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SUPERMARKETS & COVID-19 How has COVID-19 impacted shopper behaviours and what messages do readers want to see from supermarkets? April 7 th , 2020

SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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Page 1: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

SUPERMARKETS & COVID-19How has COVID-19 impacted shopper behaviours and what messages do readers want to see from supermarkets?April 7th, 2020

Page 2: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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.

Page 3: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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

Page 4: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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

Page 5: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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%

Page 6: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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%

Page 7: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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

Page 8: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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

Page 9: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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?

Page 10: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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

Page 11: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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.

Page 12: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

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.

Page 13: SUPERMARKETS & COVID-19...SURVEY: 15 min online survey . Readers recruited through Matters Panel. FIELDWORK DATES: 26. th. March – 3. rd. April (526 respondents) SAMPLE: Data weighted

For more information

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