The impact of COVID-19 lockdown on food priorities. Results from a preliminary study using social media and an online survey with Spanish consumers

Abstract

This preliminary study describes the impact of the COVID-19 health crisis on people's interests, opinions, and behaviour towards food. Here, the evolution of people's internet searches, the characteristics of the most watched YouTube videos, and Tweeted messages in relation to COVID-19 and food was studied. Additionally, an online questionnaire (Spanish population, n = 362) studied changes in food shopping habits during the lockdown, motivations behind the changes, and perceived reliability of the information received from media. Results showed initial trending searches and most watched YouTube videos were about understanding what COVID-19 is and how the illness can progress and spread. When the official statement of a pandemic was released, trending searches in relation to food and shopping increased. Data retrieved from Twitter also showed an evolution from shopping concerns to the feeling of uncertainty for the oncoming crisis. The answers to the online questionnaire showed reduction of shopping frequency but no changes in shopping location. Products purchased with higher frequency were pasta and vegetables (health motivations), others were purchased to improve their mood (nuts, cheese, and chocolates). Reduced purchasing was attributed to products with a short shelf-life (fish, seafood) or because they were unhealthy and contributed to gained body weight (sugary bakery goods) or mood (desserts). Statements made by experts or scientists were considered by consumers to be the most reliable.

Keywords: COVID-19; Consumers; Food; Internet; Shopping; Social media.

Fig. 1

Relative popularity of worldwide Google searches including the term food compared to searches of terms related to the coronavirus situation: symptoms, spread, and lockdown in English (a) and in Spanish (b); compared to searches of specific terms related to food: restaurant, home delivery, and recipe in English (c) and Spanish (d). Values are the number of searches of each term in a day in relation to the maximum number of searches in a day found in the period for any of the included terms.

Fig. 2

Individual timeline of the relative popularity of worldwide Google searches for different specific food products and diet. Searches of terms in English (a) and in Spanish (b). For each term, values are the searches in a day in relation to the maximum number of searches found for this same term within the period.

Fig. 3

Perceived changes in quantity of purchased food from the online questionnaire to Spanish consumers. Percentage of consumers buying more (a) and less (b). Only food products with a change in at least 20% of participants were included.

Fig. 4

Correspondence analysis of motivations cited by Spanish consumers (from the online questionnaire) for changing their shopping; (a) for products that they were buying more; (b) for products they were buying less.