Top Themes in Consumer Goods 2022 – Thematic Research

Pages: 16 Published: December 21, 2021 Report Code: GDCG-TR-S043

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In 2022, the major themes impacting the consumer goods sector will be: Health and Wellness, Future of Work, Digitalization, Easy & Affordable, and ESG.

What are the main themes shaping the consumer goods?

The main themes shaping the consumer goods industry over the next 12 to 24 months are given below. For each of these we have identified the main trends, opportunities and challenges within the theme. 

Health and wellness:

Health and wellness have necessarily, remained at the forefront of consumers’ minds during the pandemic. Preventative health measures have become more important with consumers wanting to optimize their physical health considering COVID-19 outbreaks. There is a move away from consumer attitudes on avoidance and moderation towards positive claims.

The explosion of data captured from devices like wearable tech, the Internet of Things creates an enhanced dataset of which can be used to predict consumer behavior and track activity far more accurately. This information could be utilized by FMCG companies wanting to leverage health and wellness benefits as knowing when different demographic groups are looking to consume different products allows hyper-targeting of a consumer goods.

The future of work:

Since the outbreak of the pandemic, many consumers around the world have become more accustomed to working at home where it has been possible to do so. For many workers and organizations who recognize that flexibility will be an important driver of future employment, there will likely be a hybrid approach combining both working from home but also opportunities to bring staff together in more traditional work setting to promote contact and collaboration.

With more consumers working from home there will be a shift in how and where consumers can buy into traditional impulse categories aa well as top-up purchases. With less on-the-go occasions, products that were previously purchased on impulse or only when needed will be required to either be available at home. Brands and manufacturers will need to continue to assess how convenience is being redefined for consumer in 2022 as new routines and attitudes towards working continue to flex and embed. Product availability on demand will force companies to look at how distribution models are changing and be prepared to adapt portfolios for the new locations and occasions.

Digitalization:

The digitalization trend in 2022 onwards will center around the benefits of having a digital approach to the transportation and consumption of consumer goods. Advancements in digital robotics and artificial intelligence mean self-operating delivery-bots and drones could cover the final mile to consumers’ homes, taking packages direct-to-consumer from local or regional warehouses in future. This has benefits to consumers, brands, and the environment. The demand for and use of new delivery technology and models will need to be assessed as new consumer routines and shopping missions are established. Whilst online models become increasingly significant, companies will want to take this opportunity to develop more digitalized supply chain management systems to help service these.

Easy and affordable:

As the long-term effects of the pandemic are unclear to many, so consumers continue to be cautious with many around the world claiming to be altering their budgets and feeling the strain. The impact of rising prices due to inflation and falling household income due to employment uncertainties mean that many consumers will be adjusting in line with their personal financial constraints over the coming years.

Many consumers who have sacrificed eating or drinking outside of the home during the pandemic due to financial or movement restrictions will now have a new perception of the value of these experiences and what they are willing to pay for them after attempting to recreate these at home.

Environmental, social and governance (ESG) issues:

Until recently, re-usable packaging has mostly been the preserve of private shops who can orchestrate local communities to bring their own containers to buy dried goods like cereals and pasta, but the infrastructure required to scale this up for a vast number of large manufacturers to each collect and re-use their packaging is a prohibitive barrier. There are a lot of up-front challenges as brands need to align their production methods with re-using Loops long-lasting containers rather than their own disposable ones. Nevertheless, the opportunity to get ahead of the environmental curve with a partner who will handle the logistics between consumers, stores and factories is an opportunity more and more brands are taking advantage of.

Supply chain management is the foundation for ESG progress. Many social and environmental issues exist within FMCG supply chains. Lack of traceability is no longer an excuse, and FMCG companies will be judged based on supply chain ethics.

Market report scope

Key themes Health and Wellness, The future of Work, Digitalization, Easy and Affordable and Environmental, social and governance (ESG) issues


Scope

  • In 2021, the major themes impacting the consumer goods sector will include Sustainability, Internet of Things, digitalization, augmented reality and virtual reality, ecommerce, and social media.
  • Direct-to-Consumer, autonomous vehicles, health and wellness, and of course COVID-19 will also be important themes.

Scope

Online engagement intended to drive ecommerce purchases is becoming more sophisticated as consumer interactions increasingly include a wider range of digital tools and elements.

Ecommerce solutions are now diversifying into sub-channels such as direct-to-consumer (D2C), social media commerce (s-commerce), and quick commerce (q-commerce).

The key themes and trends for immediate consideration will be centered around consumer demand for sustainability and value in line with convenience.

Reasons to Buy

Understand multiple themes and company responses in order to tap into what is really impacting the industry.

Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Table of Contents

Executive Summary

2022 Theme Map

Themes

Health and wellness

The future of work

Digitalization

Easy and affordable

Environmental, social and governance (ESG) issues

| Appendix: Our thematic research methodology

| Contact Us

Frequently Asked Questions

The main themes shaping the consumer goods industry are health and wellness, digitalization, and environmental, social and governance (ESG) issues.

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