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Impact of the COVID-19
crisis on short- and

medium-term
consumer behavior
Will the COVID-19 crisis have a lasting
effect on consumption?
02
Impact of the COVID-19 crisis on short- and medium-term consumer behavior | Will the COVID-19 crisis have a lasting effect on consumption?
Introduction 04
Approach and core questions? 05
Proposition discussion: Impact of COVID-19
on consumer behavior and trends 06
1. Increased utilization of goods and services
via digital channels 07
2. New focus on ownership and reduced use of sharing 18
3. Rising consumption in the home further strengthened 23
4. Increased demand for local/regional
products and services 29
5. D
ata security and privacy still more important
than convenience 36
Key takeaways 38
Sources 42
Endnotes 43
Appendix 44
Contacts 46
03
Introduction
The initial appearance of COVID-19 and its European spread in 2020 has
changed the lives of millions of people. During this crisis, the world has
observed the imposition of international travel bans, lockdowns of whole
countries and the closure of shops and service points. Consequently,
health care systems have been exposed to a large patient load while
turnover within the world’s economies is declining. Considering these
effects, COVID-19 is not only a risk for global human health but also for
the social and economic balance in each affected country. Without a
doubt, the virus is one of the greatest crises for humanity within the past
100 years and influences consumer behavior.
Already, leading economic experts recog- long-standing but never-introduced plans,

nize a high effect of COVID-19 on both but are also reacting to alleged changes in
consumption and GDP. Some even predict consumer behavior. Exemplary numbers
the largest recession since the Great prove them right. During the COVID-19 cri-
Depression with a worldwide impact sis, 13 percent of the people who normally
(Rappeport & Smialek, 2020). Estimates buy medicine offline have bought it online
for the decline in economic activities instead (Statista, 2020), and more than half
within Germany go up to -10 percent for of Girocard payments have recently been
the second quarter (Börsch, 2020), while contactless compared to one-third in 2019
estimates for the recovery from the GDP (Beller, 2020). Consumers are changing
recession range from three to 12 quarters their behavior during the crisis, and the
(Wirtschaftsdienst, 2020). Although GDP crucial questions are: Does the crisis have
and consumption crises do not always go the power to change consumer behavior
together, these facts highlight a wide range not only in the short term but also in the
of possible options in the coming months medium and long term, and what will the
and years. In addition, the high uncertainty behavior look like once restrictions on con-
regarding the easing of lockdown measures tact and store openings have been eased?
and reopening of stores makes it difficult These questions are especially important
for companies to prepare for the future. for B2C companies, which need to find a
fast recovery and resolute way out of the
Companies are trying to counteract the COVID-19 crisis. Finding the right answers
current situation with new sales and ser- to the questions is essential to building a
vice solutions to secure at least a minimum lasting competitive advantage and a sus-
level of business. Some have adapted to tainable business model for the future.
the current situation by changing their
business models (e.g., implementation of
online shops, digital customer service, etc.).
In doing so, companies not only execute
04
Approach and
core questions?
With this study, Monitor Deloitte sheds part in the survey and completed it the last
light on how consumers are expecting their weeks of April 2020, during the COVID-19
behaviors to change during and after the crisis. Participants revealed insights on
COVID-19 crisis. The identified consumer their behavior before and during COVID-19,
megatrends of recent years provided the and gave indications regarding their
basis for the development of propositions intended behavior after the crisis. Addition-
that answer the following questions: ally, interviews with experts from different
industries were conducted to provide a
• Will demand move back from global complete picture on changes in consumer
toward local products? behavior. In doing so, the Monitor Deloitte
study covered all major industries affected
• Will consumers prefer owning over by the forced shift in consumer behavior
sharing again? including retail, consumer goods, banking,
telecommunication, tourism, etc. Addition-
• Will digital selling channels finally be the ally, the survey provides detailed behavioral
most promising selling strategy? insights regarding different demographical
levers (residence, age, etc.).
• Will consumers continue to buy
in-home and not return to out-of-home The section “Key takeaways” summarizes
consumption? the results and the most important facts.
In the end, the survey helps to understand
• Will consumers take less care of data the detailed changes in consumer behavior
security as convenience and electronic during the crisis and changes possible in
services become more important? the 12 months after it. Thus, it enables
companies to adapt offerings.
A survey as well as expert interviews
delivered the necessary information to
test these propositions and declare them
true or false. The survey used a two-stage
approach, which captured both the broad
consumer behavior and in-depth industry
insights. More than 2,000 participants took
05
Proposition discussion:
Impact of COVID-19
on consumer behavior
and trends
The study’s observations focus on German minor subsections, or categories of con-
consumers and the defined trends of consumption, show a different development.
sumer behavior before the COVID-19 crisis, The target of this study is to understand
which are a combination of several meg- the short- and medium-term impact of
atrends. These megatrends are worldwide these changes on consumer behavior. It is
developments, but have also shaped important for companies to understand
German consumer behavior in recent the shift in consumer behavior early and
years. They range from connectivity/ to potentially adapt their future-proof
digitalization to sustainability, and from business model. Successful companies, as
individualization and health to new work. proven during the crisis, will adapt to new
This study focuses on the consumer consumer behaviors quickly and create a
behavior contradictions, their development competitive or first-mover advantage in
before the COVID-19 crisis and their effects their specific market, whether it is grocery
on consumer trends after the crisis. For shopping or digital payment. The COVID-19
example, the consumer contradiction of crisis is disrupting and strengthening the
local vs. global is composed of several previous development of consumer trends.
megatrends that have influenced its Consumer behavior adapts to new devel-
development: globalization, sustainability, opments and restrictions. The main ques-
health, urbanization and digitalization. tions are: Which trends expect a temporary
These megatrends lead to a contradiction shift due to new restrictions, and which
in consumer behavior in Germany: buying trends are changing consumer behavior in
local groceries, but ordering the latest the medium run? Based on the assumption
international fashion from overseas. The that consumer behavior does not only
contradictions are a tool to describe com- change currently but also in the medium
plex and heterogeneous consumer mind- run, a proposition for each contradiction
sets in Germany. However, most consumer was developed and tested. Furthermore,
contradictions have a clear development several relevant industries were evaluated.
direction for each consumer trend and only
06
Increased utilization of goods and As expected, consumers have been using Purchasing goods online
services via digital channels online channels for shopping, payment and The global eCommerce market grew consid-
Proposition: Online vs. offline services more during the crisis. However, erably during the past years, and the global
the increased usage strongly depends on online retail volume is expected to grow
Proposition whether the consumer has used those further at the rate of about 15 percent
Because people were forced to channels before the crisis. First-time usage until 2023.1 However, this does not mean
switch to online channels for of those channels during the crisis is more it has made shopping in brick-and-mortar
purchase of goods or utilization of unlikely than the more intense or frequent stores obsolete. On the contrary, in many
services, it is expected that a large usage of experienced users. However, from categories the proportion of goods sold
proportion of customers will the consumers who used online more online is comparably low. This is especially
continue to utilize those channels during the crisis, a long-lasting effect can true for the German market where the
even after stores have reopened. be expected. For almost all categories, share of food bought online is about
respondents state they will continue the 1 percent of the total 125.3 billion euros.2
increased online activity. When looking at Some consumers have tried shopping
In the course of the past years, more the reasons, convenience, time savings online, but it has not yet become a
and more people have been using online and increased selection online are ranked consistent consumer pattern and differs
channels to buy goods and utilize services. alongside health concerns. Because these heavily within categories. When asked,
Because of closed stores and contact bans, benefits will not disappear after the crisis, it most survey respondents reported having
this utilization has risen even more during is likely the usage behavior will stay. bought fashion, consumer electronics,
the COVID-19 crisis in Germany. However, books and drugs/medicine online. Again, it
the question is whether this forced change can be observed that food has only been
of behavior will last even after the strict bought online before by around one-third
bans are loosened. To assess this, con- of people.
sumers were asked about their behavior
concerning eCommerce in different cate-
gories, their preferences in terms of digital
payment and banking solutions as well as
utilization of online customer services.
Fig. 1 – People were asked whether they have ever bought a certain category of goods online before the crisis (N = 2007)
100%
80%
60% 59%
52%
47% 46%
43% 43%
40%
31% 29% 29%
26%
20%
17%
0%
Food Fashion Household Beauty & Consumer DIY Gardening Drugs/ Books Games Magazines
Care Electronics Medicine
07
While supermarkets, DIY markets and
drugstores were still allowed to keep their
doors open, many other stores had to
close for several weeks. This has naturally
increased online sales, but was it sufficient
to convince people who have never done
it before to shop online and for categories
they have never bought online before?
Fig. 2 – People were asked whether they have bought a category more often during the COVID-19 crisis, split by whether
they have bought it online before or not (N= 2007)
41%
28%
15%
10%
Food DIY
31% 30%
18%
10%
Fashion Gardening
36%
29%
13% 14%
Household Drugs/Medicine
32% 32%
13% 14%
Beauty & Care Books
31%
23%
15%
10%
Consumer Electronics Games
Did not buy category online beforer Did buy category online before
08
The consumer data reveals that there is a Fig. 3 – People who said they have increased online shopping behavior during
large difference between increased usage COVID-19 were asked how they think they will purchase online during the next 12
of people who were used to buying goods months: more, same, or less than before the crisis
online and people who tried out buying
online for the first time. Depending on the 46%
category, 25–45 percent of respondents Food 27%
who bought a category online before
27%
stated that they increased their online
shopping activities during the crisis. The
27%
clear winners are food and drugs, which
seem to have received a real push in their Fashion 47%
online channels. Compared to people who 26%
have not bought the respective category
before, only 10–18 percent bought them 33%
more online now. One reason especially Household 43%
for this is that stores for food, drugs and 24%
DIY were still open during the crisis and did
not force consumers to switch to online if 30%
they had not done it before. The relevant Beauty & Care 44%
question for retailers remains whether the
26%
trend of increased usage of online chan-
nels can only be attributed to the special
29%
circumstances and rules imposed by the Consumer
government, or whether consumers will 44%
Electronics
now adapt their online shopping behavior 27%
going forward.
27%
DIY 43%
31%
30%
Gardening 43%
27%
29%
Drugs/Medicine 48%
24%
24%
Books 47%
29%
31%
Games 41%
29%
33%
Magazines 32%
35%
0% 10% 20% 30% 40% 50%
More Same Less
09
For most categories, about 40–50 percent the other categories, between 24 percent
of respondents who bought more online and 33 percent of respondents said they
during COVID-19 stated that the crisis will will buy more online mid-term. When look-
not have any lasting effect on their online ing at the reasons for or against shopping
shopping behavior in the next 12 months. online more during the next 12 months,
However, a still considerable number say arguments stay more or less the same
that they will buy more online compared to across categories, as can be seen for three
before the crisis. This is particularly true for exemplary ones:
food with 46 percent of respondents. For
Fig. 4 – Depending on their previous answer, people were asked the main reason why they will buy more online or less
online in the respective category (N = 2007)
Top reasons for buying more Top reasons for not buying more online
online in the next 12 months in the next 12 months
48% 36%
25% 23%
Food Food
15% 8%
8% 48%
37% 22%
Beauty & 23% Beauty & 21%
Care 19% Care 17%
16% 22%
39% 22%
Drugs/ 17% Drugs/ 19%
Medicine 17% Medicine 21%
10% 16%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Health concerns Support local stores

