Changes in National Fruit Consumption Patterns at the Start of the Covid-19 Pandemic

What is it about?

This study examines the shift in national fruit consumption patterns in Indonesia during the early phase of the Covid-19 pandemic. Using data from 466 online survey respondents, the research analyzes changes in monthly spending on fruit, purchase frequency, buying locations, procurement difficulties, and fruit preferences before and during the pandemic. The results indicate a significant shift in consumer behavior, with a decline in higher spending categories and an increase in lower spending segments, reflecting economic uncertainty. The frequency of fruit purchases also decreased, with more consumers shifting from daily to weekly buying habits. Additionally, traditional market purchases dropped significantly (-38.7%), while online (+2.6%) and mobile vendor purchases (+36.9%) increased, indicating a growing preference for safer, contactless transactions. The study also highlights increased procurement challenges, with 25.8% of respondents reporting difficulties obtaining fruit, likely due to supply chain disruptions and movement restrictions. Notably, citrus fruit consumption increased (+14.8%), reflecting heightened awareness of its immune-boosting properties. These findings emphasize the importance of strengthening local fruit supply chains, improving digital sales platforms, and promoting awareness of fruit consumption for immunity. Furthermore, demographic segmentation based on age groups could help producers and distributors optimize their marketing strategies to maintain steady fruit consumption. The study suggests further research is needed to assess the long-term impact of these shifts on fruit supply chains and consumer behavior​.

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Photo by nrd on Unsplash

Photo by nrd on Unsplash

Why is it important?

This research is important because it highlights significant shifts in fruit consumption patterns during the early phase of the Covid-19 pandemic, which have direct implications for food security, consumer behavior, and supply chain management. As the pandemic disrupted economic stability and mobility, consumers altered their spending habits, purchasing frequency, and preferred buying locations. Understanding these changes is crucial for policymakers, fruit producers, and retailers to ensure a resilient and efficient supply chain that adapts to evolving consumer needs. The study provides insights into how purchasing habits shifted towards online platforms and mobile vendors, reinforcing the need for a digital transformation in fresh produce distribution to maintain accessibility during crises. Furthermore, the increase in citrus fruit consumption (+14.8%) highlights a growing consumer awareness of nutrition and immunity-boosting foods, presenting an opportunity for the agriculture and food industry to promote healthier dietary habits. The study also reveals challenges in fruit procurement, emphasizing the importance of strengthening local production and distribution networks to prevent supply shortages. These findings serve as a critical reference for future crisis preparedness, ensuring that fruit supply chains remain sustainable, accessible, and responsive to changing consumer demands in times of economic and public health uncertainty​.

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