IGD reveals how Covid-19 has changed the shopping landscape

IGD’s first report in the Shoppers of Our Time series, ‘Life Under Lockdown’, shows that 13% of consumers claim to have shopped online for the first time during lockdown. Older shoppers, in particular, have driven usage of the channel, with 42% of over-65s opting for online during the pandemic.

In addition, specialist food stores, such as butchers, fishmongers and grocers, have been most popular with younger shoppers (18-24 year-olds). One-quarter (23%) of 18-24-year olds claim to have visited specialist food stores in 2020, up from 20% in 2019.

However, the research shows discount stores have seen a larger drop in usage than other formats, with 50% of shoppers claiming to have used a food discounter in May compared to. 65% in February. Respondents said there are two main causes of this: the inability to get everything needed in one shop and difficulty in social distancing, due to discounter store formats.

Frequency of shopping has also experienced a drastic change, according to the research. Prior to lockdown, 73% of the 30 households surveyed shopped more than once a week, while during lockdown this reduced to 42%. The reduction in frequency was an active decision, with shoppers trying to follow social distancing rules – and trying to protect themselves and their families.

Dan Gillet, shopper insight manager at IGD, said: “Shopper behaviour has changed to an extent rarely ever seen. Some of these changes will present a unique opportunity for retailers across the board to retain shoppers they traditionally wouldn’t have – such as specialist stores, to keep younger shoppers visiting, and general or online retailers to retain the older shopper base they have attracted during this time.

“Our Shoppers of Our Time series has already shown us some great insight which we are sharing with industry, and over the next two years we will also be delving into an array of subjects such as changes to shopping basics, the return of out-of-home consumption, redefining social consciousness and lifestyle changes that Covid-19 has brought about. Understanding the changes to shopping habits and behaviours during lockdown will give an idea of what the future might look like for those businesses trying to lock in their long-term plans.”