Change in consumer behaviour in during Corona Dentsu Denmark’s Corona Tracker Week 12-15 2020 Method

Purpose The Corona virus’ entering has impacted the Danish consumers, their attitudes, buying habits and media habits. Therefore, Dentsu Denmark has initiated a tracker during this time to monitor the above. This report covers an extract of the tracker regarding changes in consumer behavior among the Danish consumers.

Target group Sample size Survey Persons 16-74 4.000 respondents Via panel. Collected each week for 6 weeks Executive summary ➢ The Danes are focusing more on the closest family during Corona and they miss being among other people. ➢ The Danes have more time avaliable and they spend it primarily on home & garden projects, watching/reading news, streaming and reflecting on life. ➢ Overall, the Danes are less worried about Corona now than just after the lockdown in DK. They are more worried about their health than the economy and jobs. ➢ Local environments are increasingly supported by the Danes and they also want to see companies supporting local environments.

➢ Brands with Danish heritage are increasingly preferred over non- Danish brands to support the national economy and jobs. ➢ The Danes spend more money on take-away, groceries and streaming during Corona. ➢ Significantly more Danes will stay in Denmark during their holiday. They will primarily spend their money in Denmark and consume Danish media contrary to what they normally do. ➢ The Danes want brands to communicate and advertise to them during Corona. Only 5% don’t want communication.

➢ Online shopping is increasing, and many Danes think they will 3 continue to shop more online post Corona than they did before. CONSUMER ATTITUDES RIGHT NOW Keeping a distance is still a key concern for the Danes

Highest score on consumer attitude High/very high degree

Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 Comments

82% 81% 81% 82% 1. The Danish Health authorities and government are saying not getting too close to strangers is key for the re-opening plan for Denmark

2. “… aware of not getting too close to strangers” is the highest score on consumer attitude

3. This indicates the re-opening can proceed as planned, and the government are starting to allow for more businesses to open

I am very aware of not getting too close to strangers Attitudes towards ”the close” High/very high degree Base: 1000 per week Most Danes are focusing more on their closest family

Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020

63% 62% 62% 64%

I have a greater focus on my closest family

High/very high degree Attitudes towards ”the close” Base: 1000 per week The Danes miss being among other people Comments

1. We see a significant increase from week 12 to 13, because week 12 was the first week after the lockdown was Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 announced. The Danes really started to miss socializing in week 13.

2. Especially single’s and elderly people 64% 62% 63% who live by themselves miss being 54% among other people

I miss being out among other people

High/very high degree

Attitudes towards ”the close” Base: 1000 per week Overall the Danes have more time for practical chores (duties at home) during Corona

Comments

1. Many Danes are using this spare Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 time to upgrade “home & gardens” and new projects

2. The Families with young children haven’t had much time for practical 53% 53% 50% 51% chores as day-care and school has been closed till mid-last week

I have more time for practical chores in my home

High/very high degree Attitudes towards ”the close” Base: 1000 per week Danish consumers tend to prefer Danish brands more than usual

Comments

1. There is a belief among many Danes that they are supporting the Danish Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 companies, economy and jobs by buying more Danish brands

2. Danes are sharing social posts asking other Danes to buy more local now to support the Danish 37% community 34% 34% 34%

I prefer Danish brands to a higher degree than international brands

High/very high degree Attitudes towards ”the close” Base: 1000 per week The Danes are increasingly supporting the local environment during Corona

Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020

25% 22% 22% 20%

I help and support more in my local environment

High/very high degree Attitudes towards ”the close” Base: 1000 per week The longer Corona has been a part of our lives, the more unhealthy Danes eat Comments

1. This development is driven by more purchase of fast food (delivery) and snacking to kill time

2. When there is a trend, there is often the opposite trend too which is the Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 case here. Some Danes had enough of the unhealthy living and are now eating healthier to get in shape

26% 24% 21% 22%

I eat more unhealthy than I usually do High/very high degree

Attitudes towards ”the close” Base: 1000 per week The Danes have more time on their hands

Comments Week 15 2020 42% 1. The Danes have more time to reflection so we might see big life 32% 32% decision during and post corona 2. There is an opportunity for brands to fill this gap with entertainment and content

3. We still see families with children have less time

I have more time for I am more bored than I spend more time contemplation and usual baking / cooking reflection

High/very high degree

Attitudes towards ”the close” Base: 1000 per week The Danes are more updated on the latest news than before Corona. However, it is declining during Corona.

