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How changes in U.S. consumer trends affect exports

Although exporters work with customers in the United States who distribute their product, a drastic change in consumer trends can drastically affect imports. However, this change does not have to be a bad thing. In fact, Spanish food exports fall within one of the most important trends, "health and safety".

According to research by McKinsey & Company on consumer trends among the American population, there are 5 main points to keep an eye on:

E-commerce and online shopping are not going away after the pandemic: having spent a long time getting used to the physical distance and the obligation to stay at home, the way consumers shop has changed radically. Throughout the first few months of the pandemic, online shopping increased significantly and continues to increase today. High net worth individuals and millennials are the main drivers of this shift, especially significant in the essentials and home entertainment categories.

Consumer loyalty has been reduced by 75%: accompanying the life change brought about by the presence of Covid-19 in society, there was also a major change in consumer behavior. Thirty-six per cent of Americans say they have tried new brands of products, and 73% of them intend to continue to do so. They say that there are several reasons that may lead them to switch brands, such as the availability of products or services, both physically and online.

The American consumer chooses establishments with more sanitary controls: the concern for health and hygiene is still present in the American consumer. Americans ask that the necessary hygiene protocols be strictly followed in establishments and that they also report it. In addition, they have a strong tendency to maintain non-contact activities, such as curbside collection or self-purchase in retail outlets.

Overall spending by U.S. consumers is declining, but the intention to spend in essential categories is incr