The impact of Covid on consumer behaviour: The product category of sauces

Abstract

This research explores the impact of Covid on consumer buying behaviour, specifically in the sauces category. This study was done in collaboration with the Marketing Futurecast Lab project which provided the means for data collection to support this research. The study followed a qualitative methodology, based on the ethnographic method; and was conducted based on two methodologies: In Situ, holding dinners at chosen families homes and Shadowing, observing the buying behaviour of an individual. We concluded that although the pandemic, in general terms, have caused changes in the consumption and purchasing habits of families, when we analyse the category of ketchup and mayonnaise products specifically, no such impact was observed. In fact, we could see only slight changes in quantities purchased, mainly ketchup, which consumers assume they will keep after the pandemic. But no variation could be considered significant. However, given the qualitative nature of the research, the study allowed us to identify some suggestions from the point of view of the management and communication of this category, specifically in relation to decision-making agents, type of demand and impact of sales promotions.