undergone and the values they no

6、w hold. On the Edge 19% Extremely worried about health, finances and going out in public Most worried about health, the economy and job security. 44% will cut back on future spending, 62% are exploring new sources of income. Least comfortable visiting public places in the next 6 months. Tentative Re

7、turner 36% Cautious about re-entering society and returning to normal routines Me. Reinvented 16% Seizing the opportunity to transform themselves for the better Cutting back or moderating future spending. Will avoid non-trusted or non- essential places (e.g. bars/clubs, sporting events, public trans

8、port). Fearful for the health system and economy. 82% are making more sustainable purchases and 83% are more health conscious. Most comfortable visiting public places and traveling. More likely to be buying products online through digital channels. Stubbornly Seeking Normal 29% Looking forward to ba

9、lance and eager to return to some level of normality 45% are shopping more cost- consciously, making them least likely to do so. 39% will not change spending patterns post-outbreak. Most likely to think restrictions are being lifted too slowly, and least likely to comply with them. 6 Emerging segmen

10、ts create new opportunities to connect The consumer archetypes emerging from the pandemic span age, income level and employment status. The Me. Reinvented group is younger, on average, and has more wealth, while On the Edge consumers skew more towards lower income levels. It will be important to tap

11、 into the profiles of each of these segments and tailor messaging accordingly to address their underlying needs and priorities. For example, finding ways to tempt tentative returners to re-engage through physical channels, or continuing to engage with the most fearful On The Edge consumers in the ho

12、me. Source: Accenture COVID-19 Consumer Research, conducted 16th 22ndJune. *Does not include those who were furloughed or made redundant as a result of COVID-19. 22% 34% 44% 47% 34% 19% 42% 47% 11% 29% 39% 33% On the Edge 32% Tentative Returner 33% Me. Reinvented Stubbornly Seeking Normal 34% 6% 26%

13、 29% 30% 7% 33% 7% 30% 32% 6% 34% 34% 24% HighLow MiddlePrefer not to say 56+18-3132-55 Demographics AgeIncome Level Average Age% Employed* 40 45 41 37 68% 57% 67% 74% 7 Worriers vs. wellness seekers: deliver what they want Highest proportion of consumers who are making sustained positive changes to

14、 shop more health consciously or sustainably. On the Edge consumers Increasing purchases of fresh food, personal hygiene and cleaning products, while decreasing luxury goods, apparel and home dcor. Brands might consider using a “Reverse Influencer” strategy to gather feedback from social media influ

15、encers close to target consumers to inform the brands decisions. Focusing on necessities 35%+ Rank sustainability as a top 3 purchasing criteria 1 in 3 Overall worry more about health and the economy, and they earn less. They are spending what they have on items to stay healthy and safe. Me. Reinven

16、ted The Me. Reinvented segment is spending timeand money online. They are trying new recipes and hobbies and they dont mind spending a little more as they reinvent themselves. 8 People today want to be healthy, happy and safethey always have, but COVID-19 has raised the stakes. Consumers dont want i

17、solated products that serve one need. They want more holistic health and wellness solutions that help the whole person. CPG companies can partner across the ecosystem (technology, health and other CPG companies) to develop products and services that address a variety of health and wellness needs, ra

18、ther than following a one-off trend. Wanting to be healthy is not new; how you enable it is Source: Accenture COVID-19 Consumer Research, 16th 22ndJune, Run for Heroes KEEP ME ACTIVE KEEP ME SAFE KEEP ME HAPPY BOOST MY IMMUNITY 69% are likely to continue with more than one healthy habit 79% will con

19、tinue washing their hands more 1 in 2 will continue spending more time on self care and mental wellbeing 59% will continue to shop more health consciously 1 in 2 will continue to exercise more How can I be the best me? CONNECT ME WITH OTHERS HEALTH IS SOCIAL Viral Instagram running challenge Run 5 D

