凱捷+2023年針對消費品和零售行業(yè)的消費者行為跟蹤

ExecutiveSummaryExecutiveSummaryrwefoundthatconsumerggofnsExecutiveSummaryExecutiveSummarydwdtyse4feyh5patternsinlightoftheriseincostoflivingiestohelpthemthroughthisdifficulttimeemediainfluencersareontherisesumer6ofconsumerswhoagreewiththestatement:nOverallGenZMillennialsGenXBoomersCapgeminiResearchInstitute20239Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriessuchaselectronics,plants,toys,andothernon-essentialexpenses,suchasdiningout,aswellasdelayingthepurchaseofluxuryitems.Inaddition,overhalf(65%)ofconsumerssaytheynowprefercheaperprivate-labelproductsovernamebrands,andasimilarpercentage(64%)saytheyarebuyingproductsfromhypermarketsanddiscountstores,ratherthanusing,forinstance,conveniencestoresorspecialtygrocerystores(seeFigure2).Overhalf(57%)ofconsumersalsosaytheyarespendingmoretimeindifferentphysicalstorestofinddealsanddiscounts.Thecost-of-livingcrisishasledtomoresophisticatedpurchasebehavior,withconsumersexperimentingwithdifferentoptionsformoreaffordableproducts.GraemePitkethly,CFOatUnilever,comments:“Wearestartingtoseeconsumersdown-tradingandlookingfor[greater]value…Salesvolumesarebeginningtofallassomeshoppersswitchfrombrandedgoodstoown-labelproductsinabidtomakeendsmeet.”2,3GenZconsumersarelesslikelythanthoseinotherdemographicstohavechangedtheirbehaviors.Forexample,60%ofGenZconsumerssaytheyaremakingfewerimpulsepurchasescomparedto76%ofBoomers.Inaddition,59%ofGenZconsumersarereducingpurchasesofnon-essentialitemsversus73%ofGenXconsumers.Amidthecost-of-livingcrisis,consumersaremakingfewerimpulsepurchases,loweringtheirspendingonnon-essentialitems,andlookingforcheaperalternatives%%ofconsumerswhoagreewiththebelowstatementsregardingchangesintheirshoppingbehaviorsinthepast3–6monthsbecauseofincreasedpricesIammakingfewerimpulsepurchasesIamcuttingbackonnon-essentialitems(e.g.,electronics,plants,toys,diningout)Iamdelayingpurchasesofluxuryitems(e.g.,jewelry,cars,designerclothing)Iambuyingcheaperprivate-labelorlow-costbrandsovernamebrandsIambuyingproductsfromhypermarketsanddiscountstoresratherthanbuyingthemfromspecialtygrocerystoresandconveniencestoresIamspendingmoretimesearchingonlineto?nddealsanddiscountsIamspendingmoretimeshoppingatdi?erentphysicalstoresto?nddealsanddiscountsIamlookingtobuysmallerquantitieseachtimeIgotothestore,soIspendonlywhatIhave73%69%69%65%64%58%57%54%Source:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=11,300consumers.ofincomelevel:“Higher-incomefamiliesareshoppingatWalmartbecausetheyaremoreprice-sensitivenow.Familiesmakingover$100,000inhouseholdincomehavedrivenalotofourgrowth,sincearoundthemiddleofthefirstquarter,whenwesawfoodinflationreachalevelwherebehaviorwass46%44%37%35%32%29%roducts 12Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesMostconsumersexpectsupportandassistancefromcompanies%%ofconsumerswhoagreewiththebelowstatements:Toprovidemorediscountstohelpmepurchaseessentialitems(e.g.,food,medicine,fuel,apparel,utilities)ToprovidebiggerdiscountstoloyalcustomersToacceptlowerpricesfortheproductsmyfamilyandIrequire(i.e.,essentialitemslikefood,medicine,fuel,apparel,utilities)Toforfeitexcesspro?tsforthebene?tofsocietyTousetechnologytolowerprices(e.g.,replacingsta?edcheck-outcounterswithself-servicepaymentareastoloweroverheads)Toreducepricesofnon-essentialitemsthatimprovestandardsofliving(e.g.,toys,books,electronics)Toworkwithbanks/?nancialinstitutionstoprovidecredittocustomers70%69%67%65%56%56%50%Source:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=11,300consumers.Themajorityofconsumersgloballyexpectcompaniestohelpthemthroughthisdifficulttime.Sevenin10consumersexpectcompaniestoprovideawiderrangeofdiscountstohelpthempurchaseessentialitemsandtoprovidebiggerdiscountstoloyalcustomers(seeFigure4).Organizationshaverespondedwithinitiativestohelpconsumers;forexample,Tescoisfreezingthepricesofmorethan1,000everydayproductsfromOctober2022untilJanuary2023.7InApril2022,Morrisonsreducedpricesonmorethan500products,includingmanyessentialssuchaseggs,beans,coffee,rice,chicken,anddiapers,andimprovedmultibuysavingson180productlines.8CapgeminiResearchInstitute202313Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesThevastmajority(78%)ofconsumerssaytheywillbemoreloyaltocompaniesthathelpthemthroughthisdifficulttime,forexample,byprioritizingpurchasingproductsorservicesfromthatcompanyoverothers.Thispercentageis67%globallyforGenZshoppers,andinItalyandCanada,itrisesto82%and78%ofGenZshoppers,respectively.Seventy-fourpercentofconsumersgloballyplantopurchasemoreproductsorservicesfromcompaniesthattheyperceiveashelpingthem.GenZconsumersinItaly(77%)plantopurchasemorefromcompanieshelpingthemcomparedto64%ofGenZshoppersglobally(seeFigure5).ofconsumerssaytheywillbemoreloyaltocompaniesthathelpthemthroughthisdifficulttimeConsumerswillbemoreloyalandbuymorefromcompaniesthathelpthemgetthroughthisdifficulttime%%ofconsumerswhoagreewiththebelowstatements80%74%67%64%OverallGenZMillennialsGenXBoomersIwillpurchasemoreproducts/servicesinthefuturefromcompaniesthathelpmethroughthisdi?culttimeIwillbemoreloyaltocompaniesthathelpmethroughthisdi?culttime79%79%78%76%75%74%Source:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=11,300consumers;992GenZconsumers,3,264Millennialconsumers,3,332GenXconsumers,3,712Boomerconsumers.nd edCapgeminiResearchInstitute2023tlctsingineonafcomments,“Footfalltookastumbleinitsslowreturntopre-pandemiclevelsasrisingpricesandtighteningpursestringsmeantmanyfewerconsumersmadetripstotheshops.Octobermarkedthefirstfullmonthofhigherenergybillsformanyfamiliesafterthepricecaprose26%,reducinghouseholddiscretionaryspending.”17es ctsoicniosCapgeminiResearchInstitute202322Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesGiventheunreliabilityofsupplychains,manyconsumerstodayarestillconcernedaboutthemedium-termavailabilityofessentialproductssuchasfoodandprescriptionandover-the-countermedication.InNovember2022,41%ofconsumerssaidthattheywerehighlyconcernedregardingthepotentialunavailabilityofgroceriesandfoodsupplies,andoverone-third(35%)voicethesameconcernsinrelationtoprescriptionmedication(seeFigure10).Morethanone-thirdofconsumersacrossallagegroupsarehighlyconcernedregardingtheavailabilityofessentialproductssuchasgroceriesandfood(44%GenZ;45%Millennials;42%GenZ;and35%Boomers).ConsumersintheUS(50%)andSpain(48%)arealsohighlyconcernedregardingtheavailabilityofgroceriesandfoodsupplies.GenZconsumers,however,aremoreconcernedregardingtheavailabilityofnon-essentialproductsthanothergenerations.Forexample,23%ofGenZconsumersarehighlyconcernedabouttheavailabilityofluxuryproductsand25%areconcernedaboutfurniture,comparedto9%and10%,respectively,ofBoomers.Consumersaremostconcernedabouttheunavailabilityofessentialproducts%%ofconsumersconcernedaboutproductunavailabilityGroceriesandfoodsupplies(e.g.,co?ee,chicken,bread,babyformula)PrescriptionmedicationHouseholdsupplies(e.g.,toiletpaper)Personalcareproducts(e.g.,diapers,femininecare,shampoo)Over-the-counterhealthcareproductsConsumerelectronics/whitegoodsHome-improvementsupplies(e.g.,paint,lumber)ApparelandaccessoriesFurnitureandfurnishingsLuxuryproductsHighlyconcernedConcernedSlightlyconcernedNotatallconcerned 