As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

TikTok users in the UK are being given the opportunity to buy some of their groceries through the app. With young people migrating away from traditional search engines and towards social media to discover new products and experiences, the challenge for brands is to appear naturally in these spaces.

As grocery prices continue to rise in the UK, shoppers are turning to misshapen fruits and vegetables, as well as off-brand alternatives, in order to save money. Price-conscious shoppers are willing to get creative in order to save on staples, looking for brands to highlight potential savings.

Grocery home delivery in France is in its infancy but has seen massive acceleration due to the pandemic. While it’s become more normalised, speed isn’t a strength. Cajoo wants to change that, offering Parisians groceries in as little as 15 minutes, all while matching supermarket prices.

Faced with the highest inflation rates in the G7, British grocery shoppers are increasingly looking to save money by choosing discounter supermarkets and own- or private-label products over the more expensive, heritage brands. What does this mean for future brand loyalty?