Understanding the Unprecedented: Quarantine and its Effects on the American Consumer
Third Edition: At Home, At Work, and in the World Overview
We are now entering a new phase of the crisis as some states across the country slowly begin to open up. The majority of consumers were still under shelter in place conditions during our latest time period. However, many of those consumers began looking towards the future and making plans for re-openings. In our first edition of the Coronavirus Consumer Report we analyzed the impact of the first two weeks of the crisis on the mindshare and wallet share of the consumer. In the second edition, we checked in on that consumer to see how their behavior had evolved as they became accustomed to the “new normal”. In this report, we looked at how consumers have adapted to the current situation while also thinking about what comes next.
In the third 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 third phase of the crisis (April 12th- May 2nd). 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 Key Takeaways
At Home At Work In the World
Consumers continue to turn to content and The economic toll of the crisis continues to Consumers are highly engaged with what commerce to entertain, enrich and occupy impact consumers as many lose their jobs is going on in the world regarding COVID- their time at home. or face economic uncertainty. 19 and care deeply about how businesses are reacting.
Kids: Kids content and products LinkedIn: As people lost their jobs, News: People continue to have a continued to surge in popularity as they increasingly turn to LinkedIn to keen interest in news content, consumers tried to educate, occupy, look for new jobs or post status seeking it out through Google and entertain their children. updates. search, spending time on news content and streaming and reading Beauty: Consumers began Unemployment/ Government traditional news media outlets. engaging again in beauty and Assistance: Government websites grooming related content. have been overloaded with people CSR: CSR has reemerged as a key Millennial consumers even began applying for unemployment issue for consumers making spending more on beauty products. benefits and looking for small purchasing decisions. Consumers business loans. seem particularly concerned with Fitness: While spending on fitness the ways in which companies have products declined now that Side Hustles: The increasing reacted to the crisis with one of the consumers have purchased what popularity of multi-level marketing most searched terms over the latest they need, engagement with fitness schemes, such as Beachbody fitness period being “who got PPP?” content and streaming continued indicates that people are trying to Companies who are seen as having to rise. combat the economic toll by been sensitive and generous with making money at home their employees during the pandemic, will be favorably positioned with consumers as the country reopens. 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
April 12th – May 2nd
NEWS STREAMING FOOD FITNESS TECH BEAUTY FASHION KIDS
+8% -10% +6% +7% +5% -10% +14% +6% -9% +10% +11%
-6% +7%
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
Engagement with the news began to decrease slightly Consumers stuck at home began turning Kids content continued to as people felt like they had a better handle on the to content to help them with grooming increase in popularity as situation and instead turned to more entertaining and beauty related needs. People who parents looked for new ways forms of content. normally would go to a salon to get their to educate, entertain, and hair cut or nails manicured instead used occupy their children. beauty content to teach themselves how to do it from home.
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
Gen X Baby Boomers
covid19 in my
who who
5 Social Media Consumption
Percentage of Sample Size Active on Social Media Arrows show direction of change between March 15th – 29th and April 12th – May 2nd
Gen Z Millennial Gen X Baby Boomers
68% 78% 33% 55% 23% 45% 12% 20% Active on Social
86 88 40 43 5 9 TikTok 15 27 44 Instagram 56 66 29 42
12 62 YouTube 33 45 11 36 22 28
19 22 Facebook 8 10 23 33 15 48
1 1 Twitter 4 7 4 7
Pinterest 8 5 8 13 18
LinkedIn 6 38 12 38 8 20
0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100%
56 YouTube Consumption
Change in YouTube Consumption Across Generations Between Breakdown of YouTube Content Streaming Viewership by Generation March 15th – 29th and April 12th – May 2nd April 12th – May 2nd
Gen Z Millennial Gen X Baby Boomers News 1 3 % o f sample 2 0 % o f sample 2 6 % o f sample 2 5 % o f sample Highlights/Livestream size size size size
Fitness 2 0 18 18 5
Sports Highlights ______2
Beauty Tutorial 11 5 5 2
Comedy/Vlogs 11 5 4 1
