Rare: Coronavirus: Weekly Consumer and Brand Perception Tracker 11th June 2020

Rare: Foresight
Coronavirus UK consumer tracker
Data Collected: 1st June - 7th May
11.06.2020

About the Project
Update on macro trends
How Covid-19 will affect Customer
Journey
Brand Reputation
Sector overview this week
What is coming next + Q&A
Content
COVID-19 CONSUMER TRACKER: WEBINAR
11.06.2020

Research Methodology
Online Consumer Tracker Survey : circa 900
per week (UK Nationally Representative -
Adults 18+).
Over 11,884 respondents over 13 weeks. Launched
on 13th March 2020. Published Every Tuesday.
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 11.06.2020

What are you looking to get out of today?
What is the profile of those that feel content?
Any changes in consumer mindset
Travel - would be particularly interested in cruise
retail shopping
Latest consumer insight on COVID-19
What the next few months will look like
grocery
Automotive market
Could we look at Leisure market?
Retail
Technology and the retail sector
Consumer Emotions and feelings towards brands
Future of retail - is there anything planned that would shock
consumers?
General trends
Online vs instore food sales trends and forecasts
Intl Travel (& quarantine). Last time regarding our brand’s
performance on trust, why is it good?
Travel and retail would be particularly interesting
Retail Shopping, beauty and changing consumer behaviour
sentiment
differences in consumer behaviours
impact of Covid-19 on personal finances and purchasing online,
non-food retail
Future market trends

Context this week
● School reopening plans in tatters
as only 25% of pupils in England
return (Guardian)
● Record stores and other non-
essential retail allowed to reopen
on Monday 15th (although many
aren’t opening) (NME)
● Net approval rate of new Labour
leader is now the same as the PM
(44%)
● Its estimated that 100,000
companies in the UK will fold,
(0.3% of business community)

How certain or uncertain do you feel about future outcomes?

What are consumers looking forward to the most?
Source: Rare Consulting. UK Adults 18+. Data collected 3rd - 8th June 2020 (N=992).
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=922).
Share of mentions. Full data tables available from www.rare.consulting.
FAMILY FRIEND SEE HOLIDAY &
TRAVEL
MEET PUB HUG GRAND-
FAMILY
WORK
39% 23% 20% 8% 7% 7% 6% 5% 4%
We asked people about what they are looking forward to the most after the lockdown is released and the pandemic is over.
Although the trend is clear and maintained over time --the population interviewed put focus on direct contact with family and friends, and
on socialising (at the end, human relations) over aspects of life such as ‘important things’ like work or shopping-- it seems that the feelings
are less intense than in past weeks. Maybe the beginning of the lockdown easing has been an opportunity to visit the closer family and,
therefore, this topic is less mentioned when comparing with previous weeks. It also could be the ‘new normal’: as things are stabilising,
fear and feeling of worry is being mitigated.
As mentioned, still words related to personal relations (family, friends, hug, grandchildren or grandparents…) and movement (see, visit, meet,
travel) are largely more mentioned that the rest of topics. One could expect that, with time, ‘work’ will be gaining importance as the
economic situation of some families is becoming more difficult, but this is something that is not happening yet. Work was mentioned only
by 4% of respondents, below pub or holiday. Shopping even is not between the top 10, being mentioned by less than 4% of the respondents,
suggesting that although necessary, shopping is not between people’s priorities after the lockdown.

Source: Rare Consulting. UK Adults 18+. Data Collected 30th March - 8th June 2020 (N=9,224).
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=900), w/c 6th April (N=916), w/c 13th April (N=1,010), w/c 20th April (N=1,010), w/c 27th April (N=896), w/c 4th May (N=893),
w/c 11th May (N=921), w/c 18th May (N=863), w/c 25th May (N=865), w/c 1st June (N=922). 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 - 8th June 2020 (N=9,224).
Which of the following best describes how you feel? Base: w/c 23rd March (N=916), w/c 30th March (N=900), w/c 6th April (N=916), w/c
13th April (N=1,010), w/c 20th April (N=1,010), w/c 27th April (N=896), w/c 4th May (N=893), w/c 11th May (N=921), w/c 18th May
(N=863), w/c 25th May (N=865), w/c 1st June (N=922). Full data tables available from www.rare.consulting

What’s the profile breakdown?
Source: Rare Consulting. UK Adults 18+. Data Collected 3rd - 8th June 2020 (N=922).
Which of the following best describes how you feel? Base: Males (N=449), Female (N=473), Generation Z (N=106), Millennials (N=246), Generation
X (N=228), Baby Boomers+ (N=342), Rural (N=177), Town (N=411), City (N=209), Metropolis (N=114), Full data tables available from
www.rare.consulting
Worry Restlessness Content Happy
MALE 32% 21% 19% 13%
FEMALE 42% 25% 13% 7%
GENERATION Z 24% 17% 16% 19%
MILLENNIALS 32% 30% 10% 11%
GENERATION X 40% 19% 20% 11%
BABY BOOMERS 43% 23% 18% 6%
RURAL 39% 20% 19% 7%
TOWN 36% 27% 18% 9%
CITY 39% 19% 14% 9%
METROPOLIS 36% 20% 11% 17%
How to groups compare?

