Of all the words used to describe 2020 — unprecedented, disruptive, challenging, exhausting — none seem to adequately capture how monumental of a year it was for consumer packaged goods (CPG) brands. If I had to choose one word that best describes the impact on our industry, I’d say “pivotal.”
Without a doubt, we’ve experienced a historic shift in consumer behavior over the last several months. In lockstep with this transformation, brands also were forced to make tough decisions about their supply chains, business lines and products. But now that we’re standing here — in early 2021, with a pandemic still in full throttle — I can tell you I’m optimistic.
The coming months will present challenges, certainly, but there’s another reason I believe 2020 was pivotal: We learned to adapt and fully embrace new technologies that help us discover with greater clarity the needs and desires of shoppers.
CPG advertising has been in a continuous state of evolution for a decade. Yet, the events of last year accelerated industry innovation, the fruits of which we’ll begin to harvest this year. Even as the pandemic ushered in a new era of loyalty, we gained the tools to adapt to change.
Even before the pandemic, Americans had imbued a routine trip to the grocery store with meaning. “Shopping is suddenly a far more personal act. It is an exercise in selection, an opportunity to demonstrate the skill of choice,” Benjamin Lohr writes in his 2020 book, “The Secret Life of Groceries.”
In other words, it’s an act of caring, and amid the pandemic, consumer emotions are heightened. Food isn’t a simple comfort item, it’s a tangible sign of love. Likewise, cleaning supplies aren’t merely about keeping things neat and tidy. They’re proof consumers will keep their families safe.
Of course, supply chain issues and revamped product lines meant consumers couldn’t always get the products and brands they typically purchased. Thus, a top theme for the year was experimentation. Many have discovered they’ve come to enjoy alternatives and that they need more variety in the CPG products they buy.
Given that we’re still spending time at home, these trends seem likely to continue through the rest of the year.
What advertisers do in 2021 to connect with new triers and brand loyalists will make or break their relationship with them. Advertisers will need to rethink how they engage consumers. They’ll need to find ways to be more innovative, agile and effective, and NCS will continue to track and evaluate the impact of this new consumer era.
Consumers are optimistic about the future — and advertisers and publishers have reason to be too.
To learn what your brand can do to connect with consumers and build brand loyalty right now and in the future, we invite you to read our e-book.