THE NEW NORMAL HONG KONG CONSUMERS DURING COVID-19 - Ipsos Hong Kong
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THE NEW NORMAL HONG KONG CONSUMERS DURING COVID-19 Ipsos Hong Kong June 2020 © Ipsos | Covid-19 Webinar | June 2020
NEW EXPECTATIONS
THE NEW NORMAL
NEW MINDSETS
2 ‒ © Ipsos | Covid-19 Webinar | June 2020
KEY
MILESTONES
Wave 1: Sample size:
Wave 2:
- 1,000 interviews per wave
Mar 16 – 20 Mar 28 – Apr 1 - General population aged 18+
Mar 20
Wave 3:
HK recorded 48 new
cases; highest daily tally Apr 15 – 19
recorded so far Wave 4: Wave 5:
Jan 23
Mar 25 May 1 – 5 May 21 – 25
1st confirmed cases in
HK closed its borders to all
HK
non-residents arriving from Apr 12
Feb 4 overseas 1st time since March
16th that HK recorded
1st death recorded due Mar 27 single-digit number of Apr 20 May 5
to Covid19 in HK
HK banned indoor and Covid19 cases
May 31
1st time in six weeks
outdoor public gatherings The cap on public A new cluster of
that HK recorded no
of more than 4 people gatherings raised local cases in Lek
new cases
from 4 to 8 people Yuen Estate
Mar 29 reported
May 13
HK recorded 82 new
cases of Covid19, the A new cluster of
highest tally ever recorded local cases in Lei
since the beginning of the Muk Shue Estate
pandemic. reported
3 ‒ © Ipsos | Covid-19 Webinar | June 2020
NEW EXPECTATIONS
MORE HK PEOPLE BELIEVE
THE PANDEMIC WILL END BY
Q4 2020 ONWARDS
30%
24%
14% 15%
12% 18% 13%
6% 6%
4% 4%
2% Don’t know
Wave 1: 27%
Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Wave 5: 25%
5 ‒ © Ipsos | Covid-19 Webinar | June 2020
NEAR HALF EXPECT
A RECOVERY WOULD ONLY
HAPPEN IN 2021
18%
16% 16%
12%
11% 14% 10%
Don’t know Don’t know
8% 7% when HK when the
economy pandemic
will recover end
5% Wave 1: 42% Wave 1: 27%
2%
Wave 5: 37% Wave 5: 25%
1%
Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
6 ‒ © Ipsos | Covid-19 Webinar | June 2020 Denotes significantly higher/lower than the Wave 1 at 95% confidence level
MORE ARE PESSIMISTIC
ON THEIR EARNINGS
Wave 1 41% 29% 29%
Remains the same as of now
No major impact Earn less
but would expect to be reduced
Wave 5 39% 26% 35%
Expected reduced
Reduced level of
level of income:
income:
13% 30%
7 ‒ © Ipsos | Covid-19 Webinar | June 2020
THE PERCEIVED HEALTH THREAT
LEVEL IS HIGHER TOWARDS
THE WORLD THAN HONG KONG
Hong Kong Your job or business
High – Very High Threat: 60% High – Very High Threat: 42%
The world
High – Very High Threat: 88% Your personally Your family
High – Very High Threat: 33% High – Very High Threat: 32%
8 ‒ © Ipsos | Covid-19 Webinar | June 2020
THE MAJORITY
REMAINS UNCERTAIN
Mainland China
ON THEIR NEXT TRIP Wave 5
Q3 2020 9%
Q4 2020 10%
Q1 2021 7%
Q2 2021 4%
Q3 2021 3%
Long Haul Q4 2021 3%
Wave 5 Don’t know 63%
Q3 2020 2%
Q4 2020 8%
Q1 2021 10% Short Haul
Q2 2021 8% Wave 5
Q3 2021 11%
Q3 2020 6%
Q4 2021 9%
Q4 2020 21%
Don’t know 52% Q1 2021 14%
Q2 2021 10%
Q3 2021 8%
Q4 2021 6%
Don’t know 36%
9 ‒ © Ipsos | Covid-19 Webinar | June 2020
THE NEW NORMAL
SUCCESS CASE
STUDIES DURING
COVID-19
HKTV mall Café de Coral Group
• Achieved sales of HKD482 million in • Managed to minimize the
Feb 2020, compared with HKD179 impact on sales during Covid-
million in Feb. 2019 19 by expanding its online
• Orders have surged year on year from delivery option
an average of 12,300 a day to 32,600
AS Watson Benefit Cosmetics
• 3 times more online traffic
• Launched the Benefit Brow Try-
• Up to 3 times more transactions in
On Experience
some markets
• 43% increase in daily usage
Reference:
https://www.essentialretail.com/interviews/non-essential-retail-covid-as/