TREND: Another Cultural war?
Source: KCL

HOW MIGHT COVID-19
AFFECT CUSTOMER
JOURNEY

How might people get information in the future?
Information
source
CategoryType
OTHER INSIDE A SHOP/STORE ONLINE
CLOTHES 11% 46% 44%
ELECTRONICS 12% 28% 61%
BUILDING AND GARDEN
SUPPLIES 12% 41% 47%
FURNITURE PRODUCTS 9% 39% 51%
WHITE GOODS 9% 31% 60%
PRODUCTS RELATED TO HOBBIES
AND INTERESTS 13% 29% 59%
FOOD 11% 56% 32%
BUYING GIFTS FOR OTHERS 13% 36% 51%
ITEMS RELATED TO SPORTS 18% 29% 53%
Source: Rare Consulting. UK Adults 18+. Data Collected on 9th and 10th June 2020 (N=453).
In the future, when the covid-19 lockdown has been lifted and it is safer to go outside, how do you intend to find out more information about each
of the following? Those who are main/joint decision makers in clothes (N=425), electronics (N=415), building and garden supplies (N=371),
furniture products (N=403), white goods (N=405), products related to hobbies and interests (N=420), food (N=431), buying gifts for others (N=417),
items related to sports (N=348). Full data tables available from www.rare.consulting

How might people get information in the future?
Information
source
CategoryType
OTHER INSIDE A SHOP/STORE ONLINE
CLOTHES -1% -4% 4%
ELECTRONICS -1% 2% -2%
BUILDING AND GARDEN
SUPPLIES 0% -1% 1%
FURNITURE PRODUCTS 0% -2% 2%
WHITE GOODS -1% -3% 3%
PRODUCTS RELATED TO HOBBIES
AND INTERESTS -1% 2% 1%
FOOD 0% -5% 6%
BUYING GIFTS FOR OTHERS -1% -2% 3%
ITEMS RELATED TO SPORTS 1% -8% 5%
In the future, when the covid-19 lockdown has been lifted and it is safer to go outside, how do you intend to find out more information about each
of the following? Those who are main/joint decision makers in clothes (N=425), electronics (N=415), building and garden supplies (N=371),
furniture products (N=403), white goods (N=405), products related to hobbies and interests (N=420), food (N=431), buying gifts for others (N=417),
items related to sports (N=348). Full data tables available from www.rare.consulting

How might they buy in the future?
Purchase
CategoryType
OTHER SHOP / STORE ONLINE
CLOTHES 6% 56% 38%
ELECTRONICS 8% 40% 53%
BUILDING AND GARDEN SUPPLIES
8% 61% 30%
FURNITURE PRODUCTS 8% 52% 40%
WHITE GOODS 8% 44% 48%
PRODUCTS RELATED TO HOBBIES AND
INTERESTS 7% 43% 50%
FOOD 8% 67% 24%
BUYING GIFTS FOR OTHERS 6% 45% 49%
ITEMS RELATED TO SPORTS 10% 42% 48%
Now think about the future. How do you intend to purchase when the covid-19 lockdown has been lifted and it is safer to go outside? Those who
are main/joint decision makers in clothes (N=425), electronics (N=415), building and garden supplies (N=371), furniture products (N=403), white
goods (N=405), products related to hobbies and interests (N=420), food (N=431), buying gifts for others (N=417), items related to sports (N=348).
Full data tables available from www.rare.consulting

How might they buy in the future?
Purchase
CategoryType
OTHER SHOP / STORE ONLINE
CLOTHES 0% -8% 8%
ELECTRONICS -2% -5% 9%
BUILDING AND GARDEN SUPPLIES
-1% -6% 8%
FURNITURE PRODUCTS 0% -9% 9%
WHITE GOODS 0% -7% 7%
PRODUCTS RELATED TO HOBBIES AND
INTERESTS -1% -6% 8%
FOOD 0% -6% 6%
BUYING GIFTS FOR OTHERS -1% -11% 13%
ITEMS RELATED TO SPORTS -1% -11% 14%
Now think about the future. How do you intend to purchase when the covid-19 lockdown has been lifted and it is safer to go outside? Those who
are main/joint decision makers in clothes (N=425), electronics (N=415), building and garden supplies (N=371), furniture products (N=403), white
goods (N=405), products related to hobbies and interests (N=420), food (N=431), buying gifts for others (N=417), items related to sports (N=348).
Full data tables available from www.rare.consulting

WHAT ABOUT THE
REPUTATIONAL IMPACT?

