Consumer shopping trends: new SumUp report reveals consumer expectations in the FMCG sector

With Christmas, Black Friday and Cyber Monday all fast approaching, many UK businesses are gearing up for what should be the busiest time of the year.

But with inflation and living costs posing a challenge for many UK retailers, will customers still be looking to spend in the same way?

A new report by SumUp, a leading global fintech company, has revealed consumer expectations and trends for both online and brick-and-mortar shopping.

Amidst the challenges in the UK’s retail environment, this report seeks to highlight emerging consumer patterns, allowing businesses to remain at the forefront of change.

What’s driving consumers into FMCG stores?

With 71% of FMCG consumers saying they prefer in-store shopping when looking for products, the report by SumUp revealed the top factors motivating consumers to shop in-store rather than online with the top 5 reasons being stated as:

Reason
% of shoppers agreeing
Being able to see/feel/try on the product before buying
68%
Being able to get the item I want immediately
63%
Being able to speak to somebody about my purchase before buying it e.g., an assistant in store
43%
Being able to compare the price with other shops to ensure I am getting the best deal
34%
The social aspect of shopping
23%
Consumers more likely to trust brands with sustainability and social initiatives

Working towards a fairer society and caring for the environment are two key agendas for many consumers, and it would appear that retailers who don’t offer sustainability and social initiatives may be left behind.

The report revealed that sustainability and social initiatives significantly influence consumer trust in a brand. 41% of shoppers identified sustainable packaging as a key trust factor, followed closely by 36% who trust brands that allow product recycling. Additionally, sustainable energy consumption and use were deemed essential by 29% of the respondents.

Loyalty is key to shopper retention.

With more and more competition on the high street, customer retention is becoming an increasing consideration for retailers.

According to the report by SumUp, 62% of customers are more likely to return to shops that offer a loyalty program, such as seasonal offers or offers for senior citizens/students.

The report also revealed the top factors that would deter a customer from shopping in-store. The top 5 factors are:

Poor quality of goods (57% of shoppers claim this annoys them).
Poor store hygiene (54% of shoppers claim this annoys them).
Poor customer service (53% of shoppers claim this annoys them).
Pushy salespeople (52% of shoppers claim this annoys them).
Difficult return policy (42% of shoppers claim this annoys them)