20、onate 5 Nominate 5 was taken up by over 1 million runners within a month 1M runners 9 Healthier at home Ping Ans Good Doctor is a healthcare platform with 300 million users in China. Consumers triage their concern using an AI-enabled diagnostic, then can speak to a doctor via video call within an ho

21、ur. The platform offers a one stop shop for consultation, referral, prescriptions purchases and delivery supplied by 10,000+ local pharmacies, as well as wellbeing advice, health check-ups and consumer healthcare. Source: revenue-for-2019-amounted-to-rmb5-065-billion-with-its-losses- continuously-na

22、rrowed-and-online-medical-services-revenue-doubling-by- 109-over-the-same-period-301002912.html 10 THERES NO PLACE LIKE HOME DURING COVID-19 11 Confidence has not fully rebounded Consumer concern may have dipped from its peak in early April but has remained consistently high as consumers grapple wit

23、h worries around their health, job security and the state of the broader economy. Although most consumers feel restrictions are being lifted responsibly, this has not translated into consumer confidence about visiting public places. In markets where retail restrictions have lifted, visits to non-ess

24、ential retail are flattening out at reduced levels. We expect confidence to increase over the next few months, but we will not be back to “normal.” Ill find it a bit scary when we start to go out again because you just dont know how safe it is mixing with strangers. Female, Australia, 70+ Although t

25、he declaration of emergency has been lifted it seems clearly too early. I think we should avoid unnecessary and non-urgent outings as much as possible. Female, Japan, 18-24 7.5 7.7 7.27.2 7.0 6.96.9 19th - 25th March 2nd - 8th April 17th - 27th April 5th - 11th May 20th - 25th May 2nd - 8th June 16t

26、h - 22nd June Level of Overall Concern Average score out of 10, 1 being not at all concerned Source: Accenture COVID-19 Consumer Research, conducted 2nd 8thJune 12 People are still spending less time out Ill probably contact my family more via FaceTime and do more online activities involving them. N

27、on binary, 25 31, UK Preferred locations for socialization Top places consumers anticipate doing most of their socializing in the next 6 months Source: Accenture COVID-19 Consumer Research, conducted 16th 22ndJune. *Provided that they were open and it was allowed. 36% 33% 9% 7% 6% 4% 2% 2% 73% 59% 5

28、4% 30% 28% 28% 15% 13% Indoor recreational facilities (e.g. gyms) In coffee shops In restaurants In bars or clubs Parks or other open spaces At work Connecting virtually with friends In my home (or anothers home) Top 1 Top 3 I dont go out on Saturday night anymore, the thought of arriving in a club

29、and finding it full makes me uncomfortable. Female, 40 55, Italy I have more appreciation for nature, friends, family, and ways to socialize without spending a lot of money. Restaurants will be visited less frequently, as will movie theatres. More home cooked meals and visits around the family dinne

30、r table with friends and family. Female, 70+, Canada 13 Home is the hub 69% plan to do most of their socializing at home or virtually People prefer to spend time socializing in the home and will continue to do so in the coming months. They are changing consumption patterns, connecting more online an

31、d seeking new ways to be entertained. CPG companies must plan and prepare for a shift to at- home occasions for the medium term. Whats more, they can seize this opportunity to serve these new social and creative occasions. For instance, offering products that recreate the experience of going out. Cr

32、eating virtual communities that bring together people with similar interests. Shaping premium virtual experiences that allow people to connect with others and interact with products in more elaborate ways. Knorr is helping consumers to address a broad spectrum of in-home cooking needs with new Knorr

33、Home recipes that also include easy tips for creating restaurant-like meals at home. To add fun to these home cooking occasions, Knorr also partners with local chef networks, influencers and foodservice partners across the globe to offer foodie inspiration through live streamed cook-along tutorials

34、featuring Knorrs Future 50 Foods and other exciting recipes. Source: Unilever In Brazil, food brand Yokidelivered free kits containing popular foods in Sao Paulo to help people celebrate the Festas Junina, in partnership with Rappi. This was supported by digital tools that helped people to plan part

