A survey of 5,000 consumers across ten European countries details the lasting impacts of lockdown measures during the COVID-19 pandemic upon food purchasing and consumption. 

The most considerable behavioral shifts were identified in the way people shop, with nearly half of consumers reporting an increase in online shopping (45 percent); bulk purchases (47 percent); and carefully planned shopping trips (45 percent).

Meanwhile, the analysis highlights that financially burdened consumers are still purchasing “in almost every food category.” 

Europe’s appetite shifts to localized sourcing
The survey was conducted by EIT Food, Europe’s food innovation initiative supported by the European Institute of Innovation and Technology (EIT).

As Europe recovers from the COVID-19 pandemic, EIT Food flags there is an opportunity for industry to engage with consumers and build on rising health and sustainability trends.

The report comes just months after the European Commission published its landmark Farm to Fork strategy, calling for the creation of a food environment that makes it easier for consumers to choose healthy and sustainable diets, while having access to sufficient and affordable food.

“The silver lining during this pandemic has been the rise of various positive trends, particularly around sustainability and health,” Professor Klaus Grunert, head of section of the department of management at Aarhus University, Denmark.

“The industry has a real opportunity to innovate to meet consumer needs, for instance through new experiences for consumers to enjoy food at home or tailoring their online experience to new ways of shopping.”

The new research was carried out by a consortium of leading universities in Europe, led by Aarhus University, Denmark. The ten countries surveyed were Spain, Sweden, Germany, UK, Poland, Italy, France, Greece, Finland, Romania.

Cross-category food consumption up amid financial burdens
Consumers across Europe suffered financial hardship during the COVID-19 pandemic. A third of respondents (34 percent) lost part or all of their income while more than half (55 percent) said they found it difficult to make ends meet every month.

Despite this, European consumers reported buying more in almost every food category, as COVID-19 lockdowns and a rise in remote working across Europe led to people spending more time at home and eating out less.

European consumers are also spending more time in the kitchen with over a third (36 percent) reporting that they have enjoyed spending time cooking during lockdown. Sharing this experience with others became more important too, with three in ten (29 percent) sitting down to eat together as a household more regularly.

In line with this trend, a rise in meal kits amid the pandemic and particularly during the Thanksgiving season was highlighted in recent FoodIngredientsFirst coverage.

Lasting consumer habits post-pandemic
According to the survey, the increased significance that food has played in our lives will continue after lockdown measures are lifted. 

Nearly a third of consumers said it will be more important to have time to cook home-made meals (27 percent) and to continue eating more varied foods (30 percent) after the pandemic.

While affordability will remain a priority for many, with 32 percent saying that access to food at low prices will be more important, it should not come at the cost of health and good nutrition. 

Evidencing Innova Market Insights’ Top Trend for 2021, “In Tune with Immune,” almost half of consumers (49 percent) said being in good health will be more important to them as a result of COVID-19.

In addition to prioritizing their own health, European consumers reported a number of lasting changes that could have a positive impact on long-term planetary health.

The trend for shopping locally is also set to continue, with almost nine in ten (87 percent) reporting that they were very likely to continue doing so in the future.

“The fragility of our food system was brought into stark relief during the COVID-19 pandemic. European consumers changed how they shopped and consumed food almost overnight, and there are no signs of going back to ‘business as usual’ after lockdown measures lift,” says Saskia Nuijten, director of communication and public engagement at EIT Food.

“This study shows consumers are hopeful for better access to affordable food that will benefit both the planet and their health. It is one of the opportunities the industry can act on as we reflect on how to build a better food system from farm to fork,” she stresses.

“The solutions will rely on collaborative, cross-sector partnerships, and we look forward to continuing to work with partners to accelerate the transition to a food system that’s fit for the future.”

As part of the EIT’s Crisis Response Initiative, EIT Food is delivering over €10 million (US$12 million) in funding for high impact startups and projects to support the European agri-food sector through the pandemic. 

For more COVID-19 related news, information and insights to guide your business through this challenging period, visit FoodIngredientsFirst’s COVID-19 updates page.