How to prepare for the unknown in a changing environment?
Consumers' lives were disrupted by the Covid-19 pandemic. In this changing environment, it was necessary to gain clarity and understand the consumer responses to the crisis, specifically what it meant for the Food and drinks industry.
Using the axis of societal stress and governmental restrictions, we defined three consumer profiles navigating the covid changes: Anxious Bird, Caged Bird, Free Bird. We examined their behavior towards a wide range of topics, including Health & Hygiene, Financial scrutiny, Grocery shopping, Hospitality & Artisans, Digital living, and Travel & Holidays.
We analyzed the insights from trusted sources, during and after the lockdown, to see what effects and implications the crisis had on consumer behaviors. Barry Callebaut and our customers were then better equipped to deal with changing and uncertain times as a result of these consumer profiles.