A survey of 1,706 people conducted by Leatherhead Food Research has suggested that consumer behaviour and eating habits may be permanently affected as a result of Covid-19.
The survey found that the majority of UK consumers (94%) said they changed the way they shop for food following the Covid-19 outbreak, including shopping less frequently but buying more per shop (56%), planning meals to shop for the week ahead (37%), supporting local shops more than in the past (36%), shopping for vulnerable people (29%) and buying more groceries online (28%).
When asked if they would maintain new habits when lockdown ends, 42% said they would continue supporting local shops and 36% plan to continue with occasional ‘big shops’ instead of visiting stores several times a week.
Many respondents (62%) also reported a change in cooking habits. More than a third (36%) said they have been cooking from scratch more often than before and 35% said they have been doing more baking.
“These are challenging and volatile times, but food and beverage brands that can pivot to help consumers live the life they want to will be well-placed to thrive whatever the future holds.”
This trend was most pronounced in the 16-35 age group: 45% have used the lockdown as an opportunity to do more baking and 36% said they are experimenting with recipes and cooking techniques that they didn’t have time to try before. When lockdown ends, 42% of 16-35 year olds said they plan to continue cooking at home more than they did before, compared to 26% of the general population.
Emma Gubisch, head of consumer science at Leatherhead, says that as the UK emerges from lockdown, it will be important for the sector to adapt as consumer habits, preferences and expectations evolve.
Gubisch said: “The food and beverage sector is likely to experience a nuanced shift to a ‘new normal’. Much will depend on how the Covid-19 crisis unfolds from here. If there is a second spike in cases, we can expect a heightened awareness of hygiene to remain. But it will be interesting to see if the 16-35 age group can maintain its new-found love of cooking once children are back in school and more people return to their usual place of work.
“These are challenging and volatile times, but food and beverage brands that can pivot to help consumers live the life they want to will be well-placed to thrive whatever the future holds.”
