Cost of living vs. brand loyalty: how to appeal to the budget-conscious shopper ​


July 5, 2022| by AmyDunning

Soaring energy and food bills, inflation rates that hark back to the 1970s and shoppers facing the biggest hit to income since modern records began. The cost-of-living is hammering households in 2022. 

Competition for FMCG sales has always been tough, but now the contest for share of wallet spend is heating up. As total spend decreases, brands must battle to stand out in the ecommerce aisles and build and retain hard-earned loyalty.

This report examines the increasing tension between brand loyalty and cost-of-living pressures in 2022.  

Inevitably, some brands will be dumped from the digital shopping basket as spend and retail sales volumes fall. Meanwhile, others will sustain or even increase sales.  

We take a close look at how savvy brands can up their game and maintain, or even strengthen, brand loyalty in the face of what looks set to be a turbulent retail landscape for the foreseeable future. 

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