追踪美国消费者在冠状病毒流行期间的行为报告（英）-IRi-2020.4-40页_1mb

Summary of U.S. Consumer and Shopper Behavior During the Pandemic

Core Content

The document outlines the dramatic shifts in U.S. consumer and shopper behavior during the early stages of the COVID-19 pandemic, focusing on changes in purchasing habits, the role of self-care, and the impact of economic and health concerns on different consumer segments.

Main Points

F&B and Nonedible Stockpiling

• F&B stock up continued, with a notable shift toward fresh foods as consumers sought to replace shelf-stable pantry items.
• Beverage alcohol and tobacco sales saw an increase in large format channels.
• All trip types (fill-in, special purpose, quick) increased substantially as shoppers tried to meet all their needs.
• E-commerce sales grew rapidly but lost share of total omnichannel sales as consumers returned to physical stores for panic stock-ups.

Self-Care Trends

• Self-care became more mainstream, especially in the context of the pandemic.
• Leading self-care categories such as thermometers, sanitizing wipes, immunity products, disposable gloves, and hand sanitizers saw over 100% growth in buyers.
• Preventive healthcare products gained more traction than symptomatic ones, as consumers prioritized avoiding illness.
• Cleaning products and household essentials were heavily stockpiled, with increased purchases of items like bleach, hand sanitizers, and toilet paper.
• Proactive and Reactive self-care segments were both influenced by the pandemic, with Proactive consumers reacting early and Reactive consumers shifting to symptom management later.

Consumer Segmentation and Behavior

• EconoLink® Segmentation highlights that not all consumers respond similarly to the crisis:
  • Savvy Shoppers are improving financially but still seek value.
  • Carefree consumers are financially stable and prioritize premium products.
  • Optimistics are more concerned with product experience and brand trust.
  • Downtrodden and Start-Ups are more financially vulnerable and focused on affordability and preparedness.
• Over 40% of Americans are Cautious & Worried, and over 50% are Extremely Concerned about COVID-19.
• Downtrodden and Start-Ups segments are more likely to report difficulty affording groceries.

Economic and Health Impact

• The pandemic has led to a significant rise in unemployment, with over 10MM people filing claims by April 2.
• Pantry stocking remained a key behavior, but smaller trips also increased in frequency.
• Pantry stocking trips drove the strongest growth, while convenience and gas station F&B sales declined.

Omnichannel Shifts

• E-commerce saw accelerated growth in general food, home care, and general merchandise.
• Edible items had a higher proportion of pick-up and delivery compared to nonedibles.
• E-commerce's share of total omnichannel sales slightly decreased as consumers returned to physical stores.

Key Information

• Consumer behavior evolved rapidly, with a focus on preparedness and self-care.
• E-commerce growth was strong but not sustainable as consumers turned to physical stores.
• Lower-income segments were more affected by the economic downturn and focused on value and affordability.
• Comfort categories like salty snacks and ice cream saw sustained growth even after the initial panic.
• Self-care became a long-term trend, with opportunities for manufacturers to engage new buyers.

Conclusion

The pandemic has significantly altered consumer behavior, with a shift toward self-care, increased stockpiling of essential goods, and a notable rise in e-commerce activity. These changes are not uniform across all demographics, with lower-income and more vulnerable segments showing heightened concern and a focus on affordability. As the situation evolves, the trend toward online shopping is likely to persist, even beyond the immediate crisis.