Consumers Adapt as COVID Crisis Eases

As the number of U.S. consumers vaccinated against COVID-19 increases, some pandemic-driven behaviors are changing while others persist.

Digital Exclusives | Article

E. Liz Sloan

A. Elizabeth Sloan

July 2021

Volume 75, No. 6

Consumers Adapt as COVID Crisis EasesAs the number of U.S. consumers vaccinated against COVID-19 increases, some pandemic-driven behaviors are changing while others persist. For a comprehensive look at emerging demographic trends driving consumer behavior, check out the “Demographic Disruption” feature.

  • Health Concerns Persist. Half (49%) of consumers were still extremely/very concerned about COVID-19 in late May, according to Datassential’s “Simply Smarter” webcast. Four in 10 (42%) felt the health crisis would last into 2022 or longer; one-third (31%) were still avoiding eating out.
  • At-Home Meals. Although still elevated, the share of meals prepared at home has begun to fall, according to an IRI report. It was 81% in March 2021 versus 89% in April 2020. The number of those cooking more than 90% of meals at home dropped from 58% to 42%. Going forward, four in 10 consumers say they expect to prepare more meals at home than they did prior to COVID-19, per FMI.
  • Back to the Office. One-third (32%) of employed adults were working from home full-time in mid-May, and another 21% were doing so part-time. In contrast, 19% were back in the office full-time; 27% never worked from home during the pandemic, according to a Harris Poll.
  • Some Still Shopping Online for Now. Although 59% of consumers brought some groceries online for the year ending March 2021, only 49% say they will continue to do so in the next 12 months. Fourteen percent do all or most of their grocery purchasing online, per Coresight Research.
  • Dining Out. Same-store sales for chain restaurants jumped 9.1% in the first quarter of 2021, per a Technomic update. By early May, 42% of adults had eaten inside a restaurant dining room in the past two weeks, up 14% versus late February, according to a Datassential webcast. Takeout/delivery/drive-thru remains significantly higher than pre-pandemic levels, according to the National Restaurant Association.
  • Sales Comparisons. With consumer grocery sales returning to more normal patterns after spiking to unprecedented levels during the pandemic’s shelter-in-place period, it will be most relevant to compare 2021 sales with both 2020 and 2019 to reliably determine growth patterns. When first-quarter 2021 sales are compared to 2019, seafood led dollar sales gains, up 26.1%, followed by frozen food, +21.7%; alcoholic beverages, +19.4%; meat, +17.2%; beverages, +17.0%; center store food, +14.1%; refrigerated/dairy products, +12.4%; produce, +11.5%; deli products, +9.2%; and bakery products, +8.5%, per IRI data.

REFERENCES

Coresight Research. 2021. U.S. Online Grocery Survey: Post Surge Prospects. March.

Datassential. 2021. “Simply Smarter.” Webcast, May 27. Datassential, Los Angeles. datasssential.com.

Datassential. 2021. “COVID-19: “Roaring Back.” Webcast, May 11.

FMI. 2021. U.S. Grocery Shopper Trends: Cooking. May. Food Marketing Institute, Alexandria, Va. fmi.org.

Harris. 2021. Harris Poll COVID-19 Tracker. Work from Home. The Harris Poll, New York, N.Y. theharrispoll.com.

IRI. 2021. “Top Trends in Fresh: Perishables’ Roles in a Pandemic Retail Landscape.” Webcast, March 3. IRI, Chicago. iriworlwide.com.

IRI. 2021. “IRI Leaderboard: Q1 2021 Emerging Growth Pocket.”

NRA. 2021. “A Look Back at Consumers’ Restaurant Activity.” Press release, March 19. The National Restaurant Assoc., Washington, D.C. restaurant.org.

In This Article

  1. Consumer and Marketplace Trends
  2. Foodservice

About the Author

A. Elizabeth Sloan, PhD, a member of IFT and contributing editor of Food Technology, is president, Sloan Trends Inc., Escondido, Calif. ([email protected]).

E. Liz Sloan

Digital Exclusives right arrow

The Missing Ingredient in FDA's Proposed Rule

Dietitian Linn Steward suggests that that the FDA’s healthy labeling guidance is too restrictive and does not serve consumers well.

Healthy Growth for Hybrid Beverages

Creative crossovers are reinvigorating traditional beverage category segments and inspiring new product categories.

Hidden Opportunities in the Processed Foods Debate

Criticism of processed foods is not new. However, until recently, the finger-pointing was placed squarely on a specific ingredient or nutrient: too much sugar, too much fat, not enough protein.

The White House Conference Was Only the First Step

The National Strategy’s whole-of-government approach is a first step at breaking silos and was seen on the day of the conference, from USDA, FDA, and White House staff and others leading discussion sessions to current and former members of Congress presenting and hosting.

Food Technology Articles right arrow

Expert Sustainability Insights Exclusively for Members

IFT Members have 24/7 access to a wealth of digital content designed to help them solve problems, expand their knowledge, and gain insights that will help them perform their jobs better, faster, and more efficiently. We’ve curated a collection of sustainability-themed, on demand presentations from last year’s IFT FIRST: Annual Event and Expo just for members, plus our exclusive series on food waste from Food Technology magazine.

Empowering Innovators

Five deserving enterprises working to transform the food system earn top awards in year two of the Seeding The Future Global Food System Challenge.

Can Food Brands Help Reverse Climate Change?

Despite the risk of greenwashing allegations, food companies are tackling multifaceted initiatives to shrink their carbon footprints. Will consumers get it, and how much does it really matter to them?

Progressive Produce Packaging

This column explores new advances in fresh produce packaging that can help fruit and vegetable processors develop strategies to meet new Food Safety Modernization Act traceability rules under Section 204.

Dark Leafy Greens and Cognition, Remembering Al Clausi

A collection of news items around the food industry and food research.

Recent Brain Food right arrow

A New Day at the FDA

IFT weighs in on the agency’s future in the wake of the Reagan-Udall Report and FDA Commissioner Califf’s response.

Members Say IFT Offers Everything You Need to Prepare for an Uncertain Future

Learn how IFT boosts connections, efficiencies, and inspiration for its members.

More on the FDA's Food Traceability Final Rule

In a new white paper, our experts examine the FDA’s Food Traceability Final Rule implications—and its novel concepts first proposed by IFT. 

Job Satisfaction in the Science of Food is High but Hindered by Pain Points

IFT’s 2022 Compensation and Career Path Report breaks it down.

up arrow Top