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Emerging consumer types in the Netherlands due to the coronavirus 2020

The coronavirus outbreak in the Netherlands changed consumer behavior drastically. Results from a widespread survey revealed four trends in shopping behavior among young adult consumers. Firstly, almost half of the respondents could be qualified as bargain hunters, indicating that they would purchase a non-essential item immediately if they came across one with a low price. Secondly, the coronavirus outbreak led to stockpiling, mostly of food preserves and disinfectants, to stock up the "pandemic pantry". Nearly 40 percent of respondents admitted to purchase more than they needed. Thirdly, more than 40 percent of the respondents showed behavior that complies with the "convenience seeker" persona, who is willing to spend more on convenience. And finally, a significant portion of the respondents could be typified as a "socially conscious consumer", either for their preference for brands that dealt with the coronavirus crisis in an ethical manner, or for their intention to purchase locally sourced products.

Emerging consumer behavior types in the Netherlands due to the coronavirus in 2020

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Source

Release date

August 2020

Region

Netherlands

Survey time period

August 22, 2020

Number of respondents

1,000*

Age group

18-34 years

Special properties

Consumers in the Netherlands

Method of interview

Email survey

Supplementary notes

*The source does not provide the number of respondents per age group. This is the total number of respondents of 18 years and older.

The results have been weighted to represent the entire population.

The answers were not mutually exclusive.

Release date is date of creation.

Source survey statements were as follows: "I'm planning to keep my home stocked with more than I immediately need" (stockpiler), "I will purchase more from brands that have responded well to the (coronavirus) crisis" and "I plan to buy more locally sourced items going forward even if they cost a little more" (socially conscious shopper), "If I found a great deal on a non-essential item, I would buy it today" (bargain hunter), and "I'm OK with spending more on convenience" (convenience seeker).

The figure for "The socially conscious shopper" was calculated by Statista as an average of the results for two statements indicated above.

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Statistics on "Shopping behavior in the Netherlands"

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