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.
Para muitos, essa realidade significa limitar a exposição a lugares fora de casa, estimulando o crescimento da "economia caseira", uma tendência global que estamos monitorando desde o início deste ano. Nos EUA, os consumidores começaram a cozinhar mais em casa (54% dizem que estão fazendo mais isso), a fazer pedidos de serviços de entrega (17%) e a frequentar restaurantes locais que oferecem comida para viagem (24%). Passado um mês, grande parte desse sentimento permaneceu - e até aumentou -, destacando o receio significativo que os americanos têm de interagir fora de casa com grandes grupos. De fato, nosso estudo de impacto mais recente constatou que o uso de serviços de entrega em restaurantes e o pedido de mais comida para viagem em restaurantes locais aumentaram para 22% e 35%, respectivamente.
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.
Embora algumas mudanças de marca possam ser atribuídas à tensão da cadeia de suprimentos, a pandemia está ampliando a deslealdade à marca: Os americanos estão mais dispostos a experimentar novas marcas e produtos do que em meados de 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.
O comportamento do consumidor está mudando, exigindo que os profissionais de marketing ajustem suas estratégias de envolvimento. Independentemente de a tarefa em questão ser a aquisição de novos clientes ou a conscientização da marca, os profissionais de marketing que entendem os novos públicos, seus interesses e sentimentos têm uma oportunidade única de estabelecer e construir relacionamentos significativos.
Learn more about how you can implement Nielsen’s ethically sourced audience data to more effectively reach your target consumers.
