Puja Bachhuka

NOT JUST GROCERY TRENDS – REVOLUTION ON SOCIAL AND SHOPPING IN 2020 Prepared By: Puja Bachhuka WHAT’S CHANGING? Freshness and Health at the Heart A history of food safety scare combined with current affluent lifestyle, better education and government targeted initiatives are clearly the reasons for increasing awareness of fresh produce, healthy living, nutrition balance and product sourcing among Asian shoppers In turn, shoppers conversations, positive sentiments and emotions are driven towards Fresh and Healthy, both accounting for nearly 70% of the positive things people talk about. Importance of freshness increased significantly compared to what it was 6 months prior (95 194). While overall health also a manifestation of global pandemic situation MEET SINGAPORE’S NEW GROCERY SHOPPERS No more a female world While traditionally females and moms took care of all household shopping ranging from food, laundry etc., today’s male no longer behave like alpha male of the past, they are equally involved in grocery buying and socially talk about the same (45%) Top interest in Family and Parenting (17.3%) along with conversations clustering around safety of kids and Covid measures during grocery shopping (42.2%) show us that a group of concerned parents (read dads) emerge with rising interest in family well being A growing theme around Confused husbands in the wake of the pandemic also show that for these males grocery decisions or managing household with partner is confusing ARE GROCERIES BECOMING GOURMET? Concern about grocery being expensive Since Food and grocery account for a quarter of household expenditure, expensive products always pinch people negatively. Groceries being expensive and not enough Value for Money is a clear negative sentiment that people carry and also talk about (80.1%) People feel that grocery shopping belong to elite level. Grocery being expensive account for almost universal negative aspect (98%), possibly increasing prices in the wake of Covid also a reason for the negativity flowing around the same NEW EXPRESSIONS, EMERGING ATTITUDES Grocery shopping, not a household chore anymore Grocery shopping in general and delivery and safety in particular has seen increased mention, engagement and reach when compared to half a year back, although a lot of it can be attributed to the current Covid situation, still a huge potential for marketers to hit the hammer when it’s hot Also there was a time when grocery shopping was seen as a task on a to – do list, a mere mundane activity, but not anymore. With changing attitude and behaviour grocery shopping is now an enjoyable, fun and engaging experience. Fun grocery’ is mentioned as the primary sentiment that positively drives grocery shopping THANK YOU