11 ‒ © Ipsos | Covid-19 Webinar | June 2020 https://www.cosmeticsdesign-asia.com/Article/2020/06/15/Benefit-Cosmetics-to-adopt-more-AR-beauty-tools-in-light-of-COVID-
19?utm_source=newsletter_daily&utm_medium=email&utm_campaign=16-Jun-2020
https://insideretail.asia/2020/03/09/hktv-mall-sets-records-as-hongkongers-move-online-during-coronavirus-crisis/
https://insideretail.asia/2020/06/15/online-move-limits-damage-to-cafe-de-coral-groups-sales/?utm_source=irasia-newsbrief&utm_medium=email&utm_campaign=2020-06-16#dailyMOST ARE
SPENDING MORE
TIME ONLINE
Watching TV / Social media Browsing online Purchasing more e-learning/
streaming and following shopping platforms groceries online e-courses
news/ updates
56% 50% 46%
Changes in
daily life during 33% 21%
COVID-19
44% 44% 44%
Doing more
than the 35% 39%
outbreak period
12 ‒ © Ipsos | Covid-19 Webinar | June 2020MOST ARE HOUSEHOLD CLEANING
SPENDING MORE PRODUCTS ARE STILL IN
TIME ONLINE GREAT DEMAND IN HK
CATEGORIES BOUGHT
MORE ONLINE:
30% 23% 17% 15% 12%
Browsing online Purchasing more
shopping platforms groceries online
Household Frozen food Health Hand cream/ Organic
cleaning supplements moisturizer products
products
46%
Changes in
daily life during 33%
COVID-19 11% 10% 9% 8% 5% 4%
44%
Doing more
than the 39%
outbreak period
RTD drinks Fresh food Beer Bottled Wine and Luxury items
(non water spirits
13 ‒ © Ipsos | Covid-19 Webinar | June 2020 alcohol)MOST ARE FREE-TO-AIR TV AND
SPENDING MORE NEWS PORTALS
TIME ONLINE REMAIN THE MOST
POPULAR
71%
Watching TV /
54% 35% 40%
streaming and following
news/ updates 17%
56%
Changes in
daily life during
COVID-19
44%
Doing more
than the Watching free-to- Browsing news Watching cable/ Watching Netflix Reading
outbreak period air TV portals and online internet TV or similar content newspapers and
newspaper/ platforms magazine
magazines
14 ‒ © Ipsos | Covid-19 Webinar | June 2020MOST ARE FACEBOOK IS VERY
SPENDING MORE PROMINENT IN THE
TIME ONLINE SOCIAL MEDIA PLATFORM
Facebook
90%
YouTube
65%
Social media
What does it
WhatsApp
76%
mean to your
brand?
Instagram 41%
50%
Changes in
daily life during
COVID-19
WeChat 29%
Doing more Twitter 12%
than the 35%
outbreak period
Line 10%
15 ‒ © Ipsos | Covid-19 Webinar | June 2020DIGITAL PERSONAS Turbocharge your consumer engagement strategy with behavioral audience intelligence
CASE STUDY: HK MILLENNIALS Setting up Target audience and Reference audience 17 ‒ © Ipsos | Covid-19 Webinar | June 2020
HK MILLENNIALS HIGHLIGHT – CATEGORY DEEP DIVE Balancing practical family needs and self pampering 18 ‒ © Ipsos | Covid-19 Webinar | June 2020
HK MILLENNIALS HIGHLIGHT – MEDIA PREFERENCE Local Media captures more attention of the millennials 19 ‒ © Ipsos | Covid-19 Webinar | June 2020
THE MOST COMPREHENSIVE VIEW ON YOUR BRAND PERSONAS BEHAVIORAL DATA-DRIVEN BRAND AUDIENCE INTELLIGENCE NEXT GENERATION UNIQUE BEHAVIORAL DATA-DRIVEN SHARPEN YOUR AUDIENCE INSIGHTS DATA UNIVERSE BRAND PERSONAS DIGITAL STRATEGY 20 ‒ © Ipsos | Covid-19 Webinar | June 2020
THE UNIQUE DATA ECOSYSTEM BEHIND
CRAFTING DIGITAL
PERSONAS FROM
OVER 15000 BEHAVIORAL
BEHAVIOURS
DATAPOINTS Purchase behavior ● Car ownership ● Digital activities ●
Residential profiles ● Seasonal & events ● Travel ● Charitable
Donations ● Financial behavior ● Media consumption…
ARTS & ENTERTAINMENT
Music ● Movies ● Events ● Arts ● Books BRAND ENGAGEMENT
● TV Shows ● Streaming Services…
Fashion ● Electronics ● Retail ● Mobility
eCommerce ● Banks ● Luxury ● Cosmetics
● Beauty ● Services ● Durables…
YOUR
BRAND SOCIO-DEMOGRAPHICS
Age ● Gender ● Relationship ● Life events ●
PERSONA Income ● Location ● Education ● Languages ●
