Value in the Time of COVID-19

What is the consumer understanding of value? How do individuals evaluate the worth of products and services in an ever-competitive food landscape? These questions continue to be a perennial topic of interest for business leaders in the food and beverage space. Now, as the COVID-19 pandemic has upended daily life, the economy and the food landscape, such questions are more imperative than ever.

In this Hartman Group white paper, we discuss how COVID-19 has surfaced a number of new attitudes, behaviors and considerations that consumers are bringing to their calculus of value, and identify key questions and strategic implications that those in the food business must address as they pursue growth post-COVID-19.