Study shows shoppers seeking products to lift mood and satisfy cravings

on 22/03/2020

InsightsNow research indicates changing consumer behavior, and predicts impact on consumer product companies during COVID-19

Why was the research conducted?

To reveal motivations for purchasing behaviors, tracking behavior pre-pandemic, current short-term shifts, and potential permanent changes.

How was the research conducted?

Weekly polling

What are the key findings of the research?

  • At the end of June 2020, the study showed 61% of increased consumer product purchases were driven by a desire to lift mood or to satisfy craving for specific sensory experiences, up from 6% in March of 2020.
  • Functional health and safety motivators have dropped to 54% of increased purchases in late June, down from 84% in March 2020.​
  • Social motivators associated with providing healthy alternatives for family members or to respond to recommendations from friends also increased to 44% at the end of June from 24% in March 2020. ​

Full research:

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Contributor's Name: Michelle Andre