Findings:
Market Evolution:
The FMCG (fast-moving consumer goods) market has become more mature, innovative, and value-oriented.
Romanian consumers are increasingly aware of sustainability and the value of products.
Consumer Behavior:
Consumers maintain their focus on value even during crises.
Younger generations support social responsibility and are willing to pay for sustainability.
Key Takeaway:
Value and Innovation: Today's buyer seeks value for their money, driving companies to constantly innovate and invest in sustainable products.
Trends:
Value and Essentials: Moderate consumption without compromising quality.
Hybrid Shopping: Seamless navigation between online and offline formats.
Time as Currency: Time is becoming a crucial factor in purchasing decisions.
"Zero Consumer": Younger generations exhibit no boundaries (fluidity between online and offline), zero loyalty, and a focus on sustainability (Net Zero).
Uncertainty:
Navigating Uncertainty: The biggest challenge has been the unpredictability in consumption due to the pandemic, cost fluctuations due to war and inflation, and changes in the legislative environment. This has made business planning difficult.
Conclusions:
Adaptability and Agility: Companies need to be agile and maintain long-term strategies to navigate market unpredictability.
Impact of Inflation: Inflation has fundamentally changed consumer approaches to pricing and value, more so than the pandemic.
Implications for Brands:
Invest in Sustainability: Brands need to invest in education and sustainable products to meet the demands of increasingly sustainability-conscious consumers.
Constant Innovation: Continuous innovation is necessary to provide value and remain relevant in a changing market.
Long-Term Strategies: Develop flexible strategies that can quickly adapt to market unpredictability.
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