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In times of crisis, stocks are filled with toilet paper and canned ham. This is demonstrated by a study by the Business School, which together with the food chain Coop analyzed the behavior of Swedes during the hoarding trend in March.
Cans of various kinds became big sellers during hoarding. Stock Photography.
The hamstring trend lasted at most from March 10 to 19. The peak was reached on March 12, when Coop doubled its sales.
– I’ve never seen anything like this and I’ve been in Coop for nine years. Speaking to the old foxes, they haven’t seen anything like that either, says Fredrik Törn, Head of Analysis at Coop, to SvD.
The study also shows that older people at risk were not the largest hamsters, but families with school-age children.
– The hamstring behavior is a very fast reaction. This is the one we see as soon as possible, says Sara Rosengren, a marketing professor at the Faculty of Economics and one of the researchers behind the study.
Coop has also conducted a special study on the sale of toilet paper, which quickly became a shortage during the hoarding. However, the top buyers were few: Only 1 percent of customers bought five or more packages. Most, 70 percent, bought just one more package and 20 percent two more packages than usual.
