I just came across this study about consumers habits when grocery shopping, how they changed during the pandemic and what is supposed to stay. So while consumers shopped online during the lock down, many of them returned to the brick and mortar stores afterwards. What seems to stay is the stronger value of "purpose". Which not only reflects in the focus on healthy foods but the motion of sustainability. Interesting to see how marketing and health claims will change and adopt - and whether in addition to "greenwashing" we will also encounter "sustainablewashing".
Consumers increasingly value retailers and brands with a purpose. While healthy food is still the main priority for surveyed consumers’ weekly grocery shopping, consumers are also conscious of the values and purpose of the brands they are buying.