Coronavirus changes way Brits buy grocery products

A new report from e.fundamentals highlights a tectonic sized shift in consumer shopping behaviour as a result of the coronavirus pandemic.

The company surveyed 2,065 Brits and found that 45% shopped for groceries online at least once a week during lockdown.

In the wake of the outbreak, the proportion of the UK population who now do all or almost all of their shopping online has risen by 59%, from 17% to 27%. Higher than average income earners and those over the age of 55 have shown a disproportionately higher uptake in new found interest.

During lockdown, 46% of shoppers stated they spent more on e-commerce stores than they normally would. Further to this, 33% of all respondents said they will shop online more than they did before, even once normality returns to the UK consumer market.

If lockdown was the catalyst for increased interest in online grocery shopping but is not the reason for its continued popularity, what is? The e.fundamentals report points towards accessibility and availability of products. 52% of respondents tried new products and brands when shopping online, while 75% stated they’d simply switch to a different brand if their preferred choice was not available.

John Maltman, e.fundamentals’ Chief Executive, comments: “Online shopping is here to stay with key implications for consumer packaged goods brands and retailers forcing change in order to make their digital shelf a business priority. Brands can no longer afford to postpone focus on their online performance.”