Cosmetics, Cleaners, Consumers & Coronavirus

In some parts of the US, it’s safe to go shopping inside a brick and mortar store again; the question is, do consumers really want to shop? Provoke Insights, a market research firm, recently conducted a consumer survey in an effort to understand consumer behavior pre-, during and post-COVID-19. According to the New York City-based research company, during the past several months, daily habits and routines have been uprooted and the impact that these shifting behaviors will have long-term remains unknown. The goal of the research, according to Provoke President and Head of Strategy and Research Carly Fink, was to gain a national perspective on the mindset of consumers and what changes they have made in their behavior. The study covered more than 15 industries and surveyed general consumers as well as professionals. Provoke conducted a 10-minute survey among 600 U.S. consumers between the ages of 21 and 65. The study was in-field from June 5-15, 2020. 

Some of the key takeaways for household and personal product companies?

Americans are staying positive, as 72% are optimistic about the future. This is especially true of older Americans. However, there is fear when it comes to the economy, as 75% think the country is headed for a recession. 

Online shopping has taken over the retail space, as 78% of Americans say that the internet has taken the hassle out of shopping. Millennials and Gen X are buying more personal care products online now than before the pandemic. 

When it comes to cleaning, Americans are purchasing supplies at very high rates. Almost half of Americans are buying more cleaning supplies in the last three months, and 92% are planning to continue buying this amount or more in the future. Employees are concerned about whether their offices (when they return) will be sanitized properly. Millennials and those who are not optimistic for the future are more concerned. 

“When it comes to purchasing cleaning supplies, baby boomers will most likely revert to buying the same amount they purchased before COVID-19,” observed Fink. “However, younger generations see the need to use cleaning products not only during the global pandemic but they will continue sterilizing into the future.”
 
As for cosmetics, compared to luxury items, makeup is selling at a higher rate online. Thirty-four percent of Americans have bought makeup or skin care products in the past three months, up from 29% before COVID-19, according to Provoke Insights.

 

What Are They Thinking?

Although 75% of respondents said the US was headed for a recession, 72% said they were optimistic about the future, although some tempered their response saying they would be even more optimistic if there was a vaccine for COVID-19. Baby Boomers (75%) were most optimistic about the future, ahead of Millennials (73%) and Gen X (70%). Ironically, Gen Z, the youngest age group, was the least optimistic (59%).

 
What They’re Buying

When it comes to shopping in-store again, 17% said they were excited about going back, but 55% said that they are still concerned about the impact that COVID-19 will have on in-store shopping. No wonder, then, that 78% of respondents said that the internet takes the hassle out of shopping. Provoke notes that online groceries have seen a 20% increase in online purchasing during the last three months. Personal care, groceries, and alcohol also had an uptake during COVID-19. Not surprisingly, furniture and kitchen appliance sales  decreased. 
 
“To avoid crowds due to COVID-19, more people have opted to shop online for personal care items they usually purchase in-person. Consumers appreciate online convenience, and many will now prefer this way of buying in the future,” said Fink. “With this new e-commerce growth, manufacturers need to continue to foster relationships with online retailers, as well as assess the need to focus more on direct to consumer channels.” 
 

Baby boomers are the least likely to buy personal care items online. Millennials and Gen X are more likely to buy personal care products online now than they were before the pandemic (see chart).  Pre-COVID-19, 29% purchased makeup and skin care products online. In the past three months, that percentage climbed to 34%, led by Millennials (40%), Gen Z (37%), Gen X (32%) and Baby Boomers (26%).
 
Provoke notes that while 99% Americans purchase cleaning products, 46% will buy more than they did pre-pandemic. Taking a closer look at generational purchasing patterns, Provoke found that 32% of Gen Z respondents plan to buy more cleaning supplies in the future, compared to Millennials (28%), Gen X (22%) and Baby Boomers (11%). 
 
While Americans are cleaning their homes more than ever, they’re not sure that their employers are quite as vigilant.  According to Provoke, nearly half of employees (49%) returning to the office are concerned their workplace is not sanitized enough. Taking a closer look at the data, Millennials and those who are not optimistic for the future are most concerned.
 
 


About Provoke Insights
Provoke Insights is a full research market firm that specializes in advertising, branding and content marketing initiatives. The agency was created by market researchers with experience working at strategists in the advertising industry, which results in creative and impactful solutions that are relevant today and feasible for the future. More info: Provoke Insights, provokeinsights.com/2020-trends