COVID-19Insights Briefing
P u b l i s h e d : 5 / 6 / 2 0 2 0
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22
Executive Summary:
1
Topic Key Data, Findings and Insights
COVID-19 Spread
and Response
There are now over 1.1 Million people in the U.S. who have been diagnosed with COVID-19 and over 70k virus-related deaths.
The U.S. daily case growth rate is down to ~2%, but still adding roughly ~25K new patients a day.
Also encouraging, the # of daily virus-related deaths and new hospitalizations continue to show positive downward trajectories.
Level of virus testing has grown to ~200k tests / day, trending up 20% from a week ago.
To date, the virus has hit the Metro/Urban counties the hardest, but patients and virus-related deaths have grown the fastest in rural counties the past two weeks.
Over half of the states have started or announced plans for partial re-opening.
2 Macro
Scenarios and
Data
Most of the world’s financial markets have re-bounded to levels near their respective Jan 1, 2020 levels, with Oil still down significantly.
3.8M Americans filed for initial unemployment benefits this week, the fifth week to post week-over-week declines. Consumer sentiment around concern for virus infection continues to remain near 70%; concern about the virus’s impact on the economy still around 90%; however, the percent of consumers who strongly believe “the worst is yet to come for the U.S.” has started to recede.
3 State of the
Marketplace
In most recent week of scanner data, total retail was up 16% in terms of $ growth.
Foodservice transactions continue to contract, although restaurant erosion rate is less pronounced in the past 2 weeks.
Retail shopping HHs continue to flatten. High spend per trip remains, contributing to increased retail sales vs. benchmark.
Within ecommerce POS, online grocery shoppers are indicating increased usage of Local Delivery, which has best NARTD Incidence. Instacart sees large trip growth and reports first ever net profit.
4State of the
Customer and
Consumer
Foodservice operators are promoting ‘Comfort’ and ‘Family Meals’. Diners are searching of discounts and value.
While shoppers stocked up on shelf-stables, many are not consuming as much as they expected. consumers state they are using more Household products, Snacking and Bread/Baking.
Drastic changes in shopping behaviors are leveling off. Value and safety increase in importance when choosing retailers. Availability drops in priority as in-stock levels improve across most categories.
The number of consumers who “see significant changes on the horizon” has increased significantly in the past month. The most significant disruptors focus on travel, transportation & entertainment. Americans living in large cities show notably less fear than those in other areas.
Within social media, consumers increasingly talking about ‘self-care,’ ‘hope’ and ‘loneliness’ as other COVID topics, like handwashing and toilet paper, recede.
In the 2008/09 Great Recession, consumers gravitated to comfort and personal indulgence. High income consumers splurged on premium items while low-to mid-income households looked for affordable indulgences and more affordable pack-sizes.
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Rate of daily patients in the US dropped below 30K. The number of virus-related deaths and hospitalizations continue to trend below peak levels
Sources: OurWorldinData.org/coronavirus-data accessed on May 5, 2020 at 10 am.
Daily New Hospitalized Patients (Total US)
1 COVID-19 Spread
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
0.1K
10,000.0K
10.0K
1.0K
100.0K
1,000.0K
Daily Tests (Total US)
7 day increase
Updated 5/5
190k
27-
Apr
4-
May
232k
+22%
1,118K
Timeline of number of diagnoses
since 100th Patient
Click to Appendix for Additional Details
0K
10K
30K
20K
40K
1-
Mar
5-
May
Daily New COVID Patients (Total US)
26K
0
1,000
2,000
3,000
4,000
1-
Mar
5-
May
Daily New COVID Deaths (Total US)
3-May19-Apr12-Apr29-Mar22-Mar 5-Apr 26-Apr 10-May
4K
0K
2K
6K
US
Italy
China
Japan
Spain
UKIn NYC, surge field-medical facilities at Central Park and Javits
Center closed due to decreasing need
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While the virus has hit metro counties (heavily led by NYC) the hardest, the # of virus patients and related deaths has grown the fastest in rural counties most recently
1 COVID-19 Spread New Content 5/1
327.5
17.0
114.9
4.4
COVID-19 Patients
Per 100k People
Deaths per
100k People
Rural CountiesMetro Counties
The virus has hit the metro
counties the hardest so far
…But Impact is growing the
fastest in rural counties recently
26%
38%
68%
113%
45%
46%
125%
169%
Deaths
Patients
Deaths
Patients
Metro Rural
On
e W
eek
Incr
ease
Tw
o W
eek
Incr
ease
Data as of 4/27/20
Sources: Kaiser Family Foundation Analysis ( John Hopkins University, US Census Bureau and Federal Office of Rural Health Data)
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More than half of the states have either reopened partially or have announced plan to re-open; however mobility data suggests Americans largely still sheltering in place
1 COVID-19 Response Updated 5/5
Shutdown /Restricted Reopening Soon Partial Reopening
State of State Reopening as of May 5 at 5PM: Total U.S.
