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the impacts on buyer behaviour and attitudes, and recommend to them how to best respond to these changes. Some of our clients have been fortunate to be in categories where demand has soared, while others, especially in the retail and foodservice channels have had to reinvent themselves virtually overnight to stay viable during this pandemic. What we’ve learnt during this period is that those companies who are willing to work as a team and be flexible and innovative in their approach have been the most successful. What changes have you seen in buyer behaviour? We’ve seen some massive changes in buyer behaviour over the past six months and it’s critical that brands and retailers understand how this has impacted their categories. We launched ‘The Australian Grocery Shopper 2020’ industry report early this year, but are now re-running this report, as most of the insights and recommendations are now obsolete in light of the current situation. Shopping trips and duration have changed, the use of electronic payment methods and home delivery has rapidly grown. Not surprisingly, the demand for antibacterial and anti-viral ingredients in many products has also exploded, and the type of products and preferred pack sizes have also changed in many categories. At the start of the year there was a lot of concern voiced by consumers regarding excess packaging for fruit and vegetables, whereas now consumers are embracing pre-packaging as they feel it’s a ‘safer’ (ie, fewer people touching the product) and more convenient format (ie, simply scan the product rather than having to weigh the product at the checkout). The one constant over the past nine months has been rapid change, and I think it’s here to stay as business and brands have learnt to deal with and embrace this dynamic. So, from your point of view, businesses need to embrace change and be fast and agile to be successful in the post- Covid world? I recently wrote an article on the changing landscape of the FMCG industry, where for many years there was a widely held belief that the big companies were unbeatable and would eat their smaller competitors for breakfast, but this dynamic has quickly changed to the ‘fast’ companies eating the ‘slow’ ones regardless of their size. While I’m sure most companies didn’t have a Covid contingency in their FY21 marketing plans, the current Covid-19 situation has ‘supercharged’ this dynamic where speed, agility and transformation is mandatory in staying ahead of your competition and in some cases remaining relevant and viable. Core characteristics I’ve witnessed in these companies have included stable and supported staff, a customer-centric mindset and an unwavering desire to understand, grow and learn despite all the challenges this pandemic has thrown at them What do you think the ‘next normal’ trends will be, moving forward for the FMCG industry? I think there are a number of trends and ‘norms’ that will be with us all for the foreseeable future. Speed and agility, as mentioned, will be mandatory, and businesses may need to challenge their thinking on what role they now play in their categories, as well as have the drive and resolve to pivot and morph into new categories and channels to take advantage of the opportunities created by the changes in buyer behaviour. While social distancing requirements have forced many to work from home, they have also shown us that we have the ability to work and engage remotely, which has broken down many internal, external and even international barriers. While I’m still a big believer in engaging with customers face to face, this digital revolution has allowed us to engage with clients from all over the world at a click of a button. The globalisation of businesses, regardless of size, I think will be a big trend over the coming months and years. Covid-19 has also forced many businesses to tighten their belts during this unprecedented time of uncertainly, which has resulted in reduced budget and resourcing, and requires, now more than ever, that teams must do more with less. In some ways, this has created some healthy reviews of longstanding relationships and ways of working that may not necessarily be the most efficient, effective and relevant process, \\\\\\\[but such\\\\\\\] partnerships or agreements are helping a business achieve goals and objectives moving forward. What’s next for Focus Insights as we move into the ‘next normal’? Being a predominately digital based company, I think we’re well positioned to assist our clients with navigating the next normal, and given our business model, we know we can assist them with agile research solutions that can be delivered within their required budgets and tighter timeframes. I think collaboration and partnerships with complimentary companies will also play an important role in providing more value and insights to our clients. Given our reach and demand from the FMCG trade, we’ll continue with our expansion plans across the globe and expand our overseas offices. Who knows, I may even be able to hop on a plane again one day to catch up with my international team and clients! Despite all the current restrictions and challenges, the one thing I do know is that speed, agility and change are here with us now and won’t be going away anytime soon. SHOPPER MARKETING “The current Covid-19 situation has ‘supercharged’ this dynamic where speed, agility and transformation is mandatory in staying ahead of your competition and in some cases remaining relevant and viable.” About Peter Huskins Peter is a career retailer who is widely known and respected in the Australian FMCG industry. With extensive experience in department stores, DDS, liquor and supermarkets, he has been working with suppliers and retailers developing business, category, customer and channel strategy and competitive points of difference for more than 10 years. Call Peter on 0412 574 793 or email peter@shop-ability.com.au. OCT, 2020 RETAIL WORLD 71