covid-19: consumer trends by generation & …covid-19: consumer trends by generation &...

43.68%I will consider purchasing from brands I’m less familiar with but sell the same or similar products

I will wait until the stores I had visited restock the product(s)

24.56%

I will go to more stores (physical locations) to see if they have the product(s)

I will sign up to be updated when the product is back in stock (if available)

I will go directly to the brand or manufacturer’s website

28.82%

20.15%

17.35%



35.30%




28.79%

17.73%

13.94%



30.76%




28.64%

18.03%

14.55%

US CAN UK

In the US, UK, and Canada, consumers are most likely to purchase from brands they’re less familiar with to get the

products they need. Respondents in the US are most likely out of all three locations to go directly to a brand or

manufacturer’s website for the products they want (17.35%).

With products out of stock in stores, how are you dealing with shortages?COMING UP SHORT

Make some home improvements

26.00%

Cook more often

52.20%

Invest in Health & Wellness products

17.40%

Order food delivery more often

13.00%

Sign up for a subscription service for products

14.20%

Do more of your shopping online

43.20%


24.80%

Cook more often

51.20%


20.80%


14.60%


12.00%


48.40%


23.60%

Cook more often

51.80%


14.40%


13.20%


8.80%


45.40%


23.80%

Cook more often

48.60%


13.00%


7.00%


3.40%


35.80%

GEN Y MILLENNIALS GEN X BABY BOOMERS

If the Coronavirus outbreak continues, you plan to:

THE FUTURE UNDER COVID-19 BY GENERATION

All generations and locations plan to cook more often, except for the UK, where a majority of respondents said they’d

do more shopping online if the Coronavirus disruption continues (46.8%). Respondents across the board are also

heavily interested in making home improvements, providing a good opportunity for home decor brands.

Cook more often 56.62%

Make some home improvements 24.56%


15.00%

Do more of your shopping online 43.68%

Sign up for a subscription service for products 18.09%

Invest in Health & Wellness products 11.91%

Cook more often 53.18%



11.82%


Order food delivery more often 12.88%

Invest in Health & Wellness products 10.15%


46.82%



11.06%


Sign up for a subscription service for products 12.27%

Order food delivery more often 10.45%

US CAN UK

If the Coronavirus outbreak continues, you plan to:THE FUTURE UNDER COVID-19 BY GEOGRAPHY

Toilet paper

19.00%

Personal sanitizers

77.06%

Household cleaning supplies

17.60%

Wellness items (CBD, vitamins, superfoods)

21.80%

Medicines & medical products

17.00%

OtherGluten free foodsCamping gearCigarsBeer

1.20%

Non-perishable foods

48.82%

Toilet paper

38.20%

Non-perishable foods (canned goods, pasta, cereal)

48.80%


38.00%


26.40%


26.20%

OtherTobaccoBaby formula baby puree diapersFrozen food

1.20%

Personal sanitizers

43.80%

Personal sanitizers (e.g. Purell, body wipes)

39.80%


51.40%

Toilet paper 31.40%


24.80%


22.00%

OtherMore foodGold, silver,and stocks at a discounted pricePet supplies

1.20%


40.80%


30.60%


41.80%

Toilet paper 22.80%


16.20%


15.80%

OtherLiquorPet food and other productsMeat, fruit, and vegetables

1.00%

Personal sanitizers

30.80%


Which of these items are you buying more of than usual?

STOCKPILE FAVORITES BY GENERATION




Personal sanitizers

Toilet paper


51.32%

46.91%

28.53%

47.79%

40.44%

26.32%

47.27%

25.61%

19.39%

35.76%

23.79%

19.24%

39.39%

31.97%

22.58%

36.67%

28.03%

16.67%

US CAN UK

Which of these items are you buying more of than usual?

STOCKPILE FAVORITES BY GEOGRAPHY

Between generations and geographies, all shoppers are most interested in purchasing Food and Health & Wellness

products. Gen Y put a higher priority on Apparel & Accessories (19.0%) and Beauty (17.6%), while Millennials are

making Health & Wellness a high priority (46.2%).

