Digital tech key as consumer eating habits change rapidly
29% of UK consumers have changed their diet since the start of the coronavirus pandemic.
That’s according to a report commissioned by PwC’s Strategy& division in association with Google and food technology startup Spoon Guru and involving over 2,000 people.
Physical health is the main reason they have made this move, with driving forces ranging from losing weight (41%), and simply to feel healthier (34%).
However, the research shows consumers have also looked to alter their diets to better support their mental wellbeing in recent months, with the proportion doing so rising from 11% pre-pandemic to 16% by October 2020.
One in six are also increasingly setting ethical goals, around issues such as sustainability and animal welfare which are shaping dietary changes.
This trend is most common among 18-34 year-olds, with 22% saying they have changed their diet for environmental and ethical reasons, compared with only 10% of those over 55 year olds.
Unsurprisingly, 21% of those surveyed increased the amount they spent online during 2020.
Additionally, 13% said they would up the amount of grocery shopping they do online in the next 12 months. There is also a desire to spend more with local and independent businesses.
Emma Burton, Retail and Consumer Customer Transformation Expert, at PwC, says: “Much of the forced experimentation and behavioural change adopted throughout the pandemic, will have become ingrained habits now, from a move towards the greater convenience of home delivery, to increased goal setting around health and wellbeing.”
“As such, retailers must recognise the acceleration of these trends and make it their goal to better understand their consumers’ needs and expectations, based on deeper and more relevant insights”.
“Adapting business models, marketing, technology, and supply chain will all work to ensure they are helping consumers shape, set and achieve their goals.”
Markus Stripf, CEO and Co-founder, Spoon Guru, says: “Technology will play a crucial role in helping retailers and consumer packaged goods companies keep pace with rapidly changing consumer eating habits.”
“It is important that retailers are able to accurately classify all of their products to inform consumers in helping them make wise food choices.”
He concludes: “The role of digital technologies – both Spoon Guru’s AI technology and supporting technologies such as apps, wearable tech, and data insight – will be pivotal in supporting retailers as we drive the changing food industry forward and toward a healthier, sustainable, and more personalised future.”
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