Convenience I generally don’t like online shopping
Saving time Personal service
Large assortment online Large assortment offline
While between 40–50 percent of respond- This is of course not an accurate prediction
ents predominantly state health concerns of the future and is based on consumer
as a reason to increase online shopping, sentiments. Our way of life might still be
the experience in terms of time savings, very much restricted during the upcoming
increased convenience and assortment months. But if in all those category experi-
online also matter, indicating that the effect ences the online shoppers increase utiliza-
cannot be attributed to COVID-19 alone tion of online channels, the crisis will have a
and might be longer lasting. lasting impact on channel management for
retailers.
10
Excurse: Buying online in the Telco sector
Only 15 percent of respondents bought Telco products such as

cellphone contracts during the crisis, mainly due to the fact that
they are not seen as essentials and most of the stores were closed.
That said, 81 percent of these buyers reported using digital channels
such as websites or apps to make those purchases. A learning curve
seems to be taking effect in the sector, however, as 36 percent state
that they plan to use digital channels more often to buy this type of
product during the coming 12 months.
Health concerns 41%
Convenience 27%
Saving time 19%
Better selection
7%
online
Saving money due

3%
to better offers
Other 4%
0% 10% 20% 30% 40% 50%
Reason for continuing to buy online
11
Digital banking and payment used online banking and card payments
Germany is seen internationally as a before. However, the penetration of
country not known for its advancements in mobile payment solutions (e.g., ApplePay,
non-cash payment methods. Many German GooglePay) remained even lower, which
retailers, especially the smaller ones, still can be seen in only about 12 percent of
refuse to offer card payment options for respondents having used them before.
their customers. As a result, in 2018 less
than 50 percent of payment transac-
tions in Germany were cash.3 The study
respondents paint a similar picture. Before
COVID-19, about 40 percent of people had
Fig. 5 – People were asked whether they had used digital banking and payment solutions before the crisis (N = 2007)
73.2%
19.8% Online Banking
Mobile Payment
67.5%
Card Payment
“Even though we can observe rising

usage numbers for mobile payment
this does not mean that consumers
that were non-digital before are now
drastically changing their behavior.”
Aydin Sahin, Managing Director Marketing of Commerzbank AG
12
To limit contact points during the COVID-19 Fig. 6 – People were asked whether they use digital banking or another payment
crisis, many retailers – from supermarkets to method more often during the COVID-19 crisis, split by whether they have bought
small bakeries – have decided to offer card online before or not (N = 2007)
payment solutions. Combined with con-
sumer consciousness, this increase has led 64%
to a steep rise in digital payment methods.
10%
Mobile Payment
27%
21%
Card Payment
37% 37%
Did not use service before

Online Banking Did use service before
On the contrary, for online shopping the Fig. 7 – People who said they had increased online shopping behavior during
dependencies between usage before and COVID-19 were asked how they think they will use digital banking and payment
increased usage during the crisis cannot solutions during the next 12 months: more, same, or less than before the crisis
be found for online banking and card pay-
ment. For both groups of people increases
50%
range high, between 20–40 percent,
Mobile Payment 23%
for online banking, driven by the fact that
many banks needed to close up to 27%
80 percent of their branches. Usage of
mobile payment has skyrocketed during 38%
the crisis, with 65 percent of those who Card Payment 47%
tried it before stating that they use it more 15%
often now. Only 10 percent of respondents
reported using it for the first time in the 43%
crisis. This goes in line with the opinion of Online Banking 44%
Aydin Sahin, head of marketing at
13%
Commerzbank. He states that even though
usage numbers are going up, he does not 0% 10% 20% 30% 40% 50%
see that consumers who were not digitally
perceptive before will change 180 degrees.
When taking the example of mobile bank- More Same Less
ing, people who wanted to use it instead of
credit cards had migrated already before
the crisis.
13
From respondents who said they will utilize respondents reported convenience fol-
the methods more during the crisis, a clear lowed by health concerns. Combined with
continuation of the trend can be seen with the increased infrastructure, this leads to
38 percent (card payment) to 50 percent the conclusion that the increased usage will
(mobile payment) of respondents expecting last during the next year.
they will use it more than before COVID-19.
Looking at the main reasons why or why

not people will use digital banking and
payment solutions, 30–40 percent of
Fig. 8 – Depending on their previous answer, people were asked the main reason why they will use digital banking meth-
ods more or less in the respective category (N = 2007)
Top reasons for using more digital Top reasons for using fewer digital
banking solutions in the next 12 months banking solutions in the next 12 months
34% 36%
Mobile Mobile
34% 28%
Payment Payment
16% 20%
39% 41%
Card Card
32% 33%
Payment Payment
12% 14%
31% 23%
Online Online
30% 10%
Banking Banking
20% 10%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Convenience I prefer cash/personal transactions

