This report dives into the topic of consumer trends emerging under the sudden disruption of nearly all industries in the global marketplace due to COVID-19. Based on a number of studies and market research, how will consumer behaviors and preferences change in a post COVID-19 era?

1. Consumer
Trends post
COVID-19
How the pandemic is changing
consumer behaviour
during the crisis and beyond
AUTHOR: CHRISTINE EGE

2. Introduction
CONSUMERS IN A CHANGED WORLD
The COVID-19 pandemic has radically changed the world as each
consumer knows it. We live differently, we buy differently, we
work differently. With all of these changes, new habits are being
formed. The question is, will they last?
A number of recent studies say they will. Surveying consumer
attitudes such as shopping behaviour, the way we live and work,
an Accenture study, conducted across 15 global markets in early
April 2020 indicates that our values and the way we live and work
will change permanently, outlasting the crisis at hand (Accenture,
2020).
Here are some of the behavioural changes that enterprises
should be aware of.

3. CHANGES
IN CONSUMER PURCHASE
BEHAVIOUR
Consumer purchasing behaviours have changed at
lightning speed since the start of the pandemic,
primarily focussing on basic needs, such as hygiene
articles (anyone remember the scramble for toilet
paper?) and food staples.
The way we shop has turned digital during the
pandemic – with a strong likelihood of sustained
increased demand, in particularly in grocery
shopping, post COVID-19 (Accenture, 2020).

4. INCREASED DEMAND FOR
ONLINE GROCERY SHOPPING
TO CONTINUE
In fact, 52% of US shoppers who shifted to digital
grocery shopping during the pandemic stated
that they will continue buying groceries online –
and 60% of online grocery shoppers stated they
were planning to continue to do so even for
non-food items (Webster, 2020).

5. Trends in consumer behaviour
that will outlast COVID-19
AN INCREASED FOCUS ON HEALTH
SEVERAL OTHER LONG-TERM TRENDS CAN
BE IDENTIFIED:
Consumers are more concerned than ever about leading a
healthy lifestyle.This is not only the case in western
countries but all around the globe.
In India, there is indication of a strong growth of products
related to boosting immunity as well as ‘wellness foods
’that started during the crisis but is highly likely to outlast it
Brands that adjust their products and marketing to
focus on health-related messages regarding their product
or services will come out on top (Tandon, 2020)

6. A consumer study surveying French, US, UK,
German and Canadian consumers in early April
2020 identified that 62% of respondents are
more likely to buy from brands that are doing
good for society and 42% prefer to buy
domestically produced products. A further 29%
stated they would pay premium prices for good
that contribute to the community (Rogers, 2020)
62% OF CONSUMERS LOOK FOR
SUSTAINABLE BRANDS
Consumers are more conscious and
conscientious about the purchasing decisions
they make. They try to eliminate waste, buy
sustainable options and are more cost sensitive.
•A RISE IN CONSCIOUS
CONSUMPTION

7. Buying locally is a trend that is apparent in two ways: Where and
how consumers prefer to shop. They prefer to support local stores
and buy locally sourced and/or artisanal made products.
One reason for the preference to 'buy local' is that consumers
show empathy by wanting to support their local clothing store,
flower shop or restaurant, so they don’t go out of business
(Thomas, 2020).
Another is the frustration that came alongside the surge of demand
in online shopping: Many online stores didn’t have the system
capacity nor the manpower to manage the sudden increased
amount of online orders and subsequently left many online
shoppers frustrated and turned them to go elsewhere, including
buying local brands that are easier and faster accessible
(Accenture, 2020)
•A preference to ‘buy local’
UAE ONLINE STORE
‘MUMZWORLD’ SAW A
800% GROWTH IN
PURCHASES ON THE
BACK OF THE
PANDEMIC
(HAMDAN, 2020)

8. •A change in how people spend their
leisure time
Due to the social distancing measures that have affected
going about peoples’ ‘usual’ leisure activities, there has been
a growing trend of increased consumption of news,
spending time with immediate family members, e-learning
and DIY activities. These activities are likely to be sustained
even after the outbreak.
The overall trend of connectedness to our peers remains
strong throughout the epidemic, however the means has
changed to group or one-on-one video chats. Research even
suggests that many people now feel more connected to
their community than before the start of the epidemic
(Accenture, 2020)

9. As employees around the world have been asked to
work from home instead of coming to the office - many
who have never done so before - a large number of
staff have adjusted well to the situation and now plan to
work from home more often in the future.
Whilst some of those employees who had never worked
from home before the pandemic initially struggled with
a lack of social contacts as well as a good working
routine, those who already worked from home
previously have less of an issue with their working
routine and the lack of social interaction (Accenture,
2020).
•A preference to work remotely

10. Accenture. 2020). How COVID-19 will permanently change consumer behavior. N/A: Accenture.
Hamdan, L.(2020, April 8). Retail: Mumzworld sees 800% growth on back of Covid-19.
Retrieved from Arabianbusiness: https://www.arabianbusiness.com/retail/444565-mumzworld-sees-800-sales-growth-on-back-of-covid-19
Law, T. (2020, March 26). Business- COVID-19.
Retrieved from Time.com: https://time.com/5810811/coronavirus-shopping-data/
Rogers,K. (2020, April 20). How covid-19 is changing consumer behaviours.
Retrieved from EY: https://www.ey.com/en_gl/consumer-products-retail/how-covid-19-could-change-consumer-behavior
Tandon, S.(2020, April 10). News- India.
Retrieved from Livemint: https://www.livemint.com news/india/covid-19-to-fast-track-sales-growth-of-wellness-foods-and-hygiene-products-
11586328923775.html
Thomas,L. (2020, May 1). Retail - 7 ways the coronavirus pandemic is going to change the way we shop.
Retrieved from CNBC: https://www.cnbc.com/2020/05/01/coronavirus-7-ways-the-pandemic-is-going-to-change-the-way-we-shop.html
Webster,
K. (2020, April 20). when,
how and why consumers will change post COVID. Retrieved from PYMTS.com: https://www.pymnts.com/coronavirus/2020/when-how-why-
consumers-will-change-post-covid/
REFERENCES

11. ABOUT THE AUTHOR
CHRISTINE EGE
TREND RESEARCHER & CONSULTANT,
SALES & MARKETING STRATEGY
SPECIALIST
DUBAI, UAE
LINKEDIN.COM/IN/CHRISTINEEGE
EMAIL ADDRESS
chris.ege@gmx.de