Apparel & Accessories 19.00%

Media & Entertainment

16.20%

Sports & Fitness 11.60%

Home & Garden 11.60%

Kids & Babies 11.60%

Food 77.06%

Beauty 17.60%

Pets 12.20%

Tobacco 8.80%

Technology 17.00%

Health & Wellness 48.82%

Pets 26.60%


Beauty 13.80%

Home & Garden 9.80%


Food 77.40%

Media & Entertainment 15.80%

Technology 14.20%

Tobacco 11.40%



Pets 24.80%

Tobacco 12.00%




Food 81.40%


Technology 11.80%

Beauty 9.80%



Pets 21.60%


Beauty 6.80%

Kids & Babies 6.60%


Food 82.60%



Technology 6.40%

Tobacco 10.60%



What product categories are you most interested in shopping for?

TOP PRODUCT CATEGORIES BY GEOGRAPHY

Food

Beauty

82.88%

12.27%

Pets

Apparel & Accessories

19.24%

9.95%

Technology

Sports & Fitness

13.03%

7.42%

Health & Wellness

Home & Garden

39.70%

12.12%

Media & Entertainment

Kids & Babies

14.39%

7.73%

Tobacco 12.58%

Food

Kids & Babies

77.06%

11.91%

Pets

Technology

23.53%

Beauty

Sports & Fitness

13.53%

7.79%

Health & Wellness

Tobacco

48.82%

11.18%

10.44%


Home & Garden

14.71%

10.00%


Food

Beauty

76.52%

10.15%

Pets

Tobacco

16.52%

8.33%

Technology

Kids & Babies

13.53%

6.06%

Health & Wellness

Sports & Fitness

38.79%

8.33%


Home & Garden

13.64%

7.58%


US CAN UK

What product categories are you most interested in shopping for?

TOP PRODUCT CATEGORIES BY GEOGRAPHY

Especially between generation and geography, we

found that consumers are shopping in increasingly

different ways. Below, we’re sharing our findings.

BY GEOGRAPHY

US: 680

UK: 660

CAN: 660

34%

33%

33%

BY AGE

Gen Z (14-22): 500

Millennials (23-38): 500

Baby Boomers (55-74): 500

Gen X (39-54): 500

25%

25%

25%

25%

As people shift to shopping online and working remotely in the time of Coronavirus (COVID-19), we fielded a survey

to shed light on exactly how shopping habits and priorities are evolving. The survey was sent to 2000 consumers in

the US, UK, and Canada between the ages 14-73.

COVID-19: CONSUMER TRENDS BY GENERATION & GEOGRAPHY

P R E S E N T S

Across every location and every generation except Gen Y, consumers are buying more non-perishable foods than they

typically would. Gen Y, however, is most focused on personal sanitizers (46.2%). Members of Gen Y typically still live

at home with a parent or guardian who may be stocking up on non-perishable food items for them, leaving them

more time to worry more about their personal health and hygiene.

MOVING FORWARD TOGETHER

Shopping patterns are changing, and that means

shifting your brands’ priorities to match.

Leverage the data above to segment your

audience accordingly, engage your community,

optimize your on-site experience, and, most

importantly, always treat your customers with

humanity. In these unprecedented times, it’s

together that we prevail.

To see the full survey results, see our blog post

here. For more strategies your brand can use to

engage your customers during this time, check out

this blog post, and for Yotpo’s commitment to

business continuity and wellness, see a note from

Yotpo's CEO & Cofounder, Tomer Tagrin, here.

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T H E L E A D I N G E C O M M E R C E M A R K E T I N G P L AT F O R M

https://www.yotpo.com/blog/survey-how-is-covid-19-changing-consumer-ecommerce-trends/

https://www.yotpo.com/blog/engage-customers-covid-19/

https://www.yotpo.com/blog/covid-19/

covid-19: consumer trends by generation & …covid-19: consumer trends by generation &...

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