
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
by Tinuiti.
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%).
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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:
- Social media — 45%
- Television — 39%
- In-store displays or signs —
25%
- Search engines — 17%
- Online marketplaces — 16%
- Streaming
video service or live stream — 14%
- Email message — 10%
- Print newspapers/magazines — 9%
- Podcasts — 7%
- Radio — 6%
- Billboards — 5%
- None of the above — 16%
Email has
the same percentage in hearing about over-the-counter health:
- Television — 34%
- Social media —
27%
- In-store displays or signs — 21%
- Search engines — 19%
- Online marketplaces — 11%
- Streaming video service or live stream — 11%
- Email message —
10%
- Print newspapers/magazines — 8%
- Podcasts — 5%
- Billboards — 4%
- None
of the above — 25%
Email has a lower place in the prepackaged food or beverage products:
- Television — 36%
- Social media — 30%
- In-store displays or signs — 27%
- Search engines — 12%
- Offline marketplaces — 12%
- Print newspapers/magazines — 11%
- Streaming video service or live stream —
10%
- Email message — 8%
- Radio — 7%
- Billboards —
5%
- Podcasts — 5%
- None of the above — 22%
Tinuiti polled more than 3,000 U.S.
consumers from February 16-23, 2023 in three product-based surveys.