Updated: Jan 28
It is not unusual news that these times, as we can count as one of a critical situation, have an immense impact on people’s lives and businesses globally. A critical situation can drive human behaviour in different directions with some aspects of behaviour being irreversible. One of the regulations during the COVID-19 pandemic such as complete and partial lockdown in many countries has led to economic instability and consumers are experiencing a transformation in behaviours especially in mindful shopping and awareness of healthy, more sustainable diet.
During the sudden lockdown, people’s lifestyles have slowed down, we have more time and chances to walk through the grocery stores and carefully make lists of what food we want to buy and consume, what type of food brings more nutrition to our bodies. Clearly, we also have more time to prepare and cook varieties of fresh food at home. The possibility to stay at home and to rethink has brought many people back to think about their health and put it as a priority.
Surely, purchase behaviour will shift.
The interest in healthy food products has encouraged consumers to be more careful on deciding which ingredients they use. The food products that can help to boost the immune system such as the so-called functional foods. Organic food, plant-based food and nutritional supplements are counted within this category. According to the Kroger Co. (American retail company), there is a steady growth for organic and fresh products as consumers continue to stock their pantries with more healthy and hygienic packaging.
*Percent of respondents who responded “doing more since coronavirus started”
Source: McKinsey & Company COVID-19 Consumer Pulse Surveys
(conducted globally between June 15th - 21st, 2020)
According to the survey from McKinsey & Company (2020), survey respondents across countries showed that when deciding where to shop for groceries, consumers look for retailers with visible safety measures such as enhanced cleaning, healthy and hygienic packaging. There are increased sales across countries specifically on retailers that sell sustainable/eco-friendly products.
As a result, consumers are developing “mindful” terms for creating shopping lists during this challenging period. The growing sales of sustainable, eco-friendly and green products showed that consumers across countries enhanced awareness of the importance of nutrition to maintain a healthier life. The free use of pesticides and chemicals in the field of organic agriculture brought new trends in consumer behavior as it is safer and more nutritious than conventional food.
Apart from this, the pandemic recession has just begun. Across countries, many already lost their jobs and business developments are slower than before. These indirectly have an impact on the spending power of consumers. People want to buy good quality and healthier products (which will be more expensive compared to others) while wanting to spend less money.
For this reason, we are still in question whether the purchase behaviour will be irreversible or not after the pandemic is over?
*Author: Felliesia Regina (Horticulturist - Cofounder of AgriBioTechX)
*Source: McKinsey & Company