Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, ye...

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.

With Japanese people experiencing restrictions that limit where and how often they go when outside of their homes, nearby convenience stores are serving the needs of shoppers in higher numbers. Amid fears of contagion and limited scope for shopping, people are stocking up on items closer to home.

Still plagued by lingering fears around COVID-19, many are actively trying to stay cautious and alert when out and about. To address people’s hygiene-related sensitivities, Japanese businesses have been turning to vending machines, and one category that’s gaining traction is frozen foods.

After the launch of its Swift convenience stores in 2021, Iceland is expanding the chain with four locations in London. With the pandemic and cost of living crisis impacting people’s shopping behaviours, supermarkets are switching up their formats to meet demands for convenience and affordability.

People may not realise it, but they have an innate knowledge of prices which are constantly being used to make decisions. Canvas8 spoke to Professor Quentin André to find out how consumers’ ability to weigh up affordability is impacted when they’re juggling multiple searches and options.