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How will COVID-19 change the consumer?

April 1, 2021


In brief

Categorising the new consumer


of ‘On the edge’ consumers are cutting back on spending


of ‘Me. Reinvented’ consumers are buying more locally sourced products


of ‘Stubbornly seeking normal’ consumers will not change spending patterns post-outbreak

Myths vs realities

There is still a place for premium products. In fact, the majority of consumers are maintaining or increasing purchases of premium products.

While consumers are trialling new products—63 percent of consumers say they have changed brands—loyalty to those brands should not be assumed.

The spike in online buying is not a passing phase. Consumers will continue to shop online at rates significantly above pre-pandemic levels.

Meet the team

Jonathan McCabe

Lead – Products, Management Consulting, Africa
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