Understanding the Unprecedented: Quarantine and its Effects on the American Consumer

Fourth Edition: Cautious Reemergence Overview

Over the past two months, we have studied how consumers have reacted and adapted to the peaks and valleys of the Coronavirus crisis. In our first edition, we analyzed the impact of the “panic phase” (3/15 – 3/28) on the mindshare and wallet share of the consumer. In the second edition (3/29 – 4/11), we checked in on that consumer to see how their behavior had evolved as they moved from the “panic phase” to the “enrichment phase”. In our third edition (4/12 – 5/2), we looked at how consumers adapted to the situation while also thinking about what comes next. In our final edition, we look back at the past two months of the crisis to help inform how consumers will reemerge as the country reopens.

In the final edition of the report, we continue to address the following questions:

1. How has the Coronavirus and related crisis impacted the ways in which consumers engage in 1 digital content and make purchase decisions?

2. How will these trends shift as the crisis continues and we settle into our “new normal”? What will 2 the next phase look like from a consumer perspective?

3. Will these trends, or some of these trends, achieve a level of permanence even after the crisis 3 abates?

This edition of the Coronavirus Consumer Report covers the fourth phase of the crisis (May 3rd - May 15th ). For this report, Traub and Crosswalk conducted a study of 5.29M consumers who provided self-identified information via social media platforms. We sourced parsed data from digital networks, consumption trends, habits, and language. We then applied our proprietary funnel system to filter the data and assign inferences based on proven correlations between specific data points and demographically known characteristics. The study analyzed 4.9M active online retail consumers across the United States, split between Gen Z (2.5M), Millennials (915K), Gen X (880K) and Baby Boomers (1M).

1 The Coronavirus Consumer in Numbers

Gen X YouTube consumption +59% Increase in delivery as a to 65% of total social media consumption +3,300% purchasing factor for Millennials 88% of Gen Z social media users are on TikTok 52% 70% +355% 209 Percentage of wallet share spent peak wallet share Millennials who Increase in percentage Number of times by Gen Z on apparel, spent by Baby 10% cared about CSR of Gen X purchasing Millennials visited accessories, and Boomers on prior to COVID19 L’Oreal products Labor.NY.GOV per month beauty (5/3 – 5/15) ”needs” (3/15 – 3/28)

Percentage of Millennials who 76% 53% 25% cared about CSR 0% 0% during the peak of Baby Boomers (3/15 – 3/28) (5/3 – 5/15) of Gen Z searched for of the crisis searched for “COVID19 Percentage of Gen X engaged with kids content “reopening” general info” (5/3– (5/3– 5/15) 5/15) Percentage of Percentage of wallet share spent by Millennials on 15% Millennials who now care about peak news consumption by Millennials beauty and fitness (5/3 – 5/15) 10% 12% CSR 67% (3/15 – 3/28)

2 Demographic Breakdown of Our Study

AGE ETHNICITY

18-20

21-24 Caucasian

25-29

30-34

35-37 African American

38-44

45-49 Hispanic 50-54

55-59

60-64 Asian 65+

0 20 40 60 80 100 0 25 50 75 100 Gen Z Consumer Millennial Consumer % of Sample Size Gen X Consumer Baby Boomer Consumer GENDER

Female

Male

0 25 50 75 100 % of Sample Size 3 CONTENT Content Engagement

May 3rd – May 15th

NEWS STREAMING FOOD FITNESS TECH BEAUTY FASHION KIDS

-3% -5% +2% +3% +10% -5% +2% +6% +3% -2% -4%

0 25 50 75 100 0 25 50 75 100 0 25 50 75 100 0 25 50 75 100 0 25 50 75 100 0 25 50 75 100 0 25 50 75 100 0 25 50 75 100

4 Search Terms

Search term groupings aggregated based on volume of individual terms that fit within each category. The size of each word corresponds with the percentage of the sample size who engaged in that search.

Gen Z Millennial Who who got

hair covid19 in my hair

Gen X Baby Boomers covid19 in my Covid19 general info

sba loan who who hair reopenings hair coloring

5 Social Media Consumption

Percentage of Sample Size Active on Social Media Arrows show direction of change between prior to March 2020 and May 3rd – May 15th

Gen Z Millennial Gen X Baby Boomers

Active on Social 30% 78% 20% 55% 31% 45% 21% 23%

TikTok 86% 88% 40% 43% 5% 9%

Instagram 42% 66% 34% 42% 32% 44% 11% 15%

YouTube 31% 45% 27% 48% 6% 65% 14% 33%

Facebook 8% 36% 15% 22% 48% 63%

Twitter 1% 32% 4% 10% 1% 4% 1% 4%

Pinterest 0% 7% 8% 15% 5% 9% 18% 48%

LinkedIn 0% 38% 12% 38% 1% 20%

0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100%

**Note: Tik Tok was not tracked prior to March 2020 56 YouTube Consumption

Breakdown of YouTube Content Streaming Viewership by Generation Change in YouTube Consumption Across Generations May 3rd – May 15th

