Changes in generations’ grocery purchasing behavior during COVID-19

This study investigates the changes in grocery purchasing behavior during the COVID-19 pandemic restrictions among different generations in Denmark. Although grocery shopping remains the same for most consumers, about 24% of consumers bought more under COVID-19. About 17% of consumers have bought more online. Online grocery shopping exhibits different patterns among generations. As compared to the proportion of groceries purchased at their primary store before COVID-19, about 18% bought more, while 10% bought less, and the rest remained the same. However, there is no difference between generations neither grocery expenditure at their primary store nor expected expenditure. Consumers, especially baby boomers, believe it is important for grocery stores to follow COVID-19 restrictions. With respect to the purchase of specific grocery products, consumers bought more groceries such as hand sanitizer, baking products, ready-meals or fast food, as well as snacks and cakes. Consumption of self-mixed candy and alcohol appears to drop for many consumers. The results also suggested that there were statistically significant differences in consumption changes between generations for various grocery products. The results of this research have implications for grocery stores’ future marketing.