Research – What Consumers Want In 2021

Audience research – email audience@downatthesocial.co.uk to receive our exclusive report to inform your PR and marketing strategy for 2021.

Our questions for the BrandTrack Christmas 2020/ Jan 2021 changed a few times in the planning as the world seemed to go round in circles.  One minute we were planning to ask people if they were going out or staying in, the next everything was closed and we could only meet with two other households. 

So what did we find out?

January is usually a huge month in food and drink PR with dry January, Veganuary, new year, new you and Brits hitting the gyms. So much has changed as alcohol consumption is up, but so is healthy eating and of course gyms are closed!

So we refocussed and asked people what really mattered to them in these changing and challenging times.

Positively, the overriding message is one of optimism about the year ahead, particularly now that the vaccine rollout is progressing and there is a potential light at the end of the tunnel. 

For businesses that manage to survive the difficult months ahead, there will likely be a real opportunity to capitalise, not only on missed celebratory occasions, but also an increasing desire amongst consumers to focus on their own health.

With answers around what we have missed, are we making plans to have a ‘second Christmas’ when hospitality opens again, did we stay dry (not really it turns out) or did we hit the booze harder?

31% of consumers did say that they are planning to reduce their alcohol intake in 2021, with 14% planning to do this for as many months as possible and 12% planning for the whole year. 

We also found that health is high on the list of priorities for all consumers, with 74% planning to be healthier in general for at least a part of 2021.

If you would like to see the report with stats on consumer intentions for 2021, spending confidence, Valentine’s Day (that’s going to be quite different this year) and plans for 2021 get in touch via audience@downatthesocial.co.uk.