COVID-19 consumer behaviour: sustainable development or temporary trend?

In September, Prominent participated in the eleventh edition of the Deutsche Obst und Gemüse Kongress (DOGK) in Düsseldorf. Here, among others, the influence of the current pandemic on consumer behaviour was being discussed. Consumers currently say they focus more on health, meaningful products (such as luxury or well-known brands) and family life. But is this a sustainable development or just a temporary trend?

Ready for the new normal or returning to the old ways?

It seems that this current consumer behaviour isn’t here to stay. With the easing of the COVID-19 measures, the new normal is no longer sustainable and consumers wish to return to their old ways as soon as possible. Previous measures and lockdowns even stimulate people to approach things that were restricted in the past one and a half years – such as extensive shopping in physical stores, visiting bars and restaurants or enjoying social gatherings – with even greater enthusiasm.

Keep focusing on campaigns about ‘convenience’ and ‘shopping experience’

Since sustainable change in consumer behaviour appears difficult to maintain, Prominent advises retailers to keep focusing on campaigns that were initiated before the pandemic, next to current themes such as ‘health’ and ‘sustainability’. These days, ‘convenience’ and ‘shopping experience’ remain important topics for supermarkets to reach consumers. What is more, a campaign about shopping experience is likely to be more successful than before the COVID-19 measures, as consumers now feel a greater need to go shopping in physical stores. Today, extensive grocery shopping is seen as a real outing, and therefore a ‘shopping experience’ is of greater value.

The increase of online shopping vs an offline shopping experience

Due to the limited access to physical stores during this pandemic, online sales went through the roof. A growing number of consumers currently find their way to online sales channels; even those who previously preferred to purchase their groceries in physical stores. Still, consumers will not switch to online shopping completely. Functional products – such as toilet paper or dry goods – might be perfect for online shopping, but other products – such as fresh fruit and vegetables – are still predominantly purchased in physical stores. For these products, the experience of consumers to see, feel and smell the products remains of great importance.

Growers United / Prominent continuously focuses on a positive shopping experience. Curious to know how we can be of help? Do not hesitate to get in touch with Wim van den Berg of Growers United / Prominent: w.vandenberg@growersunited.nl of +31 (0)6 5756 4346.

Prominent is a brand of Growers United UA. This organisation is responsible for the sales, marketing and quality control of the product.