Member Article

North West consumer spending offers independent food and drink brands a long shelf life

Independent food and drink brands are coming out fighting in the North West, with two thirds of consumers in the region set to support independent brands following the COVID-19 crisis.

Since the global pandemic, Brits’ shopping and spending habits have changed dramatically, but the North West economy was hit worse than other UK regions. In April, the North West saw a record fall in business activity and employment, and its PMI (Purchasing Managers’ Index) was still below the national average in August.

Despite the North West seeing the biggest drop in support for independent food and drink brands during the lockdown, the future looks a bit more rosy, according to research from marketing communications agency, Jam_.

The research reveals the North West saw an 11 per cent decline in consumer purchases of independent products, with just 56 per cent of consumers supporting independent food and drink brands. However, the food and drinks industry shows signs of recovery with a 10% increase in the number of consumers committed to supporting independent food and drink brands post COVID-19.

Specialising in delivering integrated brand development and communication strategies for a range of successful food and drink brands, Jam conducted nationwide consumer research to better understand consumers’ buying habits following COVID-19. The results are included in an industry whitepaper, free to download from their website. Supporting brands during the current climate, Jam has used its research to delve into consumers’ post COVID-19 buying behaviour to allow brands to better understand how to market to audiences effectively and support conversions.

Jaime Gee, Managing Director of Jam_, said: “It is great news that two thirds of North West consumers have declared their support for helping brands navigate these turbulent times. Now is an important time for North West food and drink businesses to tap into the many opportunities that are available to them and provide added value to strengthen consumer confidence, and build brand trust and loyalty.

“To make the most of the opportunities and future proof their businesses, it’s vital that the North West’s food and drink brands utilise an integrated marketing strategy, building an online and offline presence to maintain visibility, build brand awareness, and reach those all important customers at every stage of the journey.”

This was posted in Bdaily's Members' News section by JAMpr .