Localism: The purchase of local as an emerging trend left by the coronavirus
One of the tools that farmers used to get rid of the surplus products that generated the impact of the covid-19 in their day to day was that of electronic commerce. The field discovered ecommerce and began selling all kinds of products, from potatoes to seasonal fruits, using this tool that previously only a few players in that industry used.
Another of the tools they used was to insist on local commerce and to remind consumers that their products were close and close. For example, in Galicia, Mercaproximidade appeared, a system that connected agro-livestock producers in the autonomous community with the main supermarket chains that operate in the region, which offered the products as proximity elements. According to La Voz de Galicia, the participants speak of success.
In complex times, it is quite likely that the near is preferred over the farther. In the case of the coronavirus crisis, it is not just that the situation may have made the distribution of products that come from far away more complicated, but also that consumers have fostered those consumption patterns that give them a certain emotional comfort. They have looked for what gives them comfort and they have rewarded those elements that are known and that generate a certain nostalgia.
It is what has led us to consume products that we associated with childhood in general (for example, certain elements of snacks and junk food) but also those that we link to children’s memories in particular (perhaps, what we associate with our grandmothers). And in all that emotional consumption, the local is much stronger. In fact, market analysts believe that the coronavirus will drive the trend of local commerce and local products.
As Kantar has already detected, covid-19 has fueled what they call “localism.” Consumers are now preferring local products over those that come from abroad. 65% of consumers prefer to buy products that have been produced and created in their own country.
The trend will be, together with the ecommerce boom and the search for the best value for money in products, one of the great ones that will make the coronavirus pass in the consumption habits of citizens. Localism will mark how we buy and what we acquire once the coronavirus passes.
73% of Spaniards buy local
The trend has been seen globally, but clearly in those countries that have been hit hard by the disease. According to Kantar data, overall, 42% of consumers recognize that right now they are paying more attention to where the products they buy are produced: they look more at their origins.
But if you focus on a specific market, you see a much clearer pull than the local one. 87% of Chinese consumers, 81 of Italians, 76 of South Koreans and 73% of Spaniards recognize that right now they have stronger feelings of defending – and buying – local product.
Faced with these data, there can be added a certain reluctance to buy products that come from other countries, especially some in particular. In general and globally, 60% of consumers recognize that they are less inclined (to different degrees) to buy products that come from China and 47% to buy those that come from the United States.
Therefore, in the new normal that will follow the pandemic, the products that consumers will reward will be those that come close.