Discover the key Consumer Trends on Covid and Sustainability (ADandPRLAB Report)

How have the pandemic and the SDGs changed the way (young) consumers think and act?

The story behind

This report is the outcome of the Market Research vertical Lab of ADandPRLAB, at the Communication, Media, and Culture Department of Panteion University.

The insights come through qualitative and quantitative primary research, conducted in November 2022 by 18 groups of students, each focused on one of the following consumer goods: Automobiles, Beer, Coffee, Cola drinks, Cosmetics, and Chocolate.

Our goal is to provide a comprehensive overview of the most significant consumer trends in these product categories by shedding light on two major, and interconnected, influencing factors:

• the COVID-19 pandemic and its impact on consumer behavior and purchasing habits,
• as well as the increasing importance of Sustainability in shaping the perceptions and choices of young consumers.

The COVID-19 outbreak has caused unprecedented changes in consumer behavior, forcing people to rethink their spending habits and shift their priorities. With lockdowns and social distancing measures in place, consumers have been forced to adapt to new ways of living and working. Many of these changes are expected to persist even after the pandemic subsides.

Meanwhile, Sustainability has become a critical factor for consumers, especially among younger generations who are more aware of the environmental impact of their purchasing decisions. Consumers are becoming increasingly conscious of the long-term effects of their choices and the need to adopt sustainable practices.

The research

The research consisted of two phases:

• A Qualitative phase,

which involved conducting 18 discussion focus groups with young consumers, to better understand the shift in their behavior due to COVID-19 and to deep-dive into their views on Sustainability and SDGs.

• A Quantitative phase,

which included an online Usage and Attitude survey with the participation of more than 1,200 young consumers, to understand how people use and feel about the tested product categories and to identify their shopping criteria.

Covid-19 Trends

🚗Trend #1 Automobiles: The fear of COVID-19 drives up private vehicle usage

As people become more cautious about using public transportation or carpooling, they are opting to use their own vehicles instead, to maintain social distancing and reduce the risk of infection.

🍺Trend #2 Beers: From Tap to Can: the Pandemic is changing the way we drink beer

COVID restrictions have had a significant impact on the beer industry, with many bars and restaurants shutting down or operating at reduced capacity, which has led to a decline in sales. However, there has been an increase in supermarket sales, as more people have been drinking at home or in public spaces.

☕Trend #3 Coffee: Work from home. Coffee from home.

With more and more people working remotely, there has been a rise in consuming coffee at home. This has led to an increase in the sales of coffee beans and coffee machines.

🥤Trend #4 Cola Drinks: COVID-19 accelerates sugar-free trend toward healthier beverages

The pandemic has made people think more about their health. And that means avoiding sugary drinks, as well. The existing consumer demand for healthier, less-artificial beverages is expected to grow further as a result of the pandemic.

💄Trend #5 Cosmetics: The Mask Makeover replaces the original

As face masks cover most of the face, and remote working expands, people have less incentive to wear makeup. Instead, consumers begin to prioritize personal hygiene and skin-care products.

🍫Trend #6 Chocolate: Sweet Escape: Chocolate as a coping mechanism

Chocolate, especially dark, is known for rising serotonin levels. During the pandemic and lockdowns, people may have turned to chocolate as a way to cope with the stress and uncertainty.

SDGs Trends

🚗Trend #1 Automobiles: Goodbye Gas, Hello Electric: The Future of Cars is Here

Many young consumers consider buying an electric car for environmental and economic reasons. In Greece, this trend is encouraged by a new program called “Κινούμαι ηλεκτρικά” (I move electrically) that subsidizes EV purchases.

🍺Trend #2 Beers: The young want to Beer-eal with sustainability

Beer brands that use renewable energy sources, reduce water and energy consumption, and support local farmers are more likely to attract young consumers. However, taste and brand personality have a stronger influence on purchase decisions.

☕Trend #3 Coffee: Sustainability vs flavor: Drinking experience comes 1st

Young people view sustainability as a less important factor when buying coffee. Flavor comes first. However, they are increasingly looking for products that are sustainably sourced, ethically produced, and have a minimal environmental impact. There is also a trend toward using reusable cups.

🥤Trend #4 Cola Drinks: Refreshments with a fresh pov, win over younger consumers

Brands that can demonstrate a commitment to reusable packaging and social responsibility are more likely to resonate and be seen as more appealing to younger consumers. Reducing added sugars and providing more nutritious options is a must for new generations.

💄Trend #5 Cosmetics: Beauty for YOU, Beauty for the PLANET

Consumers are becoming more aware of the environmental and ethical impact of the makeup products they use. There is a growing demand for cosmetics made with natural and organic ingredients, as well as those that are cruelty-free and packaged in eco-friendly materials.

🍫Trend #6 Chocolate: Guilt-Free Chocolate: Both for buyers and brands

Dark, organic and sugar-free chocolates are increasingly in demand as consumers become more health-conscious. In addition, many chocolate companies are committing to using certified cocoa and adhering to fair trade standards on the path to achieving the SDGs.

You can access the Visual Report here

Contributors to this Report

Students: Archontakis Leonidas, Galaiou Katerina, Giannopoulou Christina, Kolompourou Alexandra, Kostadima Theodora-Christina, Niagasa Katerina, Nikola Christina

Teaching & Research Fellow: Konstantinos Ioannidis, PhD, Research Associate & Teaching Fellow / Head of East Europe, Consumer Insights & Analytics at PMI

Professors: Betty Tsakarestou, Associate Professor & Head of ADandPRLAB Stavros Kaperonis, Laboratory Teaching Staff