key: cord-0836142-k4wm9zz1
authors: Sgroi, Filippo; Modica, Federico
title: Consumers’ eating habits during the Covid-19 pandemic: Evidence of an experimental analysis in Italy
date: 2022-05-08
journal: Int J Gastron Food Sci
DOI: 10.1016/j.ijgfs.2022.100538
sha: a5074a707b66685ea9aa83d19d4fcdbc12ad9412
doc_id: 836142
cord_uid: k4wm9zz1

During the COVID-19 pandemic, the Italian food supply chain responded to the needs of consumers by giving continuity to the supply of food products even if the Italian food system in the first phase of lockdown had to deal with the anxiety of consumers who rushed to the food stores to “clear the shelves”. The aim of this research is to provide a qualitative interpretation of Italian families’ food consumption experiences during the lockdown due to Covid-19, which lasted from 9 March 2020 to 4 May 2020. This research has examined twenty Italian families and reveals that anxiety about the exhaustion of food stocks was detected in the first weeks of the lockdown, where there were consumers queuing at supermarkets and emptying the shelves (especially of products with high shelf life such as pasta, flour, tomato sauce). In the following weeks, the awareness that in Italy the food supply chain had been able to manage the logistics well, allowing a continuous return of food supply, led to a reprise of the normal situation. However, the results of the research show that Covid-19 in rural areas has led to a “return” to the consumption of local or near local agri-food products based on the greater time available deriving from taxes by the legislator. Furthermore, the research highlights a return to self-consumption through family-run gardens. Ultimately this article highlights some resilience strategies used by families during the lockdown resulting from the COVID-19 pandemic.

The World Health Organization declared COVID-19 a global emergency on January 30, 2020 23 (Sohrabi et al., 2020) . According to data from the Ministry of Health in Italy, up to 25 March 2022, 24 Covid-19 infections amounted to 14,229,495 and almost 158,582 confirmed deaths. Worldwide, on 25 the same date, COVID-19 recorded 6,120,000 deaths and 480,000,000 infections confirmed since the 26 beginning of the pandemic. Since March 2020, in order to slow down the COVID-19 contagion, 27 public authorities have adopted several closure measures that were very tight (lockdown) in the first 28 analyses the important aspects related to the habits of rural families. In the literature we have not 37 found studies that analyse these aspects. The novelty of the study is the behaviour of the rural 38 consumer in during the pandemic period. This aspect is very important for gastronomy as it highlights 39 the basket of goods and its composition. Another relevant aspect is the impact on the consumers' 40 habits for the purchase of food products. commerce (Accenture, 2020). Furthermore, during this emergency, health has caused great concern 54 in individuals (Cranfield, 2020 ; Zwanka & Buff, 2021) not only because of the need to have safe food 55 ingredients and possess a strong immune system (Muscogiuri et al., 2020), but also in the focus on 56 entertainment and hobbies, such as reading news, cooking, having active social media, doing 57 housework, shopping online, and playing sports (PWC, 2020). Particularly alarmed by the economic 58 and health impact of Covid-19 (Accenture, 2020), many consumers have re-evaluated their shopping 59 habits and considered new ones (Sheth, 2020) . Given the restrictive measures, some consumers have hunger, causing negative health effects on consumers . Furthermore, some 102 research suggests that the onset of terror side effects in the population is age-related (Chen, 2020; 103 Sljivo et al., 2020). The Covid-19 pandemic has triggered panic buying and storage behaviours that 104 have made it difficult for many families to obtain the food they needed (Hobbs, 2020) ; in fact during 105 crises or disasters there is an anticipated accumulation of food that often provides the only source of 106 domestic nourishment (Chitwood et al., 1992) . During disastrous events that cause loss of income, 107 there is a decline in the purchasing power of families (B´en´e, 2020). In this situation, families tried 108 to buy more food, hence stockpiling occurred, which led to the shortage of food on empty shelves in 109 supermarkets. As stated by Power et al. (2020) stockpiling is: "an accumulation of goods motivated 110 mainly by the desire to minimize the loss or the risk of losing access to certain products and could 111 arise due to the belief that a product is in short supply, soon it will no longer be available ". Stockpiling 112 is a behaviour aimed at minimizing the risk of loss of access due to the belief of lack of supply. This determines an effect on the consumer that has repercussions in a shock on the demand. This aspect 124 can manifest itself in an increase in the quantities demanded as a response to the consumers' panic 125 and leads to the accumulation of food stocks. In fact, this situation occurred in the early stages of the the economic policy authorities of policies of social distancing all over the world. This situation has 133 determined in many consumers an effect towards a food accumulation behaviour to safeguard against 134 a possible interruption in the supply and distribution of food. It is worth underlining that in food 135 distribution systems based on just-in-time production and delivery, the sudden and unexpected spike 136 in demand in all key categories has created short-term stock-outs (Mussell, Bilyea & Hedley, 2020 ) .

