The COVID-19 pandemic has accelerated a shift in consumer behaviour to focus even more on ethical consumption, according to findings of an Accenture survey of more than 3,000 consumers in 15 countries across five continents.
The survey, which was conducted between April 2 and April 6, revealed consumers are now considering the health and environmental impacts of their shopping choices more than ever.
According to the findings, 60% of respondents are spending more time on self-care and mental well-being, with about six in 10 consumers (57%) saying they have started exercising more at home.
64% of consumers said they’re focusing more on limiting food waste and will likely continue to do so going forward.
Half said they’re shopping more health-consciously and will likely to continue to do so, while 45% said they’re making more sustainable choices when shopping and will likely continue to do so.
Overall, consumers said they were currently buying more personal hygiene and cleaning products, as well as canned and fresh foods than they had been two weeks prior.
Meanwhile, they were purchasing fewer fashion, beauty and consumer electronics items.
The findings indicate that many of these changes in consumer behavior are likely to continue long after the pandemic.
“While we have been seeing these trends for some time, what’s surprising is the scale and pace — compressing into a matter of weeks changes that would likely have taken years," says Oliver Wright, managing director and head of Accenture’s global Consumer Goods practice.
"The new consumer behavior and consumption is expected to outlast the pandemic, stretching far beyond 18 months and possibly for much of the current decade.”
The survey found that the pandemic is causing more people to shop for groceries online.
One in five respondents who said their most-recent grocery purchase was done online were first-time online grocery shoppers — for older consumers, this was one in three.
While 32% of consumers’ current purchases of all products and services have been online, that figure is expected to rise to 37% going forward.
“The realignment of purchasing priorities, personal lifestyles, and working practices is mandating significant changes to retail and commerce,” says Glenn Heppell, products lead, Accenture Australia and New Zealand.
“Groceries were, until recently, one area in which many people were reluctant to shop online, but COVID-19 has quickly changed that.
"The findings show how people who haven’t been as comfortable with ecommerce and other digital technology have been pushed to overcome their hesitancy — and this shift is huge. As organisations adapt, their watchwords must be trust, relevance and convenience.”
COVID-19 is also accelerating digital adoption more broadly.
The number of consumers who said they’re interested in buying or increasing their use of technology has increased dramatically.
More than half of respondents said they are likely to increase their usage of voice-enabled digital assistants, online recommendation apps, self-service apps, intelligent home devices and wearables.
“The pandemic is likely to produce a more sustainable, healthier era of consumption over the next 10 years, making consumers think more about balancing what they buy and how they spend their time with global issues of sustainability — suggesting a healthier human habitation of the planet,” Heppell says.
“At the same time, it’s a wake-up call for companies to ensure they have the agility and capability to be relevant to consumers and customers — with a portfolio of products and services that match shifting purchasing patterns — not just today, but post-pandemic as well.”
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