C-Ways, consulting company specializing in data sciences, presents the 2021 edition of its study of consumer trends : Trendshaker. This study was conducted on different consumer markets using its artificial intelligence tool to capture and analyze web data in real time..
Market forecasts and consumer trends analyzes were carried out thanks to Nextrends, C-Ways Owner Tool that sucks, Real -time structure and analysis of search engines, social networks and reference websites in several sectors. Nextrends thus provides unprecedented and particularly precise information on the activity of the French during the containment period. The analysis of several tens of millions of data identifies the deepest trends in changes in purchasing behavior. Five major trends emerge that the COVID-19 crisis has accelerated and which will be an anchored permanently in consumption habits : sobriety, proximity, flexibility, identify, creativity.
Sobriety
The general context before Covid was already conducive to deconstation : in 2019, The main markets had regressed in volume (-1 % on consumer products and clothing, -5 % on smartphones, -6 % on new cars, -7 % on hi-fi …) During a year, however, positive in terms of growth. In other words, The French consumed less but better. This trend has been strengthened since March 2020 with the rise of the second hand : According to our analyzes, The Vinted application would have won nearly four million new users over this period. The second -hand market would represent 8 % of the total clothing market, Or nearly two billion euros in 2020. It would be three times more than in 2018. In 2020, One in six French people has increased its consumption of used clothes when at the same time, They are one in two having decreased their consumption of new clothes. On the automotive market, Used vehicle sales have almost maintained (-4 %) When the new dropped by 25 %.
Proximity
Web research for French production and know-how has increased by 28 % in 2020 compared to the previous year, according to our study. It is one of the strongest trends in a globally bearish context for consumption. In the same logic, Proximity shops have seen their research increase by 38 % and short circuits actors by 27 %. Primeurs were the most advantaged shops (+ 44 %). Finally the provenance labels (AOP, AOC, IGP) ont, them, increased by 40 % over the period. Au final, 64 % of French people believe they have increased their consumption of French products since the start of the epidemic and are ready to devote a higher budget to it (Opinion Way, December 2020). Food products, Beauty products and clothing are the sectors most concerned with this sudden acceleration of localism. A phenomenon that all factors tend to last.
Flexibility
C-Ways estimate at 4,7 million the number of people who will continue to telework occasionally or regularly after the health crisis. This represents around 16 % of assets, twice as much as before the crisis. But more important effect, The number of telework days will be around 75 days per year per employee (instead of 30 days on average before the crisis). Sign that teleworking is deeply anchored, Office headquarters research increased by 326 % and work offices of 123 % over the first two months of 2021 compared to 2020 on the sites analyzed by C-Ways. Impact identified by our tool : The drop in traffic in stores (Excluding containment periods) was three times weaker, Compared to the pre-crisis period, Tuesday and Thursday (days usually the least frequented, – 4,9 %) that Saturday (usually the most frequented day, – 11,2%), Sign of spreading moments of attendance and consumption times.
Identify
In line with the #MeToo movement and its variations, Speech is released and more and more citizens assume their identity and their personality and refuse to a binary scheme. As such, Our tool has detected a growth of 61 % of the mentions relating to non-quarry or genderfluid, that is- Say people whose gender identity is not part of the binary man-woman standard. A separation of dichotomous patterns which is also found in young generations in their refusal to define themselves in strict polarization of their sexual orientation. Indeed, According to an Ipsos study (2021) conducted in the United States according to which only a member of the Z generation (15-25 ans) out of two says heterosexual (52 %, compared to 84 % for those over 55). If the rate of people declaring themselves homosexual is relatively stable, It is the share of those which are attracted by both genres that has increased the most : +21 % or three times more than the previous generation, 25-35 years "millennials".
Creativity
The various confinements have been synonymous with time found and the opportunity for the French to reclaim know-how : cuisine, gardening, DIY but also painting, couture, drawing. Homemade food (pain, yogurt, pasta) has thus increased by 60 % in 2020, The Do-it-yourself of Maintenance and Beauty products, 138 %. But it is above all the creativity of the French who expressed himself over the past year : records of the number of brands created (106 000, +7 % vs 2019 according to the INPI), Record of the number of micro-enterprises registrations (+9 % vs 2019 according to INSEE) and traffic record on the Etsy platform (+ 50 % selon C-Ways) homemade market leader for jewelry and decoration. In an uncertain economic context, We can talk about an exceptional profusion of micro-producers.
The data science seen by C-Ways
C-Ways is a consulting company specializing in data science. Thanks to data capture and modeling methods, C-Ways supports in their decisions administrations and leading companies in the mobility sectors, fashion, luxury, financial services, you sports, high consumption… For C-Ways La Data is above all a means and not a purpose. A way to understand, to detect and anticipate, to exploit data science "to better understand possible future and help our customers build a sustainable world, fair and resilient ".