In fact the distribution systems, which did not foresee an increase in demand in the very short term, 138 were not ready to provide greater quantities of supply. As we know, the food retail sector in Italy and 139 many other Western economies is dominated by large concentrated supermarket chains with a good response to these spikes in demand increases. According to the Economic Theory, where 154 inefficiencies occur, one could react with short-term rationing, including the imposition of purchase 155 limits on food products and specific time-slots dedicated to shopping for elderly or more vulnerable 156 customers. Another response could be to use price as a rationing mechanism. In the case of Italy, and 157 of many Western countries, supply chains have rapidly adapted to the signals of demand from 158 consumer markets with an increase in product flows and the short-term problem of shortages and 159 stocks has eased. A very important aspect in terms of the effects on the food system, and in particular 160 on the retail sales of food products, has been the closure of restaurants, cafes, bars and hotels, with 161 many citizens working from home. It is estimated that before the pandemic on average every Italian 162 ate out 4 times a month to (Peta, 2020) . The effect of the closure of these places of social consumption 163 of food products (restaurants, bars, pizzerias) determines a shift in the food retail sector, creating 164 further demand pressure on the food system. All this leads to a crisis in the supply chains aimed at 165 supplying hotels, restaurants and catering. Providers of these services may not be suitable for supplying the food retail sector, for example, in terms of package size (usually much larger than retail 167 distribution) and distribution infrastructure. This situation can result in batches of food products that 168 cannot be reused for retail (such as mozzarella cheese, potato packages, etc.). If the increase in 169 demand resulting from panic buying behaviours is a short-term problem, this is easily solved.

