What are consumer habits like today – in the post-pandemic era?
Posted: Sun Jan 05, 2025 8:28 am
The last few years have been periods of economic, political and health challenges that have profoundly redefined Brazil's economic and social landscape. Each event has left its mark on Brazilian consumer behavior, transforming their shopping habits and also the way brands adapt to meet new expectations.
According to Nielsen research , the pandemic has accelerated several changes in consumer habits. People have become more cautious, choosing to avoid physical stores in favor of e-commerce, a practice that has proven essential for personal safety.
The movement resulted in the growth of e-commerce and highlighted the role of social networks in the purchasing journey. The influence of these platforms on decision-making has grown substantially, with 56% of consumers admitting that social networks impact their choices.
This phenomenon demonstrates not only the importance of brands’ digital presence, but also the need for a strategic approach to reach this diverse and demanding audience.
The multiverse consumer and its implications
Now, brands need to address a new audience: the multiverse consumer. This concept, introduced by Nielsen’s Full View™ of Consumers study , reflects a multifaceted profile that has new dimensions, desires and needs.
This complex consumer seeks to balance their investments, demanding that brands adapt quickly and dynamically, as well as strategies that balance rationality and indulgence. Fast-moving consumer products, such as food, beverages and cosmetics, have seen an increase in their online sales, highlighting the ability of e-commerce to democratize access to these categories.
To ensure loyalty, fidelity and relationships with the public, some personalization and digital assistance strategies have become important, for example, the development of direct-to-consumer (DTC) platforms.
Pepsico’s Pantryshop brand and Heinz’s similar model illustrate how companies are adapting to new demands for convenience and personalization. Both offer subscriptions and personalized deliveries directly to consumers.
In addition to having a multiverse consumer, companies need to pay attention to changes in consumption habits between generations, after all, each group has its own characteristics that influence the sales of products or services.
New consumption habits of generations
Especially after the Covid-19 pandemic, there has been a major difference in the consumption habits of different generations. According to data from Google , factors such as price, health and proximity have become decisive in purchases, varying according to the social class of consumers.
Younger generations, such as Millennials and Generation Z , are redefining their consumption patterns, preferring frequent and online purchases, as well as prioritizing convenience and time savings. On the other hand, Baby Boomers value premium products and are more likely to invest in home and wellness items.
These generational distinctions offer valuable information for cyprus phone number data market segmentation and the creation of more targeted campaigns. Therefore, the new consumer reality has increased the search for differentiation and effectiveness in brand communication.
According to Kantar , a world leader in data, insights and consulting, with the growth in the number of channels visited, there is a clear opportunity for companies that can stand out and meet the specific needs of each consumer.
But to do this, you need to develop targeted planning and strategies, based on the consumption habits of your target audience.
Consumption habits: how can brands adapt?
To keep up with changing consumer habits, brands need to adopt a multifaceted approach. First, it is essential to invest in a digital presence.
According to Nielsen research , the pandemic has accelerated several changes in consumer habits. People have become more cautious, choosing to avoid physical stores in favor of e-commerce, a practice that has proven essential for personal safety.
The movement resulted in the growth of e-commerce and highlighted the role of social networks in the purchasing journey. The influence of these platforms on decision-making has grown substantially, with 56% of consumers admitting that social networks impact their choices.
This phenomenon demonstrates not only the importance of brands’ digital presence, but also the need for a strategic approach to reach this diverse and demanding audience.
The multiverse consumer and its implications
Now, brands need to address a new audience: the multiverse consumer. This concept, introduced by Nielsen’s Full View™ of Consumers study , reflects a multifaceted profile that has new dimensions, desires and needs.
This complex consumer seeks to balance their investments, demanding that brands adapt quickly and dynamically, as well as strategies that balance rationality and indulgence. Fast-moving consumer products, such as food, beverages and cosmetics, have seen an increase in their online sales, highlighting the ability of e-commerce to democratize access to these categories.
To ensure loyalty, fidelity and relationships with the public, some personalization and digital assistance strategies have become important, for example, the development of direct-to-consumer (DTC) platforms.
Pepsico’s Pantryshop brand and Heinz’s similar model illustrate how companies are adapting to new demands for convenience and personalization. Both offer subscriptions and personalized deliveries directly to consumers.
In addition to having a multiverse consumer, companies need to pay attention to changes in consumption habits between generations, after all, each group has its own characteristics that influence the sales of products or services.
New consumption habits of generations
Especially after the Covid-19 pandemic, there has been a major difference in the consumption habits of different generations. According to data from Google , factors such as price, health and proximity have become decisive in purchases, varying according to the social class of consumers.
Younger generations, such as Millennials and Generation Z , are redefining their consumption patterns, preferring frequent and online purchases, as well as prioritizing convenience and time savings. On the other hand, Baby Boomers value premium products and are more likely to invest in home and wellness items.
These generational distinctions offer valuable information for cyprus phone number data market segmentation and the creation of more targeted campaigns. Therefore, the new consumer reality has increased the search for differentiation and effectiveness in brand communication.
According to Kantar , a world leader in data, insights and consulting, with the growth in the number of channels visited, there is a clear opportunity for companies that can stand out and meet the specific needs of each consumer.
But to do this, you need to develop targeted planning and strategies, based on the consumption habits of your target audience.
Consumption habits: how can brands adapt?
To keep up with changing consumer habits, brands need to adopt a multifaceted approach. First, it is essential to invest in a digital presence.