Retail
Source: Rare Consulting. UK Adults 18+. 27th March - 8th June 2020 (N=4,151).
To what extent do you like or dislike the each of the following brands below? To what extent do you trust or distrust each of the
following brands below? How good or bad each of the following brands been, in their response to the Coronavirus pandemic?
Those aware of the brand (N=3,676 in average).

Retail
Source: Rare Consulting. UK Adults 18+. 27th March - 8th June 2020 (N=4,151).
Those aware of the brand (N=3,676 in average).

Facebook
Source: Rare Consulting. UK Adults 18+. Data collected 27th March - 8th June 2020 (N=4,151).
Those aware of the brand (N=3,855 total).
Correlation: 0.80 An strong correlation between
RESPONSE to pandemic and TRUST
19th May Facebook
shops announced (BBC)
6th June Claims it will
review policies towards
Donald Trump
Guardian)
10th June Share price
rise owing to the
development of
messenger rooms
(FXEmpire) product.

BRIEF OVERVIEW OF
SECTORS THIS WEEK

GROCERY
Supporting the local, whilst online
remains strong
● 45% of household decision makers
visited a large supermarket once last
week (down 1% from last week)
● Supporting the local is still strong,
32% visited the convenience store,
14% visited the butcher
● 8% went to an outdoor market once in
the past week (down 3% from last
week).
● 39% of parents living with children
under 18 years old bought food and
essentials from a website every day,
twice or three times last week.

How habits have changed food
Source: Rare Consulting. UK Adults 18+. Data Collected 9th - 10th June 2020 (N=509).
When thinking about buying products in each of the following categories, prior to the covid-19 lockdown, which of the following best
applies to you? I would buy… Base: Those who are main/joint decision makers in purchasing food (N=431). Full data tables available from
In the future
Intention
Instore 74%
Online 18%
Other 8%
Instore
Online
Other
Prior to lockdown
Preferred
47%
25%
2%
6%
11%
0%
3%
1%
4%

TRAVEL
People are planning
● 45% considering travelling inside the
UK only (consistent with the last 3
weeks)
● 13% of the UK evaluated the cost of
holiday destinations once last week.
● 20% of those living with their parents
set money aside to go on holiday
every day, twice or three times in the
past week.
● 22% of those who are not concerned
about Coronavirus browsed holiday
destinations every day, twice or three
times in the past seven days.

Holiday plans
Source: Rare Consulting. UK Adults 18+. Data Collected 3rd - 8th June 2020 (N=922).
Base: When thinking about the past 7 days, have you, if at all, done each of the following activities? (N=922).
Full data tables available from www.rare.consulting.

Plex’Eat
The Plex'Eat

ENTERTAINMENT
Consistent behaviour
● 61% of the UK listened to music every day,
twice or three times in the past seven
days.
● 16% of those living alone learned a new
creative skill at least once in the past
week.
● 70% of Millennials watched TV and movie
series online every day, twice or three
times in the past week.
● 71% of Generation X watched movies and
series on TV every day, twice or three
times last week.
● 40% of students played video games with
people online every day last week.

Entertainment - Profiles
Source: Rare Consulting. UK Adults 18+. Data collected 5th May - 1st June (N=4,464).
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 4th May (N=893), w/c 11th May (N=921), w/c 18th May (N=863), w/c 25th May (N=865), w/c 1st June (N=922). Full
data tables available from www.rare.consulting
Every 3 days or more

Entertainment - Profiles
Source: Rare Consulting. UK Adults 18+. Data collected 3rd- 8th June (N=922).
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: Males (N=449), Female (N=473), Generation Z (N=106), Millennials (N=246), Generation X (N=228), Baby Boomers+
(N=342), Rural (N=177), Town (N=411), City (N=209), Metropolis (N=114), Concerned (N=821), Not concerned (N=101). Full data tables available from
www.rare.consulting
SEEKING OUT CONTENT I AM ALREADY FAMILIAR
WITH
SEEKING OUT CONTENT THAT I HAVE NOT YET
SEEN/HEARD
MALE 53% 37%
FEMALE 50% 29%
GENERATION Z 49% 40%
MILLENNIALS 60% 42%
GENERATION X 54% 32%
BABY BOOMERS 45% 25%
RURAL 50% 30%
TOWN 53% 32%
CITY 55% 33%
METROPOLIS 46% 44%
CONCERNED ABOUT COVID-19 53% 33%
NOT CONCERNED ABOUT COVID-19 44% 38%

