Low Supply = Consumer Stress
Despite being able to surpass past shortages of grocery essentials during the coronavirus crisis, American consumers continue to have difficulty accessing a supply of fresh food. A report from Deloitte suggests that most of the stress comes from consumer anxiety around safety.
Deloitte’s “The Future of Fresh” report says that 54% of consumers are stressed while doing in-store grocery shopping. Most of them admitted that they visit grocery stores less often than they do before the pandemic.
Furthermore, hoarding and supply chain disruptions led to stock depletions for almost everything. In fact, the survey revealed that two-thirds of grocery shoppers failed to buy the fresh food they wanted because it was out of stock.
If this occurs, consumers are left with no choice but to decide what they buy alternatively. Thus, the survey says that 40% of shoppers claimed that they buy an alternative fresh food item. In addition, more than a quarter of the responders admitted that they purchased processed or frozen alternatives or bought nothing at all.
What The Study Found
90% of the responders said that having the chance to buy fresh food despite pandemic “makes them happy.”
How customers buy food is changing,” Deloitte added. “The promise of freshness has not.”
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