Email teams own only a small piece of the messaging
for CPG, Beauty and Over-the-Counter (OTC) health products. But their jobs are affected by the fact that consumers are spending less due to inflation, judging by The 2023 CPG Customer Journey, a study
Overall 49% of consumers are buying fewer beauty products, 33% are spending less on food and beverages and 26% have reduced their OTC Health purchases.
Gen Z is slightly different. Thirty-nine percent say they have reduced their spend on beauty, while 27% are spending less on food and beverages and 30% have cut their spending on health.
But while 49% of baby boomers are spending less on beauty products and 36% less on food and beverages, only 21% have reduced their spending on health.
That is only one area in which generations differ in their behavior. In general, consumers have purchased these products on the advice of influencers: Beauty (70%), food and beverage (60%) and OTC health (59%).
Gen Z is more likely to rely on influencer recommendations for beauty (87%), food and beverage (85%) and OTC Health (78%).
General behavior is also changing in the aftermath of the COVID-19 pandemic: at least 35% of respondents in each product category are less likely to order online or buy online, pick up in store (BOPIS)., versus 20% who expect to use these services more.
Email ranks far down in the list of channels through which people have heard about a product and then went on to buy it in the past year:
Email has the same percentage in hearing about over-the-counter health:
Email has a lower place in the prepackaged food or beverage products: