"Changes in Consumption Patterns Centered on Digital, Health, and Sustainability After COVID-19"

Samil PwC Publishes 'Global Consumer Insight Survey 2020' Report

[Asia Economy Reporter Minji Lee] Since the outbreak of the novel coronavirus infection (COVID-19), the number of consumers shopping via mobile and online platforms has rapidly increased. Additionally, the number of consumers concerned about health and sustainable living has also significantly risen.

Samil PwC, in its report titled ‘Global Consumer Insights Survey 2020’ published on the 6th, stated that people’s consumption habits are changing at an accelerated pace, and these changes will bring a new paradigm to the way companies conduct business targeting consumers. The report contains a comparative analysis of consumer behavior changes due to COVID-19, based on a survey of over 23,000 urban residents worldwide conducted before and after the outbreak in April and May of this year.

According to the report, social distancing measures due to COVID-19 have influenced changes in shopping methods across various sectors, including grocery shopping. In the case of grocery shopping, 35% of consumers purchase food online, and 86% of those who shop online plan to maintain this consumption pattern even after social distancing measures are lifted.

Even before the full-scale outbreak of COVID-19 at the end of 2019, surveys of urban consumers showed an increase in mobile and online shopping; however, the post-outbreak survey revealed that a significant number of consumers reported an increase in mobile shopping compared to the past. This trend is particularly prominent in China and the Middle East, where 60% and 58% of respondents respectively reported shopping more using their mobile phones, and most of them are likely to continue their current usage patterns after COVID-19.

Interest in well-being has also increased. 59% of young millennials and 57% of the older generation with children place more emphasis on well-being compared to other groups. Even in pre-COVID-19 surveys, more than half of urban consumers worldwide were following dietary regimens for healthier lifestyles, and subsequent surveys confirmed that the importance of self-care has greatly increased not only in dietary habits but also in the overall concept of healthy living. This trend is even more pronounced in some regions severely affected by COVID-19 in the first half of this year. In China, 90% of urban residents responded that they are focusing more on physical health and exercise, 89% on dietary habits, 87% on mental health, and 85% on medical needs.

Finally, consumer interest in sustainable living has also increased. Samil PwC explained, “Although it is unclear how far the already accelerating changes in consumer behavior will progress, recent consumer surveys show increasing demands from citizens for transparency, sustainability, hygiene, community living, and social consciousness,” adding, “All companies facing consumers need to build trust-based relationships with them.”

This content was produced with the assistance of AI translation services.