Posted: May 06, 2020
Consumers across Asia have signaled their eating habits may change permanently once the world moves beyond the impact of the novel coronavirus (COVID-19). In an exclusive Nielsen study of 11 Asian markets, only Japanese consumers say they are less likely to change their eating habits as a result of the global pandemic.
The study, the first in a wave of Nielsen explorations underway across 74 markets, indicates that consumers in Chinese mainland, Hong Kong, South Korea, Malaysia and Vietnam will rethink and re-prioritize the place eating at home has in their lives. In Chinese mainland, 86% said they would eat at home more often than before the outbreak. In other markets, a similar trend was observed with 77% of consumers in Hong Kong planning to eat at home more often than before the event, and in South Korea, Malaysia and Vietnam, that number was 62%, respectively.
Further, the study found a high demand for more takeaway food and home deliveries of food, particularly in Hong Kong, South Korea and Thailand. These markets epitomize “on-the-go” lifestyles and value the convenience on-the-go food offerings bring.
The implications this will have on restaurants and other out-of-home businesses are clear, but the findings will also affect the way retailers stock their stores to meet these emerging new levels of demand.
“GIVEN THE EXTENDED PERIOD ASIAN MARKETS HAVE ENDURED THE COVID-19 ESCALATION, THE PROLONGED TIME PEOPLE HAVE HAD TO SPEND IN THEIR HOMES IN LOCKDOWN ACROSS A NUMBER OF MARKETS IS CLEARLY FORCING A RETHINK IN CONSUMER BEHAVIOR. THE DESIRE TO SPEND MORE TIME AT HOME APPEARS TO BE A LIKELY SIDE EFFECT THAT WILL EXTEND OVER TIME.”
VAUGHAN RYAN, MANAGING DIRECTOR SOUTHEAST ASIA, NIELSEN
Ryan also noted that the trend appeared to be playing out differently across the region but that these behaviors were quickly becoming the new norm. “The initial assumption was that consumers were panic buying, but we have seen this behavior now in markets for more than two months. If we think about Singapore as a country that already embraces home delivery of meals and Japan as one that has been less inclined, we’re seeing many more countries move closer to Singaporean habits than before,” said Ryan.
The food landscape in Asia has been an incubator of innovation and change over the last five years. As consumer lifestyles have become more densely urbanized, busier and more connected, the rise of food delivery and on-the-go consumption has dramatically changed traditional food consumption and eating experiences. But as the coronavirus situation has evolved, where and how consumers are eating has changed, with more choosing to purchase goods to eat at home.
“In a number of Asian markets, sales are regularly exceeding 20-25% of the average weekly sales across FMCG every week since the end of January. Consumers have been back to the same store multiple times, so this behaviour is beyond panic buying. There is no doubt consumers have moved away from an ‘on-the-go lifestyle’ to more of a ‘safe in-home consumption’ trend,” said Ryan.
The shifts away from out-of-home dining to at-home food delivery, takeaways and cooking during the COVID-19 period are locally nuanced by traditional consumption habits but also by the different quarantine and shutdown measures by market. For example, the Japanese have hardly increased ordering food delivery while Thailand has leaned heavily on this channel. This will be crucial for organizations seeking to navigate the short term to recognize. But whilst consumer behavior across markets in the immediate terms has definitely changed, the subsequent question is “when will it return to normal?” The answer may well be never.
By CPG, FMCG & RETAIL
March 27, 2020
Source and complete article: Nielsen.com
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