The Corona-crisis has changed the shopping in Germany dramatically. Hamster purchases swept the shelves are empty. Disinfectant, noodles and toilet paper were suddenly below and to the shortage of goods in supermarkets and disco. But in the meantime, more and more consumers develop a Routine in dealing with the crisis, and the shelves fill up again.
“is The panic over,” says the trade expert Robert Kecskes of the society for consumer research (GfK) the current Situation. “There is a habituation to the crisis mode.” A temporary resurgence of the panic, he does not exclude however. Rather, the researchers describe three important phases of the buying behavior.
1. The panic-Phase: shopping against fear
the hoarding had Started after the observation of the GRP in the last week of February. “The first Phase is the panic Phase. The households had non-specific Fears, did not know what was coming, wanted for impairment losses“, describes how Saucy the Situation in these days. The demand for Hand disinfectants increased abruptly by more than 500 percent. In the case of flour, rice, pasta, soap and toilet paper, sales figures were doubled. In this time, the speech was a lot of panic buying.
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the voice But the picture is jammed Packed shopping cart not necessarily, says the industry experts. Thus, for example in noodles, demand double, don’t be such a thing even necessary. It is rich, if every customer of pasta instead of a package as a precaution, two take.
2. The crisis becomes Routine: the kitchen table instead of Italians
The panic Phase is according to the market researcher, in the Moment, over. In the meantime, the handling of the crisis had become Routine, and consumers have adapted to the new Situation. The peak demand in the panic Phase are past, and the demand to start again levelling off, albeit at a noticeably higher level than before the crisis.
The increase can be explained according to the assessment Kecskes, for the most part, by the relocation of earlier Restaurants, pubs, and canteens attributable consumption in the own four walls. “We eat more at home because we can no longer go to the Italians,” the market researcher to the point. The show at noodles and rice, but also in soft drinks, beer or coffee. Also sweets and other stimulants could benefit in the next few weeks of the crisis. At the Moment, a time of great uncertainty, because individual happiness help moments, is convinced the market researchers. dpa/Uwe Zucchi/dpabild “hamster purchases in the bookstore are officially recommended” is on a disc.
However, to shake the hard-won experience in dealing with the crisis easily. “The panic can flare up again,” warns the expert – for example, if new developments provide additional uncertainty. “If, in the future, a Mouth guard worn would have to be shopping in the Store – then some households could respond once more, anxious.”
3. After the crisis: winners and losers
it is Not the market researchers like to speculate how long it will take until the crisis is really over. But after that a lot will be different. Example of consumer: Many consumers will have to in the face of rising unemployment figures, again more money watch.
could benefit discounters, the pre-crisis lost more market share to the supermarket chains. But Edeka, Rewe and co. could use your crisis management gained confidence in their own brands and to benefit from the increased price sensitivity of customers, the expert believes.
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The providers of some of the “hamster products” such as noodles or rice, the Corona could cause crisis, however, still problems. Although the panic purchases caused you to initially high sales. But because the shelves were often empty, switched to the customer at the end of often the products of other brands. “Because brand loyalty has been broken,” says Kecskes. And it is quite sure that all consumers return to their old brand.
“the E-Commerce will be made after Corona, in a giant leap”, the market researcher certainly. A percentage of food sales accounted for prior to the Corona-crisis just on the Internet, so the share after the crisis could triple eight. But above all, the distribution channel, the Internet will be anchored in the future much stronger in the public consciousness, says the industry experts.
Easter in Corona times: What is allowed and what is not? FOCUS Online FOCUS Online News Story: Easter in Corona times: What is allowed and what is not? “Is it the spit”: the infectiology Lodge of the pale about Spahn-statement, FOCUS Online/Wochit At “Hard but Fair”: “the way I spit”: the infectiology Lodge of the pale about Spahn-statement
pom/dpa