Change in Routing Requests:
Atlanta, GA:
Change in Routing Requests:
Source Apple COVID 19 Mobility Data, Up to 5/3
Routing requests = mobile directions using Apple Maps
Source: New York Times, See Which States are Reopening? May 5 at 5pm. TCCC Analysis. Apple COVID19 Mobility Data accessed 5/5/20
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66
99
-10
10
30
50
70
90
110
01-Jan-2020 31-Jan-2020 01-Mar-2020 31-Mar-2020
Ind
ex, N
orm
ali
zed
*
Impact of COVID-19 on Asset PricesYear-to-date performance, Indexed to 100 as of 30 April 2020
Source: Yahoo Finance; Investing.com; Bloomberg
Crude Oil NASDAQ FTSE 100
Note: *All indexes normalized, with value equals 100 on January 1, 2020
April, 2020
Oil price dipped below zero
due to supply glut and weak
demand. The price rebounded
after Trump threatened to
‘’Shoot And Destroy’’ Iranian
gunboats.
March, 2020
Volatility
significantly
increased across
major markets
April, 2020
Oil surges over 35% after
Saudi Arabia and Russia
ends price war, but loses all its
gains
2 Financial Markets Updated 5/1
Most major financial markets are nearing rebounding to Jan 1 2020 levels; Oil remains sharply down
6
• DJI: 87 index vs 1/1/20
• S&P: 86 index vs 1/1/20
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Source: FiveThirtyEight.Com “How Americans View the Corona Virus” accessed on 5/5/20 at 1pm
Source: GlobalData, Federal Reserve Bank of St. Louis. Kelton
COVID19 Consumer Pulse Waves (Apr 3-6, Mar 20-23)
2 Macro Data & Sentiment Updated 5/5
U.S. unemployment claims are still near 4M, but dropping week over week; Levels of concern about infection and impact on economy remain high but are slowly starting to descend
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~50% Americans still believe the “worst is yet to come” but sentiment starting to decline; ~15% Americans temporarily furloughed or laid-off since March based on survey data
Source: CCNA Next Gen BEV360 COVID Pulse survey; COVID Impact Survey, Wave 1: April 20-26, n=2,190 Adults
1 Macro Response: New Content 5/5
10%14% 11% 13%
17%21%
24%20%
26%
36%
37%
33% 42%34%
39%29% 23% 21% 21%
Apr 27-May 3Mar 30-Apr 5 Apr 6-12 Apr 13-19 Apr 20-26
6%
Agree somewhat
Agree completely Disagree completelyNeither agree nor disagree
Disagree somewhat
“I think the Worst is YET to come for the U.S.”U.S. General Population
47%
23%
11%
7%
4%
3%
3%
Yes, I worked
No, temporarily laid-off
No, Retired
No, but not seeking employment
No, Unemployed since Mar
No, but unemployed before Mar
No, Caring for someone
due to COVID
In Past 7 Days, Did you work for Pay at a Job?
COVID
IMPACTS
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COVID Pulse (via Coca-Cola Internal/ IPSOS Pulse)
There is a time lag to the data on how our marketplace and our consumers’ behaviors are changing
3 View of the Marketplace
21-
Mar
7-
Mar
4-
Apr
1,181K
14-
Mar
28-
Mar
11-
Apr
18-
Apr
0K 0K 3K 27K 105K246K
466K
802K1,006K
25-
Apr
4-
May
# o
f U
.S. C
OV
ID
Dia
gn
ose
s
CREST Transaction Performance Alerts Available up to 4/25
Mar 3: U.S.
approves
widespread COVID
testing
Mar 13:
National
Emergency
declared
Mar 15: CDC no
gathering of 50+
for 8 weeks
Mar 11: U.S.
implements
European travel
ban
Various points of insight with differing time lags
N/A
Shopper Panel Available up to 4/19 N/A(Ecommerce additional 2 week lag)
Consumer
Apr 5: U.S hits
10K virus-related
deaths
Today
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% $ Measured Retail Growth by Week in 2020Nielsen xAOC+CR, Total U.S.