Gen Z Millennial Gen X Baby Boomers News -2% -5% -8% 13% of sample 1 5 % of sample 1 8 % of sample 28% of sample Highlights/Livestream size size size size

+10% Fitness +8% __ __ 20 18 18 5

Sports Highlights -4% ______

+8% +12% Beauty Tutorial +6% 23 8 11 2

Comedy/Vlogs __ __ 11 5 4 1

+7% Cooking Tips/ Recipes +10% ______10 22 23

Influential & ______18 20 Informative Content

+18% DIY Craft Tutorials +15% +13% ______22 28 26 +12%

+10% +15% +25% Kids Content +11% __ 33 42 6

March 15th – 28th --- March 29th – April 11th March 29th – April 11 -- April 12th – May 2nd April 12th – May 2nd –- May 3rd – May 15th

7 MEDIA VISITED Media Visited Consumers, especially those in the three older generations, are still highly focused on May 3rd – May 15th the news. With less content being created in other categories (i.e fashion and sports) the news has dominated the media landscape.

GEN Z CONSUMER MILLENNIAL CONSUMER GEN X CONSUMER BABY BOOMER CONSUMER

x Month Buzzfeed 32 x Month CNN 44% 50 x Month MSNBC 42% 45 x Month 53% CNN 44% 42 x Month TMZ 28% 22 NY Times 35% 45 NY Times 40% 33 Fox 44% 38

People 18% 15 MSNBC 34% 25 CNN 33% 30 MSNBC 44% 33

Refinery29 16% 11 HuffPost 33% 34 Wall Street 30% 31 Wall Street 35% 30 Journal Journal E! Online 12% 10 The Onion 29% 21 Huff Post 29% 22 NY Times 35% 25

Fox 11% 7 Fox 24% 22 Buzzfeed 22% 20 Forbes 24% 14

Los Angeles MSNBC 8% 10 Buzzfeed 18% 23 Washington 11 22% 13 Post 22% Times Wall Street NY Times 5% 5 18% 21 Fast Company 18% 10 Washington 19% 12 Journal Post

ESPN 1% 1 Mashable 18% 20 Los Angeles 13% 18 ESPN 8% 2 Times Wired 8% 8 Mashable 12% 8

Forbes 6% 8 ESPN 5% 2

ESPN 5% 2

8 Websites Visited May 3rd – May 15th

GEN Z CONSUMER MILLENNIAL CONSUMER GEN X CONSUMER BABY BOOMER CONSUMER

Google 43% 27 x Month Google 28% 29 x Month Google 34% 37 x Month Google 25% 15 x Month

x Month Twitch 24% 36 Labor.NY.GOV 12% 209 Food 18% 13 HGTV.com 24% 18 Network Reddit 9% 39 Happiness is 12% 14 SBA . GOV 13% 35 homemaking. 22% 11 Homemade com

Imgur 5% 18 EDD.CA.GOV 11% 92 Skinnytaste 13% 7 12Tomatoes 18% 8

All Recipes 11% 8 Happiness is 10% 27 SBA . GOV 15% 30 Homemade Skinnytaste 8% 4 EDD . CA . 8% 64 JumbleJoy.com 14% 5 GOV Connect.my. 6% 188 Labor . NY . 5% 102 florida.com GOV Groupon 6% 3 Connect.my 3% 88 florida.com

The Penny 6% 3 The Points 3% 1 Hoarder Guy

The economic toll of the crisis can be clearly seen through the high percentage of consumers visiting government websites related to unemployment or small business loans. Particularly concerning is the frequency with which they have had to visit these sites, indicating the websites’ inability to handle the abnormally high levels of traffic and the desire among consumers to continually checkback for updates. 9 COMMERCE Younger Consumers Spending More on “Wants” While Older Consumers Still Focused on “Needs”

Consumers continued to spend money primarily on their functional needs such as Grocery Products/CPG younger consumers began to shift their wallet share towards personal care, “wants”, and enrichment, such as beauty and fitness.

WANTS Gen Z Gen Z has remained largely unburdened by the crisis with 52% of their wallet share dedicated to “wants” and another 14% spent on fitness. Accessories These consumers have also begun to spend more on restaurants and takeout as they reenter the world.

Millennials Apparel Beauty While Millennials continue to spend heavily with 48% of wallet share on grocery/CPG cleaning products they also have been spending on ENRICHMENT personal improvement with 12% on beauty and 10% on fitness.

