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o9 Survey Reveals That Consumers' Perceptions of Supply Chain Disruptions Are Shifting Their Purchasing Behaviors
[September 26, 2023]

o9 Survey Reveals That Consumers' Perceptions of Supply Chain Disruptions Are Shifting Their Purchasing Behaviors

o9 Solutions, a leading enterprise AI software platform provider for transforming planning and decision-making, has released a new survey that reveals how consumers perceive the impact of supply chain disruptions, specifically regarding product availability. More than half of consumers (52%) surveyed indicated that they personally experienced supply chain disruptions in the last 12 months, and 49% reported issues with product availability for goods they typically purchase.

Based on a Q3 2023 survey of 1,026 U.S. respondents in collaboration with TEAM LEWIS, the U.S. Shopper Spotlight: o9 Consumer Survey 2023* finds that supply chain constraints impacting product availability have played a role in consumers' shifting purchasing patterns. More than one-third of consumers have stopped purchasing items due to cost increases (38%), started to do more comparison shopping (35%), and adjusted their shopping habits by prioritizing what products they need to purchase each month (33%).

Additionally, the survey found that:

  • 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.

  • 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.

  • Consumers ave 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.

Over the past few years, navigating market volatility, uncertainty, complexity, and ambiguity (VUCA) has been an unprecedented challenge for organizations with global supply chains. Technology platforms that are powered by AI and advanced analytic capabilities, like the o9 Digital Brain, can help businesses take an "outside-in" approach to integrated business planning in which external data and real-time market insights play a key role in supply chain planning processes and allow teams to adjust their supply chain to better align with consumer demand. The ability to respond to sudden changes in market conditions ensures that supply chains can adapt to VUCA scenarios without significant disruption.

"Retail and CPG sectors are certainly the most visible to consumers since we can immediately detect when supply chain issues arise and result in out-of-stock inventory," said Igor Rikalo, President and COO at o9 Solutions. "Companies need to excel in predicting demand well ahead of when products will be available in stores and then synchronize production and logistics to ensure the right product is in the right quantity at the right store. That requires complex planning processes that are supported by advanced analytic technologies, such as the o9 integrated business planning platform. The use of these technologies doesn't just alleviate supply chain risk; it fundamentally transforms how businesses operate, making them more resilient, efficient, and responsive to market changes and shifting consumer buying behaviors."

For more information about the U.S. Shopper Spotlight: o9 Consumer Survey 2023, click here. To learn more about o9 Solutions, visit

*Survey Methodology:
TEAM LEWIS, o9 Solutions' PR agency of record, surveyed the general population aged 18 and over across a census-balanced sample. A total of 1,026 respondents in the U.S. participated. TEAM LEWIS collected data through an online survey fielded from June 30 to July 6, 2023. The survey respondents were independently sourced from Op4G, a premium, full-service market research company.

About o9 Solutions, Inc.
o9 Solutions is a leading AI-powered platform for integrated business planning and decision-making for the enterprise. Whether it is driving demand, aligning demand and supply, or optimizing commercial initiatives, any planning process can be made faster and smarter with o9's AI-powered digital solutions. o9 brings together technology innovations-such as graph-based enterprise modeling, big data analytics, advanced algorithms for scenario planning, collaborative portals, easy-to-use interfaces and cloud-based delivery-into one platform. For more information, please visit

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