Consumer trends & changes in purchasing behaviours
Published on 25/05/2020
• 23% of French people have switched stores since the start of the lockdown. It seems that they prefer stores closer to home, as the distance travelled for shopping has decreased by 40%. These results are from a study carried out by Adot using location data collected between the 2nd and the 30th of March, 2020.
• According to a Kantar Worldpanel study on the impact of the health crisis on consumption trends, although spending on sustainable, natural, and fair trade products is on the rise, the fight against plastic has been put on hold. Since the arrival of Covid-19, purchases of pre-packaged food have increased, particularly in the fruit and vegetable department, where customers see plastic as a guarantee of safety. Meanwhile, the bulk market is dropping.
French consumers also pay less attention to ingredients: 68% of respondents in week 5 of the lockdown, versus 74.5% in 2019 (-6.5%). Furthermore, 57% of customers are less loyal to brands and are willing to “take what they can find.” This phenomenon can be explained by the reduced time they are spending in stores.
Although the organic sector remains very dynamic, its growth has slowed. The percentage of consumers who prefer organic products is down 7% from 2019.
On the other hand, people are more willing than ever to buy local. Convenience went from 7th place to 4th in the motivations of shoppers between the 1st and 5th week of the lockdown. 79% of them say they buy local products as often as possible.
Increased time also means more “ homemade.” 33% of households spent more time cooking meals and 15% made their own beauty care and hygiene products, including 2.5% for the first time. The main motivator is the health benefit of natural products. Finally, corporate social responsibility is more crucial than ever: 87% of French who saw or heard about the initiatives of retailers and brands to fight the pandemic agreed that they were good initiatives. (Source: Rayon Boisson)
• According to a survey conducted by opinionWay for Max Havelaar, two-thirds of French people claim to shop “responsibly” during the lockdown. 45% of those questioned choose local or regional products, 29% choose organic products, 14% choose organic and fair trade products, and 10% choose fair trade products. Finally, 15% of French people prefer products with less or no packaging. More than half of the population wants to switch to consuming 100% local food. However, 75% of those surveyed could not do without rice, chocolate (73%), coffee (66%), spices (60%), bananas (55%), tea (51%), or quinoa (33%).
• According to a study carried out in Germany, France, and England by Happydemics, 49% of those polled planned to resume their consumption habits less than a month after the end of the lockdown, and 29% planned to do so immediately. Only 1 in 10 respondents were unsure that they would resume consumption “as before.” The Germans (53%) are the most inclined to quickly reconnect with their consumption habits, ahead of France (47%) and England (47%). On the other hand, overall, only 14% of respondents were unsure that they would resume consumption “as before.” Again, only 8% of Germans mention this possibility, while the French and English are more likely (respectively, 17% and 18%) to consider a change in their habits.