Post on 22-Oct-2021
Trending consumer goals and habits in 2021
Presented by: Jessica Malach VP, Partnerships & InsightsEmail: jessica@socialnature.com
Sarah HurleyInsights & Customer Success ManagerEmail: sarah@socialnature.com
March 9th, 2021socialnature.com © Social Nature 2021
● Social Nature Mission & Community
● What trends are here to stay?
○ Trend 1: Health and Sustainability
○ Trend 2: Plant-based foods spotlight
○ Trend 3: Channel habits & DTC
○ Trend 4: New product purchase drivers
● Three Go-to-market tips in the New COVID environment
● Q & A
Agenda
Over half a million health conscious consumers:
The fastest growing health & wellness community
68%Recommend
products to their friends weekly
60%Have kids
73%Pet owners
72%Aged 20-49
30%Canada
84%WomenUSA
70%
3.5Average number of shopping channels
24%Household income
over $100k
5,223Consumers
60%Live in the US
16Minutes spent per survey
Jan 26th -Jan 31st Data collection
40%Live in Canada
Study scope
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Trend #1:Greater focus on
health & sustainability
→
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Key insight: Consumers are taking a holistic approach to their health.
Top 10 Goals
1. Eat healthier (53%)2. Increase exercise/fitness (48%)3. Lose weight (48%)4. Reduce stress (47%)5. Get better sleep (46%)6. Increase energy (42%)7. Be happier (39%)8. Restore emotional balance (31%)9. Improve cognitive
performance (28%)10. Improve immune health (26%)
Top health goals for 2021 83% of consumers more proactive compared to a year ago
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Biggest sources of comfort/joy over the past year
Top 10 sources
1. Cooking more at home (59%)2. Self care (46%)3. The people I live with (45%)4. Experimenting with new recipes (45%)5. Time in nature (39%)6. Personal development/learning (33%)7. Exercise (32%)8. Online shopping (31%)9. Connecting with people online (22%)
10. mindfulness /yoga (16%)
59% preparing more meals at home.
44% taking more preventative health measures.
42% exercising more at home.
36% spending more time outside.
36% taking immune supplements.
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Top 5 permanent lifestyle changes
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Broad themes
1. Continued online shopping.2. Blended work environment - ability to keep
working from home.3. Mask-wearing: Continuing to wear masks
when we are sick/in cold and flu season.4. Supporting local businesses.5. Focus on health and healthy food.6. Hand washing and cleaning.7. Social distancing - mixed- some say it will
continue, some say it will stop.
How do consumers think the world will look post-COVID?
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There is a demand for transparency in the supply chain
“Hopefully better focus on renewables and reusables, partnerships with enviro conscious programs, awareness and transparency of supply chain / human rights violations, ecological impacts of supply chain”.
~ Consumer quote from Social Nature survey Feb 2021
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Immunity
26% of consumers have a goal to improve their immune health.
36% say they will continue taking more immune supplements.
Growth in Functional ingredients like vitamin C, mushrooms and adaptogens being added across product categories.
Quotes - Post COVID:
“I think a lot of people will be more interested in using natural products, healthier foods, that support a healthy, well functioning immune system!”
“I think that people may be more cautious about their health and immune system.”
"There will be more supplement use to boost immune system."
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USA
CAN
They’re looking at:
1. Ingredient list2. Sugar content3. Nutritional value4. Calorie content5. Sodium content6. Natural7. Organic8. Non-GMO
Demand for transparency: Opportunity for brands to prove their worth with simple short lists of ingredients and high nutritional value.
35% are paying more attention
36% are paying more attention
Over 1/3 consumers are paying more attention to food labels than before COVID
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Theme: Food as medicine Plant-based foods are part of the
solution.
Food as medicine: changes people are making to achieve their health goals
Trend #2:Plant-based food trends
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Consumers are reducing consumption of animal products
22% plan to eat less meat.
18% plan to reduce dairy intake.
20% plan to eat a plant-based/vegan diet in the next 6 months.
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72% of consumers buy plant-based substitutes
75% of Americans, and 69% of Canadians buy plant-based substitutes.
Milk subs have the highest penetration.
More US consumers substitute meat, yogurt and ice-cream than Canadians.
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How many buy plant-based animal product substitutes - by dietary preference This shows how penetration of
plant based categories has reached the mainstream.
Consumers are engaging across all dietary lifestyles.
Plant-based brands consider how they can target broader audience of consumers.
Plant-based substitutes for animal products consistent across dietary lifestyles
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Keto Variety of animals and
plants
Paleo Flexitarian Pescatarian
Breakfast 26% 33% 36% 53% 62%
Lunch 29% 32% 39% 52% 65%
Dinner 33% 33% 36% 53% 63%
Snacks 31% 38% 46% 56% 63%
Variety of animals & plant foods - 66% of the sample.
