Why was the research conducted?To cope up with lockdown measures, immediate consumer reactions w.r.t. grocery purchase were observed. Thinking Hats intended to capture statistical insights by highlighting a shift in the decision making process & purchase behaviour.
How was the research conducted?Thinking Hats through its Proprietary Digital Platform 'APPtitude’ conducted a survey targeting individuals across metros belonging to NCCS A1,A2, A3, B1
Individuals responded to the survey via. a link provided to them.
What are the key findings of the research?
- With stocking as new norm, we found that consumers have stocked up groceries for atleast 3 weeks
- More than half of the consumers (61%) have purchased 2X or more quantity of groceries than they usually purchase
- Categories like beverages, packaged foods, dairy products and dry foods notice a spike in purchase by 16%, 17%, 20% and 21% respectively
- While the government is taking measures to ensure the regular supply of essentials, few product categories are facing a disruption in supply. A shortage of food supply was noticed in the following categories : Fresh foods(31%), Frozen Foods(25%), Ready to eat Foods (25%)
- With ever increasing demand for santizer, disinfectants etc. a paucity of household cleaning products (27%) was observed
- The fear of running out of essentials has also led to shortage of personal care products like shampoos, toothpaste, soaps (29%