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New epicenters
of consumption.
New opportunities for
consumer goods growth.
2
Consumers’ center of gravity is shifting
towards the home
Restrictions keep
consumers home
1 in 4 consumers have
recently, or plan to,
renovate their
existing home.
Half of those
currently working
from home want to
continue doing so at
least once a week
in the future.
Home-based activities
become norm
Consumers adapt
homes to needs
Desire to work from
home strengthens
On average,
consumers are
spending ~2 hours per
day more at home
than they were in
January 2020.
2/3 plan to socialize at
home or virtually in the
next 6 months, as
discomfort with public
places endures.
Temporary Permanent
Leisure time now centers on the home,
boosting the at-home economy
Expected spend intent on routine activities in future
Spend intent, including intent to spend more, spend less and difference as net spend intent
At-home hobbies is the only activity that has a net positive spend intent for the next 6 months
Source: Accenture Wave 10 Consumer Pulse, conducted Feb 25th – Mar 5th
-60
-40
-20
0
20
40
-19%
-7%
-35%
28%
-46%
At-home
hobbies
(e.g. baking,
gardening)
-38%
-29%
22% 16%
24%
-26%
Exercising-
at-home
Socializing
at home
-15%
9%
20%
-40%
Takeaways
19%
Home
improvements
10%
Other non-
essential
shopping
-53%
Travel
14%
-56%
Eating out at
restaurants
13%
-59%
-42%
Socializing
in bars /
pubs / clubs
-49%
-2%
-20%
-40%
Intent to spend more money
Intent to spend less money
% At-home activities
3
Consumers are
adapting their
homes to meet
increased
demands on
their space.
Working, relaxing, and making
the home a more functional and
comfortable place to spend time.
4
“Well, an area which has
changed, even in terms of
meaning, was my room, which
now is the room/space of work.
I had to make some changes
to it, make it like a mini office
and adapt a second screen
there for my computer.”
Male, 23, Brazil
In the next 6 months…
41%
are likely to invest
in smart home technologies
53%
are likely to spend
time on home improvement
Source: Accenture Wave 9 Consumer Pulse, conducted Nov 26th – Dec 10th
Accenture Consumer Video Diaries, Oct 12th – 23rd 5
Many new to working from
home have been converted
Anticipated future work from home patterns
Those that never worked from home before the pandemic
49%
21%
13%
58%
34%
24%
62%
46%
38%
WFH at least 1x a month
WFH at least a few
times a year
WFH at least 1x a week
March 19th – 25th
June 30th – July 5th
Feb 25th – March 5th
38%
of those who had never
worked from home prior to
the pandemic want to do so
at least once a week in future
This rises to
46%
for all remote workers
Source: Accenture Wave 10 Consumer Pulse, conducted Feb 25th – Mar 5th
6
People are
relocating to
accommodate
more time
spent home
for work and
leisure.
7
19%
1 in 5
plan to relocate, or have recently done so
Top reasons to relocate
Ranked within the top 1 or top 3reasons for moving
28%
25%
13%
9%
5%
4%
39%
44%
40%
41%
31%
25%
To be in a better community
For work or study (e.g. new job, shorter commute)
No longer need to be as close to my workplace
due to working from home more
To be closer to family or friends
Upsizing now we’re spending more time at home
and need more room
Upsizing for other reasons (e.g. need more space
for dependents)
Top 1 Top 3
25%
more likely to be
renovating than
everyone else
Employees working from home are…
80%
more likely to be
relocating
Source: Accenture Wave 9 Consumer Pulse, conducted Nov 26th – Dec 10th
Note: Not all reasons to locate shown for simplicity 8
$2 trillion is
shifting towards
the home,
creating new
epicenters of
consumption
9
Source: Accenture Strategy, The Big Value Shift
The big shift away from public spaces
Changing consumer preferences may cause $2+ trillion of annual value
to migrate from public spaces to home-focused industries
Where value is at risk
Culture &
Recreation
• Bars and clubs
• Restaurants
• Sporting events
and concerts
City center
Retailer
• Retail stores
• Department stores
• Consumer products
Public
transport
• Metropolitan
transport networks
• Air travel
Commercial
real estate
• City center retail property
• Restaurants and bars
property
• Other commercial
developers
Where value may shift
Groceries • Rise in home cooking vs.
eating at restaurants
Home and
digital
entertainment
• Digital streaming
• Family entertainment
• Home connectivity
Ecommerce &
technology
• Digital stores and
online shopping
• Virtual events
Home
improvements
• Tools and materials
• Home furnishings
• Construction
New epicenters of consumption
10
Retail spend with traditional
retailers is growing quickest
in less urbanized areas
YoY growth in retail spending*, excluding Amazon
Average March – September 2020
Small Town Metropolitan
Rural Suburban
“We buy our groceries more often in
a local place, for example in a small
store that is right in our neighborhood
…There it feels a little bit more
comfortable to buy groceries
than in a big supermarket.”
