According to a study carried out by AINIA Consumer with 3,100 respondents, some of the most appreciated factors by Spanish consumers when making their purchases during the pandemic have been prices, safety, packaging and healthiness. The CEO of AINIA, Cristina del Campo, said that “consumers have highly rated the measures adopted by supermarkets and the attention received by staff” during the health crisis.
When it comes to the main changes in consumer behavior, Mercadona's quality director, Luis Pla, said that the "post-COVID demand is very likely to change compared to what we've experienced in recent weeks, although nobody knows to what extent. In any case, the consumption of snacks, for example, will move away from the home and return to the horeca.”
However, “we believe that the demand for health-related products (functional, probiotics, etc.) will continue. There is a clear concern for health and safety that is reflected in an increase in the sale of healthy products, food supplements, infusions, vitamin C, etc., although prices are an important factor. Healthy, but at the lowest possible price,” he said.
For his part, the director of marketing for Consum, Manuel García, stressed that, in addition to the acceleration of the trends observed so far, "there is a greater demand for transparency in aspects related to traceability, labeling, origin, etc. as well as environmental protection. In the first weeks, safety has taken precedence over the environmental, but we believe that the latter will make a comeback after the increase in plastic waste derived from the use of masks, gloves, etc."
The Country IKEA Food Manager, Carlos Cocheteux, said that "the economic consequences of the crisis are going to be significant, so the supply of affordable products will be fundamental." Also, "the extra time we spend at home will have a direct impact on the launch of new products more focused on telework and leisure at home."
Regarding the adaptation of formats and products to new habits, Manuel García said that “we are going to promote ready-to-cook products that facilitate the preparation of dishes. We also think that a lot more will be home delivered.”
Online shopping boom
The CEO of AINIA has also stated that the coronavirus has given a boost to digitization, so that "what was likely to happen in the next 5/6 years, we have achieved in three months."