As the lockdowns are lifted and the population is allowed to resume some activities with vigilance and social distance, three consumer profiles have emerged. These profiles are fluid, meaning they can exist at the same time in a given country, the same consumer might move from one profile to another overtime, and each country may be different.
Introducing the 3 Consumer Profiles or “Birds”
Consumer Responses During the Post-Lockdown Phase
Barry Callebaut analysed these consumer profiles through two critical drivers of the consumer response:
- Societal Stress includes psychological and emotional stress consumers have related to: health, safety, work stability, finances.
- Governmental Restrictions includes measures enforced by governments on the population in order to reduce the impact of the crisis; regardless, this will be a 1.5 meter or 6 foot society.
Discover each Bird's consumer spirit and how it is impacting Food and Drink preferences
Anxious Bird | Consumer Spirit:
- Health and hygiene are of the utmost importance: immunity, exercise, and balanced diets are on their agenda
- The house has been redefined as the one place to live, work, play, cook…
- Personal spending is heavily impacted and these consumers limit their non-essential expenses; they limit physical shopping trips
- Food takes up a role to comfort, de-stress and relieve. These consumers seek reassurance in familiar products and known brands.
Impact: Demand for healthy and immunity boosting fresh food (preventive/reactive), trading down, home economy, ...
Caged Bird | Consumer Spirit:
- Digital channels are relied upon to communicate with and feel near to others
- To compensate for the loss of freedom, they are looking for enjoyable experiences at home: restaurant quality meals, digital events… and to experience togetherness even while being apart
- Sharing experiences also extends to physical gifts that promise an exciting experience for the recipient
- Food’s role is to help consumers feel normal, entertain, explore
Impact: Seeking out indulgent products, localism, openness for experimenting, ...
Free Bird | Consumer Spirit:
- Activities and getting back outside are resuming with a few precautions in place
- More spending as they feel confident in their financial position and in the future
- Spending time with friends or loved ones, they are ready to indulge and dine out at restaurants again
- Food acts as a way to reacquaint with society, to celebrate
Impact: Revenge spending, premium treats, hospitality rebounds, ...
Examples of brands manifestations that answer the consumers profiles:
Click each tile to learn more about how brand are responding to these consumer profiles:
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Learn more about:
- The impact of COVID-19 and its three waves
- Consumer responses during the post-lockdown phase
- The Anxious Bird, Caged Bird, and Free Bird's consumer spirits
- and more!
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