5 major consumer trends in the United States! 77% of people continue to enjoy online shopping

In the United States, although it has been more than a year since the pandemic began, the pandemic is still having a clear impact on the retail industry . Coca-Cola recently compiled insights from various studies to largely define five major trends in consumer behavior in the pandemic era.

1. E-commerce trends will continue

According to the study , 68% of consumers ordered groceries online for home delivery during the pandemic , 39% of consumers used online shopping for the first time , and 18% of respondents said at least half of their groceries were purchased online, up from 8% in 2019.

Coca- Cola believes that the pandemic has provided consumers with a way to buy the products and meals they need and largely avoid exposure to the virus, thereby accelerating the digital transformation that was already underway before 2020. Survey data shows that this trend will continue into life after the pandemic . Once the pandemic is over, 90% of consumers will continue to buy food online, and 77% of Americans enjoy the experience of online shopping.

2. Pay more attention to health

As the pandemic continues , consumers’ views on their health and the impact it has on purchasing behavior are changing. Consumers are increasingly focused on health and hygiene , and this will continue to influence consumer purchasing behavior, especially when it comes to food.

3. Enjoy family time

During the pandemic, the home has become a hub for living, working, and playing .

According to the forecast, the consumption trends that consumers will maintain for a long time are: 17% of consumers think they will never work in an office again , 55% of adults want to cook at home instead of going to restaurants , consumers want to exercise at home, and sales of exercise and fitness equipment have increased by 213% , 42% of consumers are currently doing or planning home improvement projects, and 49% of consumers said that due to the impact of the new coronavirus, they bought more from local businesses than normal .

4. Seeking comfort and indulgence

60% of consumers are currently purchasing/interested in purchasing personal care items, while 56% are currently purchasing a special gift for themselves or a family member.

Consumers are turning to food as a way to indulge and a means of finding comfort during the pandemic. As a result of this sentiment, many food categories have seen sales growth, such as snacks ( 39% ) , ready meals ( 30% ) , soft drinks ( 27% ) and alcohol ( 20% ) .

5. More responsible

The pandemic has made consumers more responsible in their spending, supporting workers impacted by the pandemic and social justice issues. Research shows that 43% of Americans say they will tip their servers more than before to help restaurants and employees recover from the coronavirus.

The impact of the pandemic on consumption is huge and lasting, and as American consumers become more dependent on e-commerce, the e-commerce market still has a lot of room for development.

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Consumption Trends