However, pandemic phenomena can have long-term effects caused by a decline in consumer incomes 171 (especially those who lose their jobs), which affects the supply of food products. This effect manifests 172 itself in the behaviour of consumers shifting their demand from relatively higher priced brands to 173 lower priced brands. For example, we can expect consumers to become more price sensitive and 174 demand for income-elastic products to decline more rapidly as consumers replace more expensive 175 items. This can be expected to affect the reseller's buyer behaviour with respect to product category 176 management and contractual relationships with suppliers. In the event of a severe economic downturn 177 and falling demand, retailers can act on supply chains for cost efficiency. As these are typically low-178 margin businesses, this will create competitive challenges for many food businesses and wholesalers. Before COVID-19 only users who were inclined to resort to this innovative channel used it. During 223 the pandemic, many consumers used online grocery delivery for the first time. As this segment of 224 new users becomes more familiar with online grocery delivery services, the adoption curve escalates 225 much faster than without the pandemic. For these distribution companies, the pandemic represents an 226 opportunity. In fact, while this custom will partially decline after COVID-19, consequently to making 227 the switch many consumers will continue to use online grocery delivery services. In any case, the real 228 impact can be seen once the pandemic is over due to the increase in demand for online services, not 229 so much with the pandemic period but with the pre-pandemic period. 234 Another important aspect to highlight concerns the origin of food products. Indeed, many food supply 235 chains may find it difficult to adapt to the unprecedented short-term demand shock resulting from 236 changes in consumer purchasing behaviour, and, to adapt to a radically changed business 237 environment, food supply from "local" territories could represent a viable alternative. Widely 238 reported out of stock in supermarkets in the early stages of the pandemic, and long lines of customers 239 outside some stores, has undeniably resulted in many consumers turning to smaller stores and local 240 suppliers. In fact, in the short term, these companies may be more agile in responding to supply fruit 241 and vegetables (for example, depending on warehouse management policies with the tendency to 242 hold more inventory in proportion to sales), so that an increase in demand in the short chain can be will solidify an existing interest in locally sourced foods, while others will revert to their pre-262 pandemic habits. To what extent consumer habits will change is a trend that can be measured in the 263 medium to long term. However, it should be emphasized here that the speed with which major food 264 supply chains have been able to adapt to the initial demand shock and build greater supply chain 265 resilience against potential supply-side shocks will help shape the long-term consumer confidence in 266 these supply chains. Therefore, the change in consumer behaviour will also be determined by the (Table 1) . Each participant was asked these questions 322 as well as some in-depth questions that emerged from each interview and some basic socio-323 demographic issues (e.g. age, occupation status, type of occupation, etc.). Data analyses were 324 performed concurrently with online interviews to maintain a balance between the two processes 325 (Sandelowski, 2000) . All interviews have been transcribed. Transcripts were returned to respondents 326 for their feedback and/or further information. All respondents confirmed the transcripts. The was designed on the basis of a subset of data, which was then further revised, refined and applied to 331 the entire data set. The rest of the transcripts were then encoded. In order to ensure the reliability of 332 the data encoding, the questionnaire was reviewed with the interview conducted. In the event of divergent opinions, changes were made to the model until a consensus was reached (Creswell, 2014) . 334 Finally, the results of the model applied were codified. 335 336 Table 1 . Open questions submitted to the interviewees Q1. Could you tell me which meals are the most important for you and your family between lunch and dinner? Are they prepared by you? Q2. What were the factors that influenced your choices on purchased foods? Q3. Could you tell me about the source of food purchase before, during and after the lockdown? Q4. Could you tell me about your eating out habits before and after the lockdown? Q5. Could you tell me about your food planning behaviour before, during and after the lockdown? Q6. Could you tell me about your cooking experience before, during and after the lockdown? Q7. Where did you look for information or get inspiration on what to cook / prepare meals before, during and after the lockdown? Q8. Could you please tell me if you encountered food availability / accessibility problems during the lockdown? Q9. Could you tell me about your intentions to cook after the lockdown? Q10. Could you tell me if you grew vegetables before, during and after the lockdown? Q.11. Do you plan to continue growing vegetables even after the pandemic? Q.12. Do you think that the cultivation of vegetables for self-consumption is convenient from an economic, environmental and social point of view? Q.13. Does your family, or the one you come from, have any connection to the land? Q14. Is there anything else you would like to add? 337 338 7. Results and discussions 339 As mentioned in methodology, 20 subjects participated in the research; the questionnaire was first 340 sent to these sample units who were subsequently interviewed. Within the units surveyed, 15 were 341 men and 13 held a degree (Table 2) . confinement. An aspect to highlight concerns fruit and vegetables: in two out of 20 cases before the 365 pandemic, fruit and vegetables were self produced (or at least, in times of shortage in their own 366 vegetable garden, purchased in a short supply chain) (Table 3) . During the pandemic, all the other eighteen cases turned to their garden for self-consumption. In were asked why, their answers were varied but the fundamental factor that emerged is that the return 382 to dedication to the land (which they previously had but had abandoned or had seen their parents do) 383 had a healthy function on the them, a feeling of well-being, of relaxation and involvement of the 384 entire family unit (social aspect). Furthermore, we have discovered that the production of vegetables 385 for self-consumption is considered a practice that determines the production of healthy foods that can 386 be consumed, as also evidenced by Bialkova (2020). Regarding the consumption of meals outside the 387 home, 15 cases were recorded that before confinement they went out to eat at least once a week, in 388 the remaining 5 cases at least twice a week (Table 4) . After confinement they returned to the restaurant more sporadically (once every two weeks in all the 392 cases examined). This result highlights, on the one hand, that confinement has changed lifestyles, but 393 also that these families interviewed had, at least in the past, a link with agricultural and therefore 394 peasant production (Sgroi, 2022) . Indeed, the interviewees stated that they prefer to stay at home and 395 consume the products grown by them in the field and then prepared in the kitchen, as also evidenced 396 by Kirk and Rifkin (2020). Regarding the planning of time before confinement, 16 cases replied that 397 they planned between work and free time to devote to sports, aperitifs, walks. In the remaining 4 398 cases, the time was planned between work and dedication to the family. During and after confinement, 399 in all cases, a surprising result was witnessed in some ways. In fact, all the interviewees stated that in 400 their free time, also in accordance with the rules, they looked after their vegetable garden, prepared 401 meals and took care of the house. After the pandemic, time devoted to drinking aperitifs has 402 completely disappeared (at least in the cases interviewed). Regarding the increased time spent in the 403 kitchen, everyone stated that they had a good background but that very often, due to lack of time, 404 they prepared routine foods. Now, they have rediscovered old recipes such as how to make homemade 405 bread "caponata", homemade pasta, homemade tomato puree, jams. Through rediscovering old 406 recipes, in all cases, it was to have gained greater confidence in their cooking skills. All respondents said they had not encountered any difficulties in purchasing food products. The results of the study 408 carried out allow us to interpret the evolution of consumer habits and the impact of the pandemic.

