How CPG advertisers should approach loyalty in the face of changing COVID-19 purchasing habits

Lance Brothers

Details how CPG brands can pursue loyalty as the COVID-19 pandemic continues, drawing on data from over 51 million US households.

Where to start

Changed purchasing behavior has created uncertainty for brands

Macaroni and cheese. Chocolate. Instant ramen. Gravy. Frozen lasagna. Ice cream. Drink mixers. What do these foods have in common? On the surface, not a whole lot.

But during the COVID-19 pandemic, products in these comfort categories – and almost every other CPG category – were purchased in a different way than they had been prior to March 2020. Not only did overall sales increase as consumers became dependent on consumer packaged goods products, but the makeup of the grocery basket changed as shoppers sought comfort and convenience within...

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