20% 18% 22% 22% 19% 19% 19% 17%25%27%27%27%35%33%29%28%31%36%33%25%23%25%39%53%22%24%21%22%22%23%41%21%26%25%21%23%12%16%16%16%Source:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=11,300consumers.23Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesMorethanhalfofconsumerswillbuyadifferentbrandoralternateproductinthecaseofastockout%%ofconsumerswhoagreewiththebelowstatementsregardingtheirshoppingbehaviorsinresponsetoproductstockoutsIbuyadi?erentbrandIwaitfortheproducttocomebackinstockIspendlessonanalternateproduct(i.e.,Ibuythesame-sizeditemfromadi?erentbrandatalowerprice)IusecomparisonsitestocheckfortheavailabilityoftheproductifbuyingonlineIgotomultipleretailerstochecktheavailabilityoftheproductin-storeIabandonthesiteifIencounterout-of-stockitemswhileshoppingonlineIalternatemypurchasesbetweenphysicalstoresandonlinechannelsbasedonproductavailability58%53%52%49%48%44%44%Source:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=11,300consumers.Intheeventofapreferredproductbecomingunavailable,mostconsumers(58%)prefertobuyasimilarproductfromacompetingbrand;additionally,52%saythattheyhaveboughtanitemofthesameweight/sizemadebyadifferentbrand,atalowerprice(seeFigure11).etSwitchstores/onlinesitesSubstitutionSubstitutionSubstitutionetetrsdnt1sttime2ndtime3rdtimeInstanceofastockoutDonotpurchaseSubstitutionDonotpurchaseSubstitutionSwitchstores/onlinesitesSwitchstores/onlinesites1sttime2ndtime3rdtimeInstanceofastockoutd%%ofconsumerswhoagreewiththestatement:le57%55%51%50%OverallGenZMillennialsGenXBoomersZ%%ofconsumerswhoagreewiththestatement:BoomersWithoutchildreners saesdtobemoreexpensivethansimilarerN rceooodreg31Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesShopperwillingnesstopayfortwo-hourdeliveryisupfrom2021AverageAverage%ofordervalueshoppersarewillingtopayfortwo-hourdelivery,acrossconsumersegments5.8%4.9%4.8%4.2%4.3%4.0%3.9%4.0%3.2%3.2%2.6%2.5%2.2%WithoutchildreninhouseholdGenXWithchildreninUrbanhouseholdNovember2021November20223.7%3.6%3.6%3.6%3.8%Sati?edwithdeliveryDissatis?edwithdelivery4.0%3.3%3.0%2.9%MillennialsSuburbanBoomersOverall4.5%5.0%GenZRuralSource:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=8,953consumers;635GenZconsumers,2,358Mil-lennialconsumers,2,678GenXconsumers,3,282Boomerconsumers;2,662consumerswithchildrenintheirhousehold,6,291consumerswithout childrenintheirhousehold;3,653urbanconsumers,3,903suburbanconsumers,1,397ruralconsumers;4,400consumerssatisfiedwithdelivery,2,739consumersdissatisfiedwithdelivery;CapgeminiResearchInstitute,Whatmatterstotoday’sconsumer,January2022.InNovember2021andNovember2022,consumerswereaskedwhatpercentageoftheirordervaluetheywouldbewillingtopayforcertaindeliveryspeedsandservices,assuminganaverageorderbillof$30.Acrossallshoppers,4.0%wastheaveragethattheywouldbewillingtopayfortwo-hourdeliveryinNovember2022,upfromanaverageof3.3%amongallconsumersinNovember2021.Thistrendisconsistentacrossthekeydemographicsegments(seeFigure17).32Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesInourcurrentresearch,acrossallconsumers,4.1%istheaveragetheywouldbewillingtopayfor10-minutedelivery(seeFigure18).Theincreaseinthepercentofordervalueconsumersarewillingtopayforfastdeliverymightreflecttheirgeneralacknowledgmentofinflationarypressurescombinedwiththedesiretoabsorbthesehigherpricesforaconvenientservicetheyhighlyvalue,evenduringthistougheconomictime.Thekeytrendsbyage,location,anddeliverysatisfactionlargelyremainthesameaslastyear:?Willingnesstopayforfastdeliverydecreaseswithage?Urbanshoppersaremorewillingtopaythansuburbanandruralshoppers–RuralGenZshoppersarewillingtopay5.9%for10-minutedelivery;nottoofarofffromwillingnesstopayfor10-minutedeliveryamongsuburbanGenZshoppers(6.4%)andurbanGenZshoppers(6.5%)?Shopperswhoaresatisfiedwithexistingdeliveryoptionsprovidedfortheproductstheybuyregularlyaremorewillingtopaythanthosewhosaytheyaredissatisfiedwithtwo-hourdelivery.For10-minutedelivery,satisfiedshoppersareslightlymorewillingtopaythandissatisfiedshoppers(seeFigure19).GenZshoppersarewillingtopaythemostfor10-minutedeliveryAverageAverage%ofordervalueshoppersarewillingtopayfor10-minutedelivery,acrossconsumersegments6.4%4.9%4.4%4.0%3.9%3.6%3.1%Dissatis?edwithdelivery Millennials BoomersWithoutchildreninhousehold SuburbanSati?edwithdeliveryWithchildreninhouseholdOverallUrban4.0%3.8%GenXGenZRuralSource:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=8,304consumers;565GenZconsumers,2,060Millennialconsumers,2,513GenXconsumers,3,166Boomerconsumers;2,400consumerswithchildrenintheirhousehold,5,904consumerswithout childrenintheirhousehold;3,333urbanconsumers,3,647suburbanconsumers,1,324ruralconsumers;4,030consumerssatisfiedwithdelivery,2,611consumersdissatisfiedwithdelivery.s41%37%alsGenXBoomersmersays 57% 4%0% 45% mersaceinalsGenXBoomerstituyaCapgeminiResearchInstitute202338Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesGlobally,socialcommerceisestimatedtohavegenerated$724billioninrevenuein2022todate.Socialcommercerevenueisexpectedtorealizeacompoundannualgrowthrateof30.8%intheperiod2022–30,reachingaround$6.2trillionby2030,anddrivenprimarilybyGenZandMillennialsocialmediausers.21Thesizeoftheglobalinfluencermarketingindustryisexpectedtoreach$16.4billionin2022,andincreasebyabout30.3%annuallythrough2028,reachingnearly$85billion.22Ourresearchrevealsthatone-thirdofconsumersgloballyhavediscoveredanewproductorbrandonsocialmediainthepastsixmonths.Thisisconsistentwitharecentstudythatfound34%ofallglobalconsumerssaytheylearnedofanewbrandinthelastsixmonthsviasocialmediaandsurpassesthepercentageofconsumerswhosaytheydiscoveredanewbrandwhilewatchingTVads(22%).23Nearlyone-quarter(22%)ofallconsumerslearnedofthisproductorbrandthroughaninfluencer,and16%wentontopurchasetheproductorbrand(seeFigure22).TheproportionofconsumersinfluencedbyofconsumershavediscoveredanewproductorbrandonsocialmediainthepastsixmonthssocialmediaishighestintheUSamongthecountriesinoursurvey.Forty-onepercentofUSconsumershavediscoveredanewproductonsocialmedia,31%learnedoftheproductthroughaninfluencer,and25%wentontopurchasetheproduct.Socialmediainfluencersplayanimportantroleinconsumers’purchasingjourneys%%ofconsumerswhohavediscoveredanewproduct/brandonsocialmediainthepastsixmonths32%%ofconsumerswholearnedofthatnewproduct/brandfromasocialmediain?uencerinthepastsixmonths%ofconsumerswhopurchasedthatnewproduct/brandinthepastsixmonths22%16%Source:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=11,300consumers.iaOverallGenZMillennialsGenXBoomersOverallGenZMillennialsGenXBoomersZsays:“Brandsneedtocreaterelationshipswiththepeoplethatareinfluencingcustomers;thiskindofcollaborationisnowkeytotheirsml41Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesone-third(32%)ofallGenZconsumershavepurchasedtheproductstheylearnedaboutfromaninfluencer.One-quarter(26%)ofMillennialssaythesame.Evenamongolderagegroups,theconversionrateishigh.Forexample,7%ofBoomershavelearnedofaproductfromaninfluencer,and5