Cooking Tips/ Recipes __ 10 22 23
Influential & __ __ 18 20 Informative Content
DIY Craft Tutorials __ 22 28 26
Kids Content _ _ 18 36 6
-20% -10% 0% +10% +20% +30% +40%
7 MEDIA VISITED Media Visited Consumers, especially those in the three older generations, are still highly focused on April 12th – May 2nd 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 48% 55 x Month NY Times 44% 43 x Month CNN 44% 42 46% x Month Fox TMZ 24% 22 NY Times 39% 52 MSNBC 42% 45 39% 35 MSNBC 39% 33 People 18% 15 HuffPost 33% 34 CNN 38% 32 Wall Street 35% 30 E! Online 11 MSNBC 32% 25 Wall Street Journal 18% Journal 37% 31 NY Times 35% 25 Refinery29 15% 10 The Onion 29% 21 Huff Post 29% 22 Fox Los Angeles 26% 13 MSNBC 13% 10 24% 22 Times Los Angeles 25% 18 Times Wall Street Forbes 24% 14 Fox 11% 7 Journal 18% 21 Washington 11 Washington Post 22% 23% 12 NY Times 10% 5 Mashable 18% 20 Post
ESPN 2% 5 Wired 11% 8 Fast Company 20% 10 ESPN 13% 4
Buzzfeed 8% 13 Buzzfeed 12% 20
ESPN 8% 2 Mashable 12% 8
Forbes 6% 8 ESPN 5% 2
8 Websites Visited April 12th – May 2nd
GEN Z CONSUMER MILLENNIAL CONSUMER GEN X CONSUMER BABY BOOMER CONSUMER
Google 43% 27 x Month Google 25% 26 x Month Google 33% 37 x Month Google 25% 15 x Month
x Month Twitch 24% 36 Happiness is 12% 14 Food 18% 13 HGTV.com 24% 18 Homemade Network Reddit Labor.NY.GOV 11% 206 Skinnytaste 13% 7 homemaking. 22% 11 9% 39 com
Imgur 8% 21 All Recipes 11% 8 SBA . GOV 11% 35 SBA . GOV 19% 33
EDD.CA.GOV 8% 88 Happiness is 10% 27 12 Tomatoes 18% 8 Homemade Skinnytaste 8% 4 The Points 3% 1 JumbleJoy.com 14% 5 Guy The Penny 6% 3 Labor . NY . 3% 92 Hoarder GOV Groupon 6% 3 EDD . CA . 3% 52 GOV
Connect.my. 5% 179 Connect.my 3% 82 florida.com florida.com
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 50% of their wallet share dedicated to “wants” and another 16% spent on fitness. Accessories These consumers have retained their habits and lifestyle even as the pandemic persists.
Millennials Apparel Beauty While Millennials continue to spend heavily with 41% of wallet share on grocery/CPG cleaning products and 37% on enrichment purchases, ENRICHMENT they have started spending money again on beauty (up from 6% in the last period to 11% in the current period).
Gen X As the generation most likely to be quarantined with children at home, Home/ Gen X has split their wallet share with 47% spent on “needs” such as Tech Food/Takeout House Goods Kids Fitness grocery/CPG and cleaning products and 46% spent on enrichment products focused on kids and home. 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 66% of their wallet share spend on groceries/CPG and NEEDS cleaning products.
1210 Wallet Share Prior to March 2020
42 34 8 11 6
Accessories: Buying Workout Accessories; Footwear; Jewelry March 15th – March 28th
Apparel: Shopping Clothing Retailers, Various Clothing 27 11 2 23 7 9 16 2 2 Brands
Beauty: Shopping Beauty Retailers; Makeup Brands; March 29th – April 11 Skincare Brands 24 8 2 27 9 9 14 2 2 2 Gen Z Cleaning Products: Shopping Big Box Retailers; Various Household Cleaning Products April 12th – May 2nd
Fitness: Buying Fitness Programs; Gym Memberships 19 7 2 26 16 8 16 2 2 2
Food: Encompasses Dining Out; Grocery; Fast Food
Grocery/CPG: Shopping Grocery Supermarkets; Various CPG Brands
House & Home Goods: Buying Home Décor; Home Prior to March 2020 Appliances; Shopping Home Furniture Stores 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
Tech Products; Software th
Millennial March 29 – April 11
Video Games: Shopping Video Game/ Electronic Retailers 47 10 2 4 6 1 12 5 2 4 3 5
Crafts April 12th – May 2nd Kids Apparel 38 8 3 3 11 1 11 4 1 8 6 7 Toys/Games
0%0 10%10 2200% 30%30 4400% 50%50 60%60 7700% 80%80 9090% 100%100
11 Wallet Share Prior to March 2020
20 49 7 1 24
Accessories: Buying Workout Accessories; Footwear; Jewelry March 15th – March 28th
Apparel: Shopping Clothing Retailers, Various Clothing 32 9 22 4 3 1 8 15 7 Brands
Beauty: Shopping Beauty Retailers; Makeup Brands; March 29th – April 11 Skincare Brands
Gen X 32 14 11 3 3 1 5 11 5 7 3 5 Cleaning Products: Shopping Big Box Retailers; Various Household Cleaning Products April 12th – May 2nd
Fitness: Buying Fitness Programs; Gym Memberships 25 11 11 2 6 1 4 13 4 13 4 8 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
Kids Goods: Buying Children’s Brand Products; Children’s 14 23 10 34 19 Toys
th Restaurants/Fast Food/ Take Out March 15 – March 28th 44 12 14 1 5 1 2 18 3 Technology (WFH): Shopping Electronic Retailers; Buying Tech Products; Software March 29th – April 11
Video Games: Shopping Video Game/ Electronic Retailers Baby Boomers 43 11 12 2 5 1 3 14 2 3 5 Crafts
th Kids Apparel April 12 – May 2nd
36 17 13 2 4 1 2 13 2 7 4 Toys/Games
0% 1000% 2000% 3000% 4000% 5000% 6000% 7000% 8000% 9000% 10000% 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.