Female, 40, Germany
“I’ve used retail stalls…because
I’m at home more and need
more food all the time.”
Male, 21, UK
Source: Affinity Solutions Inc, tracking spend by a panel of ~20MM Credit/Debit card holders in the US at zip level.
*Retail includes 19 department, discount, drug, pharmacy and grocery stores including Walmart, Target, Kroger,
CVS Health, Walgreens and Albertsons. See methodology for full list. N = 493,882,246 total transactions.
6%
15%
7%
5%
Retail excl. Amazon
11
Local businesses are
also benefitting from
community support
Likelihood of buying behaviors in the next 6 months
Top 2: Highly Likely and Likely
Source: Accenture Wave 9 Consumer Pulse, conducted Nov 26th – Dec 10th.
Accenture Consumer Video Diaries, Oct 12th – 23rd
58%
say their communities are at risk
due to economic challenges
In response,
68%
of these are actively
supporting local businesses
Community support translates
to local consumption
55% 56%
63%
Global average
Shop in neighborhood
stores vs.
large chain stores
Buy more locally
sourced products
Shop closer to home
vs. retail destinations
12
“I think that people have
become more conscious
about shopping small
<businesses>…
I personally will be
shopping small for the
next five, 10, 15, 20
years… that's something
that will be different for me.”
Female, 26, USA
13
Remote
workers demand
convenience at
home, creating
new occasions
to serve.
14
68%
of those working from home
say that convenience, such
as access to food and drink
options, is important to them
41%
however, struggle to
access convenient options
Source: Accenture Wave 9 Consumer Pulse, conducted Nov 26th – Dec 10th
15
Consumers browse
what’s on offer from local stores, and purchases are
fulfilled by their local, trusted shopkeeper free of
charge in under 15 minutes. The app has been rolled
out in numerous cities across South America.
Delivering local
convenience through
traditional trade
Users can order a variety
of hotel services from nearby luxury hotels, so that
they can feel like a guest in their own home. Services
on offer include cleaning and laundry, brunch buffets,
romantic dinners, themed celebration dinners, as well
as the offer to book a day pass to work from the hotel.
Looking beyond
the industry for
innovative solutions
Coca-Cola has
launched Wabi –
an app for kiosks
and other traditional
neighbourhood stores
to fulfill local orders
from consumers.
Also from South
America comes Room
Service LATAM: an
app designed to bring
hotel experiences into
customers homes.
Sources: Coca-Cola, AWS and iProUP, and Room Service Latam 16
CPG leaders
need to rethink
what they sell,
through whom
and where to
drive growth.
17
Linked to
broader
innovation
The home will be a hotspot for
value creation, so CPGs need
to be actively innovating to meet
the new consumption occasions
emerging. Success requires real-
time insight on local patterns and
consumer behaviour that can
then be forensically interrogated.
Innovation should not just be in
products and offerings though,
but also in how these can be
developed, delivered and
deployed profitably at scale.
What:
Create innovations
powered by data
Through whom:
Re-evaluate
priority channels
18
Local stores in residential
areas will play an increasingly
important role in their
communities, and they
therefore need to be prioritized
as part of a holistic channel
strategy. CPGs need to
redefine their customer
segmentation and service
strategy to reflect localized
needs and new value potential.
The home will be a hotspot for
value creation, so CPGs need
to be actively innovating to meet
the new consumption occasions
emerging. Success requires real-
time insight on local patterns and
consumer behaviour that can
then be forensically interrogated.
Innovation should not just be in
products and offerings though,
but also in how these can be
developed, delivered and
deployed profitably at scale.
What:
Create innovations
powered by data
Through whom:
Re-evaluate
priority channels
19
What:
Create innovations
powered by data
Through whom:
Re-evaluate
priority channels
Where and how:
Build agile operating
models and supply chains
The home will be a hotspot for
value creation, so CPGs need
to be actively innovating to meet
the new consumption occasions
emerging. Success requires real-
time insight on local patterns and
consumer behaviour that can
then be forensically interrogated.
