Rare Coronavirus: With Foresight Series 30.7.2020

Rare: Foresight
Coronavirus UK consumer tracker
Data Collected: 9th July - 26th July
30.07.2020

About the Project
Update on macro trends
Brand Reputation
Sector overview this week
What is coming next + Q&A
Content
COVID-19 CONSUMER TRACKER: WEBINAR
30.07.2020

Research Methodology
Online Consumer Tracker Survey : circa 900 per
week (UK Nationally Representative - Adults 18+).
Over 15,034 respondents over 18 weeks. Launched
on 13th March 2020. Published every 2 weeks
Online Brand Reputation Tracker: Circa 500
respondents per week (UK Nationally
Representative - Adults 18+).
Consumer Diary Studies: 3-5 Households per
week for a deeper look.
Research Objectives
1. Identify change in consumer habits
2. Identify change in intention towards in
retail, exercise, beauty, travel, leisure,
entertainment, music, gaming, DIY, alcohol
consumption and household management.
3. Understand which demographics are more
inclined to change behaviour compared to
others, and see how this evolves over time.
4. Identify people’s new at-home social
rituals.
5. Identify new emerging norms in behaviour
that will last beyond Covid-19
The Research
COVID-19 CONSUMER TRACKER: WEBINAR 30.07.2020

Context this week
● UK economy has recovered 'roughly
half' of COVID-19 hit - BoE chief
economist (Sky)
● Government seeks evidence for
business rates review (Big
Hospitality)
● British holidaymakers face
uncertainty around international travel
rules in the coming weeks (Guardian).
● Rishi Sunak is considering an online
retail tax of 2% (Times).
● Budget carrier Ryanair said it suffered
the “most challenging” quarter in its
35-year history as it reported a loss of
£168 million. (Wales Online)

What are consumers looking forward to the most?
Source: Rare Consulting. UK Adults 18+. Data collected 9th - 20th July 2020 (N=573).
Base: What are you looking forward to the most, when the lockdown has ended, and it is safe to return to your normal life? (N=573).
Share of mentions. Full data tables available from www.rare.consulting.
FAMILY FRIENDS SEE HOLIDAY &
TRAVEL
MEET WORK HUG SHOPPING PUB
31% 19% 16% 12% 6% 6% 4% 3% 2%
We asked people about what they are looking forward to the most after the lockdown is released and the pandemic is over.
Consistent story with last few weeks
Overall sentiment is more joyful. Still family is the most mentioned topic, but the decreasing trend is constant. As we detailed in our last issue,
mentions of family -and related words like ‘parents, grandchildren’ or ‘daughter’, very often together in the same sentence- dropped from 47% in mid-
May to 31% in the last fortnight. Travel has increased to 12%, the highest its been. Pub is down to 2% (from 5%), does that indicate that the
experience of the pub is suboptimal for people.
Besides, ‘work’ continues to grow, slowly. Does current economic situation have some influence in what people fear from the future? This could be in
line with the not-taking-off number of mentions of ‘shops’ and ‘shopping’ -it entered the top 10 list in late June, but it is remaining stable at 3% of
people’s mentions.

What are consumers looking forward to the most?
Source: Rare Consulting. UK Adults 18+. 4th May - 20th July 2020 (N=7,614).
Base: What are you looking forward to the most, when the lockdown has ended, and it is safe to return to your normal life? W/c 4th May (N=1,814), w/c
18th May (N=1,728), w/c 1st June (N=1,704), w/c 22nd June (N=1,284), w/c 6th July (N=573). Share of mentions. Full data tables available from
www.rare.consulting.