Gen X As the generation most likely to be quarantined with children at home, Home/ Gen X has split their wallet share with 43% spent on “needs” such as Tech Food/Takeout House Goods Kids Fitness grocery/CPG and cleaning products, 12% spent on home and 25% on kids apparel, toys/games, and crafts. They have not yet expanded their wallet share towards “wants”.

Baby Boomers While the other generations began to shift away from “needs”, Baby Boomers remained highly focused on making purchases in these Grocery CPG Cleaning Products categories with 65% of their wallet share spent on groceries/CPG and NEEDS cleaning products. These consumers have also invested 13% of their wallet share in home goods.

1210 Wallet Share Prior to March 2020

42 34 8 11 6

March 15th – March 28th Accessories: Buying Workout Accessories; Footwear; Jewelry 27 11 2 23 7 9 16 2 2 Apparel: Shopping Clothing Retailers, Various Clothing th Brands March 29 – April 11

Beauty: Shopping Beauty Retailers; Makeup Brands; 24 8 2 27 9 9 14 2 2 2 Skincare Brands April 12th – May 2nd Gen Z Cleaning Products: Shopping Big Box Retailers; Various 19 7 2 26 16 8 16 2 2 2 Household Cleaning Products

th Fitness: Buying Fitness Programs; Gym Memberships May 3rd – May 15

10 20 2 25 18 9 14 2 Food: Encompasses Dining Out; Grocery; Fast Food

Grocery/CPG: Shopping Grocery Supermarkets; Various CPG Brands

House & Home Goods: Buying Home Décor; Home Appliances; Shopping Home Furniture Stores Prior to March 2020 23 28 23 11 15 Kids Goods: Buying Children’s Brand Products; Children’s Toys March 15th – March 28th

Restaurants/Fast Food/ Take Out 44 14 2 5 7 1 12 5 9

Technology (WFH): Shopping Electronic Retailers; Buying March 29th – April 11 Tech Products; Software Millennial 47 10 2 4 6 1 12 5 2 4 3 5 Video Games: Shopping Video Game/ Electronic Retailers April 12th – May 2nd Crafts 38 8 3 3 11 1 11 4 1 8 6 7 Kids Apparel May 3rd – May 15th Toys/Games 35 10 3 3 12 1 10 4 1 8 7 7

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

11 Wallet Share Prior to March 2020

20 49 7 1 24

March 15th – March 28th Accessories: Buying Workout Accessories; Footwear; Jewelry 32 9 22 4 3 1 8 15 7 Apparel: Shopping Clothing Retailers, Various Clothing th Brands March 29 – April 11

Beauty: Shopping Beauty Retailers; Makeup Brands; 32 14 11 3 3 1 5 11 5 7 3 5 Skincare Brands April 12th – May 2nd Gen X Cleaning Products: Shopping Big Box Retailers; Various Household Cleaning Products 25 11 11 2 6 1 4 13 4 13 4 8

th Fitness: Buying Fitness Programs; Gym Memberships May 3rd – May 15

23 10 10 5 7 1 4 12 3 13 5 7 Food: Encompasses Dining Out; Grocery; Fast Food

Grocery/CPG: Shopping Grocery Supermarkets; Various CPG Brands

House & Home Goods: Buying Home Décor; Home Appliances; Shopping Home Furniture Stores Prior to March 2020 14 23 10 34 19 Kids Goods: Buying Children’s Brand Products; Children’s Toys March 15th – March 28th

Restaurants/Fast Food/ Take Out 44 12 14 1 5 1 2 18 3

Technology (WFH): Shopping Electronic Retailers; Buying March 29th – April 11 Tech Products; Software 43 11 12 2 5 1 3 14 2 3 5

Video Games: Shopping Video Game/ Electronic Retailers Baby Boomers April 12th – May 2nd Crafts 36 17 13 2 4 1 2 13 2 7 4 Kids Apparel May 3rd – May 15th Toys/Games 39 16 10 2 4 1 2 13 2 7 4

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

12 Purchasing Factors Things that drive positive sentiment amongst consumers ultimately leading them to purchase.

Gen Z Millennials

100 100

Delivery

Availability BOPIS BOPIS 50 50 Discount Delivery Availability

Product Assortment Contact Free Brand Social Media Delivery

Product Assortment CSR

Discount Brand Social Media Contact Free Delivery CSR Corporate0 Social Responsibility 0 Prior to March 2020 March 15 - 28 March 29 - April 11 April 12 - May 2 May 3 - May 15 Prior to March 2020 March 15 - 28 March 29 - April 11 April 12 - May 2 May 3 - May 15

13 Purchasing Factors Things that drive positive sentiment amongst consumers ultimately leading them to purchase.

Gen X Baby Boomers

100 100

Delivery

BOPIS Delivery BOPIS Availability Contact Free Contact Delivery 50 Free 50 Delivery Availability

Discount Discount Product Assortment Product Assortment CSR CSR Brand Social Media Corporate Social Responsibility Brand Social Media 0 0 Prior to March 2020 March 15 - 28 March 29 - April 11 April 12 - May 2 May 3 - May 15 Prior to March 2020 March 15 - 28 March 29 - April 11 April 12 - May 2 May 3 - May 15

14 Most Purchased Food and Beverage Brands

Fast food and fast casual restaurants were functionally ready to handle flexible takeout options including BOPIS, mobile order, and drive-thru. Thus, after the initial panic period in which consumers largely stayed and ate at home, they have seen a resurgence in popularity as safe and convenient ways for people to get out of their homes and back into some of their old habits.

