Voice of the Customer

Supermarket shoppers appear to be optimistic about things “returning to normal” according to a recent study by Acosta Research, thought the results vary a bit based on certain demographics. They also believe that some of the new in-store behaviors being put in place, such as hand sanitizing and mask wearing, may become permanent.

According to the study, 51% of shoppers polled expect life to return to normal in less than six months, while 29% believe it will take more than a year to return to pre-coronavirus behavior and daily life.

Summarized in a SupermarketNews article, the study also indicated that many of the current safety protocols have become second nature to shoppers, and that Millenials and Southerners are the most optimistic about a return to pre-Covid life.

43% of those surveyed believed their state was “reopening” at an appropriate rate, while 39% said steps toward reopening were being taken too soon. Only 13% said their state’s reopening plans were moving too slowly.

A bit closer to the aisles, 68% of shoppers reported using a hand sanitizer before or after shopping, and the same percentage reported wearing a mask while shopping. The study found mask usage has doubled since early April (most popular among shoppers in the Northeast) and nearly half of shoppers (49%) reported shopping during off-peak hours to avoid crowds. The use of self-checkout has risen as well with 34% of shoppers choosing to do so.

Not surprisingly, shoppers are over-buying select items depending upon expectations of supply shortages. The current (as of mid-May) item of concern is meat, as opposed to the paper products buying frenzies during the first quarter. Of those who are “stocking up,” 34% said they were doing so because they are “eating at home more often” and 31% said the reason was fear of shortages or an attempt to reduce the frequency of shopping trips. 35% noted higher prices,