trending consumer goals and habits in 2021 - social nature

Trending consumer goals and habits in 2021

Presented by: Jessica Malach VP, Partnerships & InsightsEmail: [email protected]

Sarah HurleyInsights & Customer Success ManagerEmail: [email protected]

March 9th, 2021socialnature.com © Social Nature 2021

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mailto:[email protected]

http://socialnature.com/

● 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

socialnature.com © Social Nature 2021


Trend #1:Greater focus on

health & sustainability

→


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



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.


Top 5 permanent lifestyle changes



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?



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



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."



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



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


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.



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.



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



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



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.


Top 5 permanent shopping habit changes



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


46%

28% 17%

66%

19% 5%

Top 3 brick & mortar channels for grocery shopping



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


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



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.


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?


What would motivate people to shop directly and regularly from brands?(New acquisition to the channel)



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?)`


“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



Integrated teams & strategies


Digital

Shopper Consumer


Derisk launches by involving consumers first & keep capturing feedback across the lifecycle

88% give feedback to manufacturers on new products.



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: [email protected]

https://www.linkedin.com/in/jessica-malach-she-her-06644316/

trending consumer goals and habits in 2021 - social nature

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