Research tracks consumer behaviour during Covid-19

Mintel shares insights into consumer changes during the crisis.

It’s difficult to make predictions at any time because human nature is always a wild card.

But research is more important than ever during the Covid-19 outbreak because of the uncertainty surrounding the situation.

Mintel, the global market research and insights firm, has released a US study into prospective consumer changes during the crisis.

Not surprisingly, 40 per cent of respondents were concerned about how the novel coronavirus will affect their lifestyle.

Percentages changed in each demographic  as younger generations experienced the most anxiety – 50 per cent of Gen Z, 43 per cent of Millennials, 38 per cent of Gen X, 37 per cent of Baby Boomers and 33 per cent of those born before or during World War II.

The study also revealed that American consumers, like Australians, were paying attention to official advice on personal hygiene.

Close to 63 per cent revealed they were washing their hands more often and 46 per cent were using hand sanitisers.

A significant 20 per cent said they had not made any lifestyle changes due to the Covid-19 outbreak.

According to Marissa Gilbert, associate director, health and wellness for Mintel: “Our research shows that most consumers are being proactive and making small, manageable changes to their day-to-day lives in order to ensure their health and wellness and that of those around them, for example, washing their hands more often. Education and support are two  of the most important considerations for brands when strategising how they are speaking to consumers during these uncertain times.”

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