Study reveals dramatic shifts in shopping behavior amid pandemic

2021-03-30 22:06:57 GMT2021-03-31 06:06:57(Beijing Time) Xinhua English

SAN FRANCISCO, March 30 (Xinhua) -- Oracle on Tuesday published a new consumer study, which analyzed Oracle CPG (Consumer Packaged Goods) purchase data, representing over 75 million U.S. households and 762 billion U.S. dollars in annual consumer spending from February through December 2020.

To help guide marketers through dramatic changes, the American multinational computer technology corporation headquartered in California studied consumer shopping behaviors across generations one year into the pandemic.

The study showed that online shopping skyrocketed across all generational groups. Baby Boomers, generally defined as people born from 1946 to 1964, led the way in online shopping growth, with usage up 5.7 times year-over-year, compared to the usage by Millennials (people reaching young adulthood in the early 21st century), which was up 4.3 folds.

This is likely due to the concentration of Baby Boomers in higher-income groups, as 24 percent of Baby Boomers reported 100,000-150,000 dollars in income, the study said.

Baby Boomers are purchasing more traditional items such as meat and potatoes compared to younger generations who are primarily buying convenience meals.

Baby Boomers are even leading the pack when it comes to cooking at home. Demand for prepared foods, such as boxed dinners and frozen pizza, peaked early in the pandemic between March to May 2020, but it remains high today, according to the study.

It also unveiled that millennials spent more money shopping for food online than any other age group - a habit undoubtedly driven by the increase in working from home.

Generation X, generally referring to people born between 1965 and 1980, also opted for new products, like variety pack chips, soda and caramel dip. Generation Z, usually referring to people born between mid-to-late 1990s and the early 2010s, increased their purchase of existing products, like chocolate candy and beer, but also opted for new products, like white cheddar popcorn and cheese puff snacks. Enditem