Post COVID-19 Josh McBain Consumer Consultancy Director Landscape joshuam@foresightfactory.co Finding Opportunity Amid Upheaval
Consumers In Flux
Post COVID-19 Consumer Landscape AIPH Sustained impact Life under – and 12+ months after – COVID-19: Presence-free Building Living Naked Resilience Citizen Consumer World Mastering Lifestage Back to Healthy the Mind Delay Nature Habitats Cashless Sleep Local In Flux Society Mode Allure Death Stakeholder Mechanised of Risk Ageless Customer Truth Society Maximising Everyday Everyday Game Behaviour Exceptional Activism On Trend Trend decelerated boosted Peer Globalisation Power The Great Data as Indoors Currency Light Relief Sustainable Living Temporary impact Source: Foresight Factory 3
Post COVID-19 Consumer Landscape AIPH Sustained impact Life under – and 12+ months after – COVID-19: Presence-free Building Living Naked Resilience Citizen Consumer World Mastering Lifestage Back to Healthy the Mind Delay Nature Habitats Cashless Sleep Local In Flux Society Mode Allure Death Stakeholder War On of Risk Ageless Customer Waste Society Maximising Everyday Everyday Game Behaviour Exceptional Activism On Trend Trend decelerated boosted Peer Globalisation Power The Great Data as Indoors Currency Light Relief Sustainable Living Temporary impact Source: Foresight Factory 4
Back To Nature Consumers are heading outdoors to boost their health, build communities and protect the environment.
Post COVID-19 Consumer Landscape AIPH Going on holiday to get closer to nature % selecting within top 3 reasons Chart Title 2016 2018 2020 40% 20% 0% Korea Australia USA France Netherlands Spain Italy GB Sweden Ireland India Thailand Brazil Russia Mexico South Source: Foresight Factory │ Base: 624 -3934 online respondents per country aged 16-64[Indonesia 16-54], 2020 May 6
Post COVID-19 Consumer Landscape AIPH Compared pre COVID-19 % who have done more or less gardening (UK) 3% 36% LESS MORE 7
Post COVID-19 Consumer Landscape AIPH … and once the COVID-19 epidemic is over % who will continue to garden more (UK) 30% 18% TOTAL 35-44 8
Post COVID-19 Consumer Landscape AIPH Reconnecting with nature For healing and community 9
Presence-free Living The need to be physically present to work, shop and communicate is being challenged by digital and cultural change.
Post COVID-19 Consumer Landscape AIPH Frequency of shopping online in the USA % buying products/services online monthly 2014 2017 Chart Title 2018 2020 100% 80% 60% 40% 20% 0% Source: Foresight Factory │ Base: 3934 online respondents aged 16 -64, USA, 2020 May 11
Post COVID-19 Consumer Landscape AIPH Home, garden, pets & DIY online purchases Made in the UK in the last three months And bought for first time… 55% 19% TOTAL TOTAL UK UK 62% 25% 35-44s 16-24s 12 Source: Foresight Factory | Base: 1079 online respondents aged 16+, GB, 2020 June
Post COVID-19 Consumer Landscape AIPH More versatile e-commerce space Alibaba a market driver 13
Post COVID-19 Consumer Landscape AIPH Gardening experiences and shopping Accelerated trend towards the virtual 14
Healthy Habitats A need for the spaces we inhabit to protect physical and mental wellbeing.
Post COVID-19 Consumer Landscape AIPH Using air purifier appliances in the home Uptake and interest 100% 80% I have not done this, but am interested in doing it 60% in the future 40% 20% 0% I have done this Australia Japan USA Canada GB France Poland Germany Italy Spain Netherlands India China Brazil Russia Mexico Indonesia UAE Source: Foresight Factory │ Base: 636 -3570 online respondents per country aged 16-64[Indonesia 16-54], 2019 May 16
Post COVID-19 Consumer Landscape AIPH Health imbedded into everyday spaces Role of plants will be a key growth area 17
Mastering the Mind The mind is a new arena that consumers strive to understand, improve and optimise – especially as mental wellbeing is considered as important as physical health
Post COVID-19 Consumer Landscape AIPH Mindfulness: uptake and interest % who have practiced meditation/mindfulness Chart Title 2015 2018 2020 100% 80% 60% 40% 20% 0% USA Australia Canada Spain GB Germany Italy France India Brazil Mexico China Source: Foresight Factory │ Base: 624 -3934 online respondents per country aged 16-64[Indonesia 16-54], 2020 May 19
Post COVID-19 Consumer Landscape AIPH Plant/gardening health focused initiatives Accelerated activity under COVID-19 20
War on Waste Consumers reject wasteful consumption of any form, and brands are invited to find solutions for waste-free living
Post COVID-19 Consumer Landscape AIPH How have your personal finances been impacted by the COVID-19 situation so far? 12% 14% GOT GOT 36% 35% BETTER BETTER GOT GOT WORSE WORSE 22
Post COVID-19 Consumer Landscape AIPH Consciously trying to minimise plastic waste % who agree or agree strongly 100% Agree Agree strongly Chart Title 80% 60% 40% 20% 0% Australia USA Canada GB France Poland Germany Italy Spain Netherlands India China Brazil Mexico Indonesia UAE Source: Foresight Factory │ Base: 609 -3859 online respondents per country aged 16-64[Indonesia 16-54], 2020 May 23
Post COVID-19 Consumer Landscape AIPH Imperfect plant box Mixed box reduces coronavirus plant waste 24
Post COVID-19 Consumer Landscape AIPH KEY TAKEOUTS Ensure boosted engagement with industry is sustained even after the 1 crisis has passed. Utilise new digital/virtual channels and platforms to engage existing 2 and new audiences. Target growing consumer need for products with specific health 3 benefits for homes, workplaces and retail stores. Focus on specific opportunity for boosting mental health in post 4 COVID-19 era. Cater to spiked war on waste and need for minimal/non-cluttered 5 living and working spaces. 25
Post COVID-19 Josh McBain Consumer Consultancy Director Landscape joshuam@foresightfactory.co Finding Opportunity Amid Upheaval
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