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The Covid 19 pandemic has forced consumers to change their behaviour, especially when it comes to food and beverage consumption. For example, restaurant dine-ins saw a significant drop in attendance while food delivery rose sharply, due to social distancing directives. Home cooking has became a new habit for many consumers and many shift their grocery purchase behaviours to online.
But consumption of food and beverage is more often symbolic and emotional, rather than just functional. More than just as a means to fill one's stomach or relieving thirst, food and beverages are also used to convey interaction between consumers and their culture. It's also a symbol of love, prestige, connection, and much more.
Using semiotics analysis, we found 8 cultural codes emerged, symbolizing how Indonesian consumers put meaning into food & beverages consumption during the social distancing phase of the Covid!9 pandemic.
What Can Foods & Beverages Brands Do to Help Our Consumers?
Given these new expressions through food and beverages, we identified four approaches that brands can use to communicate and innovate during the pandemic:
For more information, here is the link to the Youtube to watch the session and also to the podcast to listen:
Spotify Podcast: https://open.spotify.com/episode/0j97dKfbDuisXas8R22oCi