Study says consumers tend to remain loyal to CPG brands during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 27, 2020, 5:43 PM UTC

The study did a meta-analysis of eight pricing studies across 87 consumable and non-consumable brands in the CPG categories.

The analysis found that consumer brand preferences have remained tied to their favoured brands, as long as they are available in the market, during the crisis. SKIM surveyed consumers in the US and Europe to identify the differences in consumer preferences and price sensitivities before and during the pandemic.

Consumers were also less sensitive to price changes in larger packs as opposed to those in smaller packs. But, overall consumer price sensitivity remained consistent during both pre-pandemic and during the pandemic.

The article states that consumers are consistently shifting to larger pack options across categories. While there has been 13% relative growth in larger packages, the shift is more prominent in Europe, especially in the dairy category.

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