The pandemic has forced consumers to re-evaluate their lives and their daily habits. Rising consciousness of preserving one's health has meant consumers are making conscious choices when it comes to food and nutrition and looking for avenues to build and maintain a healthy lifestyle.
Over the past few months, Ipsos has been monitoring global English-language social media conversations about the COVID-19 pandemic. Conversations about food have focused on key themes including ‘food as an immunity booster’, where fear drove people to seek some form of control over the situation by taking measures they perceived as preventative. ‘Quarantine snacking’ is another theme that reflects a broader, long-term trend we see from social media – clean eating vs. indulgent eating – but it has become heightened as a result of the crisis.
As the coronavirus pandemic has progressed, the way people think about food has changed. When there was less certainty, we saw consumers respond accordingly – looking for food immunity boosters and panic buying ‘essentials’. As time has gone on, a new normal has come about with more snacking (heightening the ‘clean eating’ vs. indulgence trends) and using food as a connection point with life ‘how it used to be.’
In the study for India, Ipsos also found that the pandemic has brought the virtues of home food back in focus. People are rediscovering their cooking skills and the rise of home chefs – people who earn an income through food supplied from their home kitchens – is creating a new booming business.
Key findings include that the new, empowered consumer:
- wants to take charge of their own health
- are tough and demanding of products and their health claims
- understand that what they eat is an essential contributor to better health, immunity, and living well
- aspire to a disease-free, safe, better quality of life for themselves and their family
Read Food and Wellbeing in India and The Impact of Covid-19 on how we eat to read more about the study and get more insights to how brands can adapt to the changing mindsets of food consumption.
[Webinar 19/11] Behavioural science: Creating competitive advantage during changing consumer behaviour
Join our webinar Thursday the 19th of November, where Colin Strong, Global Head of Behavioural Science at Ipsos, will give an overview of the discipline, it’s relevance to understanding today’s consumer behaviours and give examples of the way we apply this for a range of client challenges.