Health concerns Increased transparency about transactions
Saving time Going back to old habits
14
Digital customer services Fig. 9 – Proportion of respondents who state that they have (at least once) used a
Many customer-facing companies have had digital self-service before – split into four exemplary sectors
digitalization and automation of their cus-
tomer services on their strategic plans for 36.9%
the past years. While some studies suggest Travel
that many customers would consider using
digital service solutions such as websites
and self-service options in the future, the
reality looks different in Germany. For criti-
37.1%
cal issues (e.g., Complaint), about Telecommunication
90 percent of customers still prefer a
personal contact to solve the problem.4
However, a considerable number of people
have used digital self-services before the
crisis – related to online shopping over
50 percent state they have used it before. 53.4%
eCommerce
A hope or expectation of many companies

is that the forced migration to digital
services will create a learning effect with
customers and that many problems can
be successfully solved without customers
29.4%
Insurance
going to a store or calling hotlines.
Fig. 10 – People were asked whether they use digital services more often during the COVID-19 crisis and split
by whether they have bought it online before or not (N = 2007)
33%
16% 16%
8%
Telecommunication Travel
33%
21%
18%
7%
Insurance eCommerce
Did not use digital service before Did use service before
15
Survey data shows that those who were sumers are now using these services for the
already using digital services before the cri- first time. Data from companies also shows
sis are also the ones who use it more now, that service experiences are going quite
likely because they already had positive well. Sahin states, “For Commerzbank,
experiences with it or knew how to use it. around half of service requests are suc-
Still, some forced migration can be seen as cessfully being solved without any human
between 10 percent and 20 percent of con- interaction.”
Fig. 11 – People who said they used more digital services during COVID-19 were
asked how they think they will use digital services during the next 12 months:
more, same, or less than before the crisis
38%
Telecommunication 35%
26%
42%
Insurance 27%
31%
37%
Travel 26%
37%
36%
eCommerce 43%
21%
0% 10% 20% 30% 40% 50%
More Same Less
16
Positive reinforcement comes from the con-

sumers who are using digital services more
during the crisis, with more than one-third
stating they will use digital services more in
the next 12 months compared to before the
crisis. The fact that these people will likely
change their behavior is also reflected by
the reasons they gave, with the combination
of convenience and saving time stated more
often than health concerns.
Fig. 12 – Top reasons for using digital services in the next 12 month across industries
Top reasons for using more digital Top reasons for using fewer digital
services in the next 12 months services in the next 12 months
38% 21%
Telecom- Telecom-
37% 31%
munication munication
16% 22%
32% 25%
Insurance 41% Insurance 24%
17% 29%
38% 32%
Travel 28% Travel 17%
15% 25%
34% 29%
eCommerce 39% eCommerce 28%
14% 21%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Convenience Support local store

Health concerns More transparency
Saving time Personal service
17
New focus on ownership and reduced German cities. In addition, sharing solu- affected sectors in the whole economy, a
use of sharing tions have reached a critical mass to be proposition supported by the survey data.
Proposition: Sharing vs. owning successful with an increasing number of Even after the lockdown phase, consumers
connected devices. Moreover, individu- fear a high infection risk in the shared
Proposition alization is a crucial lever for the growth economy, and the decreased demand will
Because of the perceived higher risk of sharing solutions. The requirements put all sharing business models at risk.
of infections in shared spaces, it is for individualized solutions with different Nonetheless, some niche areas could profit
expected that a large number of purposes – such as riding a bike to work, from the changed consumer behavior in
consumers will demand notably renting a convertible on the weekend, or the post-pandemic phase depending on
fewer services from the sharing renting a local apartment for weekend the competition they face. For example,
economy even after the COVID-19 trips instead of a standardized hotel room micro-mobility solutions could gain market
crisis. – have helped sharing solutions to grow. share as users on a scooter interact less
Above all, the increasing demand of people with other people compared to public
for mobility, whether for professional or transportation, the direct competition in
In recent years, the sharing economy has private purposes, supports the business many big cities.
experienced a tremendous success story model of the sharing economy. The devel-
in many business areas, from mobility solu- opment was further supported by the
tions via sharing of holiday apartments to environmental-friendly and sustainable
co-working spaces. Nearly everything could purpose of the sharing economy and the
be shared before COVID-19, and the sector proposed higher efficiency compared to
was growing rapidly. For example, the total individual ownership. Overall, the con-
number of car-sharing vehicles for station- sumer trend developed further toward
ary services in Germany grew from 9,100 sharing, from major cities to smaller areas.
in 2016 to 12,000 vehicles in 2020 (Statista,
2020) Nevertheless, the consumer con- In Germany, 67 percent of people have
tradiction of sharing vs. owning still exists already used mobility sharing and 84 percent
as customers also value owning things. In plan to use it in the future, while 61 percent
the past, the strong growth of the sharing have used sharing for travel and 70 percent
economy and the corresponding platforms plan to use it in the future (YouGov, 2019).
was fueled by increasing digitalization of Those developments indicate the enormous
vehicles and the growing connectivity of growth rates of the sharing economy in
people via mobile phones. In October 2019, recent years. However, the sharing economy
19 percent of Germans had already used has suffered significantly under the new
sharing solutions and a further 19 percent consumer behavior caused by the COVID-19
were planning to use sharing solutions in crisis. The implementation of mobility
the future (YouGov, 2019). According to the restrictions, the discontinuation of services
same study, the most-used sharing offerings and the forced limitation of socially shared
were mobility and travel (YouGov, 2019). spaces have hit the sharing economy hard.
Mobility sharing became visible for all types The increased risk of infection with sharing
of demand ranging from micro-mobility (e.g., services also created a new security concern
bikes and scooters) over medium distance for consumers. The overall shift in consumer
(ride hailing) to long-distance offerings (e.g., behavior will extend beyond the current
car sharing). Not only did mobility-sharing crisis as consumers put health and infection
solutions grow quickly in the past decade, risk above convenience. This infection risk is
but so did other sharing services such as perceived as being much higher in shared
flats, co-working spaces, home services spaces and vehicles. Furthermore, sharing
and even goods. This is underlined by the services are viewed as more expensive than
most-known sharing providers in Germany, other forms of transportation and will likely
namely Airbnb (47%), BlaBlaCar (42%), Klei- suffer in a potential economic downturn.
derkreisel (49%) and Uber (39%).5
In conclusion, there is a clear shift of a con-
A few global megatrends have supported sumer trend toward owning and a reduction
the consumer trend for sharing. Foremost, of sharing for a minimum of 12 months after
increasing urbanization has led to a higher the COVID-19 crisis. Overall, the sharing
density of people and limited space in economy will be one of the most-
18
Sharing mobility Fig. 13 – Which mobility solutions did you use before COVID-19? (N = 2007)
Even before the crisis, most mobility-
sharing solutions had profitability issues Electric scooters/
26.7%
and were more of a bet on the future bikes
than an efficient business model, mainly
because of too-high costs.6 Before Car sharing 11.1%
COVID-19, more than 45 percent of survey
participants used some form of mobility
sharing, 27.4 percent used ride sharing Taxi/Uber 22.1%
or on-demand ride services, 26.7 percent
used micro-mobility solutions such as Ride sharing 5.3%
bikes or scooters and 11.1 percent used car
sharing.
None of this 54.5%
0% 10% 20% 30% 40% 50%
After the COVID-19 crisis, car sharing and Fig. 14 – Do you think the COVID-19 crisis will change the way you will use these
ride sharing could especially suffer from the mobility solutions in the future? (N = 2007)
decreased usage of mobility solutions with
approximately 30 percent less demand.
15%
For car sharing, customers will likely return Electric scooters/
64%
to their own vehicles (bike or car) because bikes
they want to decrease infection risk (37%), 21%
became accustomed to driving their own car
or bike during the crisis (26.7%), or they just 5%
want to save money after the crisis (19.5%). Car sharing 64%
30%
6%
Taxi/Uber 65%
29%
5%
Ride sharing 66%
29%
0% 20% 40% 60% 80% 100%
More Same Less
19
These implications will put many market their convenience (17.2%). It seems as if
players at risk and lead to market adjust- consumers are afraid of infections in shared
ments, with consolidations and even cars but are not afraid of the infection risk
bankruptcies in these sectors possible of a scooter. This could create additional
during and after the COVID-19 crisis. For potential for some micro-mobility providers
micro-mobility solutions, 15.3 percent of if they make it through the current crisis with
customers expect to increase their usage its reduced demand for mobility. In addition,
of these services, which is a relatively high the number of people who want to use this
number in contrast to the other mobility- mobility solution less after the pandemic is
sharing options, which range from significantly lower. However, 21 percent of
2.6 percent to 5.9 percent. The major consumers also want to reduce their usage
reasons for this consumer behavior are of micro-mobility solutions such as electric
the reduction of infection risk in public scooters or bikes.
transportation (32.8%), the availability
of these mobility solutions (21.4%) and
Fig. 15 – Why do you think that you will use these mobility solutions more often in the
future? Electric scooter/bicycle (N = 2007)
It’s more
17%
comfortable
I save time 12%
For safety reasons/reduced risk of

