Covid 19-tracker-data-india-24-29-april-2020

6 MAY 2020 | INSIGHT
COVID-19 TRACKER DATA: INDIA –
24-29 APRIL 2020
A monthly update on consumer reactions and attitudes to the COVID-19
pandemic in India.
Nidhi Sinha, Head of
Content - India Consumer
1 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Table of Contents
CURRENT SITUATION.......................................................................................................................... 3
HOW PEOPLE ARE REACTING ........................................................................................................... 5
[Graph] India: Fear of contracting infection during the outbreak of COVID-19, March-April 2020 ....6
[Graph] India: Fear of impact on lifestyle due to the outbreak of COVID-19, March-April 2020 .......7
[Graph] India: Changes seen in consumer behaviour due to the outbreak of COVID-19, March-
April 2020 .......................................................................................................................................... 8
[Graph] India: Changes seen in consumer behaviour due to the outbreak of COVID-19, 24-29 April
2020 .................................................................................................................................................. 9
[Graph] India: Expectation of financial situation improvement in next three months, April 2020 ....10
[Graph] India: Expectation of financial situation improvement in next three months, by region,
24-29 April 2020.............................................................................................................................. 11
[Graph] India: Comparison of expenditure pattern of consumers before and during the COVID-19
outbreak, 14-20 April 2020.............................................................................................................. 12
[Graph] India: What consumers plan to spend in the next one month, 24-29 April 2020................13
[Graph] India: Which categories consumers plan to spend 'more' in the next one month, by age
group, 24-29 April 2020................................................................................................................... 14
[Graph] India: Consumers' biggest current concerns, April 2020....................................................15
[Graph] India: Consumers' biggest current concerns, by region, 24-29 April 2020.........................16
WHAT BRANDS ARE DOING.............................................................................................................. 17
IMPACT ON CONSUMER MINDSET ..................................................................................................20
https://clients.mintel.com/insight/covid-19-tracker-data-india-24-29-april-2020

CURRENT SITUATION
As of 7 May, the number of confirmed cases in India has crossed 56,000, with over
1,800 casualties. The country is under a seven week lockdown, which started on 25
March. The Government has implemented a phase-wise exit strategy of the
lockdown by marking zones as green, orange and red depending on the number of
cases in those regions. Green zones have allowed people to gradually step out and
companies to resume work, under the guidelines of social distancing. Stand-alone
stores across most cities have been allowed to open but under severe restrictions.

Mintel's perspective
As consumers slowly start moving out of the imposed lockdown, it is important to consider changes in
consumer mindset, behaviour and values. Although shops and establishments have been allowed to open
up, there are still severe restrictions around dining out, travel, entertainment, etc. This is mainly due to the
steady rise in cases from certain parts of the country and efforts to contain them.
People are entering into a new phase of this crisis – partial movement with restrictions; their choices
around hygiene, health and food will continue to evolve. As an impact of the pandemic, consumers fear
about employment and cost of living in addition to health and safety. Key pillars driving consumer choices
revolve around value, convenience and technology.
In the coming weeks, Mintel India will closely follow the impact COVID-19 is currently having on consumer
behaviour and sentiment.
Short-term impact on consumer behaviour
• As supply chains ease out, consumers are less concerned about stockpiling. However, to avoid multiple
trips to the stores, consumers continue to purchase groceries in bulk, which is a shift from the traditional
method.
• Consumers reflect positive sentiments about an improving financial condition, but they are stressed about
cost of living and employment. People will continue to be frugal and settle for basics.
• Convenience of online shopping continues to appeal to consumers with 42% of consumers shopping more
online. As this survey was carried out during the lockdown, online shopping indicates essentials list only.
• The digital medium continues to be the saviour for consumers as working from home, live streaming of
tutorials, fitness classes, etc become common place.
• In an attempt to recreate the restaurant experience and with more time indoors, cooking at home has
picked up among consumers.
• Consumers continue to be concerned about the health and safety of their families as well as food products.
This implies a more 'careful and wary consumer base' who will look for health claims with focus on
traditional ingredients, basis their belief on Ayurveda.
• Consumers are keen to spend on technology as well as home products as they realise the need to invest
in their 'nest'.
Base: 500 internet users aged 18+
Source: Dynata/Mintel

HOW PEOPLE ARE REACTING
Consumer reaction to the spread of the virus.