March 29th – April 11th April 12th – May 2nd March 15th – 28th
Availability
Product Assortment
BOPIS Option
Discount
Delivery
Contact Free Delivery
Brand Social Media
Size Information
Careers/ Jobs
Customer Service
Corporate Social Responsibility
Membership
Corporate Social Responsibility 0 25 50 75 100
% of Sample Size
While flexible delivery options remain the most important factors for consumers’ purchasing decisions, as the initial panic subsides CSR has reemerged as an important criteria in the decision making process.
Newcomers Consumers seem particularly concerned with the ways in which companies have treated their own
Increase employees as well as the fairness of the PPP distribution. Companies who are seen as having been sensitive and generous with their employees during the pandemic, will be favorably positioned with consumers as the Decrease country reopens. 13 FITNESS AND SUBSCRIPTIONS The decrease in spending on fitness products across the board indicates that Most Purchased Brands consumers now have a home fitness set up that will last until gyms and studios reopen. While spending on traditional products like Peloton bikes declined, spending on MLM company Beachbody supplies continued to increase. Consumers FITNESS PRODUCTS seem to be using the multi-level marketing aspect of Beachbody to make money while at home.
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
Newcomers
Increase
Decrease 14 While spending on fitness products decreased across the board, fitness Subscriptions subscriptions remained steady, indicating that fitness companies are successfully engaging with consumers during their time at home.
BeachBody IPSY Peloton The Honest Company Peloton ClassPass Diaper & Wipes Bundle Subscription 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 Diaper & Wipes Bundle Subscription 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
15 Conclusion
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 consumers reentering the world today are very different from who they were when they entered their homes two months ago. Many have lost their jobs or economic stability, have been forced to work and educate their children from home, cook their own meals, and find new ways to entertain themselves inside.
Brands That Will Thrive Post Pandemic
Enriched consumers lives by satisfying consumers’ emotional needs through content and functional needs through commerce.
Treated their employees respectfully and engaged responsibly in reopening plans
Adapted a variety of flexible delivery options, including BOPIS and contact-free delivery
16 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 17 Most Purchased Brands
HOUSEHOLD/CLEANING
Purell Purell Clorox Purell Lysol Lysol Lysol Clorox Clorox Fabuloso Lysol Comet Method Scotch-Brite Method Comet Scrubbing Bubbles Clorox Scotch-Brite Mrs. Meyers Mr. Clean Gain 2000 Flushes Swiffer Purell Fabuloso Tide Mrs. Meyers Fabuloso Mr. Clean Tide Scotch-Brite Glade Mr. Clean Fabuloso Bounce Comet Scrubbing Bubbles Snuggle Swiffer OxiClean Glade All Soft Scrub Hefty Scrubbing Bubbles Glisten Glade Mr. Clean Swiffer Liquid Plumr Soft Scrub Glade Pine Sol Glisten Swiffer Mrs. Meyers Murphy Oil Downy Mrs. Meyers Liquid Plumr Purex Drano Energizer Pine Sol OxiClean Tide Drano Soft Scrub Gain Energizer Duracell Glisten Bounce Duracell Murphy Oil All Snuggle Liquid Plumr Windex Snuggle Downy Pine Sol Downy Energizer Drano Pledge Duracell Febreze Energizer Cascade Purex Duracell Lime-a-Way Method Pledge OxiClean Glass Plus All Windex Lime-a-Way Pledge Hefty Febreze Glass Plus 2000 Flushes Windex Windex Glad Arm & Hammer Febreze Hefty Resolve 2000 Flushes Method Arm & Hammer Snuggle Woolite Arm & Hammer Scour Daddy Resolve Glad Woolite Bar Keepers Friend Resolve Downy