The Swedish grocery shops have to cope with unique challenges brought by the 2019’s pandemic, forcing the business to accelerate its adaptation speed to the new consumer’s needs. Consumers’ behaviour was particularly affected, facing restrictions, anxiety, and economical struggles. Consumers perceive going out as a threat although, grocery is a first necessity requiring adjustments synchronised with the crisis’ advancement. We have examined Swedish generation Y grocery consuming behaviours change during the epidemic driving interview in a qualitative method. The result highlights a resistance to turn to online shopping, the adoption of social distancing behaviours mainly for elders, greater expectation regarding property or display, a change in shopping hours and, more attention paid to expense. The difference between short term behaviours and expected durability was foregrounded.