One aspect that should not be underestimated is the impact it has had on shopping habits. Consumers represent a union between man and land that has existed since ancient times. The abandoning of these 438 traditions was had been determined by the daily life routine and urban lifestyles. The return to the 439 cultivation of vegetables for self-consumption, in addition to having a social purpose, also represents a way to have "healthy" and zero-kilometre food products. Thus, the COVID-19 block has 441 represented, at least for our interviewees, a return to peasant traditions, the possibility that these 442 cultivations will continue to persist even after the pandemic due to the fact that the interviewees were 443 fully satisfied with this practice. Surely the pandemic has changed consumers' lifestyles, as 444 demonstrated in this research. Here, we have asked ourselves to what extent the behaviours carried 445 out during the pandemic will remain in the habits of consumers. To answer this question, we need to 446 reflect on some aspects. The first thing that must be highlighted is that food consumption is 447 geographically decisive. The food consumption of a Sicilian consumer is different from that of an 448 English or Australian one, due to different aspects (climate, work habits, etc.). From this point of 449 view, therefore, consumption always remains linked to the territory. What had changed before the 450 pandemic is the place of consumption as a function of the increase in disposable income, which 451 involves, in technologically advanced societies, seeking the service associated with the food product.

To this we must add the social phenomenon of being together, the increase in women's employment, 453 etc. With confinement, we almost returned to that "domestic hotbed" of the families of the past where 454 life patterns were much slower. Another aspect that should not be underestimated is the phenomenon 455 of agricultural and rural exodus that led to man deserting the countryside. In this case too, the 456 pandemic has led to a rapprochement of man with the land at least for the production of agricultural 457 products for self-consumption. In conclusion, it can be stated that not everything achieved during the 458 acute periods of the pandemic will remain, as many consumers will return to their pre-pandemic 459 habits. However, one thing that will endure will be a greater environmental and social awareness of 460 the preparation of meals and the cultivation of products for self-consumption. Moreover, the 461 pandemic has had a significant impact on society in terms of deaths and above all of physiological 462 changes in consumers' attitudes. Certainly, as mentioned, an advantage is having highlighted that the 463 globalization of the economy has its limits. The study carried out has stressed that consumers are 464 linked to proximity consumption or better to proximity purchases. The study was carried out in a rural 465 area and perhaps this could represent a limit. In the future it would be desirable to repeat this study 466 in urban areas. 

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