New research has found that supermarket visits have almost returned to pre-Covid levels but the crisis has resulted in long-term changes to purchasing behaviour, and fears around visiting pubs, bars and restaurants remain.
According to the study by FMCG mobile app Shopmium, 75% of UK consumers are now visiting grocery stores twice or more a week, compared to 45% in week three of lockdown and 54% in week 10.
A more relaxed attitude towards visiting supermarkets is also reflected in the fact that consumers are increasingly shopping at a wider variety of stores, with over a third (34%) now visiting three or more different supermarkets a week, compared to 16% in week three and 19% in week 10.
Yet changes to purchase habits since the start of the coronavirus crisis remain, with Shopmium finding that nearly half of shoppers (48%) have made changes to the grocery products they buy. Of those shoppers who report changes to their purchases, the biggest changes include a switch to healthier products, cited by over half of shoppers (52%), buying more local produce (30%), and purchasing products with less packaging (20%). The pandemic also appears to be accelerating the trend for vegetarianism and veganism, with 14% stating that they are buying less meat, fish and dairy than before.
The research also highlights that many people have been financially impacted by the crisis, with 31% of respondents saying they have less disposable income. It fits therefore, that 19% are spending less money on groceries and 98% are looking for discounts and ways to save money on groceries.
A desire to save on products doesn’t override safety concerns however, as shoppers remain adverse to picking up free physical products handed out to them in store or while they are out and about. Interestingly, the youngest age group surveyed (16-24) are the most adverse to picking up a free sample, with over half (58%) saying they wouldn’t take one, suggesting they are acutely more aware of the risks associated.
There has been a net 23% increase in use of digital coupons and cashback apps, suggesting that shoppers are using digital tools, which they perceive as safer, to replace traditional product sampling.
Although visits to supermarkets may have returned to pre-Covid levels, Shopmium found that consumers remain concerned about visiting other establishments, with 32% saying they feel uncomfortable or very uncomfortable about visiting a pub, bar or restaurant. Less than half of respondents (47%) said they had visited a pub, bar or restaurant in the last seven days and this was fairly consistent across all age categories.
In comparison to pubs, bars and restaurants, only 10% of shoppers report feeling unsafe visiting a supermarket, but almost two thirds (64%) say they would change their main supermarket if it wasn’t taking relevant precautions. In fact, more than one in 10 (11%) of consumers have already changed their main supermarket because they felt it wasn’t following safety procedures.
Shopmium’s UK Head, Stuart Sankey, commented: “It’s positive to see a return to normality where visits to supermarkets are concerned, but it’s still far from business as usual in the sector. FMCG brands need to adapt to new consumer purchasing habits, which show a significant trend towards healthier eating. What’s more, while Covid may have overshadowed the climate crisis, sustainability remains a key preference for consumers, with many prioritising local produce and products with less packaging, as well as reducing their spend on meat, fish and dairy.”
He added: “It’s no surprise that saving money on the supermarket shop is of high importance to consumers, given a third of Brits have less disposable income as a result of the crisis. But brands need to ensure they are reaching potential customers in the most safety-conscious way, which is primarily through digital offers and discounts. A high percentage of shoppers have said they would not be happy to take free samples or even use physical coupons or discount vouchers, and this needs to be mirrored in marketing strategies, if brands are to positively engage consumers to purchase their products.
“Supermarkets and FMCG brands also continue to have a major advantage in reaching consumers at present, as the majority of the UK public are still opting to eat and drink at home rather than visit pubs, bars and restaurants over safety fears.
“The brands that best reflect evolving consumer preferences and act to alleviate concerns over safety, will be the ones that come out of the Covid crisis unscathed.”
NAM Implications:
- All the signs of super-savvy consumerism…
- Ignore at your peril!