Scour Daddy Finish Woolite Old English Bar Keepers Friend Scour Daddy OxiClean Glad Finish Gain Cascade Finish Old English All Bounce Hefty Purex 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 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 4/11 - 5/3 18 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 Eggo DiGiorno Sea Pak Hot Pockets Hot Pockets 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 Gen Z Consumer 3/15 - 3/28 % of Sample Size Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 % of Sample Size Baby Boomer Consumer 3/15 - 3/28 % of Sample Size 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 19 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 Skippy Peter Pan 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 Newman's Own French's Mustard McCormick 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 Tabasco Tabasco Jello Toll House Toll House Miracle Whip 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 Gen X Consumer 4/12 - 5/2 20 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 21 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 22 Lays Ruffles Tostitos Cheetos Ruffles Most Purchased Brands Baked Lays Lays Doritos Popped Cheetos SNACKS Snyder's Baked Lays Cape Cod Popped Cheez-Itz Tostitos Oreo Snyder's Pringles M&Ms Annie's Fritos Lays Hippeas Doritos Ruffles Fritos Pirate's Booty Oreo Doritos Pirate's Booty Takis Ruffles Cheetos Takis Pringles Sour Patch Baked Lays Kit-Kat Hostess Popped Wheat Thins Reese's Cheez-Itz Goldfish Honey Maid Annie's Hershey's Lays Oreo Oreo Godiva Annie's Doritos Tostitos Lindt Pringles Pirate's Booty Ritz Hershey's Tostitos Fritos Honey Maid Kit-Kat Cheetos Hippeas Starburst Harvest Snaps Keebler Snyder's Triscuit Hostess Reese's Fritos Nabisco Takis Godiva Pirate's Booty Twizzlers Kit-Kat Takis Lindt Reese's Keebler Kit-Kat Newton's Ritz Chips Ahoy! Reese's Chips Ahoy! Teddy Grahams Keebler Trolli Honey Maid Hostess Chips Ahoy! Starburst Teddy Grahams M&Ms Drake's Little Bites Hershey's Sour Patch Ritz Hershey's Godiva Harvest Snaps Pepperidge Farm Keebler Snyder's Junior Mints Cape Cod Nabisco Chips Ahoy! Dove Cheez-Itz Ritz Goldfish Triscuit Pringles Sun-Maid Honey Maid Starburst Wheat Thins Goldfish Harvest Snaps Sun-Maid Tastykake Gushers M&Ms Pepperidge Farm Entemann's Teddy Grahams Junior Mints Cadbury Sour Patch Dove Little Bites Rice Krispies Treats Junior Mints Pepperidge Farm Cadbury Tate's Almond Joy Dove Haribo Almond Joy Little Bites Hostess Hershey's Raisinets Rice Krispies Treats York Ocean Spray Twizzlers Pepperidge Farm Rice Krispies Treats Nutter Butter M&Ms Wheat Thins Junior Mints Nabisco Little Debbie Tate's Nutter Butter Triscuit Tastykake Planters Entemann's Welch's Sun-Maid Cadbury Little Debbie Nutter Butter Nilla Almond Joy Tastykake Nilla Little Debbie Entemann's Drake's Raisinets Tastykake Nilla Newton's York Entemann's Drake's Planters Little Debbie Drake's Welch's Welch's Planters Gushers Nilla Ocean Spray 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 Baby Boomer Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 3/29 - 4/11 Baby Boomer 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 Baby Boomer Consumer 4/12 - 5/2 23 Gen X Consumer 4/12 - 5/2 Most Purchased Brands Dasani Diet Coke Aquafina BEVERAGES Coke Coke Coke Diet Coke Pepsi Diet Coke Pepsi Pepsi Sunkist Pepsi Diet Pepsi Dr. Pepper Sprite Dr. Pepper Juicy Juice Sprite Sprite Florida's Natural Diet Coke Coke Dr. Pepper Sunkist Diet Dr. Pepper Smart Water Cherry Pepsi Mountain Dew Dr. Pepper Seagram's Mountain Dew Vanilla Coke Dasani Vanilla Coke Cherry Pepsi Smart Water 7up 7up 7up Tropicana CRUSH CRUSH CRUSH MinuteMaid Schweppes Cherry Coke Cherry Coke Sprite Canada Dry Diet Dr. Pepper Diet Dr. Pepper Sunkist