Comments

Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 1. The Danes are following the news significantly more during Corona 70% 67% 66% 65% 2. In the beginning of Corona there was more attention to news, but there seems to be a wear out effect

3. The frequency of truly breaking Corona news has also been declining over the period. The Danes have also been criticizing “no news” press briefings from the government.

I am more up to date on news than usual High/very high degree Attitudes towards ”the close” Base: 1000 per week The Danes are shopping more online during Corona

Comments

1. The Danes generally shop more online during Corona

2. From week 14 to 15 we see a 21% significant increase in online 16% 17% I shop more online than shopping. This is largely due to 14% usual 13% 13% online take away. 12% 12% Even those thing I did not buy online before, I 3. Some Danes are starting to buy buy online now products online they haven’t bought online before because the physical stores are closed.

4. We expect these new online shopping behaviors will be Week 12 Week 13 Week 14 Week 15 established among many Danes and 2020 2020 2020 2020 the overall online shopping will have High/very high degree a much higher share of total sales after Corona

Attitude to statements Base: 1000 per week CONCERNS Danes are less concerned about Corona now than at the beginning

How much do you worry about Corona? Do not worry at all A little worried Comments Very worried Linear (Very worried) 1. The Corona lockdown in Denmark 60% was a big unexpected chock for 56% 58% 53% many Danes, so many was very worried in the beginning. 42% 38% 33% 35% 2. The Danes started to worry less as stories in media started to appear in week 13/14 about “the Corona curve” is bending in a more positive 5% 6% 7% 7% direction than expected and feared in comparison with other countries like and Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020

Concern about Corona Base: 1000 per week The main concern is still the health of our families and household economy and loosing job is prioritized 3rd and 4th

To what extent do you worry more than usually? High/very high degree 80% 75%

70%

60% 56%

50% My familys health and well being 37% 40% My own health and well being 30% My own / My households 21% economy 20% To loose my job 10%

0% My familys My own My own / To loose health and health and My my job well being well being households economy The big worries of life High/very high degree Base: 4000 GENERAL SHOPPING HABITS The Danes expect to spend less money on experiences Comments

General spend 1. The Danes spend less money on I expect to use less money than usual on… experiences as it is currently not possible in the physical world TOP 3 Week 15 2020

51% 2. 26% is also spend less money on 45% clothing and shoes even though there is opportunity to buy online 36%

26% 21% 20% 14% 13% 9% 8% 8% 6% 6% 6% 6% 5%

General spend Base: 1000 per week The Danes expect to spend more money on take-away, groceries and streaming Comments 1. There is a significant increase in Take-away because it is possible to have food delivered with minimum General spend or no human contact I expect to use more money than usual 2. Groceries are receiving a much TOP 3 Week 15 2020 higher share of wallet as most other purchase options in the physical 24% world is not possible

3. The Danes don’t have the same 15% entertainment opportunities, so they spend more money on streaming for 10% 9% entertainment to kill time 8% 6% 6% 5% 5% 4% 4% 3% 3% 3% 3% 3%

General spend Base: 1000 per week SUMMER HOLIDAY Only 17% expect to spend their summer holiday in another country (normally around 35%).

Summer vacation Comments How are you planning to spend your summer vacation right now? 1. Only 17% expect to go on summer Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 holiday in another country and it is

declining 54%

2. The Danes needs to figure out what 47% 46% to do and many are planning to stay 43% at home or at a country house

3. Normally many Danes travel abroad

26% and spend their money in other

25%

24%

23% 23%

22% countries, but now they will spend 21%

17% money in Denmark instead.