57
16
-10
0
10
20
30
40
50
60
1/4 2/1 3/7 3/21 4/25
Total Retail
Scanner Data: W/E 4/25
Total Retail & NARTD
3 State of the Marketplace
After initial retail stock-up spike, growth has decelerated for many categories as ‘Shelter In Place’ period continues.
Pre-COVID19 Mitigation Stock-Up Shelter In Place
1.1% 35%TTL Retail 13%
4 1 1 2 0 3 3
-2 -1
24
35
28
38
4
24 25 26
-3 -6 -5
Dair
y
Alc
oh
ol
Fro
zen
34
Ho
use
ho
ld
Meat
Pet
Healt
h &
Beau
ty
Bab
y
To
bacco
51
-16
49
3946
78
PreCOVID StockUp Shelter In Place
% $ Growth for Select DepartmentsNielsen xAOC+CR, Total U.S.
Jan – Feb 2020 3/1 – 3/27 3/28 – 4/18
SUSTAINING GROWTH PANTRY DELOAD
• Alcohol slightly more dependent on On-premise channels
• Additionally greater restrictions preventing shift to eCommerce Point of Sale (not
captured by Nielsen scanner data)
Source: Nielsen Scanner Data; Total Store xAOC+CR,CCNA Custom Database NARTD CCNA Compset, AMC
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1111Source: Numerator Panel Weekly Data
4 State of the Consumer / Customer Numerator Data: w/e 4/19
HH Penetration Trips (MM) $/Trip Sales ($MM)
Larg
e
Sto
re
Sm
all
Sto
reQ
SR
AO
R
est
au
ran
tD
ETA
ILED
TR
EN
D
-6.2%
-14.1%
-27.9%
-59.6%
-20.8%
-14.4%
-33.3%
-69.1%
+35.0%
+22.4%
-11.6%
+15.7%
+12.6%
+2.9%
-22.9%
-72.7%
Retail shopping HHs continue to flatten. High spend per trip remains, contributing to increased retail sales vs. benchmark. Foodservice experiencing continued erosion.Shopper Metrics: % Change vs. pre COVID-19 8 week average (1/6-3/1)Numerator; week ending 4/19/20 – Note: 2 week data lag to present
83%
42%
30%
11%
2-F
eb
9-F
eb
16-F
eb
23-F
eb
1-M
ar
8-M
ar
15-M
ar
22-M
ar
29-M
ar
5-A
pr
12-A
pr
19-A
pr
350
120
6918
2-F
eb
9-F
eb
16-F
eb
23-F
eb
1-M
ar
8-M
ar
15-M
ar
22-M
ar
29-M
ar
5-A
pr
12-A
pr
19-A
pr
$44.69
$13.98
$10.80
$28.64
2-F
eb
9-F
eb
16-F
eb
23-F
eb
1-M
ar
8-M
ar
15-M
ar
22-M
ar
29-M
ar
5-A
pr
12-A
pr
19-A
pr
$16,344
2-F
eb
9-F
eb
16-F
eb
23-F
eb
1-M
ar
8-M
ar
15-M
ar
22-M
ar
29-M
ar
5-A
pr
12-A
pr
19-A
pr
$1,525 $742
$529
2-F
eb
9-F
eb
16-F
eb
23-F
eb
1-M
ar
8-M
ar
15-M
ar
22-M
ar
29-M
ar
5-A
pr
12-A
pr
19-A
pr
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Restaurant transactions erosion rate is less pronounced in the past 2 weeks.
