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.
Per molti, questa realtà significa limitare l'esposizione a luoghi lontani da casa, dando il via all'ascesa della "economia domestica", una tendenza globale che stiamo monitorando dall'inizio di quest'anno. Negli Stati Uniti, i consumatori hanno iniziato a cucinare di più a casa (il 54% dichiara di farlo di più), a ordinare dai servizi di consegna (17%) e a frequentare i ristoranti locali che offrono il take-out (24%). A distanza di un mese, gran parte di questo sentimento è rimasto, anzi si è intensificato, evidenziando la notevole trepidazione degli americani nell'interagire fuori casa con gruppi numerosi. Infatti, il nostro più recente studio d'impatto ha rilevato che l'utilizzo dei servizi di consegna a domicilio e l'ordinazione di cibo da asporto presso i ristoranti locali sono aumentati rispettivamente al 22% e al 35%.
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.
Sebbene una parte del cambio di marchio possa essere attribuita alle tensioni della catena di approvvigionamento, la pandemia sta amplificando l'infedeltà al marchio: Gli americani sono più disposti a provare nuovi marchi e prodotti rispetto alla metà del 2019.
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.
Il comportamento dei consumatori sta cambiando, e ciò richiede ai marketer di adattare le loro strategie di coinvolgimento. Indipendentemente dal fatto che si tratti di acquisire nuovi clienti o di costruire una brand awareness, i marketer che comprendono i nuovi pubblici, i loro interessi e i loro sentimenti hanno un'opportunità unica di stabilire e costruire relazioni significative.
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