Risk of infection is fluctuating over time
Indian consumers' concern about COVID-19 exposure is constantly wavering:
• Wave 1 – 66% of consumers were extremely worried;
• Wave 2 – 69% were extremely worried;
• Wave 3 – 62% are extremely worried.
Overall, 82% are worried about infection, as of 29 April 2020 – lowest so far.
%ofrespondents
India: Fear of contracting infection during the outbreak of COVID-19,
March-April 2020
44 33 77
2020
6666
44 44 77
1616
6969
55 44
99
1919
6262
27-31 March 2020 14-20 April 2020 24-29 April 2020
1 – Not at all
worried
2 3 4 5 – Extremely
worried
0%
50%
100%
Source: Dynata/Mintel; Mintel's Global COVID-19 Tracker

Fear of outbreak leads to fear for consumers' lifestyles
Consumers are concerned about the impact of this outbreak on their lifestyles.
Concern has lowered slightly from the last wave:
• Wave 1 – 84% of consumers were worried;
• Wave 2 – 85% of consumers were worried;
• Wave 3 – 82% of consumers are worried.
92% of those aged 35-44 worried about impact while, 19% of 18-34 year olds showed low levels of
concern, as per Wave 3.
%ofrespondents
India: Fear of impact on lifestyle due to the outbreak of COVID-19, March-
April 2020
33 33
1010
2828
5656
33 33
99
3535
5050
44 55
99
2929
5353
1 – Not at all
worried
2 3 4 5 – Extremely
worried
0%
25%
50%
75%

Consumers' hygiene practices more relaxed, while online
shopping rises
61% have used sanitiser more often versus 65% on 20 April 2020. It shows how consumers are slowly
moving away from the initial wave of using sanitiser.
However, 67% of people are washing hands more often, which indicates people are taking steps for
hygiene, but in more familiar ways.
Consumers have relaxed their grocery purchase from March as the supply chain eases (47% vs 53% in
March).
Online shopping continues to be a favourite among consumers (42%).
% of respondents
India: Changes seen in consumer behaviour due to the outbreak of COVID-
19, March-April 2020
7777
8383
7373
5656
5353
3333
88
11
70706565
4848
6464
6262
5151
4242
4242
Wore a face mask in public
Washed hands more often
Avoided restaurants/going out
to eat
Changed holiday plans
Changed business travel plans
Increased the amount of
shopping I do onlineI haven't made any changes as
a result of the outbreak
0% 20% 40% 60% 80% 100%

Consumers aged 35-44 have increased the amount of online shopping (52% vs 31% aged 18-34). As this
segment is responsible for household shopping, buying essentials online showcases how they are taking
steps to deal with the crisis.
This segment is concerned about cleanliness in their houses and 62% have used more disinfectants for
their homes.
The younger consumers are adapting to the norms of personal hygiene with 72% wearing a mask and 71%
using hand sanitiser more often vs 49% consumers aged 35-44. This trend has been seen through the
surveys. Interestingly, 50% of consumers aged 18-34 have stocked up on groceries vs 44% people aged
35-44.
The increase in online shopping by 48% of consumers aged 45+ indicates how older consumers are
adapting to the crisis.
% of respondents
India: Changes seen in consumer behaviour due to the outbreak of COVID-19, 24-29
April 2020
7272
7676
6565
7171
5555
3636
3131
1010
4949
6262
5353
6262
4444
5252
5858
6161
5252
484877
18-34 35-44 45+
Wore a face mask in public
Washed hands more often
Avoided restaurants/going out to
eat
Changed holiday plans
Changed business travel plans
Increased the amount of shopping
I do online
0% 10% 20% 30% 40% 50% 60% 70% 80%
Middle aged consumer show high agility to the situation;
younger consumers adapt hygiene practices

