Customer Inspired Perspectives on Grocery and Drinks Trends in 2022

C Space CEO, Jessica DeVlieger, was invited by WARC to give her perspective on 2022’s key Grocery and Drinks Industry trends. Our in-depth research shows how emerging and accelerating trends have dramatically altered the competitive landscape over the last two years and exposed new possibilities for customers, employees, and business.

At C Space, we believe in a better way of doing business. We believe in treating customers as humans; not targets, data points or subjects who need convincing. We believe in building relationships between a company and its customers because strong relationships lead to stronger businesses.

C Space CEO, Jessica DeVlieger, was invited by WARC to give her perspective on 2022’s key Grocery and Drinks Industry trends. Our in-depth research shows how emerging and accelerating trends have dramatically altered the competitive landscape over the last two years and exposed new possibilities for customers, employees, and business.

Below is a summary of our findings, if you’d like to read the full article but don’t subscribe to WARC, get in touch.

New Normal Underpins Gloomy Customer Perspectives

Statistics confirm that incessant bad news has left consumers anxious and pessimistic about the future. Living costs are soaring, trust in institutions is on the decline. People are tired and are worried about their health.

Our research confirms this change in attitude is eroding loyalty, with consumers encouraged to try new grocery and drink experiences. Every brand risks the perception of taking existing customer for granted. Thus, to avoid stumbling in this “Zero-Tolerance Economy”, brands must provide tangible reasons for optimism and engage customers in a reciprocal relationship, not a transactional one.

Invisible Assets the Key Metric for Success.

Acceleration of pre-pandemic trends means events forecast for the future of the industry are happening now. For grocery and drinks brands, one of the most important lessons to take into the new year is the optimization of their “invisible” assets – particularly data and logistics – to refine the seamless goods direct-to-consumer process. The offer of an ever more personalized experience will deepen their emotional connection with customers.

Online Solutions Reshape the Market

After two years of intermittent curbs on social interaction, the once-nascent forms of online delivery for groceries and drinks have become a significant source of revenue.

Industry heavyweights are mobilizing their resources, and in some cases performing well, but there are new challengers on the block – hyper-mobile, tech-based disruptors, operating out of asset-light warehouses, nimble in the face of constantly shifting consumer expectation. Established players will aim to leverage emotional capital banked in the pandemic together with customer experience innovations but these newcomers are ones to watch.

If you want to find out more about the marketing trends to watch in grocery and drinks in 2022, why not read in more depth about the future of grocery in WARC.