33%
infection than in public transport
The mobility solutions

21%
are always available
I save money 13%
I would like to
1%
support the companies
Other 3%
0% 10% 20% 30% 40% 50%
20
Furthermore, some demographic differ- hold true for micro-mobility with a similar number of people. If sharing companies can
ences can be observed in the consumer expected usage after the crisis, as a similar use this differentiation potential, they could
survey. There are no major shifts between percentage of users wants to increase and survive and stabilize their business model.
bigger cities and rural living areas. How- decrease demand.
ever, the percentage of participants who
have used mobility solutions in the past In conclusion, mobility sharing is one of
differs between these regions, which is the hardest hit industries in the COVID-19
probably due to the availability of services. crisis, and the concerns of the higher infec-
Concerning age groups, young consumers tion risk within shared vehicles will have
(18–35 yrs.) seem to be more afraid of a negative effect after the crisis. Besides,
an infection with mobility sharing than some forms of mobility have the potential
the older generation (over 56 yrs.) as the to grow as they mainly compete with public
young indicate they want to use these transportation, where infection risk might
services less in the future. This does not be much higher because of the higher
Fig. 16 – Why do you think that you will use these mobility solutions less in the future? Car sharing (N= 2007)
The crisis has shown that services

17%
are not always available
For safety reasons/I minimize the risk of

12%
infection in my own car/on my own bike
I save money when I use my own

33%
bicycle/car or public transport
I have become used to

21%
using my own bicycle/car
Other 13%
0% 10% 20% 30% 40% 50%
21
Other sharing economies (including Fig. 17 – Do you think the COVID-19 crisis will change the way you will use these
work and vacation) sharing solutions in the future? (N = 2007)
The sharing economy grew rapidly beyond
mobility solutions and covered nearly all
aspects of life, which is why the sharing 6%
sectors for work and vacation are heavily Office 67%
affected by the current pandemic. Before 27%
COVID-19, other sharing economies
besides mobility solutions had lower usage 11%
rates as nearly 70 percent of participants Living apartment 68%
have not used any of those services.
21%
Respondents indicated they are less likely
to use shared office spaces (27%) and
7%
shared apartments for vacations (27%)
Holiday apartment 66%
after COVID-19, while they reported their
usage of shared apartments for living 27%
purposes may only decrease by 21 percent. 0% 20% 40% 60% 80% 100%
This is likely because young consumers
with lower available income mainly use
apartment sharing. More Same Less
Respondents said the most important Furthermore, consumer demographics

reasons for the indicated decrease in usage play a role in the shared economy. Younger
of shared office space are the increased generations say they will use the shared
infection risk (42%) and the familiarization services for work and vacation more fre-
of working at home (26%). This indicates quently after the crisis compared to older
the major effect the lockdown and closures generations. There are no major differences
have had on the way of working in Germany: between the different living areas, from rural
Many people are now used to working in to metropolitan, but income is playing a role
the home office. This will allow companies to in future consumer behavior. About
reduce shared office spaces. Besides, some 50 percent of the people with a higher
participants said they will use the workspace monthly income plan to keep their con-
sharing (6%) and vacation apartments sumption of the sharing economy constant,
(7%) more often after the crisis, most likely while about 70 percent of people within the
because of the convenience and bigger lowest income category plan to keep their
choice in sharing solutions for workspace consumption constant after the crisis, repre-
and vacation apartments. First implications senting lower usage levels of these sharing
can already be seen with mass layoffs at services.
Airbnb and other sharing providers (NZZ,
2020) during COVID-19.
22
Rising consumption in the home fur- to open, and consumers had to cook for
ther strengthened themselves or use food delivery services
Proposition: In-home vs. out-of-home and platforms. As stated by Christoph
Liefländer from Just Eat Takeaway.com
Proposition “Restaurant owners are one of the
The current COVID-19 crisis heavily hardest hit by COVID-19 and they will be
supports the growth of in-home lucky if they can make up for the losses
offerings in terms of usage across all accumulated during the crisis.” Further, all
categories, and customers will use entertainment attractions such as muse-
these services more in the 12 months ums, cinemas and concert halls as well as
after the crisis. activity centers for sports and other leisure
activities were closed. This development
during the COVID-19 crisis forced many
The consumer contradiction of in-home consumers to stay at home, and thereby
vs. out-of-home consumption is one of the many have adapted to the new ways of
most interesting contradictions of this study. work and leisure. This part of the consumer
The increasing importance of consumption survey focuses on the leisure activities
within the private home through new of people doing sports, meeting friends,
opportunities enabled by connectivity and preparing meals and ordering readymade
new ways of working stands in contrast to food via platforms. Most of these activities
the growth of activities/experiences and have been done outside before but must
offers outside of the home. Out-of-home be done at home now. The core question is
consumption especially has increased dur- whether this is a forced short-term trend or
ing the past few years in Germany. The num- if consumers will change their behavior in
ber of people frequently going out for lunch the long term after the crisis.
or dinner grew from 9.93 million in 2015 to
11.88 million in 2019 (Allensbach, 2019). Overall, the consumer contradiction toward
out-of-home consumption developed
This contradiction consists of a few global before the COVID-19 crisis. The overall
megatrends that have shaped consumer trend to a higher demand for out-of-home
behavior in recent years. Urbanization is offerings takes place particularly in major
a major factor in the development of out- cities and living areas. The holistic contra-
of-home consumption. High rent prices diction is broad and centers on the ques-
and smaller apartments have led to much tion of where consumption takes place, but
more out-of-home consumption. Another also covers many different areas of con-
important factor is connectivity and digital- sumers’ habits and lifestyle. Out-of-home is
ization. The availability of digital services for particularly strong within urban areas, and
nearly all potential users via smartphones in-home is mainly pushed through digital-
and other digital interfaces influences the ization of offerings. This Monitor Deloitte
contradiction toward in-home consumption. study focuses on the effects of the
The growing information culture supports COVID-19 crisis on meal preparation and
this evolution with its dynamic spread of food delivery as well as digital sports
information. Besides, the growing number of offerings and digital services for social
older citizens, especially in Germany, under- interactions. Within these three segments,
lines the out-of-home consumption. Older German consumers have developed in
age groups are more mobile than before recent years a clear direction toward out-
and increasingly consume out-of-home. of-home consumption of food, sports and
increased social interaction.
The current restrictions in the pandemic
have forced consumer trends to change
from out-of-home to in-home consumption
and will heavily affect many industries.
Restaurants and bars were not allowed
23
Home cooking Fig. 18 – Have you prepared meals more often (i.e., several times a week)
Although nearly 64.9 percent of study par- during the COVID-19 crisis? (N = 2007)
ticipants prepared meals several times a
week at home before the crisis, more than
one-fourth of consumers (26.8%) indicated 35.1%
they will continue to prepare more meals No
at home after COVID-19. This is due to the
increased awareness of infection risk in
public places.
Of the consumers who say they will con-

64.9%
Yes
tinue to prepare more meals at home after
the COVID-19 crisis, 39.8 percent cite the
reduced infection risk and 14.5 percent
the better control of security and quality of
groceries at home as reasons. Only
10.8 percent of consumers named cost
savings as the primary reason to eat
more at home in the future. These figures
underline the growing importance of health
and infection risk reduction in consumer
behavior even after the crisis. This behavior Fig. 19 – Will you prepare meals at home more often in the future than before
and awareness shift directly leads to more COVID-19? (N = 2007)
in-home preparation and consumption
of meals. This is also in line with the trend
27%
toward consumer awareness of local food.
Homemade meals 59%
However, another trend can be observed 14%
from the survey results as 14.1 percent 0% 20% 40% 60% 80% 100%
say they plan to prepare fewer meals at
home after the crisis. The reasons given for
this behavior are the return to old habits More Same Less
(40.6%) and the support for local restau-
rants (21.9%). Additionally, our expert
from a major FMCG company expects this
consumer behavior for some consumer
groups. In his opinion, young consumers
have the desire to restart a social life again
and gather in restaurants and bars after
the crisis because they want to compen-
sate for the time spent in lockdown. How-
ever, another expert from a leading food
delivery platform does not expect a major
backlash of consumer behavior. He says
that “a small uplift for some consumer cat-
egories will not move the needle towards
more out-of-home consumption after the
pandemic.”
24
Fig. 20 – Why do you think that you will prepare meals at home more often in the future than before COVID-19? (N = 2007)
It’s more
12%
comfortable
I save time (e.g. way to the restaurant) 9%
For safety reasons – I meet

