Europeans are changing dietary habits to address Covid-19

The impacts of Covid-19 are long-lasting and wide ranging, something that is significantly shaping the way that consumers think and behave in 2020 and beyond. Consumers are concerned about the impact that the virus will have on their physical and mental health. As such, they are making changes to their dietary habits to help improve their health, and in doing so are adopting a back-to-basics approach to nutrition out of economic concerns.

Covid-19 is a once in a lifetime pandemic that is causing serious worry across Europe. This is not surprising given the extent that the virus has gripped countries such as the UK, Italy, Spain and France.

In April 2020, FMCG Gurus surveyed consumers across seven countries in Europe. The research found that 74% of consumers say that they are concerned about Covid-19. In addition, 48% said that they believe that the virus is something that will impact their day-to-day lives for at least twelve months.

When asked what they are concerned about, consumers in Europe were most likely to state their health and wellness (81%), followed by the health and wellness of loved ones (80%). However, concerns are wide ranging and are not just limited to the physical implications of Covid-19. For instance, 56% said that they are concerned about restrictions on being able to see family and friends. This is something that will have a significant impact on physical health.

In response to this, a total of 59% of consumers in Europe say that they are now more conscious about their overall health as a result of Covid-19. Meanwhile, a total of 72% say that they plan to eat and drink healthier as a result of the virus. When asked what steps they will take, consumers were most likely to say that they would increase their intake of fruit (57%). In addition to this, a total of 41% say that they plan to increase their intake of vegetables. The appeal of fruit can be linked to the fact that many offerings are high in vitamin C, an ingredient that consumers associate with helping boost immunity (84%). It can also be linked to the fact that 43% of Europeans say they will now pay closer attention to natural claims as a result of the virus. However, another reason is that consumers are adopting a back-to-basics approach to nutrition because of financial concerns.

Indeed, a total of 73% of Europeans believe that the world is heading towards a recession, brought about by restrictions on movement across the continent. This is a reason why 51% of consumers have looked to reduce spending on food and drink in the last month. As such, at least in the short-term, premium fortified and functional food and drink products will witness a decline in sales. This is because consumers will look to turn to everyday fruit and vegetables that they know and trust and deem nutritious and affordable instead.

This article is based on a survey of 23,000 consumers across 18 different countries. (seven in Europe). For more information please contact info@fmcggurus.com

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