By 2030 the scene for purchasing consumer goods will have changed completely. This pretty evident if you compare todays scene and maybe the 90’s. A major change is the fact that Europeans now prefer buying their goods online rather than physically at a store. Another change is that the governments are imposing more stringent rules on the Consumer Packed Goods (CPG) companies. They will have to change strategies if they want to thrive in the consumer market maybe even reinvent themselves.
Trends like these are appearing to be more evident nowadays. The mass market is now stagnating to specific products. Shopping has become hybrid and a large number of discounting offers are present everywhere. Instead of Horizontal integration there is vertical integration in the product providers and everything is digital, but then so is the rising competitions strategy. Downside to this is that there is a fragile supply of external products into the countries. Changing EU norms and living regulations has also affected global supply into the EU countries.
By 2030, it is expected by researchers, that the average buying power will have decreased quite a bit, so, the consumers will demand consumer goods at a very low price. 1 out of 4 people in Europe will be of retirement age. It is also expected that the mass market will want healthier food options. One third of people in Europe currently would prefer healthier options in their diet rather than the usual food.
The buying pattern of consumers is also changing. Consumers used to only purchase from one trusted company/provider, but this has changed. They are trying out new sources providing different types of incentives and offers. Although there won’t always be a guarantee in the quality, people are still willing to take a risk for the lower prices.