Introduction

SURVEY REPORT BY Judith Kolenburg, Joe Azzinaro, PLMA

Will Europeans Ever Shop the Same

ACCORDING TO A NEW STUDY FROM PLMA INTERNATIONAL COUNCIL,

the answer is Europeans will never shop the same for groceries. The survey asserts that the pandemic experience brought significant changes in how consumers consider and purchase food and nonfood products for their household and that many of the changes will endure.

We found this study so revelatory, we decided to devote an entire issue to the study and its implications, including:

4 Private label purchase is greater now;

signs of expansion to come

4 Pandemic-influenced changes in

shopping behavior are enduring

4 Online grocery ordering & delivery

will continue to grow

4 Product attributes are more important

than ever to consumers

Among its top findings, the consumption of private label is now significantly higher than it was two years ago and projects to increase even more going forward.

The clearest change is the surge in e-commerce. While its recent growth will likely slow, the convenient option of home ordering and delivery has become a permanent part of the retail infrastructure. But it will require consistent refinement by retailers and their third-party partners, suggested respondents in the survey.

In what is perhaps the most important shift, shoppers across Europe are scrutinizing grocery products more holistically, with greater discernment, knowledge, and concern for their impact on personal health as well as societal welfare. And this new level of evaluation has become an essential factor in their purchase decisions.

“The purpose of this study, ‘Will Europeans Ever Shop the Same? Assessing consumers’ post-pandemic behavior,’ is to provide retailers and their own brand suppliers with the latest insights on European consumers so they can cooperatively develop a road map for private label development and marketing in the post-pandemic environment” said Peggy Davies, PLMA president.

The online survey collected responses to more than fifty questions, many with multiple parts, from 6,500 participants equally spread across eight countries -- France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, and the United Kingdom. The purpose of this study, ‘Will Europeans Ever Shop the Same? Assessing consumers’ post-pandemic behavior,’ is to provide retailers and their own brand suppliers with the latest insights on European consumers so they can cooperatively develop a road map for private label development and marketing in the post-pandemic environment

Peggy Davies PLMA president

It was conducted in April 2022 exclusively for PLMA International by Surveylab, a leader in customized online research. Each respondent self-identified as the primary grocery shopper for their household.

Particular focus was placed on asking respondents how often and where they conducted their grocery shopping before and during the pandemic, what kinds of food and non-food products they bought; the qualities, ingredients, and attributes they most valued in the goods they purchased; and their attitudes towards brands, particularly private label. Importantly, they were also asked how their shopping habits and preferences have been permanently changed as a result of the pandemic experience. Demographically, the survey was all-encompassing. Generationally, the respondents were divided as follows: 18% Generation Z (born 1997-present) 32% Millennials (born 1981-1996)

DEMO GRAPHIC

31% Generation X (born 1965-1980) 19% Baby Boomers (born 1946-1964)

Only those 18 years and older were allowed to participate.

HOUSEHOLDS 21% two or more children under 18 20% one child 59% no children 52% two adults 21% one adult 16% three adults 11% four or more adults INCOME 35% medium income 32% low income 25% high income

51% female 49% male