What does the future predict about our shopping behavior?

In my own environment, I notice that some people shop more fanatically than ever. Others don't buy so much more or less, but shop differently. For example, I myself can be found at least three times a week in the coffee shop on my street corner for a shot of caffeine and a friendly smile. For reference, I used to come here about once every six months.

Given my own experiences, I was curious to what extent consumer shopping behavior now differs from pre-panic. Within our online research community, we ran a short questionnaire on supermarket shopping. From that, we learned that:

• Fewer impulse purchases are currently being made because people are searching for products online in a targeted way and a visit to the store is a kind of "Living Stratego" with the mission: dodge other shoppers and get out as quickly as possible.
• More conscious choices are currently being made. Especially now, you want to be the best version of yourself. And many things are currently beyond our control, but our own choices are.
• More epicures are currently being consumed at the same time. A drink or snack is the way to distinguish private life from the working day and, as mentioned, we allow ourselves more.

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Do we stay online or choose the human hand?

My crystal ball did not see Corona coming and also shows a hazy picture of the future. So I am left with several scenarios. First of all: will e-commerce finally win out or will local shopping make a revenge?

Long live the local stores! In these times, we have come to appreciate human contact with neighbors all over again AND have discovered new places in our neighborhood as we stay closer to our own home in the neighborhood and local gems have tried hard to become more visible in order to stay afloat.

Long live online grocery shopping! While online ordering was first seen as unnecessary and inconvenient, now we are experiencing the benefits and our fears and reservations are being dispelled. No more lugging heavy bags. No more being tied to store hours. And the quality of the products is fine too.

Are we returning to our old product routines or embracing our new habits?

With flying colors back to "normal. When we resume normal for a while, we also pick up our old habits again. In fact, those habits are often situation-driven. The situation is different now, so our habits are too. No longer at home all day but quickly passing by the supermarket on the way home from work? Say goodbye to elaborate cooking and hello to convenience solutions.

Normal will never return. The new situation, as far as we can tell now, will persist long enough for us to break with old patterns and keep new routines. The subscription to entertainment services, the vitamin supplements, the bathtime magazine. Will we ever be able to do without them again?

From clients, I am frequently asked if now is a good time to do shopper research. My answer: we don't behave normally now, so don't ask normal questions. Do prepare for the future by keeping a grip on how consumer behavior develops in the coming months. Because whichever of the above scenarios will become reality: they each bring both opportunities and threats. As a brand, make sure you have an answer to that.