Real-Time COVID-19 indicators by Zinklar
Where we are on the curve:
Situation point between 0 (initial phase)
and 10 (end of the pandemic).
Percentage of optimistic people:
% of people that think the situation
will improve as of now.
Tracking on how it’s affecting sentiment and consumption
Changes in consumption habits, category impact, forecast spending, evolution
of key indicators, population sentiment and COVID-19 impact on brands.
Insights for a specific day
Value for money rather than price only. Whilst Price used to be the main driver of purchase, Value for money is the most important this week, being ranked first by 3 in 10 consumers. This is the highest since the start of the COVID-19 tracking.
Consumers seem to be out of “panic mode” and follow routines again. 70% haven’t started buying brands they don’t usually buy, the highest number seen (in early April was 53%). Also, they are paying attention to price again, after weeks of being less price sensitive.
A massive drop in optimism. We see a big drop in optimism as the number of Coronavirus cases continues to grow. The proportion of people thinking things will get worse as of today has jumped significantly from 13% to 26%.
Price sensitivity is returning. A portion of the population have been claiming for a few weeks that price wasn’t so important anymore, but we see that fewer people than ever are now reporting paying little attention to price: 2/5 consumers at the start of April vs 1/5 now.
A third of the UK population have started to buy brands they don’t usually buy. Also, we see that supermarket own brands benefit from this situation the most, receiving the highest number of spontaneous mentions.
Over half of the UK population were not planning on spending any money on Clothes or Beauty products at the start of the crisis, but we now see that expense forecasts in these categories are increasing. This suggests consumers are adapting to the “new normal”.
We see some sectors booming and benefiting from the lockdown. For example, 66% of the UK population are now intending on ordering home food delivery, a significant jump from 50% claiming the same at the start of the month.
More streaming and e-commerce, less perfume. Streaming services (56% doing this more than before vs 48% last week) and shopping via e-commerce (27% vs 20%) have increased. On the other hand, over a third of consumers wear less perfume than before.
Are we starting to see green shoots? There’s been a slight drop in consumers expecting the crisis to get worse, going from 7 in 10 last week to 6 in 10 yesterday… And a quarter now believe the situation is going to stabilise.
75% recognize and remember brands that have known to act correctly in the situation. Inditex (34%) and Mercadona (16%) have the highest number of mentions and the recognition of Retail (28%), Energy (18%), Banking (16%) and Food (16%) stands out.
Support for the national economy increases. When deciding what to purchase, the place of origin has quadrupled its relevance and 1 in 5 Spaniards looks for more national products when shopping.
Fashion: is recovery starting? While in the first few weeks a high percentage had totally or partially stopped buying fashion online, in recent weeks there has been a recovery in terms of the number of buyers, as well as the forecast of spending.
Are we approaching normality? Despite the perception that we are going backwards in the pandemic curve and that the situation is worsening, the % of people who plan to spend part of their budget on food delivery, fashion or travel during June increases.
A rebound of pessimism. With the de-escalation of confinement, after the first day when minors have been able to go out, pessimism increases among Spaniards: 3 out of 10 believe that the situation will get worse (vs 1 in 10 in the previous week).
The older, the more conscious of personal care they are. Those over 35 years old maintain cleaning routines, but younger ones lower them as confinement progresses. The 1st week, 7/10 continued their habits with the same frequency, today they are less than half.
Perfumes and food delivery, mostly abandoned. We see a negative balance of -50% (users who have quit or reduced the usage). There is also a certain decrease in the use of body care products.
Supplying no longer worries us. The fear of not having commodity reserves has been reduced, and sourcing is less relevant. Additionally, the consumers no longer purchase large formats and have turned to buying more units (multipacks not included).
Confidence is increasing. On Sunday, the people that believe the situation will improve (37% vs 20% weekly average) increased significantly, although they are aware the process will take several months.
Is your brand among the best valued? When asked which 3 brands are the best performing in this situation, there is no unanimity. The best rated are Coca-Cola (12%), Bimbo (10%), Grupo Modelo (10%), Uber (6%), Soriana (5%) and Banorte (5%).
How does the concern for health impact the purchase of certain categories? In the case of vitamins and supplements, there is a gradual decrease in the purchase that ends this week with 26% of buyers who declare to have abandoned the category.
Advances in health perception, setbacks in economy. Despite the fact that Mexicans are more optimistic and that the tipping point has already been exceeded for half, the concern for the family economy and the payment of bills is increasing.
Is cash and going to the bank in crisis? After a few weeks where there was some resistance to the use of Online Banking and paid Apps, a boom in the frequency of use of these was confirmed in the last week: more frequent users (39%) and first time users ( 37%).
1 in 2 Mexicans has changed their criteria when deciding what to buy. The brand alone is no longer enough (-18% in importance) while the place of origin and CSR increase their relevance. Nowadays, it is more relevant than ever to demonstrate a commitment to society.
The return of E-commerce. While internet shopping was initially contained, there is now a significant increase in purchase frequency. 29% of its regular users are buying more frequently than in normal periods.
More homemade desserts. Baking powders gain new users, 5% have started buying products to make sweets at home. There amount purchased is also increased: 15% declare to buy more quantity of powders to make pastries.
Are we starting to neglect our appearance? Although those who say they have reduced the use of personal care products are a minority, after a week of isolation they have increased fivefold. Will this decline have to do with the rise of working remotely?
There is no feeling of improvement. The percentage that believes the situation will worsen is still high. Over the weekend, the number of Mexicans who consider that the midpoint of the curve has passed has increased.
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Clients are launching their own trackings
Brands are monitoring the home consumption on a daily basis, as the lockdown has had a huge impact on the volume, frequency and ways of consuming products.
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🛵 Are consumers ordering delivery food portions for one meal?
🍱 Are they ordering more than usual to consume the food over a few days?
💰 Are they saving more than usual during the crisis?
🗓️ Are they planning any changes in savings habits for the future?
🧑🏻💻 How has media consumption changed during the lockdown?
📈 What media channels & outlets are increasingly used?
💄 How important are beauty and fashion products during those times?
🙅🏻 Are they seen a ‘treat’ that makes consumers feel better? Or as unnecessary?
📺 Have you seen this COVID-19 ad? What is the brand behind it? Is it relevant for you?