There are two key areas where brands will need to watch carefully to ensure they stay well prepared:
The first is the balance between mobility and vaccination. Vaccination is taking place at different rates across the region. That means that mobility restrictions could come into play at different times in different countries. The potential reintroduction of restrictions will alter the balance between in-home and out of home consumption as well as the channels that shoppers use.
The second is the impact of cuts in economic aid. Shoppers are likely to move to a more rational consumption model. Expect to see shoppers move into crisis mode as they change their channel and brand mix. The outlook could be a price and promotions war as retail brands seek to earn shopper loyalty.
FMCG brands will need to be adaptable. They should focus on maintaining their relevance to the buyer and closely follow any changes in each market. Above all, agile execution will be required to ensure they maximise their success in each retail format.