Innovation should not just be in
products and offerings though,
but also in how these can be
developed, delivered and
deployed profitably at scale.
Local stores in residential
areas will play an increasingly
important role in their
communities, and they
therefore need to be prioritized
as part of a holistic channel
strategy. CPGs need to
redefine their customer
segmentation and service
strategy to reflect localized
needs and new value potential.
As new epicenters emerge,
CPGs need to follow their
consumers. That means
advanced modelling to map
out the physical redistribution
of demand, to identify and
prioritize the new areas of
growth. CPGs need to create
agile operating models –
processes, capabilities, teams
and culture, that can intelligently
flex to accommodate the shifts
and unlock new value pools.
20
408
India
Indonesia
456
805
811
1,020
Switzerland
815
812
France
802
813
408
430
Australia
813
425
412
409 Sweden
404
1,010
412
1,022
Brazil
Canada
China
12,487
Germany
Ireland
Italy
Japan
Russia
Saudi Arabia
Spain
UAE
UK
USA
Pulse Survey
The ninth wave of this survey was conducted from Nov 26th - Dec 10th 2020 and includes 12,487 consumers in 19 markets
15%
19%
21%
22%
17%
6%
70+
25-31
18-24
32-39
40-55
56 -69
33%
11%
24%
32%
Going to Work
Not
Employed
Hybrid
Working from Home
Age Work
Situation
Methodology
21
22
Disclaimer: This document refers to marks owned by third parties. All such third-party marks are the property of their
respective owners. No sponsorship, endorsement or approval of this content by the owners of such marks is intended,
expressed or implied. This document is intended for general informational purposes only and does not take into account the
reader’ specific circumstances, and may not reflect the most current developments. Accenture disclaims, to the fullest extent
permitted by applicable law, any and all liability for the accuracy and completeness of the information in this presentation and
for any acts or omissions made based on such information. Accenture does not provide legal, regulatory, audit, or tax advice.
Readers are responsible for obtaining such advice from their own legal counsel or other licensed professionals.
Copyright © 2021 Accenture.
All rights reserved.
Accenture and its logo are
trademarks of Accenture.
About Accenture
Accenture is a global professional services company with leading capabilities
in digital, cloud and security. Combining unmatched experience and specialized
skills across more than 40 industries, we offer Strategy and Consulting, Interactive,
Technology and Operations services — all powered by the world’s largest network
of Advanced Technology and Intelligent Operations centers. Our 569,000 people
deliver on the promise of technology and human ingenuity every day, serving clients
in more than 120 countries. We embrace the power of change to create value and
shared success for our clients, people, shareholders, partners and communities.
Visit us at www.accenture.com
Learn more: Visit www.Accenture.com/consumergoods
Contact us:
Oliver Wright
Consumer Goods Industry Sector Lead
Emma Blackburn
Consumer Research Lead

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Accenture Consumer Behavior Research: The value shake-up

  • 1. New epicenters of consumption. New opportunities for consumer goods growth.
  • 2. 2 Consumers’ center of gravity is shifting towards the home Restrictions keep consumers home 1 in 4 consumers have recently, or plan to, renovate their existing home. Half of those currently working from home want to continue doing so at least once a week in the future. Home-based activities become norm Consumers adapt homes to needs Desire to work from home strengthens On average, consumers are spending ~2 hours per day more at home than they were in January 2020. 2/3 plan to socialize at home or virtually in the next 6 months, as discomfort with public places endures. Temporary Permanent
  • 3. Leisure time now centers on the home, boosting the at-home economy Expected spend intent on routine activities in future Spend intent, including intent to spend more, spend less and difference as net spend intent At-home hobbies is the only activity that has a net positive spend intent for the next 6 months Source: Accenture Wave 10 Consumer Pulse, conducted Feb 25th – Mar 5th -60 -40 -20 0 20 40 -19% -7% -35% 28% -46% At-home hobbies (e.g. baking, gardening) -38% -29% 22% 16% 24% -26% Exercising- at-home Socializing at home -15% 9% 20% -40% Takeaways 19% Home improvements 10% Other non- essential shopping -53% Travel 14% -56% Eating out at restaurants 13% -59% -42% Socializing in bars / pubs / clubs -49% -2% -20% -40% Intent to spend more money Intent to spend less money % At-home activities 3
  • 4. Consumers are adapting their homes to meet increased demands on their space. Working, relaxing, and making the home a more functional and comfortable place to spend time. 4