35、ies at home such as a calculator helped consumers determine the right amount of food required along with links to recipes and a platform where people could enjoy traditional games together virtually while maintaining social distancing. Source: abc da comunicao 14 Spicing up home occasions Simple cle

36、aning and hygiene practices remain the most important initiatives for helping the majority of consumers feel comfortable in public places. More complex safety measures are expected by select groups. For example, older consumers place greater importance on physical distancing measures that limit cont

37、act, whilst Asian countries are 70% more likely to require temperature checks on entry. CPG companies will need to support their retail customers where necessary with implementing the appropriate initiatives for their consumer base. Although only 8% of consumers would prioritize incentives, these ha

38、ve the highest impact of any measures in encouraging that specific group back to public places and are particularly appealing for lower income consumers and families. For CPG companies, it will be vital to ensure promotions are targeted at this group versus those who are more likely to spend anyway.

39、 15 Lure consumers back through the right initiatives Source: Driver analysis by Happen Impact of initiatives in getting consumers comfortable in visiting public places again Certification of cleaning standards Visibility of cleaning and sanitation Availability of hygiene products for public use Sta

40、ff required to wear masks / gloves Public required to wear masks / gloves Restricting opening hours Creating dedicated opening hours for at risk groups Reconfiguring the physical space Restricting the total number of people allowed in Restricting the size of groups allowed Limiting contact between s

41、taff and members of the public Temperature checks on entry Broader contact tracing strategies Incentives (e g in-store promotions) Important to someImportant to all Niche: high impact to some consumers Low gain: low impact to some consumers Claimed importance of inititatives (top-5) Low impact High

42、impact Contribution to level of comfort in public places Core: high impact to most consumers Secondary: low impact to most consumers Coca-Cola European Partners (CCEP) has been offering customers a range of different support mechanisms: free stock to replace that which has gone out of date, bigger w

43、holesale offers, and operational support to ensure all the mixing and storage equipment is properly sanitized. Source: Morning Advertiser* Carlsbergs Adopt a Keg first launched in Denmark during lockdown. The campaign encouraged consumers to scan a QR code on shop bought cans, equating to a virtual

44、keg that they could then trade in for a real beer in a bar or restaurant when they reopened. This initiative was successfully rolled out in a number of markets and has since evolved into further opportunities now that bars have started to open. In Malaysia, Liverpool fans can purchase a virtual Cham

45、pions Keg which gives them 100 Carlsbergs and two commemorative glasses that can be redeemed and shared at participating outlets with friends by showing a QR code at participating outlets. Source: Campaign Brief Asia 16 Engaging innewways with consumers *Open to change: Coca-Colas new marketing camp

46、aign looks at the opportunity for positive change from the pandemic and will support the pub sectors recovery. Coca-Cola pledges to support pubs in its Open Like Never Before push 30-Jul-2020 By Emily Hawkins. Coca-Cola Great Britain has launched a new campaign, Open Like Never Before, which focuses

47、 on the social changes that have occurred during the coronavirus pandemic, encouraging people to find opportunity in the new normal. https:/www.morningadvertiser.co.uk/Article/2020/07/30/What-is-Coca-Cola-Open-Like-Never-Before 17 Emerging stronger The past several months have been an emotional roll

48、ercoaster. There is despair. There is hope. Some are longing to move past and move on. Others are trying to rebuild anew and change their livesusing this moment in time to transform the future. As we try to stitch our past and our future, it is impossible to ignore the disruption that has occurred.

49、People as consumers are thinking, shopping and behaving differently. In many ways, this pandemic has created a window of opportunity in which CPG companies can attract and engage with new consumer segments in innovative ways. Just as people are seeking to change for the better in this new era, so can business. A return to normality should not be the goal for those looking to emerge stronger. This is the time to focus on the possibilities the future holds. 18 Contacts If you need any help or advice in relation to this, please contact: CVThought