COVID-19 spurred new tech adoption and health/diet changes, but over the past 12 months some trendlines have levelled off. Understanding shifts in consumer behaviour, preferences and attitudes will be critical to charting a successful growth strategy.
Leveraging YouGov data, we’ve identified 10 key consumer audiences about whom FMCG brands need a nuanced POV.
Sober partiers – 77% of adults in Great Britain say that they don't need to drink alcohol to have fun
Experimental chefs- 66% of Brits like to experiment with new recipes
Sit-down scranners – 65% of adults in GB usually sit down together for a meal at home
Frozen food stockers – 57% of British adults tend to stock up on their favourite frozen foods when on sale
Flexitarians –38% of Britons say that they are actively trying to reduce their meat consumption
Coffee connoisseurs –30% of Brits like to indulge in fancy coffee drinks
Sweet snackers – 30% of British adults feel “sweets over crisps any day”
Organic obsessed – 28% of adults in GB prefer to serve organic and natural foods to their family
Guilty consumers – 27% of Brits say that sometimes they feel guilty when consuming meat and dairy products
Time crunched cooks – 26% of Britons say that their lifestyle doesn't allow them time to prepare and cook food
Strategy, insights and product leads can leverage YouGov Surveys to specifically target these consumer cohorts within YouGov’s highly engaged panel – whether it’s a quick response survey or deep-dive study.