Understanding consumer choices in a cost of living crisis

Room 5 | 2:30 pm - 3:00 pm | Thursday, May 4, 2023

Its hard to escape that the U.K. is in the midst of a cost of living crisis just after life had returned to normal post pandemic, so consumers are making choices on how to navigate through the spiraling costs they are faced with. Using a multi wave study Heineken UK aimed to understand how the crisis was impacting a cross section of the population, particularly how they were feeling and behavior changes they were making or anticipated making around what they are spending their money on – from consciousness to justification to the new normal.

Key takeaways:

1. How consumer choices (and behaviors) have evolved during the crisis.
2. What trade offs are being made in their discretionary spend.
3. The importance of pleasure in consumers’ value for money equation.