Four food-shopper mindsets that should shape brand planning in 2021

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.

“There is nothing certain, but the uncertain.” 

Not only is this sage proverb highly pertinent for the strange times we find ourselves in, it also reflects the current dilemma faced by marketers around the world. In a landscape fraught with uncertainty, how do we plan for the next 12 weeks, let alone the next 12 months?

Industry buzzwords such as ‘agile’ and ‘reactive’ are bandied around with alarming alacrity but with very little in the way of substance. It is unquestionable that all marketers need to adopt these principles as behaviours. However, for grocery and fast-moving consumer goods (FMCG) brands...

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