Source: Rare Consulting. UK Adults 18+. Data Collected 30th March - 29th June 2020 (N=11,150).
When thinking about having a sense of community with other people, to what extent do you agree or disagree with each of the following?
Base: w/c 30th March (N=1,844), w/c 13th April (N=2,020), w/c 27th April (N=1,789), w/c 11th May (N=1,784), w/c 25th May (N=1,787), w/c 8th June
(N=1,293), w/c 22nd June (N=1,284), w/c 6th July (N=573). Full data tables available from www.rare.consulting
TREND: Sense of community

TREND: How are we feeling?
Source: Rare Consulting. UK Adults 18+. Data Collected 30th March - 29th June 2020 (N=12,374).
Which of the following best describes how you feel? Base: w/c 30th March (N=1,844), w/c 13th April (N=2,020), w/c 27th April (N=1,789), w/c 11th May
(N=1,784), w/c 25th May (N=1,787), w/c 8th June (N=1,293), w/c 22nd June (N=1,284), w/c 6th July (N=573). Full data tables available from
www.rare.consulting
Which of the following best describes how you feel?
Adults 18+

Top 10 Brands
Source: Rare Consulting. UK Adults 18+. 27th March - 29th June 2020 (N=6,379).
To what extent do you trust or distrust each of the following brands below? Those aware of the brand (N=5,948 in average). Full
data tables available from www.rare.consulting.

Queue from your car
Sainsburys

Banking

Retail
Non essential
Stores Reopen

BRIEF OVERVIEW OF
SECTORS THIS WEEK

TRAVEL
Intention is there, if restrictions
permit
● 34% of the UK have been browsing
holidays at least once this week,
compare to 30% two weeks ago.
● 25% of Generation Z see themselves
spending more on travel once the
lockdown has been lifted and there is no
immediate threat to the public.
● 4% of those living with children under 18
years old purchased flights to go on
holiday once in the past fortnight.
● 59% of the UK would consider travelling
inside the UK compared to 37% who
would consider going internationally.

Destination intention
Source: Rare Consulting. UK Adults 18+. Data Collected 22nd June - 20th July 2020 (N=1,857).
Base: When thinking about travelling / going on holiday which of the following statements best applies? W/c 22nd June - w/c 29th June (N=1,284), w/c
6th July - w/c 13th July (N=537).
Full data tables available from www.rare.consulting.

Holiday plans
Source: Rare Consulting. UK Adults 18+. Data Collected 3rd - 29th June 2020 (N=2,848).
Base: When thinking about the past 7 days, have you, if at all, done each of the following activities? w/c 1st June (N=922), w/c 8th June (N=782), w/c
15th June (N=511), w/c 22nd June (N=633).

Holiday plans
Source: Rare Consulting. UK Adults 18+. Data Collected 9th - 20th July 2020 (N=573).
Base: When thinking about the past 7 days, have you, if at all, done each of the following activities? Those concerned about Coronavirus (N=510), those
not concerned about Coronavirus (N=63).

Destination intention by generation
Source: Rare Consulting. UK Adults 18+. Data Collected 9th July - 20th July 2020 (N=537).
Base: When thinking about travelling / going on holiday which of the following statements best applies? Generation Z (N=66), Millennials (N=153),
Generation X (N=142), Baby Boomers and older (N=213). Full data tables available from www.rare.consulting.

GROCERY
Online Hold Strong
● 40% of the UK population visited a large
supermarket once over the past two
weeks.
● 18% of Millennials visited an express
supermarket three times or more often
in the past 14 days.
● 31% of those who are living alone
visited their local convenience store
every day, twice or three times in the
past two weeks.
● 36% of those aged 55+ used a website
for food and essentials three times or
more often in the past two weeks.

ENTERTAINMENT
Consistent behaviour
● 39% of Millennials listened to music every
day in the past two weeks.
● 27% of Generation Z learned a new creative
skill three times or more often in the past 14
days.
● 66% of those living with their immediate
family watched movies and TV series online
every day, twice or three times in the past 14
days.
● 5% of the UK visited an outdoor cinema once
in the last fourteen days
.

Entertainment - Profiles
Source: Rare Consulting. UK Adults 18+. Data collected 11th May - 20th July 2020 (N=6,721).
When thinking about the past 7 days, how frequently, if at all have you been doing each of the following activities? Those who did every 3 days or more
often in the last 7 days. Base: W/c 11th May (N=1,784), w/c 25th May (N=1,787), w/c 8th June (N=1,293), w/c 22nd June (N=1,284), w/c 6th July (N=573).
Full data tables available from www.rare.consulting
Every 3 days or more

HOME & DIY
Steady performance
● The number of people doing their own
DIY projects is down by 2% from our
previous issue (19% vs. 21%).
● 33% of the UK population gardened
three times or more often in the past 14
days.
● 13% of those who are currently working
learned new home-making skills three
times or more often in the past 14 days.
● 12% of those living in London took part
in interior design activities twice in the
past two weeks.

