The paradox of today’s shopperPost‑pandemic shoppers are more health‑ and eco‑aware than ever — but price rules the basket. Siro Descrovi and Daniel Torres explore the “three dimensions” FMCG brands must win on: Care (health and environment), Save (value), and Excite (innovation and desirability). They probe contradictions in consumer behaviour — from sustainability ideals to convenience cravings — and the role of small challenger brands, social media hype, and ‘schizophrenic’ purchase patterns. Can brands serve missions that pull in opposite directions, and still be coherent?

Quotes:

“In future, every product is going to be a health product… but price is still an indirect component no one can ignore.”
“Customers want to save, care, and be excited — if you’re not hitting all three, you’re not winning.”
“Contemporary customers live in a paradox: they want to do the right thing for the planet, but won’t give up convenience.”