As a loyal follower of our blog you might remember the post a couple weeks ago about consumers changed shopping habits due to Covid-19. Part of these new shopping habits let to another new development – a different approach to how and what we eat. Let´s have a look at what this means in detail:
One of the first changes is connected to the way we shop. Back in February, 5% of Americans shopped for groceries online. That number climbed to 30 % in March, while still at the early stages of the pandemic. Even if half of those people go back to in-person shopping, that´s still a 3x increase of people shopping online. It´s a question of habits – if the quarantine would have lasted only for a couple of weeks people might not change, but if they order online for months and notice the quality and convenience, they might develop a new habit. A similar trend can be seen in Germany. Carsten Schaal, managing director of the online grocer food.de, based in Leipzig, told a similar story. “The level of just new orders every day is 25 times higher than in 2019,” he said.
The second development is connected to what we buy and eat. According to the 2020 Food and Health survey, during the pandemic 85 % of adults have changed their eating or food preparation habits. A recent survey of 23,000 Europeans revealed that 72% said that they will make greater attempts to eat and drink more healthily in the future. FMCG Gurus who conducted the survey added: “As a result of questioning their immunity and vulnerability to disease and illness, consumers will look to re-evaluate their diets and everyday lifestyles.” Nick Green, CEO of Thrive Market, adds: “During Covid, everyone has become a conscious consumer.”
Cooking sites like “BettyCroker.com or Pillsbury.com reported daily traffic to be up 100% compared to last year. As many people don´t know how to cook or haven´t cooked before, the sites shifted their content to teach consumers how to make simple meals and provide recipes that really work for the modern consumer. Meal delivery kits like “Hello Fresh” or “Blue Apron” have also seen a rapid growth in the first half of this year. Hello Fresh revenues nearly doubled globally with a 65.1 % increase in customers to 4.18 million.
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