CREST Data: W/E 5/13 State of the Marketplace
43% 43%
27% 18%
30% 39%
Mar 25 Apr 30
Thought About It
Didn’t Even Consider It
Got Food From A Restaurant
8%
23%
18%
30%
21%
6%
27%
19%
28%
20%
Dine in
Order ahead
To go
Drive thru
Delivery
6%
12%
16%
3%
8%
18%
24%
4%
Breakfast
Lunch
Dinner
Snack
Apr 30 Mar 25
Past Day Restaurant Order Consideration
Service Mode (Among Past Day Orders)Meal Type (Among Past Day Orders)
Source: CREST Performance Alerts, weekly transaction data for 73 chains + NPD on Adage Source: Datassential Coronavirus Traffic Brief
Traffic Report 4/30
Concerns about COVID-19 linked to the Avoidance of Eating Out
20% 27% 47% 53% 62% 62% 63% 64% 64% 68% 59% 61% 58% 58%
41%49%
60% 61% 61% 59%67% 65% 61% 64% 60% 61% 60% 60%
Mar 10Mar 14Mar 18Mar 22Mar 25Mar 29Apr 01Apr 03Apr 07Apr 10Apr 15Apr 17Apr 20Apr 23
Avoid Eating Out Very Concerned about COVID-19
-8%
-36%
-42%-41%
-43%
-36%
-32%
-7%
-34%
-40%-38%
-41%
-34%
-30%
-24%
-73%
-79% -77%-77%
-65%-66%
-22%
-67%
-81% -81% -81% -81% -78%
Mar 01 Mar 08 Mar 15 Mar 22 Mar 29 Apr 05 Apr 12 Apr 19 Apr 26
Total QSR Casual Dining Midscale
Weekly Restaurant Transactions: Chg vs Yago
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While shoppers stocked up on shelf-stables, many are not consuming as much as the expected. Consumers are using more Household products, Snacking and Bread/Baking.
4 State of the Consumer
Consumption vs. Expectations During COVID-19 Outbreak % Shoppers that Changed Usage across Categories
Source: Nailbiter COVID-19 “New Normal” Shopper & Consumer Behavior Revealed April 2020
New Content 5/1
Consumer Data
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Drastic changes in shopping behaviors are leveling off. Value and safety increase in importance when choosing retailers. Availability drops in priority as in-stock levels improve.
4 State of the Shopper
New Content 5/1
Shopping During COVID-19 Perceived In-Stock Levels by Category
Wave 1 (Mid March) vs. Wave 4 (Early April)Initial News /
Stock Up
Sinks-In Coping / Shelter in Place
Pre-
COVID
Wave 13/15-3/21
Wave 23/22-3/29
Wave 33/30-4/6
Wave 44/7-4/13
Wave 54/14-4/21
Replenishment
vs. Stock Up
National Brand
vs. Private Label
Out of Stock
Mixed
Well-Stocked
Store Selection
Criteria
Convenience
Value
Availability
Safety
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Well Stocked Moderate Nearly Empty/Empty
Signs of improving stock levels Slight declining stock levels
Consumer Data
Source: Nailbiter COVID-19 “New Normal” Shopper & Consumer Behavior Revealed April 2020; 5 waves
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Cleanliness and hygiene are the most important attributes in selecting stores, while Value and Contactless payments have more than doubled in importance. Availability has leveled off and convenience is declining. When selecting products, brand remains more important than price
4 State of the Consumer / Customer New Content 5/5
Importance of Cleanliness to Store Selection: “When thinking about life
BEFORE/AFTER COVID-19 restrictions, how important were each of the
following to you in deciding which retailers to visit?” Top 2 Box
Source: sense360 COVID Briefing 4/29 release (survey fielded 4/24, n=1,181)
92%
80% 79% 79%
70%
28%
95% 93% 93% 92% 91%
73%
Before COVID-19 After COVID-19
Cleanliness Hygiene
practice of
staff
How much
I trust the
brand
Health of
staff
Cleanliness
/ hygiene
of other
guests
Contactless
payment
options
+4% +17% +19% +16% +29% +160%% Change in
T2B score
before COVID
vs. following
Importance of Value, Price & Availability to Store Selection &
Purchase
Source: Nailbiter COVID-19 “New Normal” Shopper Behavior Revealed April 2020
71%
26%
57%
21%
14%
29%
14%
43%
Availability Convenience Value
Pre-Crisis (Nailbiter Norms)
Week 1 (Late March)
Week 4 (Mid April)
Store SelectionProduct Selection
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4 State of the Consumer/Customer Numerator Data w/e 03/29/20
NARTD BEVERAGE ECOMMERCE TRIP TRENDRolling 4wk Trend, 52wks Ending 03/29/20
RETAILER BEV TRIPS TREND
Other Measured Retailers Not Shown Due To Low 4wk Sample Size Across All Rolling Weeks For NARTD
PR
OJE
CT
ED
TR
IPS
4W
E 2
019-0
3-3
1
4W
E 2
019-0
4-1
4
4W
E 2
019-0
4-2
8
4W
E 2
019-0
5-1
2
4W
E 2
019-0
5-2
6
4W
E 2
019-0
6-0
9
4W
E 2
019-0
6-2
3
4W
E 2
019-0
7-0
7
4W
E 2
019-0
7-2
1
4W
E 2
019-0
8-0
4
4W
E 2
019-0
8-1
8
4W
E 2
019-0
9-0
1
4W
E 2
019-0
9-1
5
4W
E 2
019-0
9-2
9
4W
E 2
019-1
0-1
3
4W
E 2
019-1
0-2
7
4W
E 2
019-1
1-1
0
4W
E 2
019-1
1-2
4
4W
E 2
019-1
2-0
8
4W
E 2
019-1
2-2
2
4W
E 2
020-0
1-0
5
4W
E 2
020-0
1-1
9
4W
E 2
020-0
2-0
2
4W
E 2
020-0
2-1
6
4W
E 2
020-0
3-0
1
4W
E 2
020-0
3-1
5
4W
E 2
020-0
3-2
9
PRIME DAY
7/15/2019
TOTAL NARTD BEVERAGE13MM Trips
March 2020
% Change Trips
March ‘20 vs.
