Food safety, traceability and sustainability blog



Friday Round-up (6/12/20): The Latest Consumer Shopper Trends Reports

Every week FoodLogiQ will be aggregating the latest updates and resources for food businesses navigating the coronavirus disease 2019 (COVID-19) pandemic. Learn how the industry is adapting to protect and feed consumers while building resilience in the face of global crisis.

While the number of coronavirus cases has surpassed 2 million in the U.S., parts of the country have taken significant steps towards reopening. Meanwhile, recent reports are indicating some lasting impacts this crisis may have on our daily lives. The Food Industry Association released its 2020 U.S. Grocery Shopper Trends report this week, which takes an in-depth look at consumer grocery shopping habits. With approximately 50% of American workers shifting from office work to remote work, it’s no surprise that shopping habits have also shifted.

The report shows:
  • Consumers shopping trips increased from 2.7 trips per week pre-Covid-19 to 3.6 in the early weeks of being home;
  • 40% of shoppers claim they were shopping at fewer stores;
  • Online grocery shopping rose from 14.5% in early 2020 to 27.9% during March and April;
  • 87% of families rated eating together as even more important at this time in our country’s current climate; and
  • 45% of shoppers said they ordered restaurant delivery in March and April.

Rakuten Ready also released research about what consumers are concerned about right now, publishing data that helps explain why delivery remains popular in both the grocery and restaurant sectors. Approximately 69% of respondents said they want to witness employees following safety measures when handling their food, and 50% said they look for signs that workers are prioritizing cleanliness. Respondents also indicated they prefer contactless payment - 58%, while 80% want their order to be ready so they don’t have to wait for it upon arrival. Consumers remain focused on safety and reduction of exposure when shopping for groceries or ordering food. 

While customer confidence remains at a near six-year low, it slightly rose from 85.7% in April to 86.6% in May. Lynn Franco, Senior Director of Economic Indicators at The Conference Board, which produces the monthly Consumer Confidence Survey, spoke to this shift, saying in a statement, “Following two months of rapid decline, the free-fall in confidence stopped in May.” Franco attributes this adjustment to some of the re-opening measures taking place. She continued, “Short-term expectations moderately increased as the gradual re-opening of the economy helped improve consumers’ spirits.”

It can be difficult to find actionable signals in the rapidly changing sentiments of consumers in the age of COVID-19. However, reporting shows that many consumers are still scrutinizing the processes businesses have implemented to protect public health and safety, regardless of easing guidelines. 

Contact the FoodLogiQ team to learn how we can help ensure your brand is prioritizing effective sanitation, crisis communication and supply chain risk management.


Please view FoodLogiQ's COVID-19 Food Industry Resource Center for industry-specific updates, resources and information.

In preparation for future risk and disruption, now is the time for retail grocers to develop and prime strong, comprehensive recall and withdrawal strategies. Join FoodLogiQ for a live demo on Wednesday, June 24th at 3:30 p.m. to discuss strategies retail grocers can use for successful product recall, withdrawal and hold execution, no matter the location. Register today.

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Posted by Julie Brown on Jun 12, 2020 5:34:35 PM

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