Safe and secure: Consumers in Europe are becoming more risk averse and want reassurance over safety and value COVID-19 has fundamentally changed the way that consumers think about several things, with people becoming more conscious about aspects of life that they previously took for granted. For instance, consumers are now examining the issue of exposure to germs, viruses, and bacteria more consciously. This is resulting in traits such as re-evaluating the role of packaging from a safety perspective, remaining conscious about crowded areas even when restrictions on movement are lifted, and being worried about other shoppers handling products in-store. As such, consumers are becoming more risk averse. From a product perspective, this significantly influences food and drink choice, with consumers wanting more information than ever before on the products that they purchase. For instance, the country of origin and distribution process of products is something that is of high importance, especially in an era of uncertainty when they adopt ethnocentric attitudes and want shortened supply chains. Moreover, consumers will also want reassurance that packaging ensures products remain in optimal condition and will also want guarantees over safety practices in retailers.
Consumers want safety reassurances and demonstrations
52%
of European consumers say that they have been more attentive to the country of origin of products in the last twelve months (2021)
54%
of European consumers say that they are now more attentive to locality claims when buying products (2021) Source: COVID-19 survey 2021 (7,000 respondents)
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45%
of European consumers say that they have changed their attitudes towards packaging in the last twelve months (2021)
32%
of European consumers say that they now want more reassurance about the safe handling of products (2021)
