presented april 13, 2020...additional free hours a week do you have? 29% 10% 23% 13% 25% 16% 6% 19%...

COVID-19 U.S. CONSUMER IMPACT TRACKING STUDY – WEEK 6

PRESENTED APRIL 13, 2020

Methodology

• N = 1,078; Census Balanced

• MOE = ± 2.98%

• Panel: General Population

• Collected: 04/10/20, 04/11/20

2

Census Balanced Panel is Representative of America

3

34%

46%

20%

Urbanicity

Urban Suburban Rural

21%18%

34%

26%

4

35%

30%

35%

Generation

Millennial Gen X Boomer

42%58%

Gender

Male Female

5

COVID-19 Status

Familiarity with the virus has stabilized at about 90%.

6

How familiar are you with the Coronavirus (COVID-19)?

64%

80%85%

88% 89% 90%

March 6 March 13 March 20 March 27 April 3 April 10

Familiarity with Coronavirus

All

The number of people impacted by Coronavirus continues to grow. Only one-quarter of the population is unaffected to date.

7

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Impacted by Coronavirus

All Millennial Gen X Boomer

Have you been impacted by the Coronavirus?

More than a quarter of the population now know someone who has been stricken with the virus.

8

Do you personally know anybody who has been diagnosed with the Coronavirus?

10%13%

17%

23%26%

15%19% 20%

15%18%

11% 10%

18%22%

27%

2%

9%12%

34%30%

March 13 March 20 March 27 April 3 April 10

Know someone with Coronavirus


Despite the substantial increase in the number of U.S. cases, three quarters of respondents feel the precautions they’re taking will protect them.

9

How confident are you that taking extra steps to protect yourself (avoiding crowds, washing your hands more

frequently, etc.) will minimize the likelihood that you will get the Coronavirus?

64%71% 74% 74%

77% 75%


Confident in extra precautions taken

All

People’s confidence in the timely development of a vaccine is beginning to wane. Only 39% believe it can be achieved within a year.

10

How long do you think it will take to develop an effective vaccine to protect people from Coronavirus?

14%

23%

31%

8%6%

19%24%

29%

9%6%

17%

30% 32%

7%4%

15%

31%34%

6% 4%

15%

31%33%

8%4%

12%

27%

39%

8%5%

Less than 6 months 6 to 12 months 1 to 2 years More than 2 years I don’t think an effective vaccine will ever be

developed

Timeframe to develop a vaccine for Coronavirus


Similarly, we’re seeing a shift in people’s expectation of the timing of a return to normal behaviors. More than half (51%) believe it will take more than 2 months.

11

When do you think it's likely that you'll return to your normal behaviors (going to work, eating out, shopping, etc.)?

6%3%

11%14% 14%

23%

14% 14%

4%1%

8%

14% 13%

26%

17% 16%

7%4%

11%14% 12%

23%

15% 14%

6%4%

12%14% 15%

21%

13%15%

I haventchanged my

normalbehaviors

1-2 weeks 3-4 weeks 5-6 weeks 7-8 weeks 2-3 months 4-6 months More than 6months

Timing of return to normal behavior


Millennials (56%) are, by far, the most likely to say that the return to normalcy will occur on their terms.

12

Which of the following best describes when you'll return to your normal behaviors?

41%

13%

46%

35%

9%

56%

42%

16%

42%44%

15%

41%

When the government says it is safe to doso

When my employer requires it When I feel it is safe for me and my family

Motivation to return to normal behaviors


13

Filling the free time

There has been no change in respondents’ adaption to shelter-in-place orders. 70% say they are handling it well or very well.

14

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

March 27 April 3 April 10

Adaption to shelter-in-place orders


How have you adapted to the shelter in place order?

As a result of lost jobs, reduced commutes and other changes, people find themselves with large quantities of free time.

15

As a result of many cancellations, people have found themselves with extra time on their hands. How many

additional free hours a week do you have?

