Embed Size (px)
Citation preview
SUPERMARKETS & COVID-19How has COVID-19 impacted shopper behaviours and what messages do readers want to see from supermarkets?April 7th, 2020
EXECUTIVE SUMMARY…Shopping habits have become front page news since the outbreak of COVID-19 (+250% article views YoY) and the general feeling amongst MMM readers is that supermarkets have got it right with the measures that they are implementing/have implemented, eventually.
Half of readers are shopping less frequently and a similar amount have changed the products that they buy or the way that they shop. 15% have been doing more online shopping and it will be interesting to explore how this affects habits in the long term.
There is a fine balance to strike between information and positivity during the coronavirus pandemic. Readers want to be kept up-to-date with information on products/stock levels, but is there also a role supermarkets can play in sharing positive messages.
SUPERMARKETS UNDER SUPER PRESSURESShopping habits have become front page news. Supermarket mentions alone across our
digital platforms last month are up +250% vs last year (+30m article views).
PANIC BUYING CAUSING PRODUCT SHORTAGES
SOARING DEMANDFOR ONLINE DELIVERY
MARCH SALES UP+20% YEAR ON YEAR
SUPERMARKETS UNITINGTO ENGAGE NATION
SOURCE: ADOBE ANALYTICS MARCH 6TH 2019 –APRIL 5TH 2020
30% 22% 28% 17% 3%
20% SHOPPINGMORE OFTEN
1 IN 2 ARE SHOPPING LESS FREQUENTLY With older age groups significantly more likely to shop far less frequently
SOURCE: MATTERS COMMUNITY MARCH 2020 N=526Q: Since the Coronavirus pandemic became apparent how, if at all, have your grocery shopping habits changed?
28% HAVEN’T CHANGED HABITS
52% SHOPPINGLESS OFTEN
FAR LESS OFTEN
LESS OFTEN
THESAME
MOREOFTEN
FAR MOREOFTEN
SINCE THE CORONAVIRUS PANDEMIC I AM SHOPPING…
RISING TO 56% FOR 55+ YR.OLDS
RISING TO 25% FOR 18-34 YR.OLDS
Readers are buying longer-lasting food and more cleaning products. How will the increase in online shoppers change the way we shop in the long run?
SINCE THE OUTBREAK OF CORONAVIRUS, READERS ARE BUYING MORE…
SOURCE: MATTERS COMMUNITY MARCH 2020 N=526Q: Since the Coronavirus pandemic became apparent how, if at all, have your grocery shopping habits changed?
48% HAVE CHANGED THEIR SHOPPING HABITS
TINNED AND JARRED ITEMS
21%
NON-PERISHABLES(E.G. RICE, PASTA)
20%
FREEZERFOODS
19%
ANTI-BACTERIAL /ALCOHOL GELS
14%
HOUSEHOLDMEDICINE
14%
CLEANINGPRODUCTS
12%
NON-FOOD ITEMS(I.E. TOILET ROLL)
12%
DOING GROCERY/NON-GROCERY ONLINE
15%
SUPERMARKETS GENERALLY GETTING IT RIGHTReaders overwhelmingly support measures introduced by some of the supermarkets.
Agreement is highest in measures aimed at key workers and those most at risk.
SOURCE: MATTERS COMMUNITY MARCH 2020 N=526Q: Below are a number of measures that have been or could be implemented to help manage the supply of food and groceries. On the following scale please indicate how strongly you support or do not support the following measures.
LEVEL OF AGREEMENT WITH SUPERMARKET MEASURES
32%
28%
45%
49%
48%
71%
73%
69%
71%
76%
28%
34%
29%
27%
35%
19%
17%
22%
20%
15%
Decreased store opening hours
Limiting the choice of products available
Supermarkets to routinely set aside some food for food banks
Increasing pay for staff during the Coronavirus pandemic
Increased shelf space given to products with long shelf lives
Food to be delivered as priority to vulnerable people
Dedicated opening hours for key workers
Limits on the number of items that people can purchase
Dedicated opening hours for those in ‘at risk’ categories
Dedicated opening hours for NHS frontline staff
Strongly Support Somewhat Support
91%
91%
91%
90%
90%
83%
76%
74%
62%
60%
READERS ARE SYMPATHETIC WITH STAFFBut they are all too often frustrated by those who continue to disregard the rules.
Other suggestions include tighter monitoring and increased clarity in communications.
SOURCE: MATTERS COMMUNITY MARCH 2020 N=526Q: Are there any measures that you would like to see supermarkets implement to ensure that food shortages are avoided?
4 KEY OBSERVATIONS FROM OUR READERS ON THEIR SHOPPING TRIPS
Sympathy with staffworking at this time
“I think they are doing the best they can in the
circumstances.”
“I think they are doing a good job. As usual the
front line staff get all the abuse.”
“Restock the shelves more regularly and have longer opening hours.”
“More staff restocking, extra deliveries from
warehouses.”
“When I was there today no one checked my basket and as I paid self service there was no
cashier to check.”
“I’ve wanted to try and book a click and collect
or delivery shop but have been unable to. I live alone and am 66.”
“Maybe, it would be a good idea to use the Army to increase the number of deliveries
being made?”
