Consumer behavior in pandemics
Our lives as we know them have undoubtedly changed, and we all know that the COVID-19 pandemics has brought serious changes to the economy. Not only that, but it has also changed consumer behavior:
The way people buy, what they buy, and the mindset in which they buy have changed forever. These changes have now been confirmed by several studies, which also show that the pandemic is likely to permanently alter consumer behavior and bring about lasting structural changes in the consumer goods industry and retail sector.
This means that the way companies present their products and communicate with their customers will also have to change. What specifically has changed on the consumer side as a result of the crisis?
Closeness, trust & more solidarity
Closeness and trust form the breeding ground for more mindful, social consumption and enjoyment behavior even after the crisis. The new solidarity that developed during the pandemic will shape trade and consumption in the future. This is also because a new level of solidarity emerged during the crisis, a new, self-confident "we" culture.
People helped each other, went shopping for at-risk groups, sewed mouth masks at home, and companies temporarily produced disinfectants instead of alcoholic beverages or perfumes. The pandemic makes it unmistakably clear that people cannot fight the virus and its consequences alone, but only as part of a group, as part of a society. In the future, consumer culture will focus less on goods, and more on resonant relationships.
Digitalization makes consumption more human
Technological innovations, automation, artificial intelligence and digital tools have shown their strengths in the crisis situation. They have not distanced people from one another; on the contrary, they help to be close to one another even at a distance - and also to organize consumption. Supply chains have been optimized in a very short time, Click & Collect saves time when shopping, and bicycle couriers will continue to provide local and fast last-mile delivery. Many will not want to miss the convenience of ordering food and groceries online and having them delivered, even after the crisis.
Naturally, people are spending more time with their digital devices during the crisis, whether smartphones, laptops or tablets, but also smartwatches. They use more streaming services, play games and communicate more with their smart speakers. People are spending much more time on social media, country specifically to varying degrees but on average social media usage has increased by about 45% globally as a result of the crisis. To stay relevant and satisfy consumer expectations, Nordics has largely focused on social media to keep a close connection with its fans. We’re stressing on useful insights about oral health, ecological consciousness and product reviews, so everybody’s well informed from a credible source.
How pandemics change consumer behavior permanently
The pandemic is expected to permanently change consumer behavior. It will also have a lasting structural impact on the consumer goods and retail industries. These are the findings of management consultants Accenture in a recent survey the company conducted among more than 3,000 consumers in 15 countries on five continents. The Accenture survey was conducted between April 2 and April 6. At the time, many countries had already called for people to stay home.
The study concludes that consumer buying priorities were changing rapidly. For example, respondents said they were buying more personal care and cleaning products, as well as canned and fresh foods, than they were two weeks earlier. At the same time, they would buy fewer fashion and beauty items as well as consumer electronics. Data shows that 45% are making more sustainable choices when shopping and are likely to continue to do so, so it’s essential for companies to start rethinking and create more sustainable solutions or alternatives for their products.
Nordics’ all about sustainability. However, we don’t compromise the hygiene standards especially at those difficult times: our toothpastes have a seal at the front, so the procust stays sterile until its first opening. Nordics mouthwash has a safety cap that must be pressed and twisted to open, and in addition is covered with a plastic sleeve. Our toothbrushes are safely sealed in vacuum bags and put in a cardboard box. That’s way we ensure that the quality that is produced in our labs is delivered on the shelves.
Availability is more important than brand loyalty
Product availability was the most important thing to consumers at the onset of the pandemic. Empty shelves and temporary stock shortages greatly affected brand loyalty. Many consumers tried a different brand or shopped at a different retailer during the crisis. People tend to buy more at the same time and build stocks, not only for food but also for oral hygiene products.
A McKinsey study found that more than 75% of consumers tried new brands, shopping locations or shopping methods during the pandemic. Value, availability and quality or organic products were the main factors for consumers to try a different brand.
This trend is not new: even before the crisis, studies noted the development that consumers are much less loyal to brands these days and are increasingly trying out new products. This trend is particularly evident among the younger generations, because they love to try new things. The crisis has only reinforced this development and the positive experiences consumers have had during this time will continue to negatively influence their loyalty to brands.
What will consumer behavior look like after the pandemic?
We can see that the crisis has brought some changes in the behavior of consumers, in all aspects of buying behavior, emotional attitude, daily challenges and basic needs of consumers:
- People spend substantially more time online: social networks, platforms, apps, web
- Consumers prefer digital communications and interactions: whether with people or machines
- Consumers will shop online more, happily in groups: social shopping
- Customers are becoming less trustful to brands: brand loyalty is waning
- Consumers values in change: people are shopping more consciously and thinking about what is essential and what is frivolous. They value sustainability, regionality and quality.
Consuming for the sake of consuming will therefore fade into the background in the future. The pandemic freed consumption to some extent from its compensatory component: The function of the act of buying as a kind of act of frustration, which one practices primarily to feel less lonely or to reward oneself, is increasingly becoming a discontinued model. At Nordics, we will continue to keep on cutting-edge and meet future consumer demands with sustainable, organic products.
Are you ready for the EU regulation against single use plastic?
If you haven’t heard of the long-anticipated EU ban of single-use plastic, you have some catching up to do. It was approved in the first Q of 2019 and it states that single-use plastic items will be banned for production by 2021. And here we are…
This year we’ll have to see ecological friendly alternatives of plastic forks, knives, spoons, chopsticks, plates, straws, cotton buds, balloon sticks, food containers, and our favorite - polystyrene cups.