29%

10%

23%

13%

25%

16%

6%

19% 19%

40%

15%

7%

21% 18%

39%

13%8%

20% 20%

38%

19%

6%

16% 18%

41%

None 1-2 hours 3-5 hours 6-10 hours More than 10 hours

Free hours due to cancellations


And, because the median amount of extra time people have is nearly 10 hours, it is being spread across a number of activities.

16

Which of the following are you likely to do with the additional free time you'll have? Select all that apply.

58%53%

63%

80%

14%

50%

5%

61%

51%

62%

79%

14%

49%

8%

59%55% 57%

80%

12%

49%

7%

58%52%

59%

80%

12%

50%

5%

49% 48% 49%

73%

15%

45%

2%

Work on projectsaround your

home

Exercise Read Watchtelevision/movies

Hiking, camping,etc.

Spend time on ahobby

Other

Activities done in free time


Nearly half the respondents are spending a portion of their time on hobbies, led by cooking and gardening.

17

Which of the following hobbies are you spending your extra free time doing? Select all that apply.

60%

40%34%

30% 28%25% 23%

18% 17% 16% 15% 14%

Cooking

Gardenin

g

Paintin

g/drawing

Playin

g an instr

ument

Writing

Photography

Needle crafts

Fishin

g

Birdwatching

Woodworking

Scra

pbooking

Other

Hobbies filling extra free time

It is not just the hobbyists that are doing more cooking.

88%of households are preparing more meals at home.

18

Surprisingly, with all the delivery and pickup options that are available nearly 90% of respondents are still going into the grocery store.

19

Which of the following methods have you used to purchase groceries?

89%

44%48%

90%

26%

35%

89%

46% 45%

89%

61% 59%

In-Store Online for Pickup Online for Delivery

Grocery shopping method


A slight majority (53%) are shopping in fewer locations than they did before the outbreak, but 1 in 5 are shopping at more.

20

Do you find you’re shopping at more or fewer locations since the COVID-19 outbreak?

21%

53%

14%

56%

21%

55%

26%

51%

More Fewer

Shopping more or fewer locations since Coronavirus outbreak


As a result of stockpiling by some, more than 60% of the sample has

experienced out-of-stocks on ingredients for a planned meal.

21How frequently have you encountered out-of-stocks on items

that you needed for a meal you planned?

61%

13%

62%

16%

62%

12%

64%

11%

Frequent Infrequent

Frequency of encountering ingredient out-of-stocks


While two-thirds of respondents have been satisfied to prepare a different meal when encountering out-of-stocks, 1/3 have chosen to shop other locations for their ingredients.

22

What have you typically done when you encountered out-of-stocks?

33%

67%

20%

80%

33%

67%

43%

57%

Shopped another location to find the item Prepared a different meal

Actions when encountering out-of-stocks


Nearly 80% of the sample has encountered situations where they can find a needed ingredient, but

not their preferred brand.

23

Have you had situations where you can find an item you need, but not the brand you prefer?

78%

22%

72%

28%

82%

18%

81%

19%

Yes No

Finding the items needed, but not the preferred brand


In those instances, the vast majority of people (86%) have purchased a substitute brand.

24

In the situations where you can find the product you need, but not your preferred brand, what have you done? Select all that

apply.

17%25%

86%

8%

21%

93%

14%

24%

86%

26%30%

81%

I've gone elsewhere to find my preferredbrand

I've made something else I've used the substitute brand

Approach to finding the meal items needed, but not the preferred brand


For 43% of the respondents, one or more of their substituted products are now preferred. Highest among the Boomers which would be expected to be most brand loyal.

25

In cases where you’ve used a substitute brand have you ever found that you prefer the new brand more than your regular

brand?

43%

57%

33%

67%

42%

58%58%

42%

Yes No

Prefer substitute brands over regular brand


The extra time cooking has led many, including more than half (53%) of the Boomers, to try new recipes.

26

How frequently have you been trying new recipes?

40%

25%29%

36%40%

25%

53%

14%

Frequent Infrequent

Frequency of trying new recipes


Various sources are being used to find new recipes. Interestingly, it is the digital generation that is most likely to use cookbooks.

27

What is your primary source of new recipes?