1Restocking shelves
at all hours, not just mornings
2Better monitoring
of new policies
3Online shopping
Increase visibility & resource
4
“Ensure that the measures put in place
are adhered to.”
1 in 2 readers strongly support increased pay for supermarket workers during pandemic
PEOPLE WANT A MIXTURE OF SECURITY AND POSITIVITY FROM ADVERTISING AT THIS TIME
SOURCE: IPSOS APRIL 2020 CREATIVE FIGHTBACK | MATTERS SURVEY MARCH 2020 N=506Q: Advertising for products and services can be a useful source of information for many consumers. What types of advertising, if any, would you like to see at this time?
Confident 2%
Optimistic 1%
Control 1%HOW DO YOU WANT ADVERTISING TO MAKE YOU FEEL?
WHAT ADVERTISING WOULD YOU LIKE TO SEE ATTHIS TIME?
1. INFORMATION ON PRODUCT AVAILABILITY
2. HELP & TIPS ON HOW TO MITIGATE ANY IMPACT OF COVID-19
3. INFORMATION ON HOW TO SHOP SAFELY
4. PRODUCTS/SERVICES THAT HELP MITIGATE MENTAL IMPACTS
5. PRODUCTS/SERVICES THAT HELP MITIGATE PHYSICAL IMPACTS
6. MESSAGES ABOUT BUSINESSES THAT ARE SUPPORTING EMPLOYEES
7. INFORMATION ON PRODUCTS/SERVICES THAT HELP COMMUNITIES
READERS WANT SUPERMARKETS TO KEEP THEM UP TO DATE WITH THE LATEST INFORMATION
WHAT READERS THINK IS IMPORTANT FOR SUPERMARKETS TO DO TO HELP CUSTOMERS
67% 67%57% 56%
47%
33%
Helping ensuring food is available tocustomers who need it most
Ensuring customers who need foodmost get it (e.g. organizing delivery)
Helping customers understand thebest time of day/ days to shop
Understanding what help is providedfor vulnerable customers
Helping customers understand whichstores/areas are well stocked
Helping me understand what I cando during food shortages to do my
bit
ENSURE CUSTOMERS WHO NEED FOOD MOST GET IT
ENSURE FOOD IS AVAILABLE TO
CUSTOMERS WHO NEED IT MOST
HELP CUSTOMERS UNDERTSAND BEST
TIME/DAYS TO SHOP
INFORM CUSTOMERS OF WHAT HELP IS AVAILABLE TO VUNERABLE PEOPLE
HELP CUSTOMERS UNDERSTAND WHICH
STORES ARE WELL STOCKED
SHOW HOW I CAN DO MY BIT DURING FOOD SHORTAGES
SOURCE: MATTERS SURVEY MARCH 2020 N=506Q: Thinking about what supermarkets can do to help consumers, what, if anything, do you think is important?
STORE-CUPBOARDRECIPES
38%
THRIFTY RECIPES SO FOOD GOES FURTHER
36%
RECIPES BASED ON READILY AVAILABLE FOOD
35%
TIPS ON STORING FOOD
28%
RECIPES USING LESS POPULAR ITEMS
23%
TIPS / HINTS ON FOOD HYGEINE
23%
HEALTHY MEALS FOR WEIGHT LOSS
22%
SOURCE: MATTERS SURVEY MARCH 2020 N=506Q: Continuing to think about all things food and diet, what would be interesting to you at this time?
THERE IS A DESIRE TO CELEBRATE THRIFT AND THE UNSUNG HEROES OF FOOD IN CONTENT
WHAT CONTENT WOULD BE INTERESTING TO READERS AT THIS TIME?
RISING TO 43% FOR 16-34s RISING TO 40% FOR WOMEN RISING TO 39% FOR 16-34s RISING TO 32% FOR 16-34s
RISING TO 35% FOR 35-54s RISING TO 39% FOR 16-34s RISING TO 25% FOR WOMEN
WHAT FOOD CONTENT IS PROVING THE MOST POPULAR
SOURCE: ADOBE ANALYTICS MARCH-APRIL 2020
THESE THEMES ARE MIRRORED IN THE TOPCONTENT BEING READ ON OUR SITES
McDonalds reveal secret recipe to make your own Sausage Egg McMuffin (833K views, 9k shares)1.
This cheap flatbread recipe only uses three basic ingredients (439K views, 20k shares)2.
Jamie Oliver reveals how to make bread in your oven with just three ingredients (342K views, 0.5k shares)3.
Cook up a feast from your lockdown larder! (256K views, 0.5k shares)4.
How to make a sourdough starter to bake bread and more (106K views, 2k shares )5.
Supermarkets & COVID-19Methodology
S U R V E Y : 15 min online survey Readers recruited through Matters Panel
F I E L D W O R K D A T E S : 26th March – 3rd April (526 respondents)
S A M P L E :Data weighted to be representative by age and gender of MMM daily readership
Supermarkets & COVID-19Much of the media coverage since the outbreak of coronavirus has focused on the long queues, empty shelves and social distancing taking place at the nation’s supermarkets.
Using our Matters community omnibus survey, we conducted this research to help track changes in shopping behaviour, to assess what readers think of measures implemented by supermarkets and to ask them what they want to see in the future.