Habits
People are spending more time on arts, crafts and hobbies such as photography, music
and design. Not only this, people are exercising at home and outdoors more than usual
and a lot of people noted that their working habits have changed to adopt a more
flexible or remote approach. Spending time cooking, baking, gardening and home
management were also noted as habits that people have adopted as a result of the
lockdown. It seems people have adopted a more individualistic pattern, however note
there is an increase in communications with family. It seems our social circles will be
more focused on the ones closest to us.
Will these remain?

DIY Spirit of Film
Window Flicks

HOME & DIY
Temporary lull in activity
● This week, fewer people are doing
DIY at home every day, twice or three
times in the past seven days (20%)
compared to last week (38%).
● 74% of those who are restless cleaned
every day, twice or three times last
week.
● 10% of those who are employed part-
time learned new home-making
skills twice in the past week.
● There is a significant switch from
instore to online in the future.

How might purchase behaviours change
applies to you? I would buy… Base: Those who are main/joint decision makers in purchasing building and garden supplies (N=371). Full data tables
available from www.rare.consulting
Instore 68%
Online 23%
Other 9%
Instore
Online
Other
53%
12%
3%
5%
17%
1%
3%
1%
5%
In the future
Intention
Prior to lockdown
Preferred

RETAIL
Offline will move online in the
foreseeable future.
● 4% of the UK claim they are looking
forward to shopping once the
lockdown has eased and it is safe
to do so (this is up from 1%, 3 weeks
ago).
● 16% of UK shoppers said they
purchased clothes online at least
once in the past seven days, down
3% from last week’
● 21% of Millennials bought apparel
online once in the past week.
● 15% of people claim they will
switch from instore purchase to
online after the lockdown.

How might purchase behaviours change
applies to you? I would buy… Base: Those who are main/joint decision makers in purchasing retail (N=425). Full data tables available from
In the future
Instore 64%
Online 29%
Other 6%
Instore
Online
Other
Prior to lockdown
46%
15%
2%
13%
15%
1%
2%
1%
3%

BEAUTY
Sense of things opening up
● 34% of Generation Z purchased beauty
products online every day, twice or
three times last week compared to 8%
of the UK as a whole.
● 21% of women did their own beauty
treatments once last week.
● 27% of students bought beauty
treatments online every day, twice or
three times last week.
● 19% of those who have been furloughed
bought beauty products online at least
once last week.

Beauty - Weekly habits
Source: Rare Consulting. UK Adults 18+. Data collected 5th May - 8th June (N=4,464).
When thinking about the past 7 days, how frequently, if at all have you been doing each of the following activities? W/c 4th May (N=893), w/c 11th May
(N=921), w/c 18th May (N=863), w/c 25th May (N=865), w/c 1st June (N=922). Full data tables available from www.rare.consulting
Every 3 days or more
often in the past 7
days

EXERCISE
Switching lanes
● 1-in-4 (24%) of us are getting it, exercise
that is.
● Cycling is popular. 17% of men cycled
every day, twice or three times in the past
seven days, compared to 12% of women.
● 21% of those living with their parents
watched live and pre-recorded fitness
videos every day, twice or three times in
the past week.
● 13% of Generation Z used outdoor sports
courts and facilities every day last week.
● 18% of those that preferred to purchase in
store are considering switching online.

How habits have changed Exercise
In the
future
Prior to
lockdown
In-store 53%
Online 33%
Other 13%
Instore
Online
Other
32%
18%
3%
5%
2%
6%
5%
27%
2%
applies to you? I would buy… Base: Those who are main/joint decision makers in purchasing items related to sport (N=425). Full data tables
available from www.rare.consulting

ALCOHOL
Daily consumption is still high
● Around 1 in 5 (20%) of us are drinking
more than 3 times a week
● This week, the number of men
drinking alone every day, twice or
three times in the past seven days
(22%) is up 2% compared to last
week’s report, with men still being
more likely to drink alone than
women
● 26% of those in quarantine bought
alcohol using on-demand services
either every day, twice or three times
in the past week.

NEXT WEBINARS:
Covid-19 consumer
Tracker:
Every Thursday at 11am
(Next Session on 18th
June)
Ideas and Innovations:
14th July

Rare: Coronavirus: Weekly Consumer and Brand Perception Tracker 11th June 2020

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