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The Critical Consumer 2024
A lingering post-pandemic crunch, fuelled by
inflation and interest rate rises, has cut household
budgets in 2023, resulting in heightened brand
competition for this constricted discretionary
spend. This looks set to continue into 2024
Our Critical Consumer 2024 report dissects how consumer sentiment has shifted across
markets, and where spending habits will turn next, broken into five areas of focus:
Spending
intentions
Category
evolutions
Omnichannel
targeting
Customer
personalisation
and loyalty
Use of
technology
We hope that you find the insights that follow informative and actionable. Swirling economic
headwinds and digital disruptions will no doubt continue to reshape these industries, but
forward-thinking players can overcome these challenges by proactively adjusting to market
and consumer shifts to drive sustainable success.
Retail, Consumer Products, and The Leisure
(Entertainment, Hospitality, Restaurants, and
Travel) industries are among those hit the
hardest. They rely heavily on the volume and
frequency of discretionary spend, which can fade
rapidly during periods of economic uncertainty.
For businesses to maintain share or grow in
this climate, they must deeply understand
how these changes impact shoppers. How are
their purchasing habits evolving - and how do
budgetary pressures and economic insecurities
fold into these behaviours?
To find the answers, AlixPartners has conducted
an in-depth consumer priorities study across the
EMEA region.
OVER 10,000
shoppers from France, Germany, Italy, Saudi
Arabia, Switzerland, UAE, and the UK, were
interviewed between Oct-Nov 2023, and shared
their personal purchase intentions and shopping
preferences heading into the new year.
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