Research
The 2022 Food & Drink Report is here
Our sixth annual Food & Drink Report is here. Working with research company QuMind, we surveyed over 1000 people across the UK to understand their attitudes, behaviours and motivations around food and drink. The findings have been turned into a series of deep dives exploring five key issues shaping your marketing in 2022 and beyond: the cost of living crisis, the new normal, promotional marketing, sustainability, and alcohol.
Understand the 2022 consumer
After two years of lockdown living turned the supermarket into a special outing, made us experimental with our home cooking and drinking, and decimated on-trade, 2022 sees us edge back into a ‘new normal’. The endemic approach to Covid means that today’s consumers constantly redefine their mindsets. And supply chain issues caused by Brexit and macroeconomic instability have seen food shortages and, at times, a return to panic-buying. Running alongside this, increased cost of living is putting a strain on much more than the weekly shop. And while sustainability concerns may be plateauing, marketers have their work cut out if they want to connect with sceptical shoppers.
- 17% of shoppers have switched their usual grocery store for a cheaper one
- 25% of consumers feel there should be more scrutiny over sustainability claims
- 12% often drink low/non-alcoholic drinks
Sign up for the 2022 Food & Drink Report now to receive your first instalment in the series via email.
Bray Leino has been helping food and drink brands understand and capitalise on the changing tastes and preferences of British consumers for over 45 years. To find out how our team of communications experts can help you navigate the changing tastes of UK shoppers, contact Adam Holder, Managing Partner.