GEN Z CONSUMER MILLENNIAL CONSUMER GEN X CONSUMER BABY BOOMER CONSUMER

Starbucks Starbucks Starbucks Starbucks

McDonald's McDonald's McDonald's McDonald's

Dunkin' Dunkin' Dunkin' Dunkin'

Subway Subway Subway Subway

Burger King Burger King Burger King Burger King

Wendy's Wendy's Wendy's Wendy's

Taco Bell Taco Bell Taco Bell Taco Bell

0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50

% of Sample Size % of Sample Size % of Sample Size % of Sample Size

Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/16 Millennial Consumer 5/3 - 5/16 Gen X Consumer 5/3 - 5/16 Baby Boomer Consumer 5/3 - 5/16 15 FITNESS AND SUBSCRIPTIONS Most Purchased Brands

FITNESS PRODUCTS

Target in House Brands Target in House Brands

Lululemon Walmart in House Walmart in House Brands Brands

Lululemon Lululemon

Walmart in House Brands

Peloton (Bikes) Peloton (Bikes) Target in House Brands Fabletics Fabletics

Target in House Brands

Beachbody (Supplies) Beachbody (Products)

Under Armour Athletica

Athleta

Mirror (Device) FitBit

0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50

% of Sample Size % of Sample Size % of Sample Size % of Sample Size

Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15

Newcomers

Increase

Decrease 16 Subscriptions

BeachBody IPSY Peloton The Honest Company Peloton ClassPass Fabletics BIRCHBOX Sweat by Kayla Itsines ClassPass Beachbody

Peloton Planet Fitness BeachBody WW (Weight Watchers) BarkBox Glo Beachbody Stitch Fix SilverSneaker CorePower Dollar Shave Club s Blue Apron Barre3 Peloton The Honest Company Crunch Live Crunch Live Daily Burn Daily Burn Thrive Market YogaWorks Mirror HIIT on Demand (HIIT Mirror Sweat by Kayla Itsines Burn) Blue Apron CorePower Physique57 CorePower YogaWorks Daily Burn YogaWorks Physique57 Mirror Body By Simone TV Body By Simone TV Mirror

0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size % of Sample Size

Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15

17 Conclusion

Pre-COVID19 “Preparation Phase” “Panic Phase” “Enrichment Phase” “Cautious Reemergence” Post-COVID19 First Edition: 3/15 – 3/28 Second Edition: 3/29 – 4/11 Third Edition: 4/12 – 5/2 Final Edition: 5/3 – 5/15

The effects of the Coronavirus crisis were immediate and drastic across all aspects of consumer behavior in both content and commerce. Consumers are turning to content to satisfy their emotional needs and commerce to satisfy their functional needs. The consumers reentering the world today are very different from who they were when they entered their homes two months ago. As states begin the re- opening process, brands will need to be sensitive to the ways in which the Coronavirus and the prolonged quarantined period have impacted consumers. The brands that will be successful as the crisis fades, are those that were able to enrich their consumers’ lives by satisfying both emotional and functional needs.

18 APPENDIX MOST PURCHASED BRANDS Most purchased brands PERSONAL CARE

Neutrogena Olay Neutrogena Olay L'Oreal Biore Clean & Clear L'Oreal Neutrogena Cetaphil Biore Cetaphil Cetaphil Eos Eos Revlon Aveeno Noxema Noxema Aveeno Ponds Clean & Clear Oxy Ponds Roc Oxy Secret Clean & Clear Secret Old Spice Oxy Secret Old Spice L'Oreal St. Ives Old Spice Burt's Bees L'Oreal Cetaphil Dove Dove Roc Dove Axe Secret Axe Axe Old Spice Suave St. Ives St. Ives Ivory Degree Olay Olay Dove Neutrogena Aveeno Aveeno Axe Method Method Method Irish Spring Suave Suave Suave Zest Degree Degree Degree Ivory Irish Spring Irish Spring Irish Spring Dove Men Noxema Zest Zest Zest Revlon Ivory Ivory Biore St. Ives Dove Men Dove Men Dove Men Alba Alba Burt's Bees Sun Bum Sun Bum Sun Bum Alba Alba Ponds Sun Bum Just For Men Just For…

