This document is a weekly report from Vypr's COVID-19 Consumer Impact Tracker that measures how consumer behavior is changing in response to the coronavirus pandemic. It tracks 14 metrics related to lifestyle changes, shopping behavior, spending, and attitudes based on surveys of 500 UK consumers. The report shows changes between surveys conducted on March 19th and 25th, with increases seen in people working from home, limiting travel and social interactions, and spending more on groceries and personal care items. Overall it aims to track the evolving impact of the crisis on consumer behavior over time.

1. COVID-19 Consumer Impact Tracker
25 March 2020
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2. Contents What's in this report and what it means
6 Changes in Shopping
13 Consumer Spend Changes
Increase / Decrease in Personal Care & OTC Cleaning Products
7
Consumer Spend Changes
14
Consumer Attitudes
Dry & Tinned Food Growth in six attitudes
4
Changes in Shopping
11
Consumer Spend Changes
Increase / Decrease in Long-lasting Foods & Drinks Alcoholic Drinks
5
Changes in Shopping
12
Consumer Spend Changes
Increase / Decrease in Fresh Foods & Drinks Personal Care
Welcome
Vypr's COVID-19 Consumer Impact Tracker aims to measure the effect
of Corona Virus on consumer lifestyle, shopping, spending, and
attitudes. We track fourteen metrics each week, asking 500 nationally-
representative UK consumers how their behaviour is changing.
By gathering this data over time you can gauge the impact of the crisis
on product and market performance.
1
Lifestyle Changes
8
Consumer Spend Changes
Travel Plans Ready-to-eat Chilled Food
2
Lifestyle Changes
9
Consumer Spend Changes
Work Patterns Fresh Food
3
Lifestyle Changes
10
Consumer Spend Changes
Social Isolation Frozen Food

3. 25 March 2020
Lifestyle Changes
Question: Which of these statements best represents your travel plans in the context of the Corona Virus crisis?
Method: Select one option from a list plus "none of the above"
1
Percentage of consumers having chosen each option
Based on 517 nationally-representative
responses obtained on 25 March 2020
38.4%
24.1%
19.0%
9.2%
54.9%
15.9%
10.4%
4.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
I have cancelled all out-of-town travel I have limited my travel but haven't cancelled
it entirely
My travel plans haven't changed but are likely
to change in future
I have not and will not change my travel plans
Travel Plans
19-Mar 25-Mar

4. 25 March 2020
Lifestyle Changes
Question: Which of these statements best represents your work pattern in the context of the Corona Virus crisis?
Method: Select one option from a list plus "none of the above"
2
Percentage of consumers having chosen each option
Based on 517 nationally-representative
responses obtained on 25 March 2020
18.8%
12.8%
35.2%
16.9%
26.1% 25.2%
21.7%
9.9%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
I work from home exclusively I stopped working I go to work as normal I go to work but work from home when
possible
Work Pattern
19-Mar 25-Mar

5. 25 March 2020
Lifestyle Changes
Question: Which of these statements best represents your lifestyle in the context of the Corona Virus crisis?
Method: Select one option from a list plus "none of the above"
Based on 516 nationally-representative
responses obtained on 25 March 2020
3
Percentage of consumers having chosen each option
43.8%
12.7%
28.8%
10.2%
48.3%
27.3%
11.4%
4.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
I go out for work and shopping only I don't leave my home I go out but have limited my social interactions I go out and socialise as normal
Social Isolation
19-Mar 25-Mar

6. 25 March 2020
Changes in Shopping
Question: In the context of Corona Virus, are you planning to buy MORE / LESS than usual from the following?
Method: Select one or more options from a list including all product types plus "none of the above"
Based on 1028 nationally-representative
responses obtained on 25 March 2020
4
Increase / decrease in intention to buy long-lasting foods and drinks
-30.0%
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
Dry pasta
Frozen
vegetables Dry rice
Canned
soup/fish/meat Cereals
Canned
vegetables
Long-lasting
milk Hard cheese Frozen meals Bottled water Wine
Long-lasting
baby/toddler
food
Percentage of consumers planning to buy in the next week MORE / LESS from the following LONG-
LASTING foods and drinks
Planning to buy more 19-Mar Planning to buy more 25-Mar Planning to buy less 19-Mar Planning to buy less 25-Mar

7. 25 March 2020
Changes in Shopping
Question: In the context of Corona Virus, are you planning to buy MORE / LESS than usual from the following?
Method: Select one or more options from a list including all product types plus "none of the above"
5
Increase / decrease in intention to buy fresh foods and drinks
Based on 1033 nationally-representative
responses obtained on 25 March 2020
-30.0%
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
Eggs Fresh fruit Fresh milk Fresh meat
Salads & fresh
vegetables Fresh cheese
Chilled ready
meals Fresh fish Sandwiches
Chilled meals for
toddlers and
children
Percentageof consumers planning to buy in the next week MORE / LESS from the following FRESH foods and
drinks
Planning to buy more 19-Mar Planning to buy more 25-Mar Planning to buy less 19-Mar Planning to buy less 25-Mar

