As we have seen in past recessions, most recently in 2008, coupon usage increases dramatically when consumers feel economic pressure. From 2008-2009, all coupon redemption increased 15.2%. What will that number look like this time around? Inmar reported last week that digital (touchless) coupon redemption in March increased 56.5% year over year.

We are both single shopper households, and during the COVID-19 pandemic have been lucky to be able to work from home while experimenting with new ways of food shopping and “cooking.” Right in line with a finding in the U.S. Grocery Trends COVID 19 Tracker, we are each trying to use food we have – especially perishables—to minimize waste and minimize shopping trips. However, as time goes by, concerns about product availability remain (65% of those we surveyed are concerned about shortages of entire food categories or shortages of specific brands flavors or sizes).

In front of a small group of food industry executives, political and agricultural leaders, and members of the media, Vice President Mike Pence commended the industry for its extraordinary efforts during the COVID-19 pandemic, “You’ve done an incredible job keeping food on the table in the midst of a national crisis. And I think it may turn out to be your finest hour at a time when an industry stepped up and met the moment.”

Throughout this pandemic, FMI has been tracking consumer trends and charting how shopping behaviors are changing to accommodate the unique situation that COVID-19 has foisted upon us in our U.S. Grocery Shopper Trends COVID-19 Tracker. Honestly, the novelty of these circumstances makes it very difficult to predict whether—or the extent to which—the shopper behaviors we’ve identified will continue. That said, I will explore several of these COVID-19 trends with you and do my best to indicate their future strength and whether they have legs in the long term.