Indian consumers show positive sentiment on recovery – but it
is dropping
• Survey on 29 April shows drop in confidence vs 20 April.
• 15% of consumers only a little confident vs 9% of consumers on 20 April.
As per the survey on 29 April 2020:
• 71% of 35-44 year olds extremely confident of the situation improving;
• 26% of 18-34 year olds only a little confident of the situation improving;
• 19% of 45+ consumers are not confident about the situation improving.
%ofrepondents
India: Expectation of financial situation improvement in next three months,
April 2020
6161
2121
99 88
22
5757
1313 1515 1010 55
14-20 April 2020 24-29 April 2020
I am very
confident that
it will
I am somewhat
confident that
it will
I am a little bit
confident that
it will
I am not very
confident that
it will
I am not
confident at all
that it will
0%
50%
100%

• As per the survey on 29 April, 67% of people in South India are very confident that their financial situation
will improve in the next three months.
• 18% of people in North India and 13% of people in West India are not very confident of the situation
improving.
• Positive sentiment for recovery of the financial situation is reflected most by Tier 1 consumers (80% are
very confident that the situation will improve vs 49% in Tier 3 cities).
• 16% of Metro consumers are not very confident of the situation improving.
%ofrespondents
India: Expectation of financial situation improvement in next three months, by region,
24-29 April 2020
5252
1414 1010
1818
66
6767
1414 1414
33 22
5656
1313 1818
66 77
5252
1313 1717 1313
66
North South East West
I am very
confident that it
will
I am somewhat
confident that it
will
I am a little bit
confident that it
will
I am not very
confident that it
will
I am not
confident at all
that it will
0%
50%
100%
South India reflects most positive sentiment regarding the
financial situation

Consumers spend more on food and technology as they remain
housebound
• In a survey on 20 April, consumers are spending more on food (59%), technology (45%) and household
products (53%) vs before the outbreak.
• 56% of consumers spend more on healthcare than before the outbreak.
% of respondents
India: Comparison of expenditure pattern of consumers before and during
the COVID-19 outbreak, 14-20 April 2020
5959
3434
5656
5353
4545
3535
3737
3333
3535
77
2424
77
99
1919
3030
Spent more About the same Spent less
Food (in home)
Non-alcoholic drinks
Healthcare and pharmaceutical
products
Household care products
Technology and
communications
Home
0% 10% 20% 30% 40% 50% 60% 70%

Consumers plan to spend more on health and food in the next
month
In a survey on 29 April, consumers are wanting to spend on the following categories in the next month:
• 54% will spend more on Healthcare and pharmaceutical products;
• 52% of consumers will spend more on household products;
• 46% of people will spend more on food, excluding delivery.
Middle aged consumers drive the spending pattern.
% of respondents
India: What consumers plan to spend in the next one month, 24-29 April
2020
4646
3131
5454
3535
3131
2727
3535
2626
3232
3838
2828
2323
1212
2121
55
88
1717
22
66
99
More About the same Less None
Food - excluding
takeaways/home delivery
Takeaways/home delivery
Non-alcoholic drinks
Healthcare products
Technology and
communications
Leisure/entertainment
Home and garden products
0% 10% 20% 30% 40% 50% 60%

Consumer spending for the next month indicates shift – young
want to spend on home and middle aged on entertainment
In the next month, those aged 35-44 want to spend more on leisure/entertainment (43%) vs 29% aged
18-34. 44% want to spend on clothing, while 46% want to spend on non alcoholic drinks. Further, 32% of
35-44 year olds plan to spend more on takeaways/deliveries vs 24% aged 18-24.
This indicates that those responsible for the household are looking for a break. Meanwhile, consumers
aged 18-34 want to spend more on household care, indicating changing priorities.
%of
respondents
India: Which categories consumers plan to spend 'more' in the next one
month, by age group, 24-29 April 2020
3333
2424 2020
5353
2121
5959
2525 3030 2929 26265252 3232
4646
5454
3737
4444 4444
3838
4343 4242
5656
2525
3535 5656
2626 5050
3939 3838 4141
3232
18-34 35-44 45+
Food
-excludi…
Takeaw
ays/ho…
N
on-alcoholic
…
H
ealthcare
pro…
Beauty
produc…
H
ousehold
car…
Clothing
and
a…Technology
a…Leisure/entert…H
om
e
and
gar…
0%
60%

