Cocooning - Consumer TrendSights Analysis, 2023

This report investigates the deliberate retreat of consumers from the outside world into the home, and implications for brands across the FMCG space.

Growing anxieties around health, hygiene, and financial constraints are facilitating a desire to shift consumption occasions from the outside world into the home. Alignment with the trend depends on whether particular activities or occasions can be replicated at home. This report explores the factors influencing this phenomenon, how brands are responding, and the implications for both brands and retailers.

Scope

• Concern over outside contaminants like pollution is considerably higher for consumers than indoor contaminants.
• Numerous financial pressures such as the impact of inflation or the cost of fuel are driving cocooning behaviors among consumers.
• Manufacturers are aligning with the trend by offering solutions such as salon-like results and elevated cocktail experiences within the home.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.