Feb ‘20
Source: Numerator Insights – Available retailers with enough sample size
Ecommerce POS: Beverages are seeing online trip levels well beyond previous record levels
(e.g. Prime Day), benefiting from growth across top online retailers in March.
+37% trip growth
Mar ‘20 vs.
Feb ‘20
+28%
+20%
+52%
+90%
+68%
NARTD & ECOM
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4 State of the Consumer/Customer
New Content 05/05
iSHOP Study, ©2019 The Coca-Cola Company (Q1 2020) – NARTD Trip Incidence Monthly+ Online Shoppers
49% 14%
Ship To
Home
Curbside
Pickup
13% 21%
In-Store
Pickup
Local DeliveryThird-party (e.g.
Instacart) or from retailer
Modality Used In Recent Online Grocery Order (Q1 2020)
NARTD Bev Trip Incidence
9% 11% 30% 38%
Significantly higher than Q4 2019 (Year-Ago not available)
TOTAL STOREQ1 2020 vs. Year-Ago
+0.5%
+53%
% HH Penetration
Trips
% Change
Pt. Diff
Source: Numerator Insights
CATEGORY LEVEL NOT CURRENTLY AVAILABLE
Online grocery shoppers are indicating increased usage of Local Delivery, which has best
NARTD Incidence. Instacart sees large trip growth and reports first ever net profit
Instacart reported making a net
profit for the first time ever in April
2020
Source: Forbes: Coronavirus Grocery Delivery Demand Has
Made Instacart Profitable For The First Time, April 27, 2020
iShop & Numerator
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Consumer Data: 5/5
Source: Technomic The Foodservice View. Collected 4/19-4/25.
47%
44%
40%
37%
37%
34%
27%
Coupons influence the restaurant I order
from
More likely to order from 3rd party service
that doesn’t charge delivery fee
More likely to order delivery from local
restaurant than chain
More like to order from 3rd part service
that doesn’t charge commission to the
restaurant
Delivery Fees on top of what I am already
paying seems unfair
Coupons/promos influence the 3rd party
provider I order from
I am ordering delivery from restaurants I
never ordered from before COVID-19
37%
28%
22%
Family Meals Comfort Foods Ready to Heat
Food Items Operators are Promoting
Most Successful Promotions
Foodservice operators are promoting ‘Comfort’ and ‘Family Meals’, while Consumers are looking for discounts and value.
% Consumers Agree or Completely Agree with a Statement
45%
40%
33%
30%
24%
22%
21%
Comfort Foods
Family Style Meals
Ready to Heat
Healthy Foods
Grab and Go
Value Items
Larger Portions
OPERATOR PERSPECTIVE CONSUMER PERSPECTIVE
State of the Customer3
CONSUMER PERSPECTIVE
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Examples of Retail and Foodservice chains responses to COVID-19 from the past week
Wegmans begins to roll out SCAN -
self-scan app, enabling shoppers to
pay for purchases directly from
smartphone without using traditional
checkout, bypassing checkout line and
promoting social distancing.
Source: RIS News 5/4
4State of the Customer: Retail and
FSOP Response
19
SAFETY + PREVENTION PROMOTIONS +EXECUTION
Subway and Postmates are teaming up
in honor of National Nurses Week;
donating a sub to healthcare workers
for each on purchases through
Postmates.