40%
fewer people/minimize the risk of infection
I can check the safety/quality of the food 14%
Habit of preparing at home 12%
I save money 11%
Other 1%
0% 10% 20% 30% 40% 50%
The survey results underline this behavior

and outline the distinction between the
generations. While only 8 percent of con-
sumers of the older generation (above 65)
expect to prepare fewer meals at home
after the crisis, 21 percent of the younger
generation expect to do so. Interestingly,
young people from rural areas anticipate
preparing fewer meals at home (38.5%),
which is mainly driven by the desire to
return to pre-crisis habits and consumption
behavior (60%). In total, consumers will con-
tinue to cook at home, and the decrease of
out-of-home consumption of food will have
a lasting effect.
25
Sports of the consumers (45.2%) have used the for personal contact (23.4%) and the return
The fitness and sports industry was hit services more frequently during COVID-19. to old sport habits (23.1%), such as going to
hard by the lockdown measures. All sports This generation indicated it will even the gym. Additionally, German consumers
institutions, gyms and facilities are closed, increase their usage (22.7%) of digital offer- still seem to value the additional equip-
so people are forced to do sports at ings after the crisis. Therefore, fitness stu- ment and instruction from coaches in the
home or outside. In general, only a small dios and other sport facilities need to cater gym compared to online solutions. Overall,
number of consumers had used digital for this increased demand for digital sport the findings indicate that customers will
sports offerings before the crisis (13.2%). offerings in the future. Across generations, mainly return to doing sports at fitness stu-
However, more than 20 percent state that the foremost reasons given to increase dio and other sports institutions, but the
they have used digital sports programs digital sports offerings for in-home industry needs to integrate digital offerings
more frequently during the crisis. Fitness consumption are the reduced infection especially for the young generation into
companies and studios that digitalized their risk (33%) and the time savings (23.5%). their offline business in order to remain
offerings in the past have profited from this Nevertheless, the other investigated areas competitive. This is also underlined by the
development toward consumption in digital of in-home consumption seem to be more opinion of Markus Vancraeyenest, the CEO
channels. Accordingly, some consumers affected by the consumer trend shift. This of FitX Deutschland GmbH. He states that
(10%) say they will use these services more might be due to the fact that sports are “digital offerings need to be combined with
frequently after the crisis compared to one of the few activities still allowed in the offline fitness studio business to create
before the crisis. However, a higher number public and consumers might use their free additional value and a tangible USP for the
of consumers (16.6%) indicate that they will time to go running or do another sports consumer. This is difficult for many small
use digital sports offerings less after the activity outside the home without using and independent gyms and will lead to
pandemic. Nevertheless, digital sports pro- digital solutions. The main reasons given further consolidation in the market.”
grams seem to have one clear target group: for consumers to decrease the usage of
the young generation, in which nearly half digital sports offerings are the preference
Fig. 21 – Which offers did you use before COVID-19? (N= 2007)
Digital sports programs (e.g. training

13.2%
apps, online training courses)
Delivery or take-away services

33.1%
of catering establishments
Digital services (e.g. Skype,
Facetime, WhatsApp, Zoom) for 53.7%
contact with friends and relatives
None 31.1%
0% 10% 20% 30% 40% 50%
“Digital offerings need to be

combined with the offline fitness
studio business to create additional
value and a tangible USP for the
consumer.”
Markus Vancraeyenest, CEO of FitX Deutschland GmbH
26
Take-away/meal delivery frequently to the sites. This trend clearly the infection risk (38.5%). Besides, most
Many meal delivery platforms have underlines the sustainable adjustment consumers are planning to decrease
quickly grown in the past and major toward more in-home consumption of (17.9%) their usage of the services, saying
consolidations took place in recent years readymade meals. Data from companies they want to support local restaurants
(Tagesspiegel D. , 2018). In this Monitor also show that meal delivery platforms (22.8%) or save money (20.6%) after the
Deloitte study, 33.1 percent of consumers have been increasingly popular as Just crisis. Furthermore, this is supported by
have used meal delivery services. Many Eat Takeaway.com's Liefländer states, consumers being forced to switch to meal
consumers (22.5%) have increased their “Consumer interest in our offering has delivery solutions as restaurants were
usage of take-away or meal delivery grown by 20–70 percent depending on the closed during the COVID-19 lockdown. In
services during the crisis and 10.9 percent European country”. addition, consumer habits have changed,
expect to increase their consumption of as the expert from Just Eat Takeaway.
those services in the future. Christoph Concerning meal delivery, survey par- com noted, “Consumers show increasing
Liefländer from Just Eat Takeaway.com ticipants particularly valued the higher preference for ordering during the week
not only reported a general increase in convenience of home meal delivery (26.1%) next to the weekend to answer for the
usage but also a change in user profiles and the security aspects of deliveries as current challenges in their lives. This also
with consumers from older age groups those significantly decrease interactions goes hand in hand with ordering for more
and outside of urban areas coming more with other people and therefore reduce people in the household”.
Fig. 22 – Will you use these online services more often in the future than before COVID-19? (N = 2007)
10%
Digital sports programs (e.g. training apps,
73%
online training courses)
17%
11%
Delivery or take-away services
71%
of catering establishments
18%
Digital services (e.g. Skype, Facetime, 17%

WhatsApp, Zoom) for contact with 69%
friends and relatives 14%
0% 20% 40% 60% 80% 100%
More Same Less
“Dine-in restaurant owners are one

of the hardest hit by COVID-19 and
they will be lucky if they can make up
for the losses accumulated during
the crisis.”
Christoph Liefländer, Global Director Performance Marketing
of Just Eat Takeaway.com
27
People with smaller household incomes Social contact with digital services services show a clear growth potential after
tended to use significantly fewer meal Before the crisis, many people had already the COVID-19 crisis, supporting the propo-
delivery services during the crisis – only used digital services to interact with friends sition that consumers will consume more
13.3 percent increased their consumption and family (53.7%). This has increased in-home. This is underlined by the expec-
of meal orders – and only 5.8 percent of during COVID-19 as 43.2 percent of con- tation of industry experts, such as those
consumers say they will use more meal sumers report having used these services in the consumer goods industry. Industry
delivery services after the crisis. The main more during the crisis. Interestingly, more players that quickly adopt to the changes
reason given for decreasing the usage of women (47%) than men (39%) have used can win after the crisis. Profiting foremost
these services is to save money (27.5%). digital services to stay in contact with their from this shift in consumer behavior will be
Since ordering meals is more costly than friends. However, people also say that this the services that provide content via digital
cooking at home, people with smaller avail- will not continue after the crisis, with only channels for their customers. The younger
able incomes use these delivery services 16.5 percent saying they will continue to generation uses digital in-home services
less frequently. Besides, new consumer use digital solutions to interact with family more frequently than the older generation:
segments are reached by the meal delivery and friends. This indicates that people during the COVID-19 crisis, 47 percent use
platforms especially in areas that are more still prefer direct social interaction, and more digital sport programs, 43 percent
rural. In general, meal delivery platforms digital solutions are just the second-best use more meal delivery services and 61
are the biggest winner from the current option. In this in-home digital service, the percent use more digital services for con-
crisis with significantly increased demand primary reason given for staying at home necting with friends and relatives.
and consumers who will likely keep a and communicating with affiliated people
higher level of demand after the pandemic. is the security concern, with 40.7 percent
However, it will be important for those of respondents wanting to decrease the
platforms to secure supplies while many infection risk, and because they are more
restaurants suffered under the current convenient to use (18.7%). Accordingly,
lockdown situation. There are also dangers the younger and more digital-inclined
from a potential economic downturn and generations say they will use the services
increased home consumption. more after the crisis (31%). All in-home
Fig. 23 – Why do you think that you will use these offers more often in the future? Delivery or take-away services
(e.g., delivery service, online ordering, ready-to-eat) (N = 2007)
It’s more comfortable 26%
Time saving 15%
For safety reasons – I meet

