More than half of consumers value food more than before Covid, 70% value the role of supermarket workers more, and 55% say their spending habits have changed for good.
These are just some findings from the Waitrose Food & Drink Report 2021, which is based on a survey of 2,000 people across Britain and insights from the supermarket’s food, drink and retail experts. It is backed up with sales data from purchases in Waitrose shops and online throughout the year.
Over half of those surveyed said the pandemic has acted as a ‘reset button’ on their busy lives, with 58% saying they have secretly enjoyed the lack of pressure to go out. The study suggests that cooking is the new commute, with 74% of those now working at home saying cooking provides a break between their ‘work time’ and ‘home time’.
As seen by sales data across the industry, a quarter of people shopped online for food for the first time this year, and one in 10 now shop for food only once a fortnight – with 60% saying changes to their shopping habits will stick.
The shift towards localism also looks set to continue with nearly 30% of car-owners having reduced – or plan to reduce – cars in their household.
Meanwhile, winter BBQs, foraging, ‘tornado omelettes’, and spritzers are among the year’s hottest food and drink trends. And with the UK’s exit from the EU just weeks away, nearly three-quarters of people said they want to see more food businesses express their ongoing support for local British producers.
James Bailey, Executive Director at Waitrose said: “Our daily rituals, our attitudes towards supermarkets and the way we shop have been fundamentally reshaped by the pandemic. These changes are here to stay. The ‘new normal’ that we all spoke about back in the spring isn’t new anymore. It’s just normal.”
Download the Waitrose Food & Drink Report 2021
NAM Implications:
- If this is not confirming what you have already learned in practice, read again.
- ‘2,000 consumers cannot be wrong!’
- i.e. essential for suppliers and retailers to re-set to optimise the new reality.