10%

9%

9%

9% 8%

8% 4. The media consumption in Denmark 7% 6% normally drops drammatically in July, but we don’t expect to see the same drop this summer as many are Staying home Countryhouse in Other country Camping in Hotel in Denmark staying in Denmark Denmark Denmark

Summer vacation Base: 1000 per week BRAND COMMUNICATION Most of the Danes would like companies to communicate to them during Corona

Comments

How should brands communicate right now? 1. Only 5% of the Danes say they don’t want brands to communicate During Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 Corona

2. The Danes would like brands to continue communication and advertising

3. The consumers also pay more 5% 6% 5% 5% attention to ads during Corona than before They should not communicate

Communication Base: 1000 per week Many Danes would like to see communication from brands about how they care about society even though it is declining slightly during Corona

How should brands communicate right now?

Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020

49% 45% 46% 44%

They should show that they care aboth the society in general

Communication Base: 1000 per week There is an increasing trend towards Danes wanting to see companies help the local environment

Comments How should brands communicate right now? 1. The crisis is causing the Danes to move closer together and focus Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 more locally

2. The Danes increasingly want companies to help the local environment and communicate it to them 32% 28% 29% 29%

They should help the local environment

Communication Base: 1000 per week The Danes increasingly want companies to communicate offers

How should brands communicate right now? Comments

1. We are seeing an increasing tendency towards the Danes Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 wanting companies to communicate offers

20% 2. The increase from week 14 to 15 is 13% 14% also driven by Danes wanting 12% offers

They should have a great focus on offers

Communication Base: 1000 per week News sites almost have the same advisory status as experts in relation to Corona Comments

Take advice from in relation to Corona 1. Danes primarily take advice from experts and news sites in relation to Corona.

2. News media has been under Week 15 2020 scrutiny with a lot of talk about Fake News, so it is interesting to see news media being perceived as very 70% trustworthy among the Danish 62% people

29% 24% 20%

Experts (e.g. doctors, News sites Family My workplace Friends health staff)

Take advice from Base: 1000 per week POST CORONA Top4 Post Corona: The Danes think they will prioritize family, walk more, vacay more in Denmark and support local initiatives more

Behavior post Corona How do you think Corona will impact you and your life?

Week 15 2020 32% 30% 25% 25%

I will prioritize my I will walk more I will vacay more I will support local family more in Denmark initiatives even more

Post Corona Base: 1000 per week Danes are increasingly saying they will shop more online post Corona

How do you think Corona will impact you and your life?

Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 9% 8% 8%

5%

I will buy more online

Post Corona Base: 1000 per week The Danes want to work more effective and prioritize family more post Corona

How do you think Corona will impact Comments you and your life?

Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020 1. The time for reflection during Corona has caused many Danes to 32% 31% 32% re-evaluate their work-life-balance 28% post Corona

2. The Danes expect to have more online meetings and working from home which will save transportation time, so the Danish can work more effective post Corona 11% 11% 9% 9%

I will prioritize my family more I will work more effectively

Post Corona Base: 1000 per week The Danes expect to walk and workout more post Corona

How do you think Corona will impact you and your life?

Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020

30% 28% 28% 25% 22% 20% 20% 19%

I will walk more I will workout more

Post Corona Base: 1000 per week There is a tendency towards expecting to support local initiative more post corona

How do you think Corona will impact you and your life?

Week 12 2020 Week 13 2020 Week 14 2020 Week 15 2020

25% 22% 23% 20%

I will support local initiatives even more

Post Corona Base: 1000 per week

QUESTIONS?

Charlotte Riewerts Dentsu Data Services +45 26 14 44 17 [email protected]

Rasmus Olsson Dentsu Data Services +45 25 35 50 35 [email protected]

Katrine Lassen Strategy +45 61 27 32 92 [email protected]