後疫情時代下的「宅經濟」與「食經濟」: 防疫仍要好吃、好玩,創新商機崛起

「Covid-19已經永遠改變了人們的生活方式,」英國〈經濟學人〉雜誌(The Economist)不約而同指出,即使各國政府已經紛紛解封,多數人的生活型態已經不同以往。在這股轉變下,消費者的習慣有哪些轉變?又能從中找到哪些未來創新之道?“Covid-19 seems to have changed lifestyle for good”, the Economist pointed out. Even if most countries have eased restriction, people’s way of living have changed. Under the circumstances, how the consumers behaviors have transformed? What can business do to innovate?

益普索Ipsos於今年七月所發表的研究報告〈餐飲業的挑戰〉(The Horeca Challenge)中點出疫情在中東和北非地區(MENAMiddle East and North Africa),高達81%的消費者變得更愛嘗試新食譜,這股趨勢同時讓烹飪相關節目變得更受歡迎,有49%的人會收看烹飪頻道。
 
這股生活新型態在國內也可以窺見。根據經濟部統計資料顯示,6月份國內餐飲營業額為638億元,較去年同期減少7%。益普索台灣研究指出,即便國內受疫情衝擊不如美國、中國大陸、歐洲國家等來得劇烈,許多人仍維持原本的生活和工作型態,但在「保持社交距離」觀念的風氣下,消費者仍盡可能減少前往餐廳或人群聚集的地方,Uber EatsFood Panda等外送服務的營收較去年同期成長了三倍。光是今年3月,Uber Eats的平均每人訂購數就由前一個月的5.6次增加至7次。「餐盒」、「健康」、「食材」、「養生」則成為網路上熱門討論關鍵字。
 
“Cooking is no longer a chore!” The Horeca Challenge, a report published by Ipsos in July, pointed out one of the greatest changes of human life. According to the report, in MENA (Middle East and North Africa) alone, 81% of individuals are trying new recipes. Moreover, people thus are interested in food and cooking relevant shows or video, resulting in 49% of individuals watch food and cooking channels.
 
The tendency also appears in Taiwan market. According to the statistical data from Ministry of Economic Affairs, the total revenue of food and beverage in June is 63.8 billion NT dollars, decreasing by 7% as that of the same period last year. Based on Ipsos Taiwan’s latest study, the revenue of food delivery, such as Uber Eats and Food Panda, has grown 3 times compared with the same period last year. Although Taiwan was not hit by the Covid-19 impact as much as other countries, such as the U.S., China, or in Europe that many individuals’ work and lifestyle still remains the same, people tend to avoid eating in a restaurant or crowded place due to the tendency of keeping “social distance. This March, the average orders of Uber Eats increased from 5.6 to nearly 7 compared to the previous month. “Boxed meal,” “healthy,” “ingredient,” and “regimen” thus have been heating discussed on the internet.