Cherry Coke Kool-Aid Life Wtr Mountain Dew Diet Dr. Pepper Coke Zero Vanilla Coke Capri Sun Coke Zero Coke Zero Bubbly Cherry Pepsi Bubbly Bubbly Fanta 7up Life Wtr Fanta Dasani CRUSH Dasani Juicy Juice Cherry Coke Juicy Juice Juicy Juice Kool-Aid Welch's Kool-Aid Hint Hint Dole Hint Smart Water Smart Water Perrier IBC Rootbeer Aquafina Aquafina Life Wtr Simply Lemonade IBC Rootbeer IBC Rootbeer Coke Zero Mountain Dew Cherry 7up Bubbly Cherry 7up Vanilla Coke Simply Lemonade Simply Lemonade Fanta Cherry Pepsi Pibb Pibb Kool-Aid Pibb Barq's Welch's Hint La Croix Perrier Aquafina Welch's Mott's Barq's IBC Rootbeer Core S.Pellegrino La Croix Cherry 7up Perrier Tropicana Capri Sun Simply Lemonade Barq's Dole Florida's Natural Pibb Polar S.Pellegrino Hi-C Barq's La Croix Tropicana Perrier Naked Capri Sun Harmless Harvest Florida's Natural La Croix Fiji Life Wtr Mott's Capri Sun Hi-C Dole VitaCoco S.Pellegrino Harmless Harvest S.Pellegrino MinuteMaid Mott's VitaCoco Bai Hi-C Tropicana MinuteMaid Honest Harmless Harvest Florida's Natural Bai Ocean Spray VitaCoco Mott's Honest Apple & Eve Bai Hi-C Ocean Spray Vital Proteins Honest Apple & Eve Harmless Harvest Core Ocean Spray Vital Proteins Evian Fiji Apple & Eve Core VitaCoco Canada Dry Vital Proteins Fiji MinuteMaid Evian Core Canada Dry Bai Polar Fiji Evian Vitamin Water Canada Dry Honest Polar Schweppes Evian Ocean Spray Vitamin Water Icelandic Polar Apple & Eve Schweppes Seagram's Vitamin Water Sunkist Icelandic Orange Vanilla Coke Schweppes Seagram's Cherry 7up Yoohoo Icelandic Orange Vanilla Coke Vital Proteins A&W Seagram's Yoohoo Vitamin Water Brisk Orange Vanilla Coke A&W Icelandic Fresca Yoohoo Brisk Brisk Izze A&W Fresca Fresca Welch's Izze Fresca Naked Naked Izze 0 12.5 25 37.5 50 Dole 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 24 Most Purchased Brands
DRY GOODS/PASTA
KRAFT KRAFT KRAFT Rana Rana Barilla Rana Barilla Barilla Rana Barilla Buitoni Ronzoni Hamburger Helper Ronzoni KRAFT Velveeta Shells &… Buitoni Buitoni Classico Buitoni Classico Classico Ragu Classico Ronzoni Ragu Bertolli Ragu Ragu Bertolli Hunt's Bertolli Bertolli Hunt's Ronzoni Hunt's Velveeta Shells &… Prego Prego Prego Hunt's Newman's Own Stove Top Stove Top Annie's Stove Top Hormel Hormel Prego Pepperidge Farms Hormel Pepperidge Farms Stove Top Velveeta Shells &… Pepperidge Farms Campbell's Hormel Campbell's Velveeta Shells &… Heinz Pepperidge Farms Heinz Campbell's Annie's Campbell's Annie's Heinz Bisquik Heinz Pasta Roni Annie's Pasta Roni Pasta Roni Ricearoni Pasta Roni Ricearoni Ricearoni Hamburger Helper Ricearoni Hamburger Helper Newman's Own Hungry Jack Hamburger Helper Hungry Jack Bisquik Newman's Own Hungry Jack Uncle Ben's Hungry Jack Uncle Ben's Uncle Ben's Minute Rice Uncle Ben's Minute Rice Minute Rice Zatarain's Minute Rice Zatarain's Zatarain's Newman's Own Zatarain's Pioneer Pioneer Pioneer Pioneer Bisquik 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
Millennial Consumer 3/15 - 3/28 Gen X Consumer 3/15 - 3/28 Baby Boomer Consumer 3/15 - 3/28 Gen Z Consumer 3/15 - 3/28 Millennial Consumer 3/29 - 4/11 Gen X Consumer 3/29 - 4/11 Baby Boomer Consumer 3/29 - 4/11 Gen Z Consumer 3/29 - 4/11 Millennial Consumer 4/12 - 5/2 Gen X Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 Gen Z Consumer 4/12 - 5/2 25 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 Cocoa 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 Special K Chex Special K Special K Kashi Cap'n Crunch Chocolate Toast Crunch Chocolate Toast Crunch Smart Start 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 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 Millennial Consumer 4/12 - 5/2 Baby Boomer Consumer 4/12 - 5/2 26 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