According to Retail Dive, a new report from DISQO showed that while 46% of people reported making purchases in response to Covid-19, 67% said their shopping habits had not fundamentally changed. For example, 41% of consumers bought cleaning supplies in the second weekend, but only 13% said they “stocked up.”
Consumer behavior will evolve in the coming weeks and potentially months as they decide to restock, DIY, or go natural. They may be building habits that will stick or this may be a temporary new normal, but either way it will require brands and retailers to anticipate needs and navigate marketing messages mindfully.
Businesses that tune into the shift and show empathy are laying the foundation for life after the pandemic. Commerce hasn’t stopped, but communication with customers needs to be less transactional and more value focused. Brands can enhance consumers’ at-home experience through content, entertainment, and advice in these turbulent times.
Poshly surveyed 800 consumers and beauty industry workers to gauge their outlook on Covid-19, which they shared with WWD.
- 66% of consumers said “no” when asked if now is an ideal time to launch products.
- 93% of each group are focusing on hand-washing efforts.
- 90% of consumers are respecting social distancing.
When it comes to products, consumers are stocking up on:
- Personal care (64%)
- Body care (43%)
- Facial skincare (40%)
- Hair care (37%)
- Eye, face, and lip makeup ranked relatively low on the list
Spate shared with CEW search behavior related to Covid-19 over the past month. Search behaviors have been evolving by the week as consumers have shifted from protective supplies to DIY solutions and are now focused on optimizing at-home experiences. Below are keywords searched based on the strongest week-over-week growth:
February 23, 2020
- anti-viral mask (+541%)
- coronavirus test (+478%)
March 1, 2020
- hand sanitizer (+587%)
- disinfectants (+214%)
- hand soap (+106%)
March 8, 2020
- toilet paper (+589%)
- baby wipes (+296%)
- aloe vera gel (+131%)
March 15, 2020
- at-home workout (+120%)
- wine (+77%)
- nail kits (+88%)
For the categories including deodorant, oral care, shave, and feminine hygiene, Mintel forecasts the overall global market value will reach around $93 billion in 2020, up from $85 billion in 2016, an increase of around nine percent, Senior Innovation Analyst Rosalia Di Gesu told Business of Fashion.
Photo: Webaroo via Unsplash