Mark Brandau and Susan Cohen from Datassential shared insights into consumer trends during the COVID-19 pandemic and what may happen when social distancing guidelines are lifted, as part of the latest installment of the Specialty Food Association's Business Continuity: Risk Mitigation webinar series. Here are 5 key insights from Datassential’s March consumer research:
- Consumers aren’t necessarily looking for a new routine. In unsettling times, people are looking to comfort foods and old favorites, says Brandau.
- There is a renewed focus on cooking and baking from scratch as consumers distance themselves from interacting with restaurants, even through takeout or delivery.
- Extra money is going towards stocking up on essentials. Customers are not treating themselves and are acting out of a mindset of scarcity. When asked what they will do with any government-provided funds, most said they would save it or put it towards their mortgage/rent.
- Grocery stores are seen as less risky than restaurants, but shoppers are more wary of prepared food sections and self-serve sections in grocery stores. Cohen suggests that makers and retailers combat this by focusing on packaging things like meal kits or work with a co-packer to bundle items. It’s important that brands highlight how safe the packaging is, she says.
- Non-traditional specialty foods may see new customers as shelves clear of other options.
Just as Americans have adjusted their shopping habits amid the pandemic, their newly developed mindset will carry into the future, with sanitary habits like handwashing and disinfecting more frequently becoming part of daily life long past social distancing has been lifted. Consumers will also test the waters by visiting friends and loved ones, as well as going shopping and visiting public places. However, they will remain wary of mass crowds and events. Americans will also look to visit their favorite restaurants to feel normal again. However, there will be opportunities for food makers to fulfill the needs of those looking to gather with loved ones at home, says Brandau.
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