Source: QSR 5/4
Sam’s Club donates $1MM for small
business relief and pledges to raise
awareness of struggles caused by
outbreak by sharing stories of local
business on social media sites and
emails.
Source: Progressive Grocery 4/24
Walmart has accelerated two-hour
delivery service roll-out, piloting
Express Delivery from 100 stores since
mid-April, expanding to nearly 2,000
stores in May/June allowing customers
to order across over 160,000 items.
Source: Walmart Newsroom 4/30
Chick-fil-a launches national
distribution of its chicken parmesan
meal kit.
Source: Restaurant News 5/1
Dunkin focuses on safety; adds curbside
pickup, plus safety measures
systemwide. (including: counters
blocked by Plexiglas, infrared
thermometers, and dining room
configuration changes.)
Source: QSR 5/1
CVS teams up with UPS on drone
delivery of Rx; deliveries begin in May
from one store initially, bringing
prescriptions to residents of a
retirement community in Florida.
Source: Business Insider 4/28
Schlotzksy’s and Grindhouse Killer
Burgers join list of Georgia restaurants
that are postponing reopening.
Source: QSR 4/29
Postmates adds childcare stipend for
struggling delivery workers who make
at least 60 deliveries a week in
California and New York.
Source: Bloomberg 4/20
LABOR + COMMUNITY
New Content 5/5
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Number of disruptors have risen significantly. The most significant disruptors focus on travel, transportation & entertainment with movies ranking 6th
State of the Consumer4 Consumer Data
MaintainersExpect very little or only
minor temporary changes
AdaptorsExpect some temporary
change along with very few
permanent changes
DisruptorsSee a large number of
radical disruptions on the
horizon
Consumer Predictions on how
their behaviors will change
Scope of the perceived
disruption increasing
35%25%
45%48%
20%27%
Wave 1 Wave 2
Maintainers Adaptors Disruptors
Maintainers Adaptors Disruptors
Taking a cruise 19% 35% 78%
Going on a flight 8% 17% 75%
Using public
transportation5% 14% 72%
Going to
concerts, events
and
sports/games
4% 13% 71%
Using a ride-
share service5% 11% 67%
Going to the
movies2% 9% 67%
Staying at a
hotel4% 10% 66%
% Who think these activities will change permanently
Top 7 “most feared” activities out of 20+
New Content 5/1
Source: Kelton Covid-19 Consumer Pulse, Wave 2 (Apr 3-6); Wave 1 (March 20-23)
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% Who Feel Extremely Worried about….
Americans living in large cities show notably less fear than those in other areas. American urbanites are also much more likely to adapt.
State of the Consumer4
Source: Kelton Covid-19 Consumer Pulse, Wave 2 (Apr 3-6)
5247 47
33
7062
56
44
Having Someone
Work in Your Home
Use Public Transportation Use Ride-Share Service Going to a Hospital
Urban Other
Consumer Data
New Content 5/1
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Pre-COIVD Mitigation
Social Media Data
New Content: 5/1
4 State of the Consumer
Within social media, consumers increasingly talking about ‘self-care,’ ‘hope’ and ‘loneliness’ as other COVID topics, like handwashing and toilet paper recede
Source: Social Standards, Global Instagram Posts pertaining to COVID19. Published 5/1/20
COVID19 Social Posts By Topic Trends
“Hope”
“Self-Care”
“Lonely”
Three topics
continuing to
grow
Stock-Up Shelter In Place
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Spending during/after the recession of 2007-2009 showed consumers gravitated to comfort and personal indulgence
State of the Consumer4 Consumer Data: 5/5/2020
Source: April 30, 2020 IRI Covid Report
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Additionally, we saw high income consumers splurge on premium items while low-to mid-income households looked for affordable indulgences and more affordable pack-sizes
State of the Consumer4 Consumer Data: 5/5/2020
22% 21% 22%
18%
Under $35k $35k-$54k $55k-$100k Over $100k
I treat myself to small indulgences to
help ease everyday stress
8%
13%
19%
28%
Under $35k $35k-$54k $55k-$100k Over $100k
I still splurge on premium on
gourmet products
48% 46% 46%
32%
Under $35k $35k-$54k $55k-$100k Over $100k
I look forward to affordable
indulgences for treats
62% 67%54%
45%
Under $35k $35k-$54k $55k-$100k Over $100k
I buy fewer individual serving
packages
60%52%
42%32%
Under $35k $35k-$54k $55k-$100k Over $100k
I buy smaller quantities of my
favorite treats
PackagesPremium/Indulgence
Source: 2008 IRI AttitudeLink Survey referenced in April 30, 2020 IRI Covid Report
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Both the average daily number of new patients and virus-related deaths in the U.S. have decreased in the past few days
Source: OurWorldinData.org/coronavirus-data accessed on May 5, 2020 at 10 am.