39%
fewer people/minimize the risk of infection
I have more choice/customization online 12%
I got used to the online services 6%
I save money 1%
Other 1%
0% 10% 20% 30% 40% 50%
28
Increased demand for local/regional Food with regional/local production month.9 Whereas older consumer groups
products and services During the past years, consumers around mainly drove this trend, a growing number
Proposition: Local vs. global the world have gained more options than of younger consumers is nowadays devel-
ever before when it comes to brand, oping in the same direction.10 The majority
Proposition assortment and origin, thanks to today’s of consumers is driven by reasons of health
Because of changing economic connected world. A trend for locally man- (e.g., preservative-free because no long
conditions and regulations during the ufactured products has developed, and transportation, security standards), envi-
crisis, it is expected that customers the space for ecological production has ronmental benefits (e.g., small farming with
will continue buying local products, doubled throughout the past 10 years.8 lower agricultural footprint), economic ben-
services and experiences during the It is interesting to see that the desire for efits or buying a feeling of doing something
next 12 months. regional products is taking over ecological good (e.g., keeps money in the community,
growth, with 78 percent of all consumers ensures jobs with local companies).11
buying regional products several times per
Overall, a trend toward higher demand for
locally manufactured products, local retail
stores and holidays spent in the local home
country can be derived from respondents’ Fig. 24 – People were asked how frequently they will buy local products in the
answers. Already in 2019, a German study next 12 months in comparison to their consumption before the crisis (N = 2007)
revealed that a trend toward regional
products developed with more than half of
all people showing a preference for such 4%
products7 for health, environmental and
economic reasons. Therefore, it can be
concluded that this is not a forced trend but
28%
an acceleration of existing behavior. For all
consumers who showed this preference
during the crisis, a sustainable change in
consumption is expected. This theory can
be supported because consumers not only
expressed health concerns and fear of infec-
tion risk but also said they want to support
their local economy, with financial reasons of
subordinate importance.
68%
More Same Less
Of all respondents, 60 percent had already

bought regional products during the crisis
with more than 90 percent saying they are
going to maintain or even increase their
consumption of locally produced products.
29
It was no surprise to see a correlation of Fig. 25 – People were asked how frequently they will buy local products in the
local consumption with rising income. The next 12 months in comparison to their consumption before the crisis (N = 2007)
trend of younger consumers increasing
their share of buying local products both
during and after the crisis could also be 20%
confirmed with 65 percent of all respond-
<2499 77%
ents under 45 years old buying more local
products and 40 percent saying they will 2%
even increase purchases in the future.
33%
Of all respondents who intend to increase 2500–4499 62%
their consumption, health and the support 4%
of local manufacturing are the two dominant
reasons they gave for buying local products 41%
in the future. A lack of regional availability as >4999 48%
well as higher prices explain why people are 10%
not going for these products.
0% 20% 40% 60% 80% 100%
More Same Less
Fig. 26 – Depending on their previous answer, people were asked the main reason why
they will buy more or fewer local products (N = 2007)
Top reasons for Top reasons for not

buying local products buying local products
100% 100%
80% 80%
63%
60% 60%
52%
42%
40% 40% 37%
20% 20%
6%
0% 0%
Health Security Local Price Availability
support
30
Products/services from local/regional Fig. 27 – People were asked how frequently they will buy from local shops in the
retailers next 12 months in comparison to their consumption today during the crisis
A similar trend to buying locally manufac- (N = 2007)
tured products exists for buying at local/
regional retailers and stores, which are 3%
becoming more popular among consum-
ers. Consumers are driven by economic 26%
reasons to support small retailers, the local
community and the availability of local
products.12 Sustainability is one of the most
important trends experiencing a special
rise among younger customers who are not
only “demanding sustainable retail”13 but
are also considering sustainability and local
origin a “shopping priority”.14
In parallel with an increasing demand for

locally manufactured products, 70 percent
of respondents are buying at local shops 71%
during the crisis with more than 90 percent
saying they are going to maintain or even
increase their consumption of locally pro-
duced products. More Same Less
Fig. 28 – People were asked how frequently they buy from local shops today during the crisis and in the next 12 months in
comparison to their previous answer, filtered by age (N = 2007)
Current consumption of Consumption of local products

local products by age in next 12 months by age
2%
65%
>45 years >45 years 78%
35%
20%
6%
40%
<45 years <45 years 60%
60%
34%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
More Same Less
31
Younger consumers are picking up local as reasons why consumers are going to
shopping and intend to increase that larger retailers and chains. It is interesting
consumption pattern in the future, whereas to see that there was no homogeneous
it can be assumed that older consumers opinion about security and shop size, with
already had a higher level before the crisis. 13 percent of all respondents expressing
more trust in local shops and fewer people
The dominant reason respondents gave visiting, while 15 percent say they believe
for why they intend to increase their con- that small shops cannot be controlled
sumption is to financially support the local properly in terms of security standards to
shops and communities, whereas a lack of reduce infection risk.
availability and higher prices were named
Fig. 29 – Depending on their previous answer, people were asked the main reason why they will buy from
local shops (N = 2007)
Top reasons for buying Top reasons for not buying

at local shops at local shops
100% 100%
81%
80% 80%
60% 60%
46%
40% 40% 39%
20% 20% 15%

13%
6%
0% 0%
Local Security Local Security Price Availability
assortment in shop support in shop
32
Vacation/Travel Locations Fig. 30 – People were asked what holiday locations they had picked before the
Throughout the past years, the trend of start of the COVID-19 crisis (N = 2007)
spending holidays at home was rapidly
increasing. According to past studies, in
2020 up to 59 percent of all Germans
18%
intended to spend their holidays within
their home country.15 This trend was con- 32%
firmed by our respondents, of which half
have spent their holidays in Germany and
18 percent even stayed at home. Younger
travelers are especially becoming more
conscious about their spending and envi-
ronmental footprint, with 36 percent of all 19%
travelers spending time in nature16 outlining
a trend for holidays in the local mountains
and at the coast.
However, how are destinations going to

change in the future? It is not surprising that
the vacation trend in Germany is further 31%
accelerating, but staying at home seems to
be becoming a well-considered option.
Germany Europe excl. Germany Long-distance destination At home
Fig. 31 – People were asked how frequently they will pick a holiday location in
the next 12 months based on their previous answer (N = 2007)
25%
Germany 52%
23%
12%
Europe excl. Germany 50%
38%
8%
Long-distance
45%
destination
47%
31%
At home 55%
15%
0% 20% 40% 60% 80% 100%
More Same Less
33
Looking into the underlying reasons for not ling outside of Germany. The predominant
traveling outside Germany in the future, reason for 20 percent of travelers still willing
besides avoiding security risks, the insecu- to visit European and long-distance destina-
rity that a location can be reached as well tions is the desire to catch up on a trip that
as financial concerns play an integral role. they could not take during the crisis.
Lower income classes show an increased
significance of these reasons for not trave-
Fig. 32 – People were asked why they would decide not to travel outside Germany in the next 12 months (N = 2007)
Top reasons for not traveling outside Germany in the next 12 months
50%
45%
40%
40%
30% 28%
21%
20%
14% 14%
12%
10%
10% 8% 8%
0%
Experience Save time Save money Location might Avoid security risk
something new not be reachable
Long-distance destination Europe excl. Germany
34
Looking for reasons why people prefer driven by financial and security reasons.
traveling inside Germany or even staying Saving money (31%) is the most relevant
at home does not give a surprising result: reason for lower income classes to stay at
avoidance of security risk, ensuring that des- home for vacations after COVID-19.
tinations are reachable and saving money.
Thereby, travelers who prefer staying at
home during their holidays are especially
Fig. 33 – People were asked why they would decide to travel inside Germany or stay at home in the next 12 months (N = 2007)
Top reasons for traveling inside Germany and staying at home in the next 12 months
50%
40% 39%
30% 28% 28%

24%
20%
16%
14%
11% 12% 11%
10% 9%
5%
3%
0%
Others Could not travel Save time Save money Location might Avoid security risk
during crisis not be reachable
At home Germany
35
Data security and privacy still more The overall development direction, however,
important than convenience is more regarding data privacy and less
Proposition: Data privacy vs. about sharing of personal information.
convenience The megatrend toward security and the
awareness of private data security has
Proposition increased among consumers. In Germany,
As consumers are required to use data privacy is an intensely discussed topic
more digital solutions for increased as consumers still seem to value personal
flexibility, convenience and data over convenience of services and offer-
connectivity at home, they are ings in the online and offline channels. Still,
expected to change their former about 34 percent of German consumers
strict view on sharing personal data think personal information is not safe in the
in Germany. internet (Statista, 2019). There are several
reasons for this fear of German consumers
including the increasing awareness of data
The last consumer contradiction deals security and consumer privacy (e.g., DSGVO,
with the topic of personal data privacy. The Facebook scandal, investment in Cyber
growth of digital channel sales and services security, etc.) as well as the rising knowledge
has also increased the demand on consum- of consumers about data rights and usage.
ers to share their personal information. In Additionally, German-specific data issues
a multi- and omni-channel world where the can be observed in the COVID-19 crisis with
goal is creating a holistic consumer experi- the intensively discussed implementation
ence, it is essential for companies to collect of a tracking app for infected people
information. Consumers demand more and and potential chains of infection (Sued-
more individualized products and services deutscheZeitung, 2020). The personal data
requiring companies to filter relevant sets security feelings also differ greatly between
for each consumer. Personal data, member age groups, with younger consumers in
accounts and opt-ins enable companies to general being more willing to share personal
contact consumers and generate individu- information in order to receive individual-
alized offerings and prices. Hence, data is ized product offerings and services. Younger
collected to increase the convenience for consumers value the cross-channel conveni-
consumers and to make interactions more ence more than older consumers.
personalized. However, there is still a long
way to go before companies can provide a
seamless and totally personalized experi-
ence for each consumer.
36
Personal information sharing Fig. 34 – Do you agree to the storage, use and processing of personal data more
The current restrictions on nearly all offline often during the COVID-19 crisis? (N = 2007)
sales and service channels force consumers
to go online. As already mentioned, most
consumers in Germany are often not willing
to share personal information with compa-
54.0% 46.0%
No Yes
nies. In the representative study, 46 percent
of participants stated they agreed to the use
of private information more often during the
COVID-19 pandemic.
Figure 34 supports the trend toward a

