SHOPPING TRENDS

Which Covid-19 shopping habits are probably here to stay?

By our News Team | 2021

Discover the long-term shifts in UK consumer shopping behaviour that will likely outlast the pandemic.

Covid-19 has made a real difference to the way we all shop. Some of these changes in consumer behaviour will be here for the long run. But some are short term and, in many cases, are already fading.

Four short-term changes in habits

According to Michael Freedman, Senior Shopper Insight Manager at UK-based insights company IGD, the biggest behavioural shifts during the Covid-19 pandemic were:

Reduced levels of shopping around. That, of course, is already reversing direction.
Decline in shopper confidence. This has now recovered and is at one the highest levels in the last five years in the UK.
Shifting channel usage. Freedman explains: “More people are now returning to food, variety discount stores and convenience stores. The pandemic also led to an increase in the big main shop at the expense of top-up and other missions such as food-to-go.”

Photo by Clem Onojeghuo @ Unsplash

Five long-term changes in habits

Online food and grocery shopping was a big area of transformation in the food sector. “Although restrictions in physical stores have now been reduced, online food shopping is still significantly higher than before Covid-19, indicating this is a trend that is here to stay,” Freedman said.
The shift from office to home. “If there is [only] a limited return to [cities] for shopping, work and leisure, this presents an opportunity for retailers operating in the suburbs.”
Increased focus on shopping locally and supporting independents has been a positive change for fine-food retailers in Britain.
A deepened financial strain and inflationary concerns. “The pandemic has also led to increased pressure on inflation, reflecting higher commodity, labour and energy costs, coupled with increasing demand,” he warned. “This may lead to [a] sudden return to risk-aversion and more value-seeking behaviour in shoppers.”
A growing focus on health. “Governments are accelerating plans to tackle obesity in light of the negative outcomes of Covid-19 on those above a healthy weight. Expect this to be a key focus in the months ahead.”

Source: Speciality Food Magazine, UK

Marketing Society of Rwanda joins the African Marketing Confederation

Its aims include developing professional standards and creating opportunities for Rwandan marketers to learn and network.

Trevor Noah in the new tourism campaign

SA tourism destination marketing campaign brings back Trevor Noah

Latest campaign aims to boost international arrivals while highlighting tourism’s contribution to South Africa’s economy and job creation.

Changan auto brand enters Ethiopian market with first dealership

Fast-growing middle class and promotion of electric vehicle adoption presents ‘substantial growth opportunities’ for Chinese brand.

Portrait of a middle-aged man in a black suit and gold-and-black striped tie, looking at the camera against a white background.

MAZ’s 2026 Marketing Week engages local marketers on key topics

Week of activities and events creates opportunities for networking, knowledge sharing and hearing insights from industry experts.

Desk with a computer monitor showing an orange bar chart labeled 'Advertising Today', plus keyboard, mouse, and glasses on a blue magazine.

Memorable visuals in ads are more likely to lead to purchase – study

Research suggests that attention-grabbing campaigns may need to be paired with memorable visual design to influence buying decisions.

Busy port with cranes, warehouses, and a red training ship docked at the quay; city and hills in the background.

Underperforming Port of Cape Town seeks a private sector boost

Cape Town’s port must be a competitive advantage rather than a bottleneck that constrains trade, investment and supply chains.

Ricardo Valente Da Conceicao

H&M makes senior leadership appointment for South African market

Experienced retail executive Ricardo Valente Da Conceicao returns to Africa as GM, bringing expertise gained in various overseas markets.

Exterior of a BIM store with red signage and blue-framed windows, parked cars in front on a wet lot.

Turkish supermarket group BIM hits 1,000-store landmark in Morocco

Local consumers are proving receptive to BIM’s private-label goods and hard-discount model as they struggle with inflationary pressure.

Two magazines titled Strategic Marketing Africa and Traceability on a green background.

Current issue of AMC magazine brings critical insights for marketers

Issue 1 2026 of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, highlights key trends.

Two adults in business attire stand on a soccer field, holding a maroon jersey that reads 'Visit Rwanda'.

Visit Rwanda announces partnership with Aston Villa Football Club

Rwanda’s tourism marketing arm signs agreement to be the English club’s main shirt sponsor after deal with Arsenal FC ends.

Close-up of two people shaking hands in a business context.

Africa declares a new standard for its communications profession

For too long, the PR landscape has had no shared standard for who practises in it or what responsibility they carry, founders say.

owlmediaweb@gmail.com