How is COVID-19 changing UK consumers behavior with food?

01 May 2020 --- Fifty-seven percent of UK consumers have revealed that they value food more now, but almost half (45 percent) are more worried about food compared to pre-pandemic times. Virtual meals, cooking from scratch, wasting less and eating together as a family are some of the positive shifts in food-related behaviors taking place in households across the UK, according to research commissioned by environmental charity Hubbub. “Getting creative in the kitchen during lockdown is both an opportunity and a necessity for many,” Aoife Allen, Project Leader at Hubbub, tells FoodIngredientsFirst.

“Our research highlights that consumers are trying hard to waste less food than usual and many (48 percent) are reporting that they are throwing out less food. Those who said that they are wasting less are using their freezers more, using leftovers and experimenting with new recipes,” continues Allen. “For many households (43 percent), the cost of food has become a concern and this may be driving people to really make the most of what they have already at home.”

Meanwhile, Allen recalls that over a third (34 percent) of consumers see lockdown as an opportunity to improve their cooking skills, rising to 47 percent of those aged 16-24, many have struggled to find staple food items when they shop and have had to try new things. “People are also getting creative in how they shop. More than half of the people we surveyed have used shopping alternatives to supermarkets for the first time since restrictions were introduced,” he remarks.

An additional 44 percent of people are enjoying cooking more since the restrictions began and 47 percent of people are enjoying spending more time eating with their family or housemates, the poll reveals. 

This crisis has thrown consumers shopping and eating behaviors into the spotlight for the first time in many people’s lives, explains Allen. “Many are realizing how we’ve come to depend on convenience and this seems to be driving an interest in living more sustainably,” he continues. 

This week, Google reported a 4,550 percent increase in people searching for information on how to live sustainably. “Our recent poll found that 45 percent would like to have more skills in growing their own food and 41 percent would like to have more skills in preserving food,” notes Allen. 

However, the research also reveals many UK consumers are struggling to put meals on the table and are worried about food, with increasing numbers turning to food banks for the first time.

Ninety percent of the nationally representative sample of 2,000+ UK adults surveyed say their shopping and/or cooking habits have changed since the coronavirus lockdown started.

A quarter of UK consumers say they are buying better quality food as they are not going out or spending money on other things. While more than a third of people are supporting smaller/local businesses more than ever before, 43 percent say they are buying fewer takeaways as they are worried about contamination. A further 42 percent say they are not buying takeaways because money is tight.  

There are also signs that these behaviors will continue once the restrictions are over. The majority (89 percent) of those who’ve made changes say they will continue to use at least one of the new shopping alternatives to supermarkets once the restrictions have ended. Many will continue to use local shops – 41 percent will carry on using their local shop, 20 percent the local butcher, 13 percent the local farm shop and 15 percent the local greengrocer. Additionally, many will continue with home deliveries, as 11 percent reported they aim to continue with their fruit/vegetable box and 9 percent with milk delivery. 

What are the implications?
Whether food is a worry or a pleasure at the moment, we can safely say that most people are thinking about it more than usual. Consumers have grown to rely on convenience and availability of an incredible range of foods in the UK.  Faced with restrictions on what’s available – often the first of their lifetime – many people are now keen to know how to cook, store and make the most of their food.

All sectors have a role in helping people as we shift to a new way of thinking about food.  Providing access to affordable, healthy food for all sections of society is essential. Cutting waste out of the system is crucial to build resilience. Building the skills and competence of households to make the most of food will cut waste, help reduce obesity and encourage healthier diets.  How we produce, harvest and distribute food also needs to be re-thought, according to Hubbub.

The UK is a nation which is dependent on imports and the reliance of imported labor to feed the country, and Hubbub believes now more than ever, is a time where consumers could change their habits for good. 

Earlier this week, The Vegan Society revealed that a fifth of UK consumers have cut down on their meat consumption during the COVID-19 pandemic. It also found 15 percent have reduced their dairy/egg intake over the lockdown period. These figures highlight how pressures on supermarkets and consumers are changing buying behavior towards a more ethical, compassionate alternative. 

By Elizabeth Green