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Recent research from AHDB as part of the Agri Market Outlook 2020 has delved into the changing consumer trends and the main factors shaping demand. With the Covid-19 pandemic and lockdown, shorter-term consumer concerns such as finances have taken precedent over issues such as plant-based and sustainability. Key takeaways include:
Going online and shopping local
With many consumers forced to make changes to shopping habits due to government guidelines, local retailers and those with an online offering were able to benefit. Figures from Kantar Worldpanel showed online shopping was up from 7.4% of total grocery to 10.2% in the month of April.
Shoppers have become more conscious about what they are spending their money on during this time. David Swales, head of strategic insight at AHDB, explains, “Trading down will become the predominant shopping behaviour. Factors such as heath, provenance and the environment haven’t gone away for all consumers but we know from previous recessions that they will have to take a back seat as purchase drivers for many.”
Cooking at home increases
With staying at home become part of the ‘new normal’ there have been reports of increases in the amount of cooking from scratch. Meat consumption has also risen during lockdown, according to research by AHDB and YouGov (April 2020) which revealed an increase in the number of people eating more meat doubling from 7% to 14% since February. There was also a rise in dairy consumption from 5% to 12% over the same period of time.