IFT20: How COVID-19 scrambled consumer trends

The state of the economy is directly correlated to consumer purchasing patterns. In a strong economy, consumers are more willing to explore and try new things. In a recession, many consumers will pull back, focus on value and try to get the most out of their budget. The sudden deceleration of the US economy due to the coronavirus (COVID-19) and the fear it has induced has upended many of these predictable patterns and has consumers reacting in unpredictable ways.

Before COVID-19, US consumers were already in an “emotional stall,” according to Suzy Badaracco, president of Culinary Tides, Inc., Tualatin, Ore., during a webinar held as part of ShIFT20, a virtual event produced by the Institute of Food Technologists, Chicago. Its annual meeting and exposition was canceled because of COVID-19.