Food Business News - May 12, 2020 - 9

Tracking changing consumer behaviors amid a pandemic
CHICAGO - Consumer packaged goods companies all are asking the
same basic question: "What's next?" The recent dramatic shift in purchasing patterns due to the coronavirus (COVID-19) has upended the
marketplace. In addition to needing to respond to the current crisis,
manufacturers must be prepared for the aftereffects.
Risa Duesing, head of consumer insights, analytics and sensory
research for Tyson Foods, Inc., Chicago, said many of the changes
currently taking place stem from consumers having a new routine. Stayat-home orders have changed not just
where consumers eat, but what they
eat as well.
"People are working from home,
schools are closed, and you have people working longer hours," she said.
"Their routines have changed, and
that changes behavior."
The behavioral changes have led
consumers to make more meals from
scratch and use leftovers more often.
"That's the immediate change,"
Ms. Duesing said. "Another is we are
seeing consumers going to comfort
©RIDO - STOCK.ADOBE.COM
foods. They are buying what they
know are going to be good."
For an established company like Tyson Foods that competes in
many mainstream categories, its brands have fared well, Ms. Duesing
said.
"We saw the extreme stock-up at the beginning and we are still
seeing that stock-up behavior continuing," she said. "Another shift we
see is consumers are not as willing to try new things, which, I think,
relates to their interest in comfort."
While some consumers may be reluctant to shift away from a trusted brand, circumstances, such as out-of-stocks, may force a change.
"We are seeing that," Ms. Duesing said. "It's important for companies like us to figure out how do we keep those people? What can we
deliver to them moving forward?"
Much of Ms. Duesing's immediate focus is on understanding current
consumer behavior, but she also is charged with developing an understanding of how consumers may behave after the pandemic passes.

chicken, has offset the benefits of our
operational improvement initiatives."
Going forward, Mr. Banks said the
Chicken business' higher exposure to
foodservice will impact results.
"We've responded to demand shifts
caused by COVID-19 by adjusting parts of
our production capacity from foodservice
to retail, but higher retail volumes have
not entirely offset the lost volumes from
foodservice," he said. "Additionally, this
channel shift has resulted in lower-margin realization as volumes have moved to
lower-margin products."
Second-quarter Pork sales rose to
$1.3 billion from $1.2 billion. Operating
income declined 7% to $93 million during
the quarter.
"As we've transitioned to a
May 12, 2020

"The shift to tried and true products that deliver is going to
stick," she said. "It's something we've seen in past recessionary behavior. Many consumers are not going to have the discretionary funds to
try new things all the time."
Consumers also will continue to see foods and beverages as a
source of wellness, Ms. Duesing said, which will benefit a proteincentric company like Tyson Foods.
"Before this, protein was important," she said. "Protein was
shifting to being a source of energy
throughout the day for many consumers. Now, it may be swinging back to
being something substantial that fills
them up."
Beyond consumption, Ms.
Duesing sees consumer use of online
grocery delivery and pickup services as
at a "tipping point."
"The biggest hurdle was trial;
consumers didn't know what to expect," she said. "Now there has been a
tremendous increase in trial. eMarketer
(a market researcher of the digital
economy) says online grocery sales are
up 183% vs. a year ago. We see similar numbers coming from other
sources. There is no way it is going to go away."
Another question is when will consumers feel safe enough to
return to eating in restaurants? A continuous consumer pulse survey
conducted by Tyson Foods indicates many consumers are going to
continue social distancing even after restaurants open.
"They are going to continue avoiding restaurants and avoiding
travel," Ms. Duesing said. "They are going to stick with this behavior
for a little bit."
Using consumer behavior in the wake of natural disasters, Ms.
Duesing said many people eventually will return to eating out.
"From a claimed perspective, many consumers coming out of
natural disaster tell us they plan to cook more and eat more at home,"
she said. "They are enjoying cooking and eating with their family,
but it's not going to remain. There will be a slow ramp up to recovery
with some (foodservice) channels recovering faster than others." FBN

ractopamine-free hog supply, our ability
to sell pork to the global markets has
expanded," Mr. Banks said. "This new
capability has been met with increasing
global demand as African swine fever
continues to reduce pork supplies in Asia.
Year-over-year increases of pork to China
were up significantly for the quarter, and
we expect strong demand to continue
as China recovers from this COVID-19
lockdown."
Like all other food and beverage
companies, Tyson Foods had to adapt to
dramatic market shifts. Adding to the
pressure on the company are crowded
processing plants that have been idled as
COVID-19 spread through local communities and its workforce.
"We have continued to pay team

members during these slowdowns and closures since maintaining health and continued employment of our team members is
important for our longer-term success," Mr.
Banks said. "As a result, we've experienced
lower levels of productivity and higher cost
of production. This will likely continue in
the short term until local infection rates
begin to decrease."
Mr. White added, "Despite our
slower lines and lower volumes resulting from this pandemic, we believe our
core business and financial strength
position us well to deliver market share
and earnings growth over the long term.
And while COVID-19 has been disruptive, we do not believe it changes the
outlook for a strong future for Tyson
Foods." FBN
Food Business News

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Food Business News - May 12, 2020

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