social responsibility
care and affection
This can be explained by the fact that consumers are expected to become more health-conscious and are wary of going to crowded places. Therefore, they prefer to eat at home to avoid the risk of getting infected with the virus. Meal box services are advised to adapt to these changes in consumer behavior and attitude by adjusting their values and objectives. This will help them to remain attractive to the new emerging customer segment.
Value Compasses Before and After COVID-19
The predicted increase in demand for meal kit services
Consumers are likely to spend more on food delivery, prepared foods, and groceries than they did before the pandemic, possibly driven by financial strains and ongoing concerns about dining in crowded places. Given that consumers are likely to continue to prefer eating at home, this could be an indication that demand for meal kit delivery services will increase at least for a while after the pandemic ends.
The figure below shows the accelerated shift to grocery and food delivery that could continue after the COVID-19 crisis. The chart shows the change in spending preference (net intention) of Chinese citizens, comparing two scenarios: during versus before COVID-19, and during versus after COVID-19.
Since meal kit services are similar to convenience spain telegram data food from supermarkets, it can be predicted that these services will also see an upward trend post-pandemic as demand for convenience food is expected to increase with a net intention of 27.
Accelerated shift to grocery and meal delivery after the crisis
Accelerated shift to grocery and meal delivery after the crisis
What are the key points to take away?
As customers are expected to change in these unpredictable times, businesses need to pay more attention to their customers’ needs and adapt to those changes. It’s not just meal kit services that are facing the change in consumer behavior and demand for their services. Similar industries such as takeaway, ready-made meals from supermarkets or food delivery are also advised to be cautious about their customers’ needs, which may have changed during the crisis.
I wrote this article in response to the course 'Consumer Branding' taught by Erik Kostelijk (Associate Professor Marketing).
