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THESE ARE THE MOST PROMINENT NEW CONSUMER ducts from brands that are socially responsible, respectful
TRENDS: to people and the environment.

RATIONALITY. We are cautious and rational. We are HOME DELIVERY AND ONLINE SHOPPING. Parallel to lo-
not sure how long this situation will last. The economic cal consumption, we turn more to online purchases and
crisis is a worrying reality, it is tangible and the con- companies specialised in delivering products to our door.
sumer is clearly price oriented, taking a good look at Whether it's food from our favourite restaurant, a pack of
promotions and discounts. There is a need for savings. books, clothes, or a full-fledged gym. We buy online or over
According to AECOC, 66% of consumers control their the phone and pay for a service that brings all items directly
expenses more and 62% pay more attention to prices to our home. According to Kantar, consumption outside our
and promotions. homes has recovered up to 70% due to this "homemade"
trend of spending and enjoying time indoors.
HEALTH. Now that we see on a daily basis how significant
it is to maintain good health, we are finally realising the A TASTE OF PLEASURE. We cannot give up on consuming
importance of the food we eat: its origin, its preparation, products that provide us with a sense of pleasure and a get
its preservatives, its additives... everything counts. In addi- away feeling. Not only sweets, ice creams, alcoholic beve-
tion, spending more time at home allows us to pay more rages and snacks are still present in our homes but its con-
attention to our diet and weekly menus. According to AE- sumption increase, since we do not go out as much as befo-
COC, 53.8% of consumers intend to cook more than in the re to celebrate and to share those moments of joy outside
past and 62.3% affirm that they will continue to choose the home.

products to cook more at home. Similarly, 53.4% affirm
that they will eat healthier than they did before and this NEW BRANDS. The crisis makes us look at brands that be-
awareness is a very important element when preparing fore we did not contemplate or that maybe they did not
the shopping list. even exist. We now test and modify our choices based on
products that satisfy us and are competitively priced. Gi-
SUSTAINABILITY. The search for local and seasonal pro- ven the impact of the crisis on our pockets, we are not just
ducts has increased up to 70% according to AECOC. On its loyal to our lifelong brands, but we look for new ones and
part, Kantar ensures that 33% of consumers also seek pro- opportunities.

MG MAGAZINE 64