The Art Of Adaptation – NPD And Retail Planning In A New Normal
Grocery shopping patterns have changed considerably over the past year. Malachy O'Connor, director at Food First Consulting, examines how retailers have had to adapt. This article first appeared in ESM Issue 6 2020.
Prior to COVID-19, while it was often said that many consumers did their grocery shopping on autopilot, many others actually quite enjoyed the experience. They would meander around the store, taking in the sounds and smells, searching for deals, responding to promotional messages, and actively checking out new products.
Crucially, sometimes they would make purchasing decisions based on these stimuli. This was an ideal environment for launching new products and promoting existing ranges, prompting the impulse reactions on which FMCG brands are dependent, but the arrival of COVID-19 has resulted in a different type of shopping experience. These days, customers are much more deliberate in how they shop.
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