In recent years, there have been significant changes in the lifestyle and consumer habits of people, which can be identified as the emergence of new trends in consumer behavior. The reasons for these changes were new strategies for promoting goods and services, the development of e-commerce, increased awareness and increased discernment of buyers, their desire for greater ethics and environmental friendliness of consumer behavior. At the beginning of 2020, new factors emerged that will continue to transform consumer behavior around the world: a pandemic, self-isolation, a general crisis mood in the economy. Changes in consumer behavior affect marketing, which is forced to adapt to new customer needs. The purpose of the study is to identify current trends in consumer behavior, its changes after the outbreak of a pandemic, and to develop recommendations aimed at increasing the effectiveness of marketing strategies Research methods. In the course of the research authors analyzed data of the state statistics, periodical press materials, the Internet resources, and also used methods of obtaining primary information, such as interviews and observations. Results. Recommendations are given for the implementation of the identified trends in consumer behavior in the activities of companies of any size operating in consumer markets. This will enable them to implement their marketing strategy in a more efficient and targeted manner.