Data-based insights reveal new and long-term trends in consumer behavior.
Consumer research by Accenture follows the change in the behaviors and habits of consumers around the world, while they’re adapting to a new reality during the Covid-19 crisis. It also examines which of the changes may have a lasting impact after the crisis is over.
The fourth wave of this survey was conducted in May 2020 and included 7,872 consumers in 18 markets around the world. In addition to two digital ethnographic studies: (1) examined 30 consumers in the US between April 3-8, 2020, and examined the change in food purchasing methods. (2) 15 consumers in China, Mexico, Spain, and the USA, the study examined how their approach to shopping for consumer goods and toilet changing.
Many consumers are forced to adapt to new personal circumstances. Some are forced to tighten their budget due to less disposable income than before the outbreak. Others experience more free time. As consumers adapt to new personal circumstances, consumer goods companies must adapt to them. Companies will need to re-segment their consumers to capture changing attitudes and behaviors.