higher willingness to agree to data use for
an increased sales and service experience
across channels. The COVID-19 crisis seems
to have accelerated the trend toward more
private data sharing by consumers. How-
ever, for the 12 months after the pandemic,
80.5 percent of respondents say they will
be going back to their old behavior. More Fig. 35 – Will you agree to the use of private data more often in the future than
than 10 percent will increase their agree- before COVID-19? (N = 2007)
ment and nearly 9 percent will even reduce
their agreement on the use of private
11%
information.
80%
The main reason why consumers do not 9%
want to agree to the use of private data 0% 20% 40% 60% 80% 100%
is that people still do not want to share
personal information with companies. Still,
it is not expected that people will retrieve More Same Less
their consent from apps and software they
are currently using as seen with video chat
providers such as Zoom. Furthermore, the
current development is a forced trend as
consumers can often only use digital chan-
nels, which require the agreement to the Fig. 36 – Why do you think that you will agree less to the use of private data in
use of personal information. the future? (N = 2007)
It can be concluded that German consum- Online services

15%
ers will not significantly change their behav- are too insecure
ior regarding personal information based
on the survey results. The current trend is I prefer previous habits 24%
mainly forced by the closure of all offline
channels and will not have a major lasting I do not want to share my
effect. The digital customer expert from the 60%
data with all providers
Commerz Bank, Aydin Sahin, also confirmed
this finding stating, “The agreement to the Other 1%
use of personal data has not changed in the
coronavirus crisis.” Therefore, the proposi- 0% 20% 40% 60% 80% 100%
tion does not prove to be right, and most
German consumers will keep their high
reluctance to share personal information
with companies.
37
Key takeaways
Findings across propositions for example, show an increase in usage older people. This news is reflected in the
Besides the findings in each proposition, of about 20 percent during the crisis. Ten current behavior of young consumers, who
the study also points out effects across all percent of the consumers say they will miss social interaction and activities during
propositions that relate to the sustainability continue to use the programs frequently forced restrictions. They plan to increase
and drivers of change, the demographics after COVID-19. Although this is a visible their consumption after the crisis because
of survey participants and the long-term decrease in usage, up to 50 percent of they say they want to live their lives in full
effects on companies. In so doing, it the extraordinary and forced shift in con- again. Thus, younger generations seem
becomes clear that the COVID-19 crisis sumption will stay beyond the current crisis likely go back to “old habits” of shopping,
affects different groups of people to vary- and have a long-term effect on consumer enjoying their meals outside of the home
ing degrees in the short and long term. behavior. and exploring new places while traveling.
Some experts even consider a future
Section 1: Sustainability of change Section 2: Differentiation by demo- “overcompensation of lost times” by young
The results show that the COVID-19 crisis graphics people that might cause a strong shift
causes strong shifts in consumer behavior In addition to the sustainability of change, toward all the activities people are not able
across almost all segments. These changes the survey revealed another fact across all to perform during the COVID-19 crisis. In
are either short-term and forced by new propositions. As shown in Figure 37, the contrast, older generations, being part
regulations or long-lasting and triggered by survey revealed that the consumption of of the risk group, fear the infection risk in
restrictions. The crisis forces consumers the products and services mentioned var- public places and restaurants. Therefore,
to change their habits and ways of living ies with age and income. While households older people will change their way of
in nearly all aspects of life including travel, with a lower income do not show major consumption and will return to “old habits”
shopping, sports and meet-ups with changes in habits during the COVID-19 only when the risk of infection is mostly
friends. Most of these changes (e.g., the crisis, households with a higher income eliminated.
increase in online shopping of medicine) demonstrate bigger shifts in behavior. The
are related to forced restrictions and will explanation behind this pattern relates to Section 3: Driver for change
show a decreasing effect after the major behavior before the crisis. Lower income COVID-19 caused the lockdown of countries
phase. However, some of the changes (e.g. households mostly did not travel outside of worldwide and led to changes in consumer
purchases at local traders) give consumers Germany, used more public transportation behavior. The driver for all these changes is
the opportunity to experience benefits than sharing offerings and consumed more major security concerns. Countries fear the
they did not see before. Those changes are at home. Consequently, the forced restric- fast distribution of the virus spreading by
here to stay. tions did not affect these lower income droplet infections. To reduce the increasing
households as strongly as households with velocity of COVID-19 and to protect the
Indeed, most consumers expect the crisis a higher income. capacity of their health systems, countries
to have a strong effect on their behavior enforced a reduction of personal interac-
with a decrease in the magnitude of change Furthermore, respondent age as a demo- tions and movements. These measures are
after the crisis. Expressed in numbers, graphic aspect shows a big effect in the the leading driver for all shifts in consumer
shifts in consumer behavior after COVID-19 survey results. The most recent exami- behavior and will not only have an impact
lie between 25–50 percent of the shift dur- nation of COVID-19 infections and deaths during but also after the lockdown.
ing the pandemic. Digital sports programs, suggests the virus is most dangerous for
38
Fig. 37 – Effects of demographics on long-term behavioral changes after COVID-19.
Usage of products after Usage of products after COVID-19

COVID-19 by age by income in €
20% 7%
18–25 31% < 1,500 € 23%
49% 70%
20% 9%
25–35 30% 1,500–2,499 € 26%
50% 66%
16% 13%
36–45 28% 2,500–3,499 € 26%
56% 61%
9% 15%
46–55 22% 3,500–4,499 € 26%
69% 59%
7% 20%
56–65 22% > 5,000 € 29%
71% 51%
6% 8%
Over 65 23% No response 22%
71% 69%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
More than before Less than before As before
39
Implications across industries crisis affects different industries. Based on product offering stays the same. Exemplary
Certainly, the COVID-19 crisis will have the degree of change in product offerings for this category are print media, which
future implications for all industries. Many and the impact on business abilities, must restructure their business and build
consumers will show increased health industries are divided into four categories: a cost-efficient structure to be able to exit
concerns, an aspect all companies need to the change hero, the wave surfer, the the crisis and have a positive expectation
consider when setting up their business restructurer and the redefiner. Change about their “old habits.” Finally, the rede-
model. The health megatrend is gaining heroes are industries that perceive a strong finer describes industries with a strong
importance, and people will consider positive COVID-effect on their business negative impact on business abilities and
infection risk as an essential part of their ability and manage it at the same time, a high change in product offering. Tourism
consumption decisions. Consequently, adapting their product offering radically and food service are industries belonging
companies will face higher demand for to the current situation. Industries in this to this category, and they not only need
personal care, home care and in particular category include food delivery platforms, to restructure themselves but also need
hygiene products after the crisis. This fact which by now offer a new way of delivering new offerings to overcome the crisis. Food
is supported by the survey, which indicates food – contactless – while profiting from the services have started to offer carryout while
that demand for hygiene products will not strong increase in online orders. Another tourism starts to promote domestic travel
stay as high as during the crisis but will category, the wave surfer, describes indus- and sell vouchers for future trips.
remain at a much higher level than before tries that perceive positive effects from the
the crisis. This means that companies need crisis regarding their business abilities. In It becomes clear that all categorized
to understand their customers and their contrast to change heroes, however, wave industries need to take different measures
changed demands even more. In contrast surfers do not have the need to change to exit the crisis in the best ways possible.
to recent years, the relevant question will their offering drastically. Industries such as In so doing, they need to consider that
not be how consumers buy, but instead banking belong to this category, profiting the way back to normality might be a very
what and where they buy. Companies will from the current “wave” of contactless long one, especially for companies in the
need differentiated client strategies to be payments and online banking actions restructurer and redefiner categories,
able to cover consumer needs. without major efforts. Restructurers do which need to set up the right strategy and
not have the option to enjoy the changes a stable, cost-efficient structure to survive.
This is clearly demonstrated by Figure 38, in behavior. Industries in this category are
which gives an overview of how the COVID-19 negatively affected by the crisis while their
“Some companies find themselves in a cata-

strophic situation. Particularly in the hospitality
and fashion sectors, we will be observing large
adjustments and insolvencies in the upcoming
year. The effect from COVID-19 is here amplified
by the fact that some companies had been un-
healthy and unprofitable for years before the
crisis hit.”
Ulrich Spaan, Senior Vice President of EHI Retail Institute
40
Fig. 38 – Categorization of industries regarding effects of COVID-19 (Source: Monitor Deloitte expert interviews)
positive
Banking Digital Personal & health care Food delivery

sports platforms
Groceries
The wave surfer The change hero

Impact on business ability
DIY
Consumer electronics
Sharing Fashion
economy
Print media
Food service
The restructurer The redefiner
Sharing
negative
Fitness centers Tourism

mobility
low Change in product offering high
Summary an effect that will influence many industries,

