Most Aussies will stay loyal to new brands found during lockdown

Image of woman pushing shopping cart in grocery store
New shopping habits formed during Covid-19 will stick around, new research shows. Photo: Bigstock

Of the 41 per cent of Australian buyers who discovered new brands during the coronavirus lockdown, 85 per cent will stick with them going forward, according to a new report by product review provider Bazaarvoice.

The firm’s “Behaviour that Sticks” study looked at consumer habits among more than 8000 consumers in Australia, the UK, the US, Canada, France and Germany. It found that 21 per cent of Australian consumers conducted online shopping at least once weekly during the lockdown period, with 10 per cent making several purchases per week. Almost two thirds of shoppers in the Gen Z age group tried new brands over lockdown, compared to 19 per cent of people over 65.

The research shows that while 24 per cent of consumers only tried a new brand because their preferred brand wasn’t available online, only 15 per cent of Australian respondents will go back to their original brand preferences.

One in five Australian buyers opted in to subscription services during the lockdown, of which 80 per cent will stick with their chosen service.

The factor most  influencing customers to make a purchase was price, cited by 35 per cent of Australians, with just 5 per cent swayed by television commercials.

The survey identified some reluctance in consumers returning to physical stores before the end of October, with only 52 per cent reporting comfort in doing so despite 81 per cent of respondents saying they are likely to shop in person by that time. More than half of consumers identify hygiene concerns as a disincentive to shop physically, with 35 per cent feeling transparency of safety and hygiene protocol is critical.

“Retailers and brands must stay in tune with consumers’ priorities over the coming months and ensure they provide store and product information that instils confidence in shoppers,” said Bazaarvoice APAC MD Kate Musgrove.

“As consumers return in-store, the use of technology to connect online and offline and provide shoppers with product information before they visit will be important. An omni-channel approach not only enables a stronger connection with consumers but also creates a seamless experience.”

This story first appeared on sister site Inside FMCG.