report

o9 Consumer
Survey 2023 | U.S. Shopper Spotlight

Over the last few years, volatility, uncertainty, complexity, and ambiguity (a.k.a. VUCA) have been top of mind for business executives. It’s also had a very powerful impact on consumers’ purchasing decisions and overall trust in supply chains.

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A consumer survey conducted by o9 and TEAM LEWIS

The outcome

It finds that supply chain constraints impacting product availability have played a role in consumers’ shifting purchasing patterns.

In 2022, as many people resumed social gatherings, shopping in stores again, and began returning to the office, brand executives likely believed that consumer shopping behavior would return to business as usual by 2022. However, that was not the case.

52%

indicated that they experienced supply chain disruptions.

49%

reported issues with product availability for goods that they usually purchase.

Only 38% of respondents feel that supply chains are functioning well.

the results

Consumers also believe that multiple external factors are disrupting supply chains and product availability, and have varied opinions about how long supply chain volatility will last.

58%

believe that inflation is a key driver of supply chain disruption.

51%

believe supply chain disruptions will take more time to fix.

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The o9 Consumer Survey
also found

Varying degrees of confidence in supply chain
Consumers have varying degrees of confidence in supply chain performance, as 38% of respondents feel that supply chains are functioning well, 39% feel a lack of confidence in global supply chain performance, and 24% feel uncertain about the functionality of global supply chains.
External factors disrupting supply chains and product availability
Consumers also believe that multiple external factors are disrupting supply chains and product availability. More than half of consumers (58%) believe that inflation is a key driver of supply chain disruption. Consumers also feel that labor shortages (49%), transportation shortages (42%), and geo-political factors (40%) also factor into supply chain disruptions.
How long will the volatility last?
Consumers also have varied opinions about how long supply chain volatility will last. Twenty-four percent of respondents said they are confident that supply chain disruptions will be resolved soon, 51% believe supply chain disruptions will take more time to fix, 13% feel that supply chain disruptions are here for the long term, and 12% are uncertain about the long-term impact of supply chain disruptions.