In conclusion, the study gives important especially ones related to sports and
insights into the short- and medium-term events. It also leads to an increase in usage
effects of COVID-19 on consumer behavior of meal delivery platforms on the one hand
in Germany and identifies significant shifts as well as a rising demand for digital ser-
because of the COVID-19 pandemic. Five vices to connect with friends and family on
main propositions of consumption were the other. Finally, data security and privacy
examined and evaluated. A clear trend are still important in times of COVID-19 for
towards higher usage of online and digital German consumers. They are not willing
channels for shopping, payment and to give up parts of their privacy to be able
services can be derived from respondents’ to fully utilize digital services. The study
answers and expert knowledge. Secondly, helps to quantify shifts in each sector based
the study reveals a trend toward locally on representative data and thus gives a
manufactured products, local retail stores numerical indication of future consumption.
and holidays in the local area. In addition, Companies must be able to adapt to the
it identifies a new focus on ownership: consumption shifts and understand their
Demand in sharing offerings of all areas customers in-depth, fulfill their needs and
(mobility, homes, or travel accommo- create lasting competitive advantages. This
dations) sees a decline because of the will allow firms to manage the crisis suc-
restrictions caused by COVID-19. The study cessfully and profit from current and future
also shows that the current restrictions in developments.
the pandemic force consumers to move
from out-of-home to in-home consumption,
41
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42
Endnotes
1
https://www.statista.com/statistics/288487/forecast-of-global- https://www.entega.de/blog/regionale-produkte/
12
b2c-e-commerce-growt/
https://www.forbes.com/sites/gregpetro/2020/01/31/sustainable-
13
2
https://www.statista.com/statistics/288487/forecast-of-global- retail-how-gen-z-is-leading-the-pack/
b2c-e-commerce-growt/
14
https://www.nielsen.com/eu/en/insights/article/2015/green-
3
EHI Studie Kartengestütze Zahlungssysteme im Einzelhandel – generation-millennials-say-sustainability-is-a-shopping-priority/
https://images.iphone-ticker.de/wp-content/uploads/2019/05/
infografike-umsaetze-kreditkarte.jpg https://www.welt.de/reise/deutschland/article206279997/
15
Reisetrends-Wohin-es-die-Deutschen-im-Urlaub-zieht.html
4
https://de.statista.com/statistik/daten/studie/663025/umfrage/
nutzungsgruende-fuer-online-kundenservices-nach-dem-kauf-in-
16
https://www.welt.de/reise/deutschland/article206279997/
deutschland/ Reisetrends-Wohin-es-die-Deutschen-im-Urlaub-zieht.html
5
YouGov, 2019
6
Tagesspiegel, 2019
7
https://www.statista.com/statistics/504178/consumer-
preference-for-regional-products-germany/
8
https://www.presseportal.de/pm/143122/4559464
9
https://www.stuttgarter-nachrichten.de/inhalt.der-trend-zur-
regionalitaet-gekauft-wird-auch-ein-gutes-gefuehl.e3563ea2-
512f-4eea-8bab-9a1ca182d3dd.html
10
https://www.pnp.de/lokales/stadt-und-landkreis-passau/passau-
stadt/Regionale-Produkte-im-Trend-Mehr-junge-Leute-kaufen-
auf-dem-Markt-3377516.html
11
https://www.stuttgarter-nachrichten.de/inhalt.der-trend-zur-
regionalitaet-gekauft-wird-auch-ein-gutes-gefuehl.e3563ea2-
512f-4eea-8bab-9a1ca182d3dd.html
43
Appendix
Study demographics
Over 65 25.1%
1%
50.9%
56 – 65 16.1%
46 – 55 18.0%
36 – 45 16.9%
25 – 35 14.0%
18 – 25 10.0% 48.1%
Under 18 Female
Male
0% 10% 20% 30%
Other
Other 79
Couple with child(ren) 502
Couple without child(ren) 730
Single parent with

93
child(ren)
Single 603
0% 200 400 600 800
44
Large city
19.1%
(population <500,000)
Small city
22.5%
(population 100,000 – 500,000)
Large town
25.0%
(population 20,000 – 100,000)
Rural/small town
24.4%
(population 2,000 – 20,000)
Rural area
9.0%
(population <2,000)
0% 10% 20% 30%
No answer 5.7%
More than 5,000 euros 10.2%
3,500 – 4,499 euros 19.5%
2,500 – 3,499 euros 20.9%
1,500 – 2,499 euros 25.1%
Less than 1,500 euros 18.0%
0% 10% 20% 30%
Other 3.1%
Student 5.0%
Retired 29.0%
Unemployed 5.2%
Employed 57.6%
0% 20% 40% 60% 80% 100%
45
Contacts
Thorsten Zierlein Carina Garbe Marie-Louise Freesemann

Lead Partner Manager Manager
Retail & Consumer Products Retail & Consumer Products Retail & Consumer Products
Monitor Deloitte Monitor Deloitte Monitor Deloitte
Tel: +49 (0)89 29036 7202 Tel: +49 (0)69 9713 7241 Tel: +49 (0)89 29036 6669
[email protected] [email protected] [email protected]
Leon Naumann Vera Maag

Senior Consultant Consultant
Retail & Consumer Products Retail & Consumer Products
Monitor Deloitte Monitor Deloitte
Tel: +49 (0)40 32080 4806 Tel: +49 (0)89 29036 6454
[email protected] [email protected]
46
47
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used as a basis for commercial decisions or decisions of any other kind. None
of Deloitte Consulting GmbH or Deloitte Touche Tohmatsu Limited, its member
firms, or their related entities (collectively, the “Deloitte network”) is, by means of
this communication, rendering professional advice or services. No entity in the
Deloitte network shall be responsible for any loss whatsoever sustained by any
person who relies on this communication.
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company limited by guarantee (“DTTL”), its network of member firms, and their
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Impact of the COVID-19

crisis on short- and

Already, leading economic experts recog- long-standing but never-introduced plans,

Beauty & Care Books

0% 10% 20% 30% 40% 50%

More Same Less

Health concerns Support local stores

Excurse: Buying online in the Telco sector

Only 15 percent of respondents bought Telco products such as

Health concerns 41%

Saving time 19%

Saving money due

0% 10% 20% 30% 40% 50%

Reason for continuing to buy online

“Even though we can observe rising

Did not use service before

Looking at the main reasons why or why

Convenience I prefer cash/personal transactions

A hope or expectation of many companies

0% 10% 20% 30% 40% 50%

More Same Less

Positive reinforcement comes from the con-

Convenience Support local store

0% 10% 20% 30% 40% 50%

0% 20% 40% 60% 80% 100%

More Same Less

I save time 12%

For safety reasons/reduced risk of

The mobility solutions

I save money 13%

0% 10% 20% 30% 40% 50%

The crisis has shown that services

For safety reasons/I minimize the risk of

I save money when I use my own

I have become used to

0% 10% 20% 30% 40% 50%

Respondents said the most important Furthermore, consumer demographics

Of the consumers who say they will con-

I save time (e.g. way to the restaurant) 9%

For safety reasons – I meet

I can check the safety/quality of the food 14%

Habit of preparing at home 12%

I save money 11%

0% 10% 20% 30% 40% 50%

The survey results underline this behavior

Digital sports programs (e.g. training

Delivery or take-away services

0% 10% 20% 30% 40% 50%

“Digital offerings need to be

Digital services (e.g. Skype, Facetime, 17%

0% 20% 40% 60% 80% 100%

More Same Less

“Dine-in restaurant owners are one

It’s more comfortable 26%

Time saving 15%

For safety reasons – I meet

I have more choice/customization online 12%

I got used to the online services 6%

0% 10% 20% 30% 40% 50%

“Even though we can observe rising

“Digital offerings need to be

“Dine-in restaurant owners are one

“Some companies find themselves in a cata-