Nielsen tracks impact of COVID-19 outbreak on consumer behavior

Research firm Nielsen has identified what it describes as “six key consumer behavior threshold levels” tied into the COVID-19 outbreak. Nielsen noted that the thresholds function as signals of spending patterns for purchase of pantry items and healthcare supplies and underscore ways in which behavior shifts as the coronavirus crisis moves forward. The thresholds are as follows:

1. Proactive health-minded buying. At this point, consumer interest in products that support overall maintenance of health and wellness increases. Event markers: minimal localized cases of COVID-19.
2. Reactive health management. Consumers place a priority on products related to virus containment, health, and public safety. Event markers: First local transmission without a link to another location and first COVID-19 related death(s).
3. Pantry preparation. Store visits spike as consumers stockpile shelf-stable foods and health safety products. Event marker: Multiple cases of local transmission and multiple deaths from COVID-19.
4. Quarantined living preparation. Online shopping increases; store visits decline; more out-of-stocks; supply chain is strained. Event markers: Local COVID-19 emergency actions and a growing number of diagnoses.
5. Restricted living. Shopping trips are restricted, online fulfillment is limited, and limited stock affects pricing. Event marker: Many cases of COVID-19 and community lockdowns are mandated.
6. Living a new normal. Daily routines are resumed but with a new cautiousness about health. Permanent shifts in the supply chain, e-commerce patterns, and hygiene protocols. Event markers: COVID-19 quarantines lift beyond hotspots, and a resumption of life as normal.

Nielsen press release