Successful communication during the Corona crisis #2 The effects of the Corona crisis on consumers - Düsseldorf, March 2020
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Successful communication
during the Corona crisis
#2
The effects of the Corona crisis
on consumers
Düsseldorf, March 2020
1
The general living situation has
changed radically for many consumers.
I avoid personal social I wash/disinfect my hands I pay more attention to my
contacts more often health
I spend more time with my I worry more about my
I work from home
family family/ friends
22 Source: [m]Science Germany March 2020
The majority of consumers in Germany are therefore
particularly concerned when it comes to Corona
62%
51%
45%
37%
35% 35%
18%
Fear Concern Frustration Confusion Rest Confidence Hope
33 Source: [m]Science Germany March 2020
Mobility behavior is also significantly
influenced by Corona
3% 1% 15% 2%
30% 19% 22% 14%
Public transport Rail travel Car (rental) Coaches More frequent use
Less frequent use
12% 31% 2% 1%
11% 12% 9% 20%
Bike Walking E-Scooter Plane
44 Source: [m]Science Germany March 2020
Digression: What we can learn from the Chinese data: what are people doing at home during the crisis? 55 Source: Kantar A cross industry view of the impact of Covid / 2020
Precaution, fear and boredom are also
strong drivers for purchased product groups
Pharma/ Health Travel/ Tourism
Retailers of disinfectants and protective clothing also Due to travel bans and partial closure of borders,
benefit, including pharmacies, but also drugstores the travel and tourism industry is certainly one of
such as dm and Rossmann. the hardest hit by the crisis.
Cleaning Entertainment
The most obvious beneficiaries: manufacturers of COVID-19 has hit the entertainment industry
disinfectants: The products are in such high particularly hard. Cinemas are closed, concerts
demand that they are sold out in many places. are cancelled without exception.
Food/ Beverage Gastronomy
The fear drives many Germans to hoarding. According to Dehoga, almost 73% of
In food retailing, for example, sales of ready-made restaurants, 85% of caterers and 83% of hotels
soups have increased by 112%. reported sales losses.
Digital Entertainment Luxury
Besides the classic streaming providers (e.g. Netflix), In times of crisis, the demand for luxury goods is
sectors such as mobile games, e-sports and video lower. The epidemic is likely to cost the luxury
conferencing providers (e.g. Zoom) also benefit. goods industry up to € 37 billion in sales (BCG).
66 Source: GroupM Italy – GfK – Spiegel: Welche Branchen unter Corona leiden - und
welche profitieren (3/2020)
The research results from [m]Science also show a
prioritization of hygiene and pharmaceutical products
2% 4% 3% 3% 3%
11% 9% 11% 12% 13% 13% 14% 11% 12% 12%
16% 19% 15%
79%
87% 88% 88% 89%
81% 86% 85% 85% 81% 84% 84% 83%
78% 83% 87% 86% 86% Bought less frequently
No change
Bought more frequently
19%
9% 9% 9% 8% 8% 5% 4% 3% 3% 3% 3% 3% 3% 2% 2% 2% 2%
77 Source: [m]Science Germany March 2020
Data from Kantar Research indicate a
similar prioritization of product groups
Z N S
U E E
W U N
A T K
C R U
H A N
S L G
88 Quelle: Kantar Research 2020
The current purchasing behavior in Germany
has changed significantly in four areas:
I pay more attention to I do the shopping for
hygiene in the supermarket other people
I shop outside the main I buy in less frequented
shopping hours shopping areas
99 Source: [m]Science Germany March 2020
...yet most consumers remain
loyal to their preferred brands
I continue to buy my I increasingly buy
preferred brands cheaper food
I'm stockpiling more I avoid visiting
food supplies grocery stores
10 Source: [m]Science Germany March 2020Preventive measures also lead to
a lasting change in purchasing behavior
The uncertainty about the new Coronavirus is breaking normal shopping behavior, retail
researcher Eva Stüber summarized the results of a study by the Cologne IFH Institute. "Older
people in particular are now becoming aware of online retail, including food. That will remain.
People get used to it and notice: It works."
hellofresh REWE online Flaschenpost.de getnow PicNic Bringmeister mytime.de
"Current "We are “Flaschenpost "We are "We are "Processing "Increased
demand is 60% experiencing a registers booked up - currently time of four to demand may
above pre-crisis significant significantly sometimes experiencing an six days is result in a longer
levels" increase in higher seven days in increase in currently processing time"
order intensity demand" advance" demand of standard"
in online almost 50
trading" percent"
11 Source: Desk research, IFH Study „Onlinehandel“This also includes trying new,
digital services
34%
Medical online
33%
Online
29%
Communication
26%
Online
84%
of consumers in
counseling education software entertainment
China have tried at
least one digital
service for the first
time during the crisis
21% 18% 14% 13%
Live streaming of Social e- Online Indoor Online banking
events commerce groups fitness classes services
12 Source: Kantar _A cross industry view of the impact of Covid / 2020Please stay healthy and
look after yourselves.
13And when you need help – regardless
of the topic – you can contact your
MediaCom Team at any time.
14You can also read