Over ⅓ of meals are plant based.
Flexitarians - make up 15% of the sample.
Over ½ of meals are plant based.
Consumers of all dietary preferences eat plant-based meals.
Plant-based foods growing in demand
across all dietary lifestyles; emerging
category opportunities.
Opportunity for transparency,
educational content and community to support
new consumer acquisition.
Educate on how making the switch to more
plant-based meals can help consumers achieve
their health goals.
#1 #2 #3
Key takeaways
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Trend #3:Channel habits &
growth in DTC shopping
53% shopping in stores less frequently.
Note: currently on average 1.4x week; 32% only shop in store for groceries.
45% buying healthier products.
43% shopping online from Amazon.
41% buying more products on sale.
35% shopping locally.
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Top 5 permanent shopping habit changes
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USA
2.5x per week
1.3x per week
CAN
PRE-COVID AUG 2020 JAN 2021
1.5xper week
2.5xper week
1.3x per week
1.4xper week
Consumer trips to Brick & Mortar stores has stabilised to 1.4 times per week - down 40% since before COVID.
Consumers predicted they’d be shopping less often when asked about Wave 2 in August (1.1 times per week).
How often are they shopping in stores for groceries vs pre-COVID?
#1 Large retailers like Walmart
#2 Local independent grocers
#3 Natural retailer like Whole Foods
USA Canada
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46%
28% 17%
66%
19% 5%
Top 3 brick & mortar channels for grocery shopping
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US shoppers are shopping online 108% more than they were before COVID for groceries.
Canadian shoppers are shopping online 100% more than they were before COVID for groceries.
USA
1.2x per month
2.3x per month
CAN
PRE-COVID AUG 2020 JAN 2021
2.5xper month
1.0xper month
1.8x per month
2.0xper month
How often are they shopping online for groceries vs pre-COVID?
#1 Amazon.com
#2 Walmart.com
#3 Target.com
USA Canada
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36%
17% 6%
35%
13% 3%
#1 Amazon.ca
#2 Walmart.ca
#3 Instacart
68% buy groceries online 56% buy groceries online
Top 3 online retailers
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39% 39%
Shopping brand-direct:
Trend is growing!
Since August 2020: 56% increase in USA 34% increase in Canada
USA CAN
Growing opportunity for DTC brands
39% products hard to find at other retailers I shop at.
29% say want to support the brand directly - mission of company.
23% unique bundles/product assortment.
22% better customer service.
17% subscribe & save program.
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Tip: 88% said would like to give feedback to brands on new products. Involve them in your innovation strategy.
Top drivers for shopping brand-direct(current channel shopper)
4 big things
1. Shipping2. Perks3. Trust & reliability4. Availability
How can you lower the barriers to purchase?
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What would motivate people to shop directly and regularly from brands?(New acquisition to the channel)
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Product Cost % willing to pay for shipping
Average amount willing to pay
$1-$10 42% $1.97
$10-$20 57% $2.75
$20-$30 65% $3.70
$40 - $50 66% $4.33
$50 to $70 65% $4.79
$75 or more 63% $5.27
Tips:
Products under $10 - offer free shipping or build it into the price.
Products between $10 and $40 - charge no more than 25-30% for shipping.
Products over $40 - charge a flat shipping rate of about $5.
Not every brand can offer free shipping.How much are consumers willing to pay?
Trend #4:New product purchases
79% of consumers have bought new products in the last month(Have you purchased any new food, beverage, personal care or
household products in the last month?)`
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“Organic facial cleanser, plant based butter, cashew milk, veggie burgers, and organic cheese.”
"I bought new types of meat, and some plant based chicken products."Personal care items, I've been trying natural shampoos and deodorants."
"Immune supplement, sanitizing things."
What did they buy?
29% said brand mission/sustainability is a key
driver of brand loyalty
3 Go-to-market tips in the new COVID environment
Online Discovery
Impact at Retail Reviews & UGCAmplify back online
Leveraging digital to drive discovery & retail impact in the new COVID world
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Integrated teams & strategies
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Digital
Shopper Consumer
Derisk launches by involving consumers first & keep capturing feedback across the lifecycle
88% give feedback to manufacturers on new products.
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Drive discovery & trial year-roundOver 500 food and health brands use Social Nature for
new customer acquisition in-store and online.
Let’s stay connected If you want to talk about CPG growth strategies, my team would love to chat.
Jessica MalachVP Partnerships & InsightsConnect on LinkedIn Email: jessica@socialnature.com