Parental status ● Work ● Home type…
LIFESTYLE & INTERESTS MEDIA CONSUMPTION
Sports ● Home & Gardening ● Social Networks ● TV Channels ● Influencers ●
Technology ● Travel ● Shopping ● Device Usage ● Digital Activities ● Apps ●
Food ● Outdoor Recreation… Magazines ● Newspapers ● Gaming ● Radio…
21 ‒ © Ipsos | Covid-19 Webinar | June 2020DIGITAL PERSONAS (I) BRAND PERSONAS PEN PORTRAITS 22 ‒ © Ipsos | Covid-19 Webinar | June 2020
DIGITAL PERSONAS (II) INDIVIDUALISING & REDEFINING THE CONTENT AND MEDIA STRATEGY 23 ‒ © Ipsos | Covid-19 Webinar | June 2020
NEW MINDSETS
MORE START TO
BUILD UP AN EXERCISE ROUTINE
OR BUY MORE HEALTH SUPPLEMENTS
Personal care Beauty
75% 41% 35% 34% 25% 19% 18%
I have increased I started to I have been buying I currently put I have been I have been I currently don’t
the number of exercise/ I exercise more health more emphasis on avoiding the hair avoiding the hair wear any make up
times I wash my more often at supplements my daily facial skin salon and taking salon and coloring at all
hands and/ or use home than before care cleansing care of my hair at my hair at home
hand sanitizer daily home
25 ‒ © Ipsos | Covid-19 Webinar | June 2020MORE GO VEGGIE
Reasons for being vegetarian:
What does it 2019 2020
mean to your
Environmental
brand?
friendly 23% 43%
To preserve health/
health care 37% 40%
INCIDENCE OF To reduce carbon 21% 38%
VEGETARIAN dioxide emissions
To protect animals 21% 33%
4% 9%
26 ‒ © Ipsos | Covid-19 Webinar | June 2020 Denotes significantly higher/lower than the Wave 1 at 95% confidence levelCASE
STUDY
OmniPork L’Occitane Scent by Six
• Retail grocery sales increased • Observed demand for hand • Trend of functional fragrance
by 120% from April 2019 to washes and hand creams as more consumers prioritise
January 2020 • Plans to develop new products inner well-being
related to hand care and • More natural, green olfactive
personal hygiene to keep up direction
with the demands of the market
Reference:
https://vegconomist.com/companies-and-portraits/omnifoods-sees-retail-grocery-sales-increase-by-120-continues-its-plant-based-domination-of-asia/
27 ‒ © Ipsos | Covid-19 Webinar | June 2020 https://www.cosmeticsdesign-asia.com/Article/2020/05/20/L-Occitane-International-aims-to-develop-hand-care-category-as-sales-take-off-during-COVID-
19?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
https://www.cosmeticsdesign-asia.com/Article/2020/05/12/Fragrance-with-benefits-Focus-on-inner-well-being-during-COVID-19-accelerating-scent-
trend?utm_source=MKT_0520&utm_campaign=Monthly_Recap&utm_medium=emailTHE NEW NORMAL
Review touchpoint strategy
for micro-targeting
NEW MINDSETS
Review brands & products
profile to capture new health
conscious mindsets
28 ‒ © Ipsos | Covid-19 Webinar | June 2020HONG KONG
CONSUMERS &
COVID-19 STUDY Key questions:
• Social responsibilities
Upcoming waves: • Media: Changes in traditional media & social media
• Wave 6 habits
• FW: Jun 18-22 • Category Spending: Changes in spending in categories
• Report: Jul 3 including food & drinks, luxury, household cleaning, health
• Wave 7 supplements
• Cutoff: Jul 7
• Dining Habits: Ordering and eating habits, channels &
• FW: Jul 9-13
brands
• Report: Jul 22
• Beauty: Beauty & health habits & changes
Investment (HKD): • Investment: Impact on income, changes in investment
• $15K plans & saving strategy
• $5K for one previous wave’s data • Expectations: End of pandemic, recovery of HK
• $1K for each exclusive question economy, next travel
29 ‒ © Ipsos | Covid-19 Webinar | June 2020THANK YOU
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