8. 25 March 2020
Changes in Shopping
Question: In the context of Corona Virus, are you planning to buy MORE / LESS than usual from the following?
Method: Select one or more options from a list including all product types plus "none of the above"
Based on 1040 nationally-representative
responses obtained on 25 March 2020
6
Increase / decrease in intention to buy personal care & OTC products
-40.0%
-30.0%
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
Liquid soap Hand sanitiser
Over-the-counter
medicine Shower gel First aid supplies Make-up Premium cosmetics
Percentage of consumers planning to buy in the next week MORE / LESS from the following
PERSONAL CARE & OTC products
Planning to buy more 19-Mar Planning to buy more 25-Mar Planning to buy less 19-Mar Planning to buy less 25-Mar

9. 25 March 2020
Consumer Spend
Question: In the context of Corona Virus how do you expect your spending on the following to change?
Method: Select one option from a list including "none of the above"
7
Percentage of consumers having chosen each option
Based on 509 nationally-representative
responses obtained on 25 March 2020
41.4% 40.1%
12.1%
42.4% 40.7%
12.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
My spending will not change I will spend more I will spend less
Intended Change in Dry & Tinned Food
19-Mar 25-Mar

10. 25 March 2020
Consumer Spend
Question: In the context of Corona Virus how do you expect your spending on the following to change?
Method: Select one option from a list including "none of the above"
8
Percentage of consumers having chosen each option
Based on 508 nationally-representative
responses obtained on 25 March 2020
53.1%
14.4%
23.6%
50.0%
14.6%
29.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
My spending will not change I will spend more I will spend less
Intended Change in Ready-to-eat Chilled Food Spend
19-Mar 25-Mar

11. 25 March 2020
Consumer Spend
Question: In the context of Corona Virus how do you expect your spending on the following to change?
Method: Select one option from a list including all the brands plus "none of the above"
Percentage of consumers having chosen each option
Based on 510 nationally-representative
responses obtained on 25 March 2020
9
49.2%
19.7%
22.0%
50.0%
22.2% 23.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
My spending will not change I will spend more I will spend less
Intended Change in Fresh Food Spend
19-Mar 25-Mar

12. 25 March 2020
Consumer Spend
Question: In the context of Corona Virus how do you expect your spending on the following to change?
Method: Select one option from a list including "none of the above"
10
Percentage of consumers having chosen each option
Based on 509 nationally-representative
responses obtained on 25 March 2020
46.7%
32.0%
13.6%
47.4%
36.0%
12.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
My spending will not change I will spend more I will spend less
Intended Change in Frozen Food Spend
19-Mar 25-Mar

13. 25 March 2020
Consumer Spend
Question: In the context of Corona Virus how do you expect your spending on the following to change?
Method: Select one option from a list including "none of the above"
11
Percentage of consumers having chosen each option
Based on 511 nationally-representative
responses obtained on 25 March 2020
46.9%
24.4%
12.1%
46.6%
25.2%
18.98%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
My spending will not change I will spend more I will spend less
Intended Change in Alcoholic Drinks Spend
19-Mar 25-Mar

14. 25 March 2020
Consumer Spend
Question: In the context of Corona Virus how do you expect your spending on the following to change?
Method: Select one option from a list including all the brands plus "none of the above"
12
Percentage of consumers having chosen each option
Based on 509 nationally-representative
responses obtained on 25 March 2020
59.7%
20.1%
11.6%
55.6%
28.3%
8.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
My spending will not change I will opt for cheaper personal care I will opt for more expensive personal care
Intended Change in Personal Care Spend
19-Mar 25-Mar

15. 25 March 2020
Consumer Spend
Question: In the context of Corona Virus how do you expect your spending on the following to change?
Method: Select one option from a list including "none of the above"
13
Percentage of consumers having chosen each option
Based on 511 nationally-representative
responses obtained on 25 March 2020
61.1%
17.9%
12.3%
61.6%
19.4%
11.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
My spending will not change I will opt for cheaper cleaning products I will opt for more expensive cleaning products
Intended Change in Cleaning Products Spend
19-Mar 25-Mar

16. 25 March 2020
Consumer Attitudes
Question: In the context of Corona Virus, how do you expect your habits to change?
Method: Each consumer attitude rated separately on a fifteen-point scale marked "decrease" to "increase". This is averaged to a score out of 100; 50 is a neutral score.
Based on 3088 nationally-representative
responses obtained on 25 March 2020
14
Averaged score out of 100 on the influence of each attitude
69
66
63
54
67
7169
65 64
46
68 70
0
10
20
30
40
50
60
70
80
Cooking from scratch Home delivery of your
shopping
Healthier Diet Spending on non-essential
items when shopping
Buying from brands who are
supporting those in need
Supporting small and
independent brands
Covid-19 impact on consumer attitudes
19-Mar 25-Mar

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