Consumer trends: Key themes over the last 3 months of lockdown from QuMind communities

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What have consumers been doing over 3 months of lock-down?

Now that we are coming to the end of lockdown, phase one, it is a good time to look back on the key themes discussed and highlighted by QuMind Community UK panellists over the last twelve weeks. We have seen three main areas coming to the fore.

Sustainability – the focus on food waste, was a trend around before the lockdown but has accelerated to the front of mind especially on how we freeze and store or use leftovers.

“I’m having to plan my meals in advance. I’ve had some interesting meals, but I’m determined to keep food waste to a minimum”

The rise of home exercise – Many YouTube videos have kept the nation exercising and the empty roads have encouraged families to get out on their bikes.

“I am usually a member of a Health Club and attend a few classes each week. At the moment, I do the Joe Wicks exercise session each morning, then line dancing online with my instructor and some days Zumba and meditation sessions with my Health Club instructor- I’m probably doing more exercise than usual without leaving the house!”

Home eating – the rise of baking and home cooking initially caused a run on flour supplies but the trend for cooking from scratch and batch cooking has certainly taken hold.

“I’m cooking more from the scratch and trying new recipe to bring some excitement in cooking as well”

These themes have clearly been universal and seeing how these continue as we ease out of lockdown is going to be much more important for brands current and emerging. It strikes me that going to the gyms will reduce down exercise at home via videos, but I can certainly see cooking from scratch, batch cooking and being much more mindful of food waste remaining as key trends to watch.

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