Health and food safety remain Indians' top concerns; followed
by high costs
• 56% of Indian consumers are most concerned about their own and their family's health on 29 April, a drop
from 60% on 20 April.
• Safety of food products is next in line with 56% of consumers worrying about it.
Middle aged consumers (35-44) are concerned about:
• Employment stress (48%) vs 37% aged 25-34;
• High living costs (55%) vs 30% of those aged 18-24; and
• Family/relationship issues (35%) vs 29% aged 18-24.
% of respondents
India: Consumers' biggest current concerns, April 2020
6060
5757
4343
4040
3131
3131
4040
3838
14-20 April 2020 24-29 April 2020
My health/my families' health
Social welfare
Family/relationship issues
Stress at work/employment
Not being able to get essential
supplies for health protection
0% 10% 20% 30% 40% 50% 60% 70%

Health and food safety remain Indians' top concerns; followed
by high costs
Metro consumers
• They are most worried about high living costs, social welfare and health & safety of self/family;
• this is due to the rise in COVID-19 cases across the Metros and lack of adequate infrastructure;
• these fears influence the family relationships which is another cause of concern for this group.
Low tier
• Food safety is a major concern for Tier 3 consumers;
• For Tier 1 consumers, stress at work is high.
%of
respondents
India: Consumers' biggest current concerns, by region, 24-29 April 2020
6363 5757
4646 4747
3333
4747
3838 3838 3232 3232
4545 4949
4242 3838
2525
4242 4444 3939
2727 2727
5656 5757
3434 3131 3434 3434 3434 3535
2626
3636
5555
6363
3838 3535 3030 2929 3535 4040
2727
1919
Metro Tier 1 Tier 2 Tier 3
M
y
health/m
y
…
The
safety
off…Socialw
elfare
M
isinform
atio…
Fam
ily/relation…
H
igh
living
cos…
Stressatw
ork…
Pollution
N
otbeing
able…
An
intrusion
of…
0%
50%
100%

WHAT BRANDS ARE DOING

Brands focus on immunity boosting claims using traditional
ingredients
Wellbeing Nutrition kadha with
immunity claims for cough and
infection
Immunity building drinks with
familiar ingredients promoted
by Chaayos
• Dabur launched its 'immunity
boosting' Tulsi drops.
• Nourish Organics promotes
immunity booster packs based
on traditional ingredients.
• Nutriorg emphasises
importance of Vitamin C from
traditional ingredients; to
boost the immune system.
• ITC B-Natural juices talks
about increased immunity for
the season from Indian foods
rich in Vitamin C.
• Poshn markets its natural
juices – made from fruits and
herbs with immunity boosting
claims.
Source: Facebook/Chaayos
Direct to consumers
In view of the supply chain
challenges, brand
manufacturers like Marico,
ITC, GCPL, Mondelez, P&G
etc have come up with 'direct-
to-consumer' service.
These brands are tying up
with delivery partners across
the country to help provide
essentials to consumers. ITC delivers groceries through
delivery partner
Cadbury Deliveries
Source: punjabtribune.com

Snacking start-ups talk about 'at-home' occasions for
consumption
Munchilicious Snackibles
As consumers are restricted
indoors, snacking occasions
have reduced. Start-ups in the
space of snacking are talking
about the importance of
regular snacking at home.
The brands are using social
media to tell people about the
importance of taking a break
while working from home.
These companies are
delivering to consumers and
have added functional
benefits as well as 'clean
label' claims.
Source: Instagram/munchiliciousin; Instagram/snackible
Brands focus on steps taken for safety and hygiene
As consumers fear for food safety and people are cautious about what they buy and from where, brands
are helping promote their 'safety standards' in order to become a trustworthy name.
• Pride of Cows India's first concept of farm-to-home milk sans human touch: Untouched by the human hand
throughout the supply chain, the brand is the first of its kind to use temperature-controlled logistics in order
to deliver milk to patrons' homes in refrigerated conditions, instantly post milking.
• Choose Madhur Sugar it’s untouched by hand: The brand targets mother with an assurance of safety being
taken care of during production.
• Ford India has launched contact-less sales services. The Dial-A-Ford service will allow a prospective
customer to book, test drive or even get delivery of new vehicle to their doorstep.

