How Does the Corona Crisis Influence Our Buying Behaviour?

As the world economy is spiralling toward a recession, consumer confidence plummets. Because of an uncertain future, consumers start saving more. On their daily groceries too. How does the corona crisis influence their buying behaviour? And which new trends will permanently change the retail landscape?

More emphasis on efficiency when shopping

A smaller budget produces different choices than a bigger bank statement. This is reflected in today’s buying behaviour. The emphasis lies on efficiency. This can be seen in product selection – people choose basic products instead of luxury goods – as well as in the purchasing itself. Consumers plan short trips to the supermarket where they buy more products to use for a longer period or they order their groceries online.

The steady growth in online sales that started before the crisis is now really taking off. Due to the growing demand, supermarkets’ online delivery services are fully booked in no time. Physical shops are often used as pick-up points and businesses that deliver directly from their producers or warehouses see an explosive growth. Smaller retailers – such as specialist shops – are also increasingly focusing on online sales.

Less interest in high-quality products and luxury goods

With an emphasis on efficiency, there is no room for the multi-sensory ‘experience’ in supermarkets and specialist shops used to offer. Because of the current corona measures, shopping has stopped being a fun outing. Cooking elaborate dinners for friends and family has also been put on hold. There is less demand for high-quality products and luxury goods. Impulse buys are dropping due to online purchases or limited daily commutes. Working from home greatly influences consumers’ buying behaviour.

Promoting the tomato as a versatile star player

Therefore, the fruit and vegetable sector needs to adequately respond. With consumers being less dependent on their office canteens and more in control of their daily diet, the tomato could become a star player. The versatility of the product is reflected in its use in a wide range of dishes – a scrumptious soup or salad, a perfect pasta sauce or an outstanding oven dish, for example – as well as in the many meals consumers can opt for tomatoes: at breakfast, lunch, dinner or as a snack. The fact that tomatoes are full of essential nutrients to boost good health, makes this choice even easier.

DOOR Partners / Prominent sees a healthy future in tomatoes. Curious to learn more about our fresh produce? Do not hesitate to get in touch with Wim van den Berg of DOOR Partners / Prominent: w.vandenberg@doorpartners.nl or +31 (0)6 5756 4346.

The sales, marketing and quality control of Prominent tomatoes are handled by Door Partners B.V. This sales subsidiary forms part of the Grower Cooperative DOOR U.A.