Burt's Bees 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50

0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size % of Sample Size Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3- 5/15 19 Most Purchased Brands

FROZEN FOODS

Tyson Ore-Ida Tyson DIGIORNO Birds Eye Tyson Birds Eye Green Giant Ben & Jerry's Green Giant Green Giant Amy's Banquet Birds Eye Ore-Ida Perdue Totino's Ore-Ida Perdue Bird's Eye Perdue Applegate Farms Sea Pak Tyson Stouffer's Stouffer's Applegate Farms Amy's Applegate Farms Lean Cuisine Stouffer's Totino's Applegate Farms Amy's Lean Cuisine Garden Lean Cuisine Lean Cuisine Jimmy Dean DiGiorno Beyond Meat Beyond Meat Marie Callender's Breyers Smuckers… Morning Star Healthy Choice Jimmy Dean Benihana Bowls Sea Pak TGI Fridays Garden Marie Callender's Garden Beyond Meat Marie Callender's Healthy Choice Bertolli Marie Callender's Toaster Strudel/Scrambles Stouffers DiGiorno Morning Star Bertolli PF Changs Beyond Meat TGI Fridays Healthy Choice Hot Pockets TGI Friday's Smucker's UnCrustables Bertolli PF Changs Morning Star PF Changs Eggo Eggo DiGiorno Hot Pockets Hot Pockets Sea Pak Hot Pockets Breyers Toaster… TGI Fridays Toaster Strudel Ben & Jerry's Breyers Totino's Totino's Banquet Ben & Jerry's Eggo Sweet Earth Banquet Hormel Banquet Kidfresh Jimmy Dean Jimmy Dean Breyer's Klondike Sweet Earth Klondike Sweet Earth Ben & Jerry's White Castle Haagen-Dazs Blue Bell Blue Bell Kidfresh Tombstone Haagen-Dazs Atkins Haagen-Dazs Green Giant Boca Burger Blue Bell Toaster… Haagen Dazs Van’s Frozen Foods Van’s Frozen Foods Klondike 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size Gen Z Consumer 3/15 - 3/28 % of Sample Size Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15 20 Most Purchased Brands

PANTRY FOODS

Goya Peter Pan Jif Hidden Valley Jif Nutella Jif Jif Hidden Valley Peter Pan Smucker's Kraft Dressing Welch's Welch's Smucker's Skippy Betty Crocker Skippy Nutella Smucker's Peter Pan Skippy Newman's Own Skippy Nutella Betty Crocker Jello Welch's Lifehouse Welch's McCormick Smucker's Kraft Dressing Nutella Lifehouse Ken's Steakhouse French's Mustard Hellmann's McCormick Newman's Own French's Mustard Ken's… Justin's Tostino's Salsa French's Mustard Hellmann's Hershey's Cocoa Justin's Newman's Own Heinz Ketchup Crisco Hershey's Syrup Hellmann's Lifehouse Heinz Ketchup Goya Ken's Steakhouse Justin's French's Onions French's Onions French's Onions Hidden Valley Betty Crocker Goya Wesson Oil Heinz Ketchup Crisco Crisco Kraft Dressing Sir Kensington's Pam Newman's Own Jet-Puffed Pam Vlasic Toll House Claussen Hunts Hunts Tabasco Vlasic Karo Miracle Whip Jello Tabasco Tabasco Toll House Miracle Whip Toll House Choulula Jello Goya Hellmann's Choulula Toll House Karo French's Mustard Jet-Puffed Choulula Pam McCormick Hershey's Syrup Claussen Tabasco Vlasic Jet-Puffed Ghiradelli Wesson Oil Sir Kensington's Hershey's Syrup Hershey's Cocoa Wesson Oil Claussen Jet-Puffed Choulula Wesson Oil Vlasic Ghiradelli Ghiradelli Hershey's Cocoa French's Onions 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size % of Sample Size

Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15 21 Most Purchased Brands

CANNED FOODS

Dole Dole Maruchan Del Monte Del Monte Green Giant GoGo Squeeze Dole Mott's Green Giant Del Monte Libby's Dole StarKist Libby's Green Giant Del Monte Chef Boyardee Hunt's Goya Hunt's Maruchan Hunt's Green Giant Maruchan GoGo Squeeze Margaret Holmes Libby's Bumble Bee Hormel Hormel Chef Boyardee GoGo Squeeze Campbell's StarKist Mott's Chef Boyardee Chef Boyardee Hormel Libby's Bush's Bush's Bush's Chicken of the Sea Goya Margaret Holmes Goya Hunt's Goya Manwich Manwich Hormel Bumble Bee Campbell's Campbell's Bush's StarKist SPAM Margaret Holmes Bumble Bee Bumble Bee Chicken of the Sea Manwich StarKist Chicken of the Sea Lipton Campbell's Chicken of the Margaret Holmes Sea Lipton Manwich Lipton Maruchan SPAM Mott's Ocean Spray Ocean Spray Ocean Spray Lipton 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size % of Sample Size Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15 22 Most Purchased Brands