This measure comes in a bundle of legislative activities aiming to fight the industrial effects of climate change. It is part of the Juncker Commission's Circular Economy Action Plan and is part of the EU Plastics Strategy. We agree that those steps are belated, to say the least, since scientists have been alarming governments for decades. However, the new standards include higher company responsibility and more precise monitoring of industrial polluters. Starting from this year all EU states will have to achieve a target of 90% collection of plastic bottles that end up in the recycle bin, by 2029, and newly produced plastic bottles will have to contain at least 25% of recycled material by 2025 and 30% by 2030.
Nordics are whistling carefree while our mouthwash plastic bottles are produced from 100% recycled plastic from day one. Furthermore, Nordics was one of the pioneers introducing bamboo drinking straws for the European market.
Let’s get back to the legislative novelties. The expected outcomes from this ecological measure are to lessen the CO2 emission by 3.4 million tons, to avoid an ecological footprint that would cost the equivalent of €22 billion by 2030, and to save consumers a projected €6.5 billion.
The other important side of it is the “the polluter pays” principle. This means that every company should pay an equal price for the direct and indirect pollution it makes, including CO2. Actually, this is part of the 1992 Rio Declaration, a guide with general principles for sustainability.
Part of the new policy is targeting consumer education and consumer behavior. By mandatory labeling for packaging, users will be warned of the environmental damage they would cause by disposing of products incorrectly. Many Western countries and retailers' own brands have been doing this for quite some time now, uptaking the heavy task of consumer teaching.
Nordics’ products are born from the sustainability concept. We are passionate supporters of the principle "reduce, reuse, recycle". That's why our products are saving the Planet and satisfying the most pretentious consumer needs since 2015. But as we can see from the new EU law - it's a shared mission of manufacturers and consumers.
Thinking about New Year's Resolutions? How about doing more for the Planet?
This article is not meant to review or analyze everything that 2020 brought to the table, because maybe a whole book won’t be enough for that. All we’re going to say is that we’re most grateful for the direct and immediate lessons that our Planet has shown to humanity.
We were taught how we faint before the power of Nature, and how mighty Her healing powers are! Just in weeks, right before our eyes, we saw waters clear up, city air becoming breathable again, wild animals calmly returning to their natural habitats, and even an Ozone hole shrinking! We cannot express our awe and love towards those outcomes, and we are more inspired to continue working for Global sustainability and waste reduction. You could call that our New Years’ Resolution. We’d love to share some easy-to-follow nature-caring tips with you.
1. Take a well-informed decision when choosing a brand
Everytime you choose to buy a certain brand you’re actually sponsoring it. This sends the brand the message that it’s doing a great job and you’d like it to produce more. Last but not least, you’re also enabling that company to grow, giving it your money. Take the role of a sponsor and buy only from the companies that you truly support. Choosing a local brand stimulates a small business that’s probably producing outstanding value and boutique quality. Also, buying local dramatically shortens the money and resources spent on transportation, infrastructure, and administrative staff. All of this is calculated on your account in the end.
2. Reuse, Reduce, Recycle
Actually, this is a “back to basics” advice. Our ancestors didn’t nearly produce any waste because they were making full use of the products they could get. All of that was because of scarce resources. Now, we’re choking in the overwhelming variety of cheap goods. You’d be surprised with the uses of old packaging. You could make screws, nuts, and nails boxes from used cosmetic containers. The same application goes to jewelry or make-up storage. Find many DIY ideas for home and garden here.
Reducing your consumption of FMCG can often be healthy and money-saving. The tricky part is that this is entirely up to your awareness and will. Just think of how much food, cosmetics, and all kinds of items you currently have in your fridge, cosmetic shelf, or bathroom. You obviously didn’t need those. We propose the following 3 easy steps to consciously reduce your unnecessary consumption.
Analyze - carefully review the products in your fridge and home that have been lying around unused for some time. Obviously, this was a poor buying decision and you should memorize those items and the exact thoughts and feelings that made you buy them in the first place.
Plan - Plan the food and goods that you’ll actually use during the next few days. Don’t store. Supermarkets aren’t going anywhere. Even if you incidentally need something, it’s easy to quickly jump to the local store. That’s how you’ll always eat fresh food, save money and gasoline..
Control - The manufactured goods offer us lure and temptation. That’s probably how you’ve ended up with those unused items in the beginning. This is where discipline has to kick in. Don’t be impulsive but be wise. That’s what we’re teaching the little ones, so we should be leading the example.
3. Get yourself a beautiful reusable cup, bottle, and food box
The options are plenty. You can choose from a variety of materials - rubber, metal, glass, or even plastic. Once, there was actually no bottled water in the stores. We all brought one from home or drank from public fountains. We promise you’ll fall in love with the cute reusable cups. Be cool and hand your personal one to the bartender.
When you have a food box it gives you the liberty of buying in bulk from the supermarket. Remember the trillions of small plastic bags that are impossible to recycle? You really don’t need them if you bring jars or other storing utensils when shopping. See how Samanta does it!
4. Turn off the water while brushing, shaving, and shampooing your hair
These bad habits cost our Planet precious water that we pay to our provider at the end of each month. Remember that in the majority of places tab water is drinking water. Would you just pour our bottled water into the gutter? Well, it’s basically the same but without the plastic. A curious fact is that even though the Earth is the blue planet, only 0,5% of its water is available freshwater. What a perspective, huh?
We’re heading into the new year with those 5 eco-friendly tips and we’ll be delighted if you could share yours on our Facebook page. Stay safe.
