In 2020 we witnessed a global transformation. The pandemic impacted all areas of our life: the dynamics of home, work, study, entertainment and, of course, shopping. After experiencing the pandemic, a new type of consumer has been born.
But what is the new post-pandemic consumer like? Do they have the same concerns? Do they buy the same products? Are they more or less attentive to what they spend? According to a Deloitte research, health and safety are people’s new top priorities. In addition, consumers have more self-control of their expenses and prioritize value over consumption.
Trends, characteristics and principles of the new post-covid consumer
There are new priorities, behaviours and preferences when it comes to consuming products or services. A study by YouGov, a market research and data analysis firm, indicated that 86% of consumers had modified their consumption habits and their behaviour as a result of the health emergency has been inclined to consume through the Internet and eCommerce.
New habits are not fleeting
They will remain ingrained in the population, even after COVID-19, says Polaris, an agency specializing in data analysis and market predictions. These are the trends or principles that characterize the post-pandemic consumer.
Hygiene is a basic value
Having better hygiene habits has been one of the main lessons of the coronavirus. This disease has also highlighted the shortcomings of many countries regarding access to water or proper food hygiene. For this reason, hygiene has become a basic value for the buyer of this time and will undoubtedly be one of their demands when buying.
The new post-pandemic consumer will demand that public spaces have sufficient hygiene and prevention measures. You will also prefer contactless payment, as well as the execution of remote transactions such as online shopping, online banking and even telemedicine. All of this will also lead to you placing more importance on purchasing personal hygiene and household cleaning products.
Ecommerce was one of the sectors that grew the most during the Covid crisis due to free movement restrictions. In Latin America, unlike the United States or Europe, people were less used to buying online. However, with the pandemic, many decided to try this type of purchase and it has been convenient for them.
For this reason, the consumer of now will continue to bet on electronic commerce. It is important that brands take this into account so that they streamline their purchasing processes and improve their service in general so that they respond to the needs of new consumers.
Entertainment on demand
When the confinement for the pandemic began, Internet use skyrocketed. Communications and work depended on this connection, but so did entertainment. The crisis encouraged the search for new forms of home entertainment and streaming platforms were the best ally.
Currently, the consumption of content through on-demand services is high. These include Netflix, Amazon Prime Video, Disney +, Spotify and even different gaming platforms. The pandemic accelerated the rise of these services and made it clear that today’s consumers want to decide what to see, how and when to do it.
With the pandemic, consumers have not only felt the need to improve their hygiene measures but also to take better care of themselves. Therefore, one of the consumption trends is related to the investment of time in self-care. For example, exercise routines, yoga or meditation classes and healthy eating stand out.
Brands should consider this trend in order to offer the new consumer products and services aligned with this philosophy of life. Although the relevance of self-care is likely to decline as the health crisis subsides, there will be a significant number of people who will continue to engage with this lifestyle. Therefore, it is important that companies keep it in mind to create new business opportunities.
Interest in the local
The new post-pandemic consumer also has a renewed interest in local businesses. Instead of global brands, they prefer local ones; the reasons for this are various. One of them is that they feel that local brands, being small and medium-sized companies, need more support than large ones to survive.
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During the pandemic, many consumers preferred small proximity businesses, such as supermarkets or stores in their area, because they did not have crowds. Thanks to this, this type of business has gained market share and it is possible that