DAIRY

Kraft Kraft Nestle Coffee Mate Kraft Horizon Horizon Sargento Horizon Sargento Sargento Activa Danimals Stonyfield Babybel Horizon Dannon GoGurt Kraft Organic Valley Organic Valley Yoplait DanActive GoGurt Danimals Siggi's Fage Silk Yoplait Dannon Chobani Blue Diamond Dannon Yoplait TruMoo Chobani Nestle Coffee Mate Silk Stonyfield Tillamook Silk Babybel Siggi's GoGurt DanActive Blue Diamond Chobani Sargento Noosa TruMoo Noosa Babybel Dannon Snack Pack Oikos The Laughing Cow TruMoo Jello Daisy Fairlife Siggi's Fairlife Stonyfield Organic Valley The Laughing Cow Boar's Head Blue Diamond Boar's Head Boar's Head The Laughing Cow Organic Valley Silk Stonyfield DanActive Boar's Head Land O Lakes Oikos Yoplait Velveeta Siggi's Snack Pack Reddi Wip Fairlife Chobani Maple Hill Velveeta Danimals Tillamook Philadelphia Noosa Nestle Coffee Mate Oikos TruMoo Maple Hill Snack Pack Activa Babybel Oikos Daisy Blue Diamond Tillamook Noosa Reddi Wip Jello Fage Jello Jello Land O Lakes Maple Hill The Laughing Cow Velveeta KozyShack Velveeta KozyShack KozyShack Nestle Coffee Mate Reddi Wip Land O Lakes Starbucks… Starbucks Creamer KozyShack Reddi Wip Philadelphia Philadelphia Starbucks Creamer Snack Pack Daisy Philadelphia Starbucks… Daisy 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size % of Sample Size Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15 23 Lays Ruffles Tostitos Cheetos Baked Lays Ruffles Doritos Lays Most Purchased Brands Popped Cheetos Snyder's Cape Cod Baked Lays SNACKS Cheez-Itz Popped Oreo Tostitos Snyder's Annie's M&Ms Hippeas Lays Fritos Doritos Fritos Ruffles Pirate's Booty Oreo Pirate's Booty Doritos Ruffles Takis Cheetos Takis Sour Patch Baked Lays Kit-Kat Pringles Hostess Popped Reese's Wheat Thins Cheez-Itz Goldfish Hershey's Honey Maid Annie's Lays Godiva Oreo Annie's Oreo Lindt Doritos Pringles Tostitos Ritz Pirate's Booty Hershey's Tostitos Honey Maid Fritos Cheetos Starburst Kit-Kat Hippeas Triscuit Harvest Snaps Snyder's Keebler Fritos Hostess Nabisco Reese's Pirate's Booty Takis Twizzlers Godiva Keebler Takis Kit-Kat Lindt Reese's Chips Ahoy! Kit-Kat Newton's Reese's Ritz Teddy Grahams Chips Ahoy! Keebler Trolli Hostess Honey Maid Chips Ahoy! Starburst M&Ms Teddy Grahams Sour Patch Drake's Little Bites Hershey's Harvest Snaps Ritz Hershey's Godiva Junior Mints Keebler Snyder's Pepperidge Farm Dove Chips Ahoy! Cape Cod Nabisco Goldfish Ritz Cheez-Itz Triscuit Pringles Wheat Thins Honey Maid Sun-Maid Starburst Sun-Maid Goldfish Harvest Snaps Pepperidge Farm Tastykake Gushers M&Ms Cadbury Entemann's Teddy Grahams Junior Mints Little Bites Sour Patch Treats Dove Tate's Junior Mints Pepperidge Farm Cadbury Almond Joy Almond Joy Dove Haribo Raisinets Hershey's Little Bites Hostess York Twizzlers Ocean Spray Pepperidge Farm Rice Krispies Treats M&Ms Wheat Thins Little Debbie Nutter Butter Junior Mints Nabisco Tastykake Tate's Nutter Butter Triscuit Entemann's Planters Welch's Sun-Maid Nutter Butter Cadbury Nilla Little Debbie Nilla Almond Joy Little Debbie Tastykake Drake's Entemann's Raisinets Tastykake Newton's Nilla Entemann's Planters York Drake's Drake's Welch's Little Debbie Welch's Planters Gushers Ocean Spray Nilla 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size % of Sample Size

Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15 24 Dasani Most purchased brands Diet Coke Aquafina Coke Diet Coke Coke Coke Pepsi Pepsi BEVERAGES Pepsi Diet Coke Diet Pepsi Dr. Pepper Sunkist Pepsi Juicy Juice Sprite Sprite Dr. Pepper Florida's Natural Diet Coke Sprite Diet Dr. Pepper Coke Dr. Pepper Sunkist Dr. Pepper Smart Water Cherry Pepsi Mountain Dew Dasani Seagram's Mountain Dew Vanilla Coke Smart Water 7up Vanilla Coke Cherry Pepsi Tropicana CRUSH 7up 7up MinuteMaid Schweppes CRUSH CRUSH Sprite Canada Dry Cherry Coke Cherry Coke Sunkist Cherry Coke Diet Dr. Pepper Diet Dr. Pepper Mountain Dew Diet Dr. Pepper Kool-Aid Life Wtr Vanilla Coke Coke Zero Capri Sun Coke Zero Cherry Pepsi Coke Zero Bubbly 7up Bubbly Bubbly Fanta CRUSH Life Wtr Fanta Dasani Cherry Coke Juicy Juice Dasani Juicy Juice Welch's Kool-Aid Juicy Juice Kool-Aid Dole Hint Hint Hint Perrier IBC Rootbeer Smart Water Smart Water Life Wtr Simply Lemonade Aquafina Aquafina Coke Zero Mountain Dew IBC Rootbeer IBC Rootbeer Bubbly Vanilla Coke Cherry 7up Cherry 7up Fanta Simply Lemonade Simply Lemonade Kool-Aid Cherry Pepsi Pibb Pibb Hint Pibb Barq's Welch's Aquafina Welch's La Croix Perrier IBC Rootbeer Core Mott's Barq's Cherry 7up Perrier S.Pellegrino La Croix Simply Lemonade Barq's Tropicana Capri Sun Pibb Polar Florida's Natural Dole Barq's La Croix Hi-C S.Pellegrino Naked Tropicana Capri Sun Perrier La Croix Florida's Natural Harmless Harvest Capri Sun Fiji Mott's Life Wtr S.Pellegrino Dole Hi-C VitaCoco Mott's S.Pellegrino Harmless Harvest MinuteMaid Hi-C Tropicana Bai VitaCoco Harmless Harvest Florida's Natural MinuteMaid Honest VitaCoco Bai Mott's Ocean Spray Bai Apple & Eve Honest Hi-C Honest Ocean Spray Harmless Harvest Vital Proteins Ocean Spray Apple & Eve Evian Core Apple & Eve Fiji Vital Proteins VitaCoco Vital Proteins Core Canada Dry Core MinuteMaid Fiji Evian Fiji Bai Polar Canada Dry Canada Dry Honest Vitamin Water Evian Evian Ocean Spray Schweppes Polar Polar Apple & Eve Icelandic Vitamin Water Vitamin Water Seagram's Schweppes Sunkist Schweppes Orange Vanilla Coke Icelandic Cherry 7up Icelandic Yoohoo Seagram's Vital Proteins Seagram's A&W Orange Vanilla Coke Vitamin Water Orange Vanilla Coke Brisk Yoohoo Yoohoo Icelandic Fresca A&W A&W Brisk Izze Brisk Fresca Fresca Welch's Fresca Izze Naked Izze 0 12.5 25 37.5 50 Dole Naked 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size Gen Z Consumer 3/15 - 3/28 % of Sample Size Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15 25 Most Purchased Brands

HOUSEHOLD/CLEANING

Purell Purell Lysol Purell Clorox Clorox Lysol Lysol Lysol Comet Clorox Fabuloso Method Method Scotch-Brite Scotch-Brite Comet Clorox Scrubbing Bubbles Mr. Clean Mrs. Meyers Swiffer 2000 Flushes Fabuloso Gain Mrs. Meyers Tide Purell Tide Fabuloso Mr. Clean Mr. Clean Fabuloso Scotch-Brite Glade Scrubbing Bubbles Bounce Comet Glade OxiClean Snuggle Swiffer Hefty All Soft Scrub Glade Swiffer Scrubbing Bubbles Glisten Soft Scrub Mr. Clean Liquid Plumr Glisten Glade Mrs. Meyers Pine Sol Murphy Oil Swiffer Liquid Plumr Downy Mrs. Meyers Energizer Pine Sol Purex Drano Drano OxiClean Tide Energizer Duracell Soft Scrub Gain Duracell Glisten Bounce All Murphy Oil Windex Snuggle Snuggle Liquid Plumr Downy Downy Pine Sol Pledge Energizer Febreze Drano Cascade Duracell Energizer Method Lime-a-Way Purex Glass Plus Duracell Pledge OxiClean Windex All Hefty Febreze Lime-a-Way Pledge 2000 Flushes Glass Plus Glad Arm & Hammer Windex Windex Resolve Febreze Hefty 2000 Flushes Method Snuggle Woolite Scour Daddy Arm & Hammer Arm & Hammer Bar Keepers Friend Resolve Glad Downy Woolite Finish Resolve Scour Daddy Old English Woolite OxiClean Glad Bar Keepers Friend Scour Daddy Gain Finish Finish All Bounce Cascade Purex Hefty Old English Glad Cascade 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size % of Sample Size Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/11 - 5/3 26 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15 Most Purchased Brands