  • 5. “Well, an area which has changed, even in terms of meaning, was my room, which now is the room/space of work. I had to make some changes to it, make it like a mini office and adapt a second screen there for my computer.” Male, 23, Brazil In the next 6 months… 41% are likely to invest in smart home technologies 53% are likely to spend time on home improvement Source: Accenture Wave 9 Consumer Pulse, conducted Nov 26th – Dec 10th Accenture Consumer Video Diaries, Oct 12th – 23rd 5
  • 6. Many new to working from home have been converted Anticipated future work from home patterns Those that never worked from home before the pandemic 49% 21% 13% 58% 34% 24% 62% 46% 38% WFH at least 1x a month WFH at least a few times a year WFH at least 1x a week March 19th – 25th June 30th – July 5th Feb 25th – March 5th 38% of those who had never worked from home prior to the pandemic want to do so at least once a week in future This rises to 46% for all remote workers Source: Accenture Wave 10 Consumer Pulse, conducted Feb 25th – Mar 5th 6
  • 7. People are relocating to accommodate more time spent home for work and leisure. 7
  • 8. 19% 1 in 5 plan to relocate, or have recently done so Top reasons to relocate Ranked within the top 1 or top 3reasons for moving 28% 25% 13% 9% 5% 4% 39% 44% 40% 41% 31% 25% To be in a better community For work or study (e.g. new job, shorter commute) No longer need to be as close to my workplace due to working from home more To be closer to family or friends Upsizing now we’re spending more time at home and need more room Upsizing for other reasons (e.g. need more space for dependents) Top 1 Top 3 25% more likely to be renovating than everyone else Employees working from home are… 80% more likely to be relocating Source: Accenture Wave 9 Consumer Pulse, conducted Nov 26th – Dec 10th Note: Not all reasons to locate shown for simplicity 8
  • 9. $2 trillion is shifting towards the home, creating new epicenters of consumption 9
  • 10. Source: Accenture Strategy, The Big Value Shift The big shift away from public spaces Changing consumer preferences may cause $2+ trillion of annual value to migrate from public spaces to home-focused industries Where value is at risk Culture & Recreation • Bars and clubs • Restaurants • Sporting events and concerts City center Retailer • Retail stores • Department stores • Consumer products Public transport • Metropolitan transport networks • Air travel Commercial real estate • City center retail property • Restaurants and bars property • Other commercial developers Where value may shift Groceries • Rise in home cooking vs. eating at restaurants Home and digital entertainment • Digital streaming • Family entertainment • Home connectivity Ecommerce & technology • Digital stores and online shopping • Virtual events Home improvements • Tools and materials • Home furnishings • Construction New epicenters of consumption 10
  • 11. Retail spend with traditional retailers is growing quickest in less urbanized areas YoY growth in retail spending*, excluding Amazon Average March – September 2020 Small Town Metropolitan Rural Suburban “We buy our groceries more often in a local place, for example in a small store that is right in our neighborhood …There it feels a little bit more comfortable to buy groceries than in a big supermarket.” Female, 40, Germany “I’ve used retail stalls…because I’m at home more and need more food all the time.” Male, 21, UK Source: Affinity Solutions Inc, tracking spend by a panel of ~20MM Credit/Debit card holders in the US at zip level. *Retail includes 19 department, discount, drug, pharmacy and grocery stores including Walmart, Target, Kroger, CVS Health, Walgreens and Albertsons. See methodology for full list. N = 493,882,246 total transactions. 6% 15% 7% 5% Retail excl. Amazon 11
  • 12. Local businesses are also benefitting from community support Likelihood of buying behaviors in the next 6 months Top 2: Highly Likely and Likely Source: Accenture Wave 9 Consumer Pulse, conducted Nov 26th – Dec 10th. Accenture Consumer Video Diaries, Oct 12th – 23rd 58% say their communities are at risk due to economic challenges In response, 68% of these are actively supporting local businesses Community support translates to local consumption 55% 56% 63% Global average Shop in neighborhood stores vs. large chain stores Buy more locally sourced products Shop closer to home vs. retail destinations 12
  • 13. “I think that people have become more conscious about shopping small <businesses>… I personally will be shopping small for the next five, 10, 15, 20 years… that's something that will be different for me.” Female, 26, USA 13
  • 14. Remote workers demand convenience at home, creating new occasions to serve. 14
  • 15. 68% of those working from home say that convenience, such as access to food and drink options, is important to them 41% however, struggle to access convenient options Source: Accenture Wave 9 Consumer Pulse, conducted Nov 26th – Dec 10th 15
