Contents

1.
Introduction

Budget pressures and adaptive behaviors

2.
Do we see a tipping point?

Five key aspects of shopping behavior
Shoppers state of mind: Less worries about inflation

3.Coping strategies relaxing

Making room for the little escapes

4.Brands have the opportunity to regain trust

True innovation counters private labels
True Fruits – unfailing innovation and communication

5.
Retailer choices

Less switching and shopping around
Opportunity to change the narrative
Tech-enabled shopping could make shoppers stick

6.
Constructive transformation of lifestyle

Good for me, good for the planet
The promise of extra protein does not always match
Nutrition positivity – knowledgeable purchase decisions
The planetary health diet: Gen Z already adapting
HAK – successful transformation of a traditional brand
Shoppers implement lifestyle changes differently

7.
Final thoughts

Innovation and appreciation could boost the day after tomorrow