Managing consumer demand in a recession – and the need for value

Evaluates lessons from the last recession, looks at re-emerging patterns and highlights what’s unique about this COVID recession and the implications and actions for CPG retailers and manufacturers.

Communicating value

This article is part of a series of articles from the WARC Guide to communicating value. Read more.

The early signs of a deep recession, as a result of the global pandemic, are leading to major shifts in consumer behaviour: from out-of-home to in-home cooking and indulgence; shopper migration between channels (most notably the shift from in-store to online); and a greater focus on supply chain transparency and product availability.

Recessionary type behaviour is already occurring due to consumers fundamentally changing the way they eat, shop, work and live. Lower prices and the increased need for...

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