This latest study shared by ESM Magazine highlights how health priorities and household budget pressures are now jointly influencing where, how, and what consumers buy.
What’s striking?
Shoppers are becoming more intentional:
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Trading down in some categories
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Prioritising health & wellbeing in others
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Actively searching for value they can trust
From an ELMA perspective, this is exactly where door-drop, print and unaddressed mail prove their strength.
Why physical media matters right now:
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It reaches households at the moment of decision
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It communicates value, quality, and reassurance — not just price
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It performs particularly well for grocery, FMCG and health-related categories, where trust and familiarity drive choice
In an environment where digital is noisy and consumers are mentally overloaded, tangible media cuts through, i.e supporting both brand building and short-term activation.
We consistently see evidence that door-drop complements digital strategies, helping retailers stay top-of-mind as shoppers rebalance their priorities.
The takeaway for retailers and brands?
If you want to influence today’s value-driven, health-conscious shopper, your media mix needs to reflect how people really shop — not just how they scroll.