Changes in shopping behavior occurred for a variety of reasons and a variety of waysĀ during COVID-19. We explore them in our new white paperĀ āWhat Has COVID-19 Taught UsĀ About Consumer Behavior?āĀ Some of theĀ shoppingĀ changesĀ we foundĀ were due toĀ product availability, while other changes in behavior were a direct response to the spread of the virus and the recommendations of the governments to stay at home.
COVID-19 & Consumer Purchasing PatternsĀ
We collected the insights shared in our whiteĀ paperĀ fromĀ our proprietary community ofĀ trend-setting, forward-thinking shoppers called Clean Label EnthusiastsĀ® (CLE). This groupĀ reported that they initially stocked up on items like meat, eggs and bread. WithĀ more meals being prepared in the home,Ā consumersĀ were using an unexpectedly large amount of the āstapleā foods.Ā Our study participants, usually buying healthier and cleaner products, reportedĀ repeatedly buying salty snacks and sweets, butĀ understandableĀ due to the fact thatĀ the entire family is stuck at homeĀ and fewer store trips.Ā
Product AvailabilityĀ Impact on ShoppingĀ
ForĀ a period of time, it seemed like the shelves of stores were void of almost everything that people use regularlyāand this led to a marked change in reported shopping behaviors.Ā People had the urge to buy products that seemed most useful not only in combating the virus but also in allowing them to remain comfortably, and indefinitely, at home.Ā Ā
Paper products were some of the hardest items to findĀ last year, such as toilet paper.Ā ConsumersĀ dealt with it by finding alternative products or alternative outlets to find paper products.Ā Also, our Clean Label Enthusiasts usually buy lots of fresh organic produce, but over the last year turned towardĀ canned and frozen fruits and vegetables during this time.Ā
Shifting Shopping MethodsĀ Ā
Prior to COVID-19, 86% ofĀ our CLEĀ study participants answered that shopping in a store was their primary method of buying items. It didnāt take long to see a significant shift toward shopping online during the events of 2020āparticipantsĀ saidĀ that they had moved to online options (either with delivery or pick-up at the store) as the primary shopping method. Even within those that shopped online, there was a shift toward ordering online and picking up at the store.Ā For more details on the impact on shopping,Ā check out our new white paper.Ā