Even though the year is almost half over, it’s just now starting to feel like a new year in parts of the U.S., as many states have allowed certain non-essential businesses like restaurants, movie theaters and retail stores to re-open in at least some capacity. We know, however, that many Americans plan to play it safe as businesses come back online rather than immediately jumping back into pre-lockdown behaviors. That’s why companies need to understand evolving consumer sentiment before assuming that open-for-business means business as usual.
The rise in CPG purchases (both on and offline) has been well documented throughout the lockdown period, but we have yet to see how consumers approach visiting non-essential businesses once they’re open again. We know that many businesses that closed will not re-open, but those that do will need insight into consumer sentiment in order to maximize their patronage—especially if occupancy and personnel restrictions apply. While most Americans are concerned about health risks, a recent Nielsen/Wizer Impact study found that, out of all the lifestyle changes caused by the pandemic, 62% of Americans miss eating out at restaurants the most, signaling that the doors that do open will be met by many with lively enthusiasm.
That’s not to say, however, that everyone is eager to head back to malls and their local bars. In March, a Nielsen survey of consumer sentiment about the pandemic found that 71% of Americans believe the spread and intensity of the novel coronavirus in their country would increase. Much of that sentiment remains intact, as the segmentation study found that 56% of Americans 18 and older consider themselves at medium or high risk for contracting COVID-19, the disease caused by the virus. As a result, 55% say they’re taking extra precautions when visiting the brick-and-mortar stores that remained open during the shelter-in-place restrictions. Importantly for businesses, both those open and those re-opening, health and safety will remain top-of-mind among consumers until a vaccine is developed.
Für viele bedeutet diese Realität, dass sie sich weniger an Orten aufhalten, an denen sie nicht zu Hause sind, was den Aufstieg der "Homebody Economy" anheizt - ein globaler Trend, den wir seit Anfang des Jahres beobachten. In den USA haben die Verbraucher damit begonnen, mehr zu Hause zu kochen (54 % sagen, dass sie das öfter tun), bei Lieferdiensten zu bestellen (17 %) und lokale Restaurants mit Take-out-Angebot zu besuchen (24 %). Einen Monat später hat sich diese Stimmung nicht geändert, sondern sogar noch verstärkt, was die große Scheu der Amerikaner vor der Interaktion mit großen Gruppen außerhalb der eigenen vier Wände unterstreicht. Unsere jüngste Impact-Studie ergab, dass die Nutzung von Restaurant-Lieferdiensten und die Bestellung von Speisen zum Mitnehmen bei lokalen Restaurants auf 22 % bzw. 35 % gestiegen ist.
The homebody economy has also strained global supply chains as consumers rushed to buy and continue stocking an array of essential categories needed for long-term quarantining. This massive uptick in CPG spending has elevated a trend we’ve been monitoring over the past year or so: brand switching.
Während ein Teil der Markenwechsel auf die Belastung der Lieferkette zurückzuführen ist, verstärkt die Pandemie die Markentreue: Die Amerikaner sind eher bereit, neue Marken und Produkte auszuprobieren, als dies noch Mitte 2019 der Fall war.
In our global disloyalty study last year, just over one-third (36%) of Americans said they love trying new brands and products. This year, our segmentation study found that almost half (48%) say they’re likely to consider new brands. Few critical categories will be on sale during a pandemic, so much of this openness stems from product availability. Supply strain aside, however, consumers still value corporate social responsibility, noting the appeal of products from brands that are actively trying to help: 72% of CPG shoppers say they are positively influenced by brands helping consumers affected by COVID-19 and 65% favor brands that release advertising in response to the virus. And what’s more, consumers think brands shouldn’t continue doing business as usual.
Das Verbraucherverhalten ändert sich und verlangt von den Vermarktern, ihre Strategien zur Kundenbindung anzupassen. Unabhängig davon, ob die Aufgabe darin besteht, neue Kunden zu gewinnen oder die Markenbekanntheit zu steigern, haben Vermarkter, die die neuen Zielgruppen, ihre Interessen und Gefühle verstehen, die einmalige Chance, bedeutungsvolle Beziehungen aufzubauen und zu pflegen.
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