The need for safety and security is the fundamental driver of consumer decisions when it comes to food shopping today. Consumers take on the responsibility of ensuring their household’s safety while shopping, especially when in person. They modulate the type and number of safety precautions they take when grocery shopping in accordance with their perceived level of risk or vulnerability. The higher the perceived risk of COVID-19, the more likely a consumer is to take multiple precautions or to switch to online shopping to mitigate concerns. 38% of consumers
say they rely more on (and shop) stores with adequate COVID-19 safety
policies than before the pandemic. 
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