IMPACT ON CONSUMER MINDSET

Home cooking gains importance – supported by brands and
social media
• Social media posts are rife
with celebrity chefs offering
easy to follow recipes.
• Food bloggers teach recipes
for familiar dishes with basic
ingredients, available at
home.
• Nutritionists use social media
to talk to consumers about
healthy cooking recipes and
meal plans.
• Nestlé launched its app which
helps tailor meal plans for kids
as per their dietary
requirements.
ITC hotels offer chef specials
through Instagram
21 recipes for the lockdown by
celebrity chef and Kellogg's
Source: YouTube/Kellogg's India
Ministry of AYUSH
recommends self-care
guidelines based on
Ayurveda
As COVID-19 spreads in India, Indians turn
to Ayurveda
• Knowledge and familiarity of traditional medicinal approaches helps
Indian consumers to trust Ayurvedic products.
• Panic buying in stores were across essential groceries and also
immunity-boosting products such as honey and Ayurvedic medicines.
• As consumers turn to Ayurvedic products to boost immunity, the sale of
Chyawanprash, an Ayurvedic immunity boosting supplement, surged by
30-40%.
Source: Press Information Bureau, Government of India

Online engagement for high-end purchases gains relevance
Caratlane
A spike in digital campaigns on different platforms,
social media messaging as well as 'virtual
purchases' are gaining traction.
Online marketing of jewelry by brands like Tanishq
witnessed a spike during the festival of gold
'AkshayTritya'. These brands encouraged
consumers to make 'sentiment purchases' on the
occasion with a commitment to the actual product
being delivered after the lockdown.
The platform witnessed 1+million visitors/browsers
on their website, indicating a lot of consumer
interest. This huge traffic on the websites indicate
willingness of consumers to explore the digital
medium even for premium products.
Source: Business Standard
Long-term impact on consumer behaviour
Hygiene and health
• Hygiene will remain the hero.
• Health will take priority for consumers.
• Clean label and natural ingredients will continue to be important.
Convenience at affordable costs
• Digital media will continue to be a mainstay of consumer lifestyles.
• Enhanced delivery options with assurance of quality will be sought after.
• Consumers will look for omni-channel touchpoints for fitness, hobbies and entertainment to make it part
of their routine.
Affinity towards heritage and community
• Consumers will lean to traditional practices like cooking at home, spending time with family.
• Community living will gain importance as people in crisis look to rely on each other.
• Affinity towards traditional foods focused on health and immunity will become important.
Key areas to witness shift in consumer preferences

Identity – Affordability
With consumers facing financial crisis, the need for affordability across categories will be essential.
With people going more frugal, brands need to offer value-for-money proposition to resonate with
evolving choices.
Value – Convenience
One of the key areas to be impacted due to the crisis is eating and food delivery. This has led to
people who were non-cooks to enter the kitchen. In turn, this will impact how people look at cooking
their meals at home, regularly.
Wellbeing – Physical and mental
The health wave, which has been the focus for consumers and brands, will become quintessential as
everyone takes health and wellness seriously. Focus on overall health, including mental wellbeing, as
consumers face tough times ahead.
Technology – Communication
With consumers relying on their smartphones for connectivity, entertainment and shopping during the
lockdown, the digital world will become the mainstay for consumers across age groups and
demographics.
Meet the expert
Nidhi Sinha
Head of Content - India Consumer
Nidhi has extensive experience with the India CPG industry having
worked for the India and global markets. A feel for data and consumer
preferences helps her draw insights. She leads Mintel's team to
understand the Indian consumer.
Read more by this expert | Get in touch

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).
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