%ofthemhavegoneontopurchasethatproductinthepastsixmonths(seeFigure24).LexBradshaw-Zanger,CMOatL’OréalUKandIreland,says:“ConnectingthealreadyenormousinfluencerandcreatorcommunitywiththeabilitytomakesalesthroughTikTokisastepforwardinimprovingtheconsumerexperience,linkingcontenttocommerce,andcreatingamorefluidandseamlesspurchasingexperienceforourcustomers.”30GenZandMillennialsaremostlikelytohavepurchasedaproducttheylearnedoffromaninfluencer%%ofconsumerswholearnedofanewproduct/brandfromanin?uencerandwhopurchaseditinthepastsixmonthsbyagegroup48%36%32%26%22%17%13%7%5%MillennialsLearnedofthenewproduct/brandfromasocialmediain?uencerPurchasedthenewproduct/brandtheylearnedaboutfromasocialmediain?uencerBoomersOverallGenXGenZ16%Source:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=11,300consumers;992GenZconsumers,3,264Millennialconsumers,3,332GenXconsumers,3,712Boomerconsumers.42Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesGenZandMillennialsaremostlikelytorelatetoreal-lifeinfluencers,butwouldtrustvirtualinfluencerswithcrediblecontent%%ofconsumerswhoagreetothebelowstatementsbyagegroup53%43%41%31%19%OverallGenZMillennialsGenXBoomersIcanonlyrelatetoin?uencerswhoareIwouldtrusttherecommendationsofavirtualexperiencesofthebrand/productrealpeopleandwhosharetheirownin?uencerifhe/shesharedcrediblecontent42%44%32%31%54%Source:CapgeminiResearchInstitute,Consumerdemandsurvey,October–November2022,N=11,300consumers;992GenZconsu-mers,3,264Millennialconsumers,3,332GenXconsumers,3,712Boomerconsumers.Acrossallconsumers,43%saythattheycanonlyrelatetoinfluencerswhoare“realpeople”andwhosharetheirownexperiencesofthebrand/product,asopposedtoa“virtualinfluencer”(i.e.,afictitious/digitalcharacterdevelopedandcontrolledbybrandcreators).Nearlyone-third(31%)ofallconsumerswouldtrusttherecommendationsofavirtualinfluencerifheorshesharedcrediblecontent(seeFigure25).SuchtrustishighestamongGenZ(44%)andMillennial(42%)consumers.USretailclothingbrandPacSuncollaboratedwiththefirstvirtualinfluencer,Miquela,tostrengthenthebrand’sconnectionwithitscoreyouthdemographic,manyofwhomareexploringthedigitalspace.PacSunandMiquelawillcollaborateonsocialcontent,amplifyingthebrand'sback-to-schooland2022holidaycampaigns.31Regardingthecredibilityofinfluencers:?49%ofallconsumers(and59%ofMillennials)saythattheinfluencerswhoarenotsponsoredorpaidbythebrand/productaremorecredible?47%ofallconsumers(and58%ofGenZandMillennialconsumers)saythatinfluencerswhosharethepositiveandnegativesidesofabrand/productaremorecredible.ofGenZconsumerswouldtrusttherecommendationsofavirtualinfluencerifheorshesharedcrediblecontentCapgeminiResearchInstitute2023eywrseysnnoasCapgeminiResearchInstitute2023rdnthan70million,says:“Viralcontenthasthreekeyelements:agreathook,astrongmessage,andanunderstandingofwhattheaudiencewantstosee.”42yrrssOctober2022.MembershaveaccesstothenewThriveRewardsprogram,whichcompilesdealsacrossthesiteintoonelocation.ThriveMarketrstheywillmakebacktheirannualmembershipfeeinsavingsorreceiveacreditfor hingupagt50Whatmatterstotoday'sconsumers2023:consumerbehaviortrackerfortheconsumerproductsandretailindustriesWesurveyed11,300consumersovertheageof18in11countriesacrossNorthAmerica,Europe,andAsiaPacific.TheglobalsurveytookplaceinOctoberandNovember2022.Thedemographicdetailsofconsumersarebelow.ConsumersConsumersbyagegroup34%33%34%29%30%29%28%28%10%9%GenZ,age18–GenZ,age18–24GenX,age41–56November2022Boomers,age57–75November2021ConsumersConsumersbyself-identi?edgender52%52%47%48%47%ManWomanManNovember2021November2022Co