USDBC commissioned a brief study from Rose Research LLC, to better understand the effect the COVID 19 pandemic is having on consumer attitudes, perceptions and behavioral practices towards US dry beans in some of our export markets. Specifically, the following areas of investigation were measured and included behavioral patterns from six months ago, currently, and six months from now: Purchase frequency, Outlets purchasing from, Amount spent in a typical month, Types of dry beans purchased, Purchase intent. The study also looked at whether changes made to shopping habits will continue in the future and the best way to promote dry beans now. A total of 3,771 interviews were completed online, from China, Europe/EU, and Mexico.
The study concluded that the COVID-19 pandemic will have long-term impacts on consumer behavior around the world, as many of the consumers indicate that the changes that they’re making today will stay with them. According to the study, dry beans have a number of opportunities to position for success now and in the future. Consumers are more apt these days to be looking for products with a longer shelf life, while alternative sources of protein are also in demand – two key attributes that can potentially differentiate dry beans from other food products/ commodities. According to the study, when asked what changes they’re making to their diets, many of the consumers (in each of the markets/ regions surveyed) indicated that they’re “eating more pulses/dry beans”, with the vast majority also agreeing that they will be looking for alternative sources of protein (i.e. beans) moving forward than they did prior to the outbreak. The study looked at the impact on numerous food products and dry beans scored among the highest as a permanent dietary change post COVID. The full study with detailed questionnaire results and charts per region, is available to USDBC members upon request.
