Keywords
K4N, Pandemia, Covid-19, Reino Unido, innovación, comportamiento del consumidor, industria de alimentos y bebidas., Pandemic, Covid-19, United Kingdom, innovation, consumer behaviour, food and drinks industry.
El impacto de COVID-19 en el consumidor británico. El rol de la innovación en la industria de alimentación - Starkey, Fay.
Abstract
La pandemia del Covid-19 y sus repercusiones como las cuarentenas locales y nacionales y las normas de distanciamiento social han alterado los hábitos de compra de productos de alimentación. Los consumidores han aprendido a improvisar en una situación completamente nueva y, por tanto, han adoptado nuevos hábitos. Así, muchos consumidores que no pudieron o no quisieron ir a la tienda, recurrieron a la compra online. No sólo esto, sino que ahora todavía muchos consumidores buscan probar nuevos producto o nuevas marcas, lo que presenta la oportunidad de innovación que esta pandemia ha traído a la industria de la alimentación y las bebidas. Hay una gran oportunidad no sólo para el desarrollo de nuevos productos, sino también en las formas en que las marcas llegan a los consumidores con sus innovaciones, especialmente el product sampling. Aunque los consumidores siempre volverán a algunos de sus viejos hábitos, es probable que algunos cambien de por vida, incluida la forma en la que compran y descubren nuevos productos. Este trabajo, a través de una revisión bibliográfica y una encuesta, analiza el impacto de la pandemia del Covid-19 en el consumidor británico, los cambios en los hábitos de compra de alimentos y bebidas, y el papel de la innovación en la industria de la alimentación y las bebidas. Después de analizar los resultados, descubrimos que muchos consumidores británicos se han pasado a la compra de alimentación online debido a la seguridad y la comodidad, y también están planificando más sus compras para abastecerse de productos esenciales por razones sanitarias y financieras. Un gran número de encuestados desea probar nuevos productos y marcas de alimentos y bebidas tras la pandemia del Covid-19, lo que pone de manifiesto la gran oportunidad de innovación que existe en el sector. Sin embargo, descubrimos que la mayoría rechaza ahora las muestras de alimentos o bebidas en la tienda y seguirá rechazándolas en el futuro, lo que expone la importancia de la innovación no sólo en el desarrollo de productos, sino también en el product sampling. Además, confirmamos que existe una gran oportunidad para que las empresas de suscripción crezcan ofreciendo el home sampling, ya que más de la mitad de los encuestados querrían probar las nuevas innovaciones de alimentos y bebidas desde la comodidad de su propia casa. Por último, descubrimos el perfil demográfico de este estudio específico que es más proclive a aceptar dichas innovaciones. El perfil ideal es joven (de 18-25 años) de alto nivel educativo (un diploma de licenciatura o máster), y fundamentalmente los varones. También, los hombres mostraron más interés en el home sampling que las mujeres. Esta investigación ayuda a comprender más ampliamente el impacto a corto y largo plazo que la crisis del Covid-19 ha tenido en el comportamiento de compra de alimentos en el Reino Unido, y a entender la demanda de la innovación tras la pandemia del Covid-19. Por lo tanto, este estudio concluye que las empresas de alimentación del Reino Unido deben buscar la innovación de sus productos y procesos para seguir siendo competitivas y relevantes.
The Covid-19 pandemic and its repercussions such as local and national quarantines and social distancing rules have altered consumer buying habits of fast-moving consumer goods (FMCG). Consumers have learned to improvise in a completely new situation and have therefore adapted new habits. Many consumers were unable or unwilling to go to the store, so they resorted to online shopping. Not only this, but now more than ever consumers are seeking to try new things, whether it be a new product or a new brand, highlighting the opportunity for innovation that this pandemic has brought to the FMCG industry. There is a huge opportunity for not only new product development (NPD) but also in the ways that brands reach consumers with their innovations, especially product sampling. While consumers will always return to some old habits, some are likely to change, including the way they shop and discover new products. This dissertation, through a literature review and a survey, analyses the impact of the Covid-19 pandemic on the British consumer, changes in purchasing habits, and the role of innovation in the UK FMCG industry. We found that many British consumers have switched to online grocery shopping due to safety and convenience, and they also are planning their purchases more due to stocking up on essential items, and heath and financial reasons. When it comes to innovation, a large number of respondents are wanting to try new food and drink products and brands after the Covid-19 pandemic, outlining the great opportunity for innovation within the industry. Nevertheless, we found that the majority would now reject instore food or drink samples and will continue doing so in the future, highlighting the importance of innovation not only in product development but also in product sampling. Additionally, we confirm that there is a great opportunity for subscription-based food companies, like Degusta Box S.L., to grow by offering home sampling, as more than half of respondents would like to try new food and drink innovations from the comfort of their own home. Finally, we discovered the demographic profile of this specific study that is more inclined to accept and show more interest in new innovations and new ways to sample said innovations. This profile is ideally young (18-25 years old), highly educated (bachelor's or master's degree), and primarily male. Additionally, it is important to note that males showed more interest in home sampling activities than women. This research helps to understand more extensively the short-term and long-term impact that the Covid-19 crisis has had on food-buying behaviour in the UK, and to understand the demand and potential for innovation after the Covid-19 pandemic. Therefore, this study implies that FMCG businesses in the UK must look to innovating their products and processes to continue being competitive and relative for their consumers.
The Covid-19 pandemic and its repercussions such as local and national quarantines and social distancing rules have altered consumer buying habits of fast-moving consumer goods (FMCG). Consumers have learned to improvise in a completely new situation and have therefore adapted new habits. Many consumers were unable or unwilling to go to the store, so they resorted to online shopping. Not only this, but now more than ever consumers are seeking to try new things, whether it be a new product or a new brand, highlighting the opportunity for innovation that this pandemic has brought to the FMCG industry. There is a huge opportunity for not only new product development (NPD) but also in the ways that brands reach consumers with their innovations, especially product sampling. While consumers will always return to some old habits, some are likely to change, including the way they shop and discover new products. This dissertation, through a literature review and a survey, analyses the impact of the Covid-19 pandemic on the British consumer, changes in purchasing habits, and the role of innovation in the UK FMCG industry. We found that many British consumers have switched to online grocery shopping due to safety and convenience, and they also are planning their purchases more due to stocking up on essential items, and heath and financial reasons. When it comes to innovation, a large number of respondents are wanting to try new food and drink products and brands after the Covid-19 pandemic, outlining the great opportunity for innovation within the industry. Nevertheless, we found that the majority would now reject instore food or drink samples and will continue doing so in the future, highlighting the importance of innovation not only in product development but also in product sampling. Additionally, we confirm that there is a great opportunity for subscription-based food companies, like Degusta Box S.L., to grow by offering home sampling, as more than half of respondents would like to try new food and drink innovations from the comfort of their own home. Finally, we discovered the demographic profile of this specific study that is more inclined to accept and show more interest in new innovations and new ways to sample said innovations. This profile is ideally young (18-25 years old), highly educated (bachelor's or master's degree), and primarily male. Additionally, it is important to note that males showed more interest in home sampling activities than women. This research helps to understand more extensively the short-term and long-term impact that the Covid-19 crisis has had on food-buying behaviour in the UK, and to understand the demand and potential for innovation after the Covid-19 pandemic. Therefore, this study implies that FMCG businesses in the UK must look to innovating their products and processes to continue being competitive and relative for their consumers.
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URI / Handle
http://hdl.handle.net/11531/47182Rights
Attribution-NonCommercial-NoDerivs 3.0 United States