DRY GOODS PASTA

KRAFT KRAFT KRAFT Rana Rana Rana Barilla Barilla Barilla Barilla Rana Buitoni Ronzoni Ronzoni Hamburger Helper KRAFT Buitoni Velveeta Shells &… Buitoni Classico Classico Buitoni Classico Ragu Ragu Classico Ronzoni Bertolli Bertolli Ragu Ragu Hunt's Hunt's Bertolli Bertolli Ronzoni Prego Hunt's Velveeta Shells &… Prego Newman's Own Prego Hunt's Stove Top Stove Top Stove Top Annie's Hormel Hormel Hormel Prego Pepperidge Farms Pepperidge Farms Pepperidge Farms Stove Top Velveeta Shells &… Velveeta Shells &… Campbell's Hormel Campbell's Campbell's Heinz Pepperidge Farms Heinz Heinz Annie's Campbell's Annie's Annie's Bisquik Heinz Pasta Roni Pasta Roni Pasta Roni Pasta Roni Ricearoni Ricearoni Ricearoni Ricearoni Hamburger Helper Hamburger Helper Hamburger Helper Newman's Own Hungry Jack Hungry Jack Hungry Jack Bisquik Newman's Own Uncle Ben's Uncle Ben's Hungry Jack Uncle Ben's Minute Rice Minute Rice Uncle Ben's Minute Rice Zatarain's Zatarain's Minute Rice Zatarain's Pioneer Newman's Own Zatarain's Pioneer Bisquik Pioneer Pioneer Bisquik Knorr Knorr Knorr Knorr McCormick Mix McCormick Mix McCormick Mix McCormick Mix Near East Near East Near East Near East Goya Goya Goya Goya 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size % of Sample Size

Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/15 27 Millennial Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15 Most Purchased Brands

BREAKFAST

Cherrios Cherrios Cherrios Cherrios Honey Bunches of Oats Honey Bunches of Oats Honey Bunches of Oats Honey Bunches of Oats Fruity Pebbles Fruity Pebbles Basic 4 Pop-Tarts Lucky Charms Lucky Charms Lucky Charms Rice Krispies Rice Krispies Cinnamon Toast Crunch Fruity Pebbles Cinnamon Toast… Cocoa Krispies Cocoa Krispies Rice Krispies Trix Cocoa Puffs Cocoa Puffs Cinnamon Toast Crunch Rice Krispies Belvita Chewy Chex Cocoa Krispies Chex Pop-Tarts Cap'n Crunch Cocoa Puffs Cocoa Puffs Chewy Cap'n Crunch Eggo Cereal Cap'n Crunch Trix Chex Special K Special K Cap'n Crunch Chocolate Toast Crunch Chocolate Toast Crunch Smart Trix Smart Start Wheaties All-Bran Special K Wheaties Quaker Oats Quaker Oats Krusteaz Chocolate Toast Crunch Wheaties Krusteaz Mrs. Butterworth's Quaker Oats Quaker Oats Mrs. Butterworth's Cream of Wheat Kind Cream of Wheat Cream of Wheat Aunt Jemima Back to Nature Aunt Jemima Pop-Tarts Back to Nature Clif Kind Nature Valley Clif Belvita Back to Nature Kind Nutrigrain Clif Nutrigrain Back to Nature Belvita Chewy Chewy Clif Nutrigrain Pop-Tarts Nature Valley Belvita Nature Valley Nutrigrain Nature Valley 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size 0 12.5 25 37.5 50 0 12.5 25 37.5 50 % of Sample Size % of Sample Size % of Sample Size Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 4/12 - 5/2 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 5/3 - 5/15 Millennial Consumer 5/3 - 5/15 Gen X Consumer 5/3 - 5/15 Baby Boomer Consumer 5/3 - 5/15 28 Thank You

TRAUB

Kelsey Groome Senior Managing Director [email protected] +1.646.552.4420 Crosswalk Michal Edelman Tepper Jenna Menking Senior Associate Founder [email protected] [email protected] +1.510.406.2081 +1.646.974.7897

Candice Chan Erin Kemp Analyst Managing Director [email protected] www.traub.io crosswalknyc.com [email protected] +1.607.793.1012 +1.646.974.7897