• The reduction of traffic in stores, but also the fear of contamination of food products led to reduced sales in the case of fresh products.
According to a study, made to order At Lorraine Bakery Group NV, which tracked the impact of the coronavirus pandemic on the sale of fresh bread, highlighted the causes that determined the drop in sales, but also how consumers can return to their previous consumption habits.
Thus, the results of this study, in which 1200 people from 6 European countries (Belgium, Turkey, Russia, Poland, Czech Republic and Romania) participated, showed that 66% of consumers left the house less often to buy food, traffic in stores thus reducing to less than 50% compared to the pre-crisis period. On the other hand, 50% of respondents stated that they did not change their buying habits during the restrictions imposed by the state of emergency, buying the same foods but with reduced frequency.
Romanian consumers, in the same situation as Belgians
In Belgium, 42% of respondents confirmed a general fear of supermarket shopping compared to 32% who had a specific fear of buying fresh bread. In Turkey the percentages are similar 53%, in Russia 20% and 17% respectively, in Poland 55% compared to 42%, in Romania 40% compared to 34%.
In Romania, among consumers there was a general fear of shopping in the supermarket, especially those in the family category, without showing any particular fears related to fresh bread. Surprisingly, the behavior of Romanian consumers is closer to that of Belgians than to that of Turks or Poles, usually closer to us in terms of consumption.
Traffic restriction, the main reason
The main reason for the decrease in sales of fresh food, in general and of bread, in particular, is the restriction of movement, which is joined, as the study shows, by the fear of contamination of food products, which could have become a transmission channel of the virus.
How well-founded this fear was, we learn from authorities such as the World Health Organization (WHO) and the European Food Safety Authority (EFSA), which assure us that there is no real risk of transmission of the Covid 19 disease through the consumption of food, in the conditions of compliance with the protection and hygiene measures. However, the general panic over contamination has temporarily affected fresh food buying habits.
Thus, due to the reduced frequency of shopping sessions, it is natural that one of the foods most affected is fresh bread. The study shows that the limitation of visits to the supermarket is the main cause of the decrease in sales of fresh bread, as declared by 66% of respondents. An interesting aspect to take into account is the habit of freezing bread for long-term preservation, a habit that was also one of the factors that influenced the purchase of a larger amount of fresh bread in 4 of the countries included in the study, such as the Czech Republic , Poland, Turkey and Belgium.
Guaranteeing hygiene in stores remains the main action that encourages people to resume their old consumption habits in the case of fresh bread
As we well know, throughout the months of the pandemic, strict measures have been taken to control the spread of the virus and to allow consumers access to fresh food products under safe conditions. The imposed measures were closely supervised by the authorities to be respected by every link involved: from the supply of raw materials, to production, storage and then to sales in stores.
"At the moment, there is no evidence that food is a channel of transmission of the virus, which also applies to fresh bread in shops. The fresh bread we find on store shelves is baked at a high temperature, 180 degrees, a temperature high enough to eliminate any trace of possible viruses. All fresh, unpackaged bread is displayed in stores behind the protective transparent cover of special furniture, furniture regularly disinfected by store employees, according to procedures.
And we must also talk, in this context, about the hygiene rules that store customers must also constantly follow: wear a mask, touch only the products they are going to buy, use the special tongs from the bread shelf or disposable gloves." - Paul Anghel, Director General of ANPC
The lifting of movement restrictions brought a natural increase in sales of fresh food in all categories, including fresh bread. Clear and constant communication and also the guarantee of hygiene measures taken in stores remains the main action that encourages consumers to resume their old shopping habits, with increased care for their own safety and that of others.
Read on the Arta Albă website and: The bread market, between tradition and innovation
