According to April 2020 research conducted by IRI, price increases, purchase limits, and e-commerce de- lays frustrate consumers, even as they are becoming slightly less anxious about COVID-19. The data have revealed that the packaging of food products also can play a role in consumer frustration as they shop online
Consumer Behavior (Cont’d from Page 9)
As behavioral shifts in retail shopping occurred during the past six months, consumers sought safer ways to shop — as illustrated by 51 percent of re- spondents stating they’ve used Instacart, Postmates, Amazon Fresh,Walmart Grocery, Cornershop, or other 3rd-party grocery apps in the previous 3 months to purchase food items online. However, online grocery shopping adoption wasn’t consistently high across the board, with only 37 per- cent of respondents aged 60+ buying groceries online, compared to 60 percent of respondents aged 30-44 and 57 percent of respondents aged 18-29. The impact of food packaging isn’t only felt on the grocery shelf, however, as illustrated by 62 percent of respondents stating they’ve used 3rd-party grocery apps over the last 3 months to purchase new/unfamil- iar food brands based solely on the item’s packaging/ appearance. Nearly half of all respondents (48 per- cent) anticipate purchasing new/unfamiliar products when using grocery apps, at least in part, based on their packaging/appearance. Respondents aged 18-44 are much more inclined (57 percent) to purchase food items online based on the products’ appearance when compared to respondents aged 45-60+ (39 percent).
for food products — with 49 percent of respondents stating they’ve felt disappointed or frustrated with an item they purchased online due to the food packaging or labeling not matching the image displayed online.
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