Newsweek. COVID becomes number one case death per day in the U.S. Apr 9, 2020
1 COVID-19 Spread
Daily New Confirmed Patients: Rolling 3day Avg
30K
0K
10K
5K
15K
35K
20K
25K
1-
Mar
5-
May
U.S. Italy Spain ChinaGermany UK
Daily New COVID Related Deaths: Rolling 3day Avg
0
1,000
2,000
3,000
4,000
1-
Mar
5-
May
U.S. Italy Spain Germany UK China
Mar 3: U.S.
approves
widespread
COVID testing
Mar 13:
National
Emergency
declared
Mar 15: CDC no
gathering of 50+
for 8 weeks
Mar 11: U.S.
implements
European
travel ban
COVID is now less deadly as Cancer (~1,650 U.S. deaths per day) and
heart disease (~1,800 deaths per day)
Updated 5/5
Apr 5: 10K U.S.
Deaths
Click to Return to Summary
Apr 14: NYC
Revises death toll
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2727
20.3k
NJ
MI
MN
NY
CT
WY
MO
MALA
MDIN OK
NHVT
NC
AL
WV
DC
WA IAPR
OH
CO
NMKY
CA
PA
NV
ME IL
AZ
GA
SC
WI
OR
MS FL RI
VA
MT
UTID SDHI
TX
9.3%
DE
AK
AR
ND
TN
NE
KS
COVID-19 Deaths / COVID-19 Diagnoses by State (Death Rate)
US Avg:
5.4%
Death rates by state are more distributed; RI remains number one in testing rate; Other tests rates vary widely
OK
TN MI
NY FLRI
CA
DC
MA
NM KY
GA
ND LA UT
WI
SDNJ
VA
WV
AZ
AK
NC
CT
VT
WA AL
MS
PAIL
DE HI
MD
NH
OH
WY
ORIA AR
NE
IN ID ME
MN
MO
NV
CO
MT
31.0k
70.0k
TX
KS
SC
14.7k
COVID-19 Tests / M by State (Test Rate)
US Avg:
23.3k
• Overall US avg unchanged from 4/30
• US Average is less than global average (6.9%)
• Overall US avg rate up 16% (from 20.1k on 4/30)
• RI remains number one. Other High test rates include “Hot spots” (e.g., NY, LA)
• Total US Tests at 7,286K (~1m abs increase vs. 4/30)
Sources: The COVID Tracking Project (data as of 5/4)
1 COVID-19 Deaths / Testing Updated 5/5
Click to Return to Summary
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Parents are less optimistic than non-parents. In addition, they indicate a higher likelihood of continuing their new routines post-Covid.
State of the Consumer4 Consumer Data: 5/5/2020
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4 State of the Consumer
Social Media: COVID19 Post volume has dropped to the lowest point this month since March (closer to pre-quarantine levels)
Source: TCCC Social Center Daily Reporting (updated 5/4/2020)
Key Metrics: Over the last 24 hours, there have been 4.3 million total Coronavirus posts (a 16% increase since yesterday's 3.7 million posts and a 6% decrease since
Friday's 4.5 million posts). For comparison, Thursday, March 26, yielded 11.7 million total Coronavirus posts.
The most active group in this conversation are those over 45 years old.
TCCC Brands' percent of the conversation decreased from yesterday, making up 0.007% of all English Coronavirus posts (down from yesterday's 0.02%).
5/4/2020 Top Brands for the Coronavirus convo include:1. YouTube with 0.6% of the conversation
2. Amazon with 0.4% of the conversation
3. Google with 0.1% of the conversation
Consumer Data: 5/4/2020
The platform is being tagged into several posts using the hashtags #stayhome and
#withme as users share their favorite moments or clips at home.
2.7M
9.5M 10M
7M
13M11.8M
9M
7.1M6.1M
1-Mar-20 8-Mar-20 15-Mar-20 22-Mar-20 29-Mar-20 5-Apr-20 12-Apr-20 19-Apr-20 26-Apr-20 3-May-20
Daily Post Volume 5/4 24hr Post Volume