COVID-19 has profoundly impacted consumer buying behavior — with many consumers trying grocery delivery for the first time as lockdowns persisted or testing new products amid product shortages. In fact, our latest research found that 75% of U.S. consumers tried a new shopping behavior in response to economic pressures, store closings and changing priorities.
This general change in behavior has also been reflected in a shattering of brand loyalties, with 36% of consumers trying a new product brand and 25% incorporating a private label brand. Of consumers who have tried different brands, 73% intend to continue to incorporate the new brands into their routine.
Private label brands especially stand to benefit following the pandemic, as 80% of customers who started using a private brand during the pandemic indicate they intend to continue using it once the COVID-19 crisis is over.
For private label brands looking to sustain the consumer demand for their products post-COVID-19, this means ensuring their products are in stock and are readily available. In fact, 48% of consumers switched to a new brand during the pandemic because that product was in stock, while 34% said that they purchased a new brand because it was available where they shop. To continue winning these customers, private label brands should ensure their supply chain is able to compete with the change in demand among consumers and be nimble in delivering product when inventory starts to dwindle.