What consumers want in 2023

Getting to grips with the ever-evolving consumer

For UK consumer packaged goods (CPG) the last few years have been nothing short of a rollercoaster. How can brands keep up?

T he industry has grappled with sweeping disruption to global supply chains, steep cost rises across commodities and logistics, the bureaucratic headache of Brexit and a deeply unstable geopolitical terrain. But perhaps their biggest challenge has been getting to grips with exactly what it is that their consumers really want against the backdrop of consistent uncertainty. Rarely has shopper behaviour been more volatile First off , a global pandemic pushed millions of locked down consumers online where they splashed out on reassuringly familiar brand names, brushed up on their cooking skills and indulged in premium treats to make up for the lack of social lives outside the home. COVID19 also brought with it a surging interest in wellbeing. There was a 500% spike in searches for immunity in food and drink following the onset of the virus, found Google Trends data, and by early 2021 an ONS survey revealed that more than 80% of UK adults had decided to carve out healthier lifestyles.