Consumer behavior change in 2020, following the outbreak of the COVID-19 pandemic, highlights three major trends: digital adaptation, concern for health and sustainability:
- 45% of global consumers say healthcare is one of the top three reasons for living in a city
- 69% of global consumers are more focused on mental health and well being
- 43% of global consumer expect businesses to be accountable for their environmental impact
While in-store grocery shopping is the main channel of choice, over a third of consumers (35%) are now buying food online, with 86% of those who shop online planning to continue after social distancing measures are removed.
“The pandemic highlighted the benefits of online shopping and shaped consumer behavior and habits in a short time. This trend is expected to accelerate and, implicitly, stimulate companies and retailers to reinvent the way they operate. Most likely, we are heading for an omnichannel experience that will integrate more and more offline purchases with online ones sooner than expected “, said Mihai Anița, Partner, Retail & Consumer Leader, PwC Romania.
For non-food items, prior to the pandemic in-store shopping was still dominant compared to online shopping with 47% of consumers saying they shopped at brick-and-mortar stores daily or weekly compared to shopping via mobile phones (30%) and computers (28%).
Since then, online shopping for non-food items has seen a substantial increase: mobile phone 45% and computer 41%.
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