19%21%

13%16% 15%

5%1%

10%

20%

39%

9% 9%11%

1% 0%

10%

21%17%

14%17%

15%

5%

0%

11%

16%

10%

18%20% 21%

8%

1%

7%

Allrecipes.com Cookbooks youhave at home

Facebook Pinterest Food Network Food.com Epicurious Other

Primary source of new recipes


The hobbyist cooks are really enjoying their extra time to cook. However, most respondents (60%), at the very least, yearn for a break.

28

Which of the following best describes how you feel about preparing more meals at home?

40%

31%

23%

6%

32% 31%29%

8%

42%

26% 27%

6%

46%

37%

13%

4%

I really like to cook and I'm glad tohave more opportunity to do it

Cooking is fun, but I wish I could geta break once in awhile

I'm getting tired of doing so muchcooking and want things to return to

normal

I've never liked cooking and neverwant to go through this again

Attitudes about preparing more meals


Nearly two-thirds of the cooks would like to see at least some minor improvements to their kitchen, and 2 in 10 think drastic measures are required.

29

Which of the following best describes your attitude about your kitchen based on the additional time you’ve been spending in

it?

37%

22% 20%

12%9%

44%

19% 18%

8%11%

34%

23% 23%

14%

6%

28%24% 22%

14%11%

0%

10%

20%

30%

40%

50%

60%

70%

I like my kitchen just theway it is

My kitchen could use a fewenhancements to make iteasier/more pleasant to

cook in

My kitchen could use amakeover

My kitchen needs acomplete remodel for it tolook and function the way

I'd like

I'll have to move to a newplace to get the kitchen I

want

Attitudes about kitchen


Breaker for Water Consumption

30

Water Consumption

In addition to more food being prepared, 50% of respondents are drinking much more water while at home.

31

How much more water are you drinking since the Coronavirus outbreak?

50%

13%

38%

20%

49%

12%

59%

8%

More No more

Water consumption since coronavirus outbreak


63% agree that at least a portion of the motivation for consuming more water is its health benefits.

32

Why are you drinking more water? Select all that apply.

63%

39%34%

31%

10%

60%

43%

29%

21%

11%

60%

38% 39%

29%

13%

68%

39%

31%

41%

9%

Health It is a cost effectivealternative to buying other

drinks

Because I'm around it more I'm exercising morefrequently

None of these

Reasons for drinking much more water


More than 60% are also encouraging others to drink more water because it is healthy.

33

Are you encouraging the other members of your household to drink more water to protect their health?

62%

38%

55%

45%

62%

38%

70%

30%

Yes No

Encouraging others to drink water to protect their health


Conclusions

America continues to settle into new behaviors required by COVID-19.

• 75% of households have been impacted by coronavirus.

• More than a quarter of people have a personal acquaintance who has been infected.

• Three-quarters of respondents feel the steps they’re taking will protect them.

• Confidence in the ability to develop a vaccine within a year is waning.

• More than half the people think a return to normalcy will require 2 or more months. Many (47%) will determine when the time is right for themselves.

As a result of shelter-in-place directives, people have significantly more free time which they’re filling with a host of activities.

• Among the activities are hobbies (45%), the most popular of which is cooking (60%).

• It is not just the hobbyists that are cooking more at home. 88% of households are doing so.

• Surprisingly, 90% of respondents are still going into the grocery store.

• As a result of stockpiling, item and brand availability are a challenge.

34

Conclusions

• Through the use of substitute brands, 43% of respondents have found new brands they prefer to their usual brand.

• While hobbyist cooks are largely enjoying their time in the kitchen, 60% of those cooking at home would like a break from it.

• Only 37% like their kitchen just the way it is.

In addition to the increased consumption of home-cooked meals, 50% of respondents are drinking much more water while they’re at home.

• The increase in water consumption is being driven by a number of things, with health (63%) being the most common.

• 62% of respondents are also encouraging other members of the household to drink more water.

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presented april 13, 2020...additional free hours a week do you have? 29% 10% 23% 13% 25% 16% 6% 19%...

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