While last week our #behaviouralindicators focused on behavioural science and shopping behaviours, this week looked at behavioural science and food consumption.
We have explored a range of topics helping us understand our current consumption habits, looking at mood foods, the world of children and food in COVID-19, our attitudes towards managing our food waste, behaviours at home and our relationship with food delivery.
Below gives you a brief headline on each of these:
Indicator #10 Mood Food: How we are choosing food that makes us feel good.
Mood Food looks at hedonic consumption and treating behaviour. It explores how the rise in scratch cooking is playing a critical role in Active Escapism for consumers deprived of travel. Log on below to learn some more about emotional eating and learn why you are really munching on that chocolate bar.
https://www.bordbia.ie/globalassets/bordbia2020/industry/covid/indicator-reports/mood-food.pdf
Indicator #11 Smaller World: How kids disrupted routines are influencing consumption
As the daily routine of children has been disrupted, so too has their food consumption habits. We have some clues as to the changed behaviours through phenomena like Mindless Eating and Partitioning.
Indicator #12 Waste Not: Consumers are using strategies to make their food go further.
Covid 19 has been a psychological jolt to many consumers promoting a reassessment of our value of food. Our behavioural change research has found that 34% of Irish adults are consciously reducing their food waste as a result of Covid 19. Waste Not looks at how this shock to the system has impacted consumer behaviour around our food waste.
https://www.bordbia.ie/globalassets/bordbia2020/industry/covid/indicator-reports/waste-not.pdf
Indicator #13 Chameleon Living: How Consumers are coping with the blurring of work and home through hidden behaviours.
Since Covid 19 took hold we have been monitoring headline grabbers around changed consumer behaviour. We have seen panic buying, a baking bandwagon and new modes of virtual social media tools take off. But are there consumption behaviours that are hidden in plain sight..? Chameleon Living looks at the consumer behaviours that are happening at home during the Covid 19 lockdown.
Indicator #14 Delivery Fatigue: How consumers are opting in and out of food delivery.
Our final Bord Bia indicators piece looks at the role delivery is playing for consumers during lockdown.
Log on to learn, how delayed gratification can play a role when we order food, why home delivery appears to be a niche change in Irish consumer behaviour since COVID 19 and why we are seeing the emergence of click and collect.
Over the last three weeks, we have brought you a series of indicators covering macro, shopping and consumer behaviours. These form a key part of our future-proofing pillar and our designed to understanding the behavioural changes that are unfolding during Covid 19. All of these indicators are being tracked by the Thinking House in a number of markets. A fuller picture will be shared of how “sticky” these indicators are in due course.
The indicators will be launched in line with a supporting toolkit to the industry this week. You can register for that webinar here.