  • 16. Consumers browse what’s on offer from local stores, and purchases are fulfilled by their local, trusted shopkeeper free of charge in under 15 minutes. The app has been rolled out in numerous cities across South America. Delivering local convenience through traditional trade Users can order a variety of hotel services from nearby luxury hotels, so that they can feel like a guest in their own home. Services on offer include cleaning and laundry, brunch buffets, romantic dinners, themed celebration dinners, as well as the offer to book a day pass to work from the hotel. Looking beyond the industry for innovative solutions Coca-Cola has launched Wabi – an app for kiosks and other traditional neighbourhood stores to fulfill local orders from consumers. Also from South America comes Room Service LATAM: an app designed to bring hotel experiences into customers homes. Sources: Coca-Cola, AWS and iProUP, and Room Service Latam 16
  • 17. CPG leaders need to rethink what they sell, through whom and where to drive growth. 17
  • 18. Linked to broader innovation The home will be a hotspot for value creation, so CPGs need to be actively innovating to meet the new consumption occasions emerging. Success requires real- time insight on local patterns and consumer behaviour that can then be forensically interrogated. Innovation should not just be in products and offerings though, but also in how these can be developed, delivered and deployed profitably at scale. What: Create innovations powered by data Through whom: Re-evaluate priority channels 18
  • 19. Local stores in residential areas will play an increasingly important role in their communities, and they therefore need to be prioritized as part of a holistic channel strategy. CPGs need to redefine their customer segmentation and service strategy to reflect localized needs and new value potential. The home will be a hotspot for value creation, so CPGs need to be actively innovating to meet the new consumption occasions emerging. Success requires real- time insight on local patterns and consumer behaviour that can then be forensically interrogated. Innovation should not just be in products and offerings though, but also in how these can be developed, delivered and deployed profitably at scale. What: Create innovations powered by data Through whom: Re-evaluate priority channels 19
  • 20. What: Create innovations powered by data Through whom: Re-evaluate priority channels Where and how: Build agile operating models and supply chains The home will be a hotspot for value creation, so CPGs need to be actively innovating to meet the new consumption occasions emerging. Success requires real- time insight on local patterns and consumer behaviour that can then be forensically interrogated. Innovation should not just be in products and offerings though, but also in how these can be developed, delivered and deployed profitably at scale. Local stores in residential areas will play an increasingly important role in their communities, and they therefore need to be prioritized as part of a holistic channel strategy. CPGs need to redefine their customer segmentation and service strategy to reflect localized needs and new value potential. As new epicenters emerge, CPGs need to follow their consumers. That means advanced modelling to map out the physical redistribution of demand, to identify and prioritize the new areas of growth. CPGs need to create agile operating models – processes, capabilities, teams and culture, that can intelligently flex to accommodate the shifts and unlock new value pools. 20
  • 21. 408 India Indonesia 456 805 811 1,020 Switzerland 815 812 France 802 813 408 430 Australia 813 425 412 409 Sweden 404 1,010 412 1,022 Brazil Canada China 12,487 Germany Ireland Italy Japan Russia Saudi Arabia Spain UAE UK USA Pulse Survey The ninth wave of this survey was conducted from Nov 26th - Dec 10th 2020 and includes 12,487 consumers in 19 markets 15% 19% 21% 22% 17% 6% 70+ 25-31 18-24 32-39 40-55 56 -69 33% 11% 24% 32% Going to Work Not Employed Hybrid Working from Home Age Work Situation Methodology 21
  • 22. 22 Disclaimer: This document refers to marks owned by third parties. All such third-party marks are the property of their respective owners. No sponsorship, endorsement or approval of this content by the owners of such marks is intended, expressed or implied. This document is intended for general informational purposes only and does not take into account the reader’ specific circumstances, and may not reflect the most current developments. Accenture disclaims, to the fullest extent permitted by applicable law, any and all liability for the accuracy and completeness of the information in this presentation and for any acts or omissions made based on such information. Accenture does not provide legal, regulatory, audit, or tax advice. Readers are responsible for obtaining such advice from their own legal counsel or other licensed professionals. Copyright © 2021 Accenture. All rights reserved. Accenture and its logo are trademarks of Accenture. About Accenture Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Interactive, Technology and Operations services — all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 569,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at www.accenture.com Learn more: Visit www.Accenture.com/consumergoods Contact us: Oliver Wright Consumer Goods Industry Sector Lead Emma Blackburn Consumer Research Lead