Corona crisis Changes in shopping decisions

von Jessica Becker
Dienstag, 28. April 2020
Purchasing in the retail trade: While price sensitivity and brand loyalty have decreased, two other decision criteria have become more important (symbolic picture).
Imago Images / Eibner Europa
Purchasing in the retail trade: While price sensitivity and brand loyalty have decreased, two other decision criteria have become more important (symbolic picture).
Benchmarks for buying food such as 'low price' and 'trusted brand' have lost their importance during the coronavirus crisis. This is the result of a representative online survey, conducted by Hamburg-based research firm Appinio for Lebenmittel Zeitung. 

The coronavirus pandemic has led to changes when it comes to criteria for buying food, according to a representative online survey of 1006 Germans conducted by Hamburg-based market research company Appinio for the LZ last Thursday, April 23.

Criteria such as 'low price' and 'trusted brand' have lost in importance. For 30 per cent of Germans in each case, these characteristics were relevant when buying food before the Corona crisis. In the middle of the pandemic, these values have declined. Now, only 24 per cent of Germans pay attention to a low price, which means price sensitivity has declined. Brand loyalty is also dwindling. The purchase of a product based on the "familiar" label has declined by 5 per cent. Both values will probably recover after the Corona crisis the survey shows.



An opposite development is evident when it comes to 'regional origin' and 'shelf life'. Both characteristics have gained in importance in the course of the corona pandemic. 16 per cent of those surveyed consider it important to support regional manufacturers and brands, previously it was 13 per cent. Once the pandemic is over, consumers want to shop more frequently for regional food.

One of the most unimportant characteristics so far has been the long shelf life of food. This was only important for 3 per cent of consumers. This value has increased enormously, but - according to the survey results - will also fall back to the original value after the corona crisis.

Lebensmittel Zeitung also wanted to know whether consumers are visiting discounters more frequently in the wake of the corona crisis. The survey revealed that consumers remain loyal to their previous shopping locations. A significant change from one retailer to another cannot be detected at any time.

This text was originally published in German and machine-translated into English.

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