How might purchase behaviours change
Source: Rare Consulting. UK Adults 18+. Data collected 8th June - 20th July (N=3,150).
When thinking about the past 7 days, how frequently, if at all have you been doing each of the following activities? w/c 8th June (N=782), w/c 15th June
(N=511), w/c 22nd June (N=633), w/c 29th June (N=651), w/c 6th July + w/c 13th July (N=573). Full data tables available from www.rare.consulting

RETAIL
Not a mad rush to the high street
● 13.9% MoM growth in UK Retail sales
(ONS)
● 3% of the UK claim they are looking
forward to shopping once the
lockdown has eased and it is safe to
do so (this is down from 1%, 2 weeks
ago).
● 14% of the UK bought beauty
products in-store once in the past two
weeks (same proportion bought these
products online)
● 24% of Millennials bought clothes
online once in the past fortnight.

TREND: Retail changes
Source: Rare Consulting. UK Adults 18+. Data collected 15th - 29th June (N=1,144).
When thinking about the past 7 days, how frequently, if at all have you been doing each of the following activities? Those who did every 3 days or more
often in the last 7 days. Base: w/c 15th June (N=511). w/c 22nd June (N=633). Full data tables available from www.rare.consulting

ALCOHOL
Some change in habits
● 45% are consuming alcohol at home
with others, compared to 21%
consuming out of home and 15% in a
bar or restaurant.
● 11% of men tried new types of alcoholic
drinks once in the past fortnight,
compared to 9% of women.
● 20% of the UK population consumed
alcoholic beverages on their own once
in the past fortnight.
● 25% of Generation X consumed
alcoholic beverages at home with
others three times or more often in the
past two weeks.

TREND: Safety first
Currently, pubs, bars or
restaurants are not the
preferred option when
consuming alcoholic
beverages. Drinking at
home, even socially with the
closest ones, and outdoors
are the most chosen places.
Source: Rare Consulting. UK Adults 18+. Data collected 9th - 20th July (N=573).
When thinking about the past 7 days, how frequently, if at all have you been doing each of the following activities? Base: Those who did the activity at
least once in the last 7 days (N=573). Full data tables available from www.rare.consulting

TREND: Bars and Restaurants
There is an indication you are more likely to go to the pub if you
are working.
Source: Rare Consulting. UK Adults 18+. Data collected 9th - 20th July (N=573).
When thinking about the past 7 days, how frequently, if at all have you been doing each of the following activities? ‘Consuming alcoholic beverages
alone/with others at public houses (pubs), bars and restaurants’. Base: Those who are currently working (N=334), not working (N=239), Those who are
concerned about Coronavirus (N=510), not concerned (N=63). Full data tables available from www.rare.consulting
Shows a significant
difference at 95%
confidence.
Safety is important. Those concerned are less likely to head to
the pub at the moment

Book safely
Byevid

BEAUTY
Online is still strong
● 14% of those who are not concerned
about Coronavirus had their hair cut by a
mobile hairdresser or barber once in the
past 14 days.
● 14% of UK consumers visited a salon once
in the past two weeks.
● 26% of Generation Z watched online
make-up tutorials and entertainment from
beauty personalities once in the past two
weeks.
● 20% of people who feel happy sought
advice from a beautician online three
times or more often in the past two
weeks.

EXERCISE
Remaining steady
● 24% of the UK walked every day in the past
two weeks, this is steady with previous
weeks
● 20% of men ran three times or more often
compared to 11% of women in the past
fortnight.
● 8% of those who are currently working used
outdoor gyms once in the past fortnight.
● 35% of Gen Z worked out three times or more
often in the past fortnight.

AUGUST:
UPDATES ON COVID-19
TRACKER
FUTURE OF THE
MATCHDAY WITH IPA

Rare Coronavirus: With Foresight Series 30.7.2020

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