A survey of 5,000 consumers in 10 European countries from food innovation initiative EIT Food has actually exposed more proof of COVID’s long-lasting effect on consumer behaviour.
While price will remain a top priority for numerous, with 32%stating that access to food at low costs will be more vital, it should not come at the expense of health and good nutrition, the survey stated. On the contrary, almost half of consumers (49%) stated being in health will be more important to them as a result of COVID-19
The research was performed by a consortium of leading universities in Europe, led by Aarhus University in Denmark. The 10 countries surveyed were Spain, Sweden, Germany, the UK, Poland, Italy, France, Greece, Finland, Romania.
It discovered that lockdown measures may have caused enduring behaviour modification in relation to food consumption– marked by significant shifts in shopping patterns, meal preparation and consuming habits.
Food’s significance has actually grown
While 3rd of respondents (34%) lost part or all of their income and more than half (55%) said they found it difficult to make ends meet on a monthly basis, European customers reported buying more in practically every food classification, as COVID-19 lockdowns and an increase in homeworking across Europe resulted in people spending more time in your home and eating out less.
The biggest behavioural shift was the method we go shopping, with almost half of consumers reporting an increase in online shopping (45%); bulk purchases (47%); and thoroughly prepared shopping trips (45%).
European customers are likewise spending more time in the kitchen area with over a third (36%) reporting that they have actually enjoyed hanging out cooking during lockdown. Sharing this experience with others became more vital too, with 3 in 10 (29%) sitting down to consume together as a home more frequently.
Long lasting practices post pandemic
According to the survey, the increased significance that food has played in our lives will continue after lockdown measures are raised. Almost a 3rd of customers stated it will be more vital to have time to cook home-made meals (27%) and to continue consuming more different foods (30%) after the pandemic.
In addition to prioritising their own health, European consumers reported a variety of modifications that could have a positive influence on the health of the planet. Over a third (35%) said that purchasing locally produced food has ended up being more essential to them during the COVID-19 pandemic. And it seems the pattern for shopping in your area is set to continue, with nearly 9 in 10 (87%) reporting that they were most likely to continue doing so in the future.
Saskia Nuijten, Director of Interaction and Public Engagement at EIT Food, said: ” The fragility of our food system was brought into stark relief during the COVID-19 pandemic. European consumers altered how they went shopping and taken in food practically overnight, and there are no signs of going back to ‘service as normal’ after lockdown measures lift.
” This research study shows customers are confident for much better access to economical food that will benefit both the planet and their health. It is among the chances the industry can act upon as we reflect on how to develop a better food system from farm to fork.
” The options will count on collaborative, cross-sector partnerships, and we anticipate continuing to deal with partners to speed up the shift to a food system that’s suitable for the future.”
Professor Klaus Grunert, Head of Area of the Department of Management at Aarhus University, included: ” Our research study reveals that COVID-19 has actually changed the way individuals think about, purchase, strategy and consume their food.
” The silver lining during this pandemic has been the rise of various positive trends, especially around sustainability and health. The market has a genuine chance to innovate to meet consumer requirements, for instance through brand-new experiences for customers to delight in food in the house or customizing their online experience to new ways of shopping.”
Comments
Post a Comment