Independent food and drink brands are coming out on top, as consumers commit to supporting and spending up to 10 per cent more on products since the coronavirus lockdown, research has found.
Since the global pandemic, Brits’ shopping and spending habits have changed dramatically. The demand for clothing has dropped by two fifths (YouGov) and almost a quarter of people (24%) have stopped buying electronics completely (Internet Retailing).
In stark contrast, research has found overwhelming support for independent food and drink brands, as 66 per cent of consumers purchased or recommended independents’ products during the lockdown. Whilst 50 per cent of shoppers stated they would be willing to spend five to ten per cent more on independent brands, even as the UK faces a deep economic recession.
Specialising in delivering integrated brand development and communication strategies for some of the world’s most successful food and drink brands, Jam conducted nationwide consumer research to better understand consumers’ buying habits following Covid. The results are included in an industry whitepaper, free to download at wearejam.agency/the-lockdown-lowdown. Supporting brands during the current climate, Jam has used its research to delve into consumers’ post COVID-19 buying behaviour to allow brands to better understand how to market to audiences effectively and support conversions.
The free, downloadable whitepaper, also found that consumers’ crowned fruit, veg, dairy, baked goods and confectionery as their most favoured product categories when shopping for independent food and drink brands.
Jaime Gee, Managing Director of Jam, said: “It’s clear from our research that consumers are ready to start spending and indulging on food and drink. This is fantastic news for the industry and the perfect time for brands to make consumers aware of their unique products, to help increase market share and build a loyal customer base.”
The research, which surveyed more than 2,000 consumers, has been compiled into an industry paper. Jam’s white paper offers support and guidance to the independent food and drink sector post-lockdown with a breakdown of consumers’ attitudes and buying behaviours. Whilst also offering practical tips for brands to utilise in their marketing strategies immediately.
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