Barometer Kantar: the impact of 500 days of covid19

The findings of this barometer at a glance

• Across the board, confidence in a safe return to pre-pandemic consumer and social behavior is growing, but confidence still remains low. About one in three now feel comfortable returning to the office, the hairdresser, sending the children to school, shopping for non-food products, visiting bars/restaurants and traveling domestically . About one in four now feel comfortable attending religious gatherings, the gym and the cinema. Fewer than one in five feel comfortable with major events, including sports, and traveling abroad. Information sources about vaccines remain controversial.

• Less than half of respondents consider the government (32%), health authorities (45%) or their doctor (25%) to be the most reliable sources of information, suggesting that the government needs to do more to build public trust. to win.

• Considerable doubts remain about taking a vaccine: 17% of respondents say they are likely/definitely not to take a vaccine. This doubt is greatest in the 18-24 age group, where the opportunity does not yet exist for them in most of the world, compared to 8% doubt in the 65+ age group. Negative reporting seems to play a role, as safety concerns are the main reason for doubt (41%).

Financial consequences of the pandemic

• 54% of people noticed the impact of the corona crisis on their income, while 18% still expect their income to fall in the future due to the pandemic. Young people (18-34 years) have suffered more from the pandemic: 62% have already suffered loss of income.

• Most people expect a long-term economic impact. One in three (33%) think the economy will recover quickly once the pandemic is under control, up from 30% in April 2020.

New retail developments

• Before the pandemic, people bought 21% of their groceries online. This increased to 35% during the pandemic and is expected to remain so until 2021. This increase in grocery e-commerce was strongest in African and Latin American markets.

• Positive online experiences have captured a new captive audience; half (49%) had a good shopping experience when shopping online and 38% believe they get a better selection online. More than one in three now prefer to buy groceries online.

• Price sensitivity: 70% continue to pay more attention to prices compared to 64% in April 2020, while 58% (+10%) pay more attention to products on sale.

• Local remains important. 52% of all respondents pay more attention to the origin of products, compared to before the pandemic. 68% prefer supermarkets close to home, while 64% believe that convenience stores are important to the community.

Life during lockdown

• E-commerce is becoming more entrenched in our lives and is now ranked as the No. 1 activity people are doing more now than before the pandemic. In May 2020, this was still fifth on the list of intentions to do more.

• Our healthy eating habits have slipped slightly; where they were previously ranked 2nd as a post-pandemic resolution, they are now ranked 4th as an activity we do more.

• Spending time with our family remains a priority. This activity was number 3 on the list of resolutions in May 2020 and also now number 3 on today’s list of ‘activities we spend more time on’.

• Our intentions to spend time on personal development have diminished. Originally ranked number 4 on the list of planned activities in May 2020, it has now dropped to 10th as an activity we do more.

• Zoom has become the 5th most used social media app after YouTube, Facebook, WhatsApp and Instagram and is used by approximately two thirds of respondents.

Sarah King, Global Brand Domain Leader at Kantar, commented on the latest findings: ‘This ninth barometer clearly shows that in countries with more advanced vaccination programs, daily life can be resumed. People are less anxious, feel safer and are more open to re-acquaintance with the world. This is a welcome development, but the long-term prospects are still difficult for many people. We’ve seen a retail transformation that appears to be continuing, and to a lesser extent, our good intentions for personal transformation have faded somewhat during the lockdown.”


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