Behaviour: Consumption impacted by consumer c...

Consumption impacted by consumer concerns

Imago Images / Xinhua
Australians are cautiously optimistic for the future.
Australians are cautiously optimistic for the future.

AUSTRALIA, North Sydney. Australian consumers express a high level of concern, in particular towards the economy and personal health. They are increasingly focused on the home and local community. Food and cooking information are increasingly sought.

As the impact of Covid-19 continues to unfold, this environment has led to a lot of uncertainty amongst consumers across Australia. Whether concerned over their personal health, job security and personal finances - all these concerns are prompting a shift in consumer sentiment and behaviour.

Concerns are prompting a shift in consumer sentiment and behaviour.

Focus on the home and local community

As restrictions take hold, consumers are shifting their focus on their home environment and local community. There has been a notable shift towards ‘localism’ across the globe, as consumers spend more time at home and within their local community.

This shift to localism is also starting to be observed in Australia, as 1 in 5 consumers buying more food or drinks from local businesses, because they are nearer to their home and to support local businesses during the pandemic (Play Market Research).

As consumers spend more time at home, early indications show that consumers are seeking more information on food and cooking.  Nielsen data showed that on the last weekend of March, Australians spent 71% more time looking at food and cooking content online compared to the month prior. While the impact on cooking and consumption is unfolding, there are early indications consumers are cooking more at home, with 60% turning to their pantry staple ingredients (PlayMR).

With increasing pressure on household budgets, some consumers are having to make these staple items stretch further in their meal preparation. In addition, with beef mince and beef sausages leading contributors to the recent surging fresh meat sales, it is clear that easy, quick prepare meals remain just as important to consumers at this time.

Cautious optimism for the future

While Aussies remain concerned about the unfolding situation, at the same time, the resilient mindset shines through. Australians are cautiously optimistic for the future, with 7 in 10 Australians agreeing that we will get through the current situation and be stronger because of it (Nature Research / The Lab).

As the Covid-19 pandemic continues to unfold, consumer sentiment and behaviour will continue to evolve with it. This changing environment will continue to put pressures on consumers as it challenges their beliefs and current way of life.


Source: MLA


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