Changes in consumer habits

Carat analyzes the most notable changes in consumer preferences and habits as a result of the pandemic corresponding to the last quarter of 2020

Undoubtedly, the coronavirus pandemic has significantly affected the consumer habits and behaviors. Over the last year, CARAT has analyzed this transformation caused by COVID-19 and has just presented data for the fourth quarter of 2020, obtained from M1Panel (old CCS), which echo the changes in the preferences and concerns of people.

According to the latest report, 67.7% of individuals have reduced their attendance at events or entertainment venues, 58% have gone to pubs, bars or restaurants less and 57.8% have reduced frequent interaction with friends.

During these months, the local takes on special relevance. So much so that 59.2% of consumers prefer national brands and 37.5% choose neighborhood stores versus other options available to you.

The primary concern of consumers is the stability at work. 28.7% of professionals feel less secure in their work than a year ago.

In the field of hobbies developed during the pandemic, 30.4% declare themselves passionate about cooking and 23.8% of Spaniards have chosen home decoration and “do it yourself” activities.

Media consumption has also been affected in the new normal, with a clear boom in the digital universe. In the last quarter of 2020 90.7% of the population has connected to the internet daily, while 50.3% watch streaming television or video content on demand every day. In addition, 38.9% listen to streaming music and 35.7% play online video games daily.

As a result of the pandemic that forced the creation of new habits, displacement and the use of public transport has decreased by 36.9%. However, bicycle use has skyrocketed 23%.

Purchases have also decreased in these months in all categories except for feeding, which registers an increase of 1.7% compared to 2019, and in technological equipment, with a growth of 4.5% in all devices. In the case of smartphones, the figure rises to 8%.

According to the report of, a third of consumers prefer to shop online. In the case of the food sector, this type of purchase has increased by 49.8%.

On the other hand, they highlight that 63.5% of consumers prefer to delay an important purchase until the economy improves. A data that does not differ much from that registered in 2019.

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Source: Marketing Directo by

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