New Normal 2020: 7 consumer behaviour traits that every marketeer must be aware of.

The post-COVID era has begun. The 5 month long lockdown has introduced our consumers to a different living. While the consumer lives are expected to go back to normal, the consumers may have developed a new trait or given up a few. Every marketeer is apprehensive about what comes next and how brands can adapt to the new normal.

Every brand must allow marketeers a learning curve before they are sure of the new market trends. This post will help you shorten this curve.

COVID-19 has changed the way Indians lead their lives. Indian consumers had to adapt their lives according to the restrictions imposed. Hence, marketing to these consumers must also change. Here we will discuss 7 important consumer behaviour changes that every marketeer should be aware of.

1. Personal as well as environmental hygiene

COVID-19 has taught us the importance of personal hygiene. But even more than that we are now aware of the cleanliness of our surroundings. Before trying any product or service, we think whether it safe to try/order it. Contactless delivery will not only be preferred but also mandated. We can easily create a Safety Index that tells us about how safe is it to buy the product or service. Right from sourcing of raw material and processing to delivery, all the stages can be analysed and rated. A cumulative sum of these can give us the Safety Index. Even if this index is not made, consumers are still very conscious about the safety of trying and buying products. Marketeers will have to dive deep into end-to-end supply chain and attempt to make changes in the process, so that the brand can assure safety of the product. Consumers will only trust and buy from brands who focus on consumer safety.

2. Home trials

Social distancing has been ingrained into our lives. People want to avoid crowded places. Gone are those days when the consumers came to the brands. Brands, now have to think how they can reach out to the consumers. Home trial of products is the best way to reach the consumers. Many apparel brands have started home trial sessions. While there are many industries that can execute home trials, there are those who will find it difficult to approach the consumer. Free round of service can also be of help, where consumers want to try your brand.

3. Immunity boosting products

With the pandemic fear running wild among us, homemade immunity boosting drinks have made a come back. The demand for Amla juice and Aloe Vera juice has skyrocketed ever since the lockdown. Vitamin C supplements are also quite popular among the Indians. Consumers are focusing on well being and overall health.

4. Ready-to-cook healthy meals

With housing societies not allowing house helps within the premises and people worried about the hygiene at restaurants, consumers are forced to cook at home. Instead of a weekend adventure, cooking is now a mundane chore. Home chefs have identified this need gap and are providing simple home cooked meals at affordable prices. Many brands have now started providing ready-to-cook meals. You simply need to heat the bag containing the food and voila! delicious food is ready. Brands providing keto-friendly or low-carb meals get bonus points. Afterall, marketing is all about identifying the need and providing a fitting solution.

5. Weight management tools:

Consumers are confined to the walls of their homes. Gyms have shut down due to the lockdown. Even with the unlock in progress, people intend to avoid crowded situations. There is a huge demand for fitness equipments that can be installed at home. The gym equipments are expensive and occupy too much of space. And here is the gap! Weight management tools that do not need large investment in terms of money and space. Also weight management diet programs are available to anyone who is looking to shed some pounds. Consumers' outlook towards their health and total well-being has changed. It is not only about losing weight anymore. The focus is on total well-being - physical, mental and emotional.

6. Data security

With remote working becoming the new norm, many organisations have their employees working from home. This means entrusting the employees, at times, with confidential data. Data security has always been a priority. But pre-COVID, the infrastructure for this data was located at one place. Secured, access-controlled data was easy since everyone worked from one location. The possibility of breaching the secured connection has become much more easy. I bet, the IT department of every organisation is looking for inexpensive yet effective data security solutions. In the coming months, data security will be the most important aspect of being prepared for the new normal.

7. Smart home technology

We are already used to Alexa looking for home remedies, playing songs or suggesting recipes to our favourite dishes. But post-COVID 19, consumers are looking for more than just passive searching machine. Technology that will make staying at home easier, is the need of the hour. Honestly, such technology already exists. But it hasn't been introduced in India. For example: sale of roomba and dishwashers has peaked up in the last 3 months. Automation that helps consumers do their daily chores or completely avoid doing the chores, is in demand.

Brands need to look beyond immediate sales, and think of creating a space in the consumers' minds. Brands need to be socially more aware. Instead of looking at sales, brands need to focus on individual and social welfare. Consumers may not buy from you tooday, but they will remember you when making a purchase in the future. Look at this time as an investment into brand building and a strong recall.