3 Consumer Responses
Post Lockdown

3 Consumer Responses
Post Lockdown

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As the lockdowns are lifted and the population is allowed to resume some activities with vigilance and social distance, three consumer profiles have emerged. These profiles are fluid, meaning they can exist at the same time in a given country, the same consumer might move from one profile to another overtime, and each country may be different.

Introducing the 3 Consumer Profiles or “Birds”

Consumer Responses During the Post-Lockdown Phase

Barry Callebaut analysed these consumer profiles through two critical drivers of the consumer response:

Societal Stress includes psychological and emotional stress consumers have related to: health, safety, work stability, finances.
Governmental Restrictions includes measures enforced by governments on the population in order to reduce the impact of the crisis; regardless, this will be a 1.5 meter or 6 foot society.

Discover each Bird's consumer spirit and how it is impacting Food and Drink preferences

Anxious Bird | Consumer Spirit:

Health and hygiene are of the utmost importance: immunity, exercise, and balanced diets are on their agenda
The house has been redefined as the one place to live, work, play, cook…
Personal spending is heavily impacted and these consumers limit their non-essential expenses; they limit physical shopping trips
Food takes up a role to comfort, de-stress and relieve. These consumers seek reassurance in familiar products and known brands.

Impact: Demand for healthy and immunity boosting fresh food (preventive/reactive), trading down, home economy, ...

bird that looks anxious — “Regardless if the government imposes strict measures or note, I am still very anxious about how to live life today”

bird in cage — “Though I feel low stress and want to go about my ‘normal’ life, I am caged by severe governmental restrictions”

Caged Bird | Consumer Spirit:

Digital channels are relied upon to communicate with and feel near to others
To compensate for the loss of freedom, they are looking for enjoyable experiences at home: restaurant quality meals, digital events… and to experience togetherness even while being apart
Sharing experiences also extends to physical gifts that promise an exciting experience for the recipient
Food’s role is to help consumers feel normal, entertain, explore

Impact: Seeking out indulgent products, localism, openness for experimenting, ...

Free Bird | Consumer Spirit:

Activities and getting back outside are resuming with a few precautions in place
More spending as they feel confident in their financial position and in the future
Spending time with friends or loved ones, they are ready to indulge and dine out at restaurants again
Food acts as a way to reacquaint with society, to celebrate

Impact: Revenge spending, premium treats, hospitality rebounds, ...

free bird — “Free from stress, I am eager to explore my social life under loosened government restrictions”

Examples of brands manifestations that answer the consumers profiles:

Click each tile to learn more about how brand are responding to these consumer profiles:

Anxious Bird

Nestlé joined forces with Deliveroo to make sure consumers can still get their favorite snacks, like KitKats, delivered directly to their door (UK) (Source: nestle.co.uk)

https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2020-09/covid%2019%20-%20%20consumer%20profiles%20-%20barry%20callebaut%20-%20kitkat%20for%20deliveroo.jpg?itok=IW5VrR5B
Caged Bird

Brato Brewhouse + Kitchen facilitates virtual celebration of special moments by delivering bespoke meals to multiple homes (US) (Source: @bratobk Instagram)

https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2020-09/covid%2019%20-%20consumer%20profiles%20-%20barry%20callebaut%20-%20Brato%20-%20caged%20bird.png?itok=rHn56Mgc
Free Bird

Mediamatic ETEN in Amsterdam has installed single greenhouses along the waterfront to maintain social distancing and provide a unique experience for diners (Netherlands) (Source: @mediamatic_eten Instagram)

https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2020-09/covid-19%20-%20consumer%20profiles%20-%20barry%20callebaut%20-%20Mediamatic-min.png?itok=BUPhD20f

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Learn more about:

The impact of COVID-19 and its three waves
Consumer responses during the post-lockdown phase
The Anxious Bird, Caged Bird, and Free Bird's consumer spirits
and more!

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