Covid-19: The demand for healthy foods that fit the pockets of consumers

“Disruption and Uncertainty-State of Grocery Retail 2021” According to a report by McKinsey & Company and EuroCommerce, the effects of the pandemic in European industry have strongly boosted the demand for healthy products that are within the reach of buyers.

New trends in consumption

A greater demand for organic products that are local or from the region, is one of the trends that were perceived by consumers in Europe when buying food for the home in the midst of the coronavirus pandemic. Users are now asking for a wider range of healthy and sustainable products.

After the experience of the past year, in 2021 50% of the clients on the continent plan to adapt their spending on groceries to suit their lifestyle. Preferences are: healthy food (34%), regional / local (29%) and organic products (23%). However, this expectation also goes hand in hand with prices that are more affordable for most people. 26% of consumers in Europe want both to save money and to change their grocery shopping habits.

Consequences of Covid-19

During the pandemic, due to the closure of restaurants and food places, consumers were forced to spend considerably more on food. However, consumers are expected to be looking to cut costs and save money compared to last year. That is why 37% of European consumers plan to look for ways to save money while shopping for food in 2021. In fact, 76% of distribution sector managers in Europe rated the trade in cheaper products and an increase in the price sensitivity as one of the influencing trends for the next 1-2 years.

The shift towards digital

According to what the study affirms, the pandemic has acted as a radical accelerator for businesses in the face of the evolution of the online world and the use of the internet in their sales. In 2020, this channel in Europe grew by 55%. Grocery retailers were forced to adapt with unprecedented speed not only to offer consumers home delivery, but to offer a greater variety online, extremely fast access, and cheaper options. According to experts, this change is here to stay and the demand for this route is increasing. 50% of consumers who used online channels during the pandemic intend to continue using them.

The old "normality"

Regarding the return to consumption outside the home, the report announces a large rebound once restrictions are eased. In the same way that supermarkets will in turn lose a considerable part of their profits. Industry executives widely expect this decline in grocery retail demand: 49% believe the market situation will worsen in 2021 compared to 2020.

Source
Blueberries Consulting

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