Our Story

Clean Living Behavior Changes

How are Clean Label Enthusiasts® Changing Behaviors through the Pandemic?

We’re focusing on Clean Label Enthusiasts® as a consumer segment whose values and trendsetting buying behaviors have pulled the food industry and influenced the general population.

Learn more about this group and this tracking study.

Creative socializing around food

Social distancing is becoming a habit.

Not compromising values

In a world of change CLE’s managing a need for frugality with their healthy lifestyle goals.

Oct 18, 2020

Founded

Your content goes here. Edit or remove this text inline or in the module Content settings.

Oct 18, 2020

Founded

Your content goes here. Edit or remove this text inline or in the module Content settings.

Founded

Your content goes here. Edit or remove this text inline or in the module Content settings.

We’re Not Ready

Your content goes here. Edit or remove this text inline or in the module Content settings.

Sep 18, 2020

Beauty in the COVID Beast

With extra time at home, CLE are mostly maintaining beauty routines which gave them a sense of “personal” time, peace, and control during health fears.

This is one of the few routines which we were not forced to change.

Oct 18, 2020

Holiday Season Reimagined

Anticipating a “Different” Holiday Season CLE’s anticipate creative holiday celebrations and making gifting more personalized. They will miss their traditional gatherings and energy, but not the accompanying stress.

2004

Best Upcoming Brewery Award

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim.

2004

Best Upcoming Brewery Award

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim.

2019

opened NY Tap Room

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim.

April 13, 2020

CLE’s find creative ways to socialize around food

CLE move past their personal fears and try new ways to stay socially connected at a distance.

April 13, 2020

Not compromising values in a world of change.

CLE’s managing a need for frugality with their healthy lifestyle goals.

Essential, working at home, or unemployed

April 13, 2020

CLE’s find creative ways to socialize around food

CLE move past their personal fears and try new ways to stay socially connected at a distance.

CLE’s find creative ways to socialize around food

Week of April 13, 2020

Now that we have all had to become a little more creative with being social, how and what role does food play when you are being “social”?

Common themes we heard:

Something everyone can relate to
Can share on social media
Mealtime with family is the new socializing. From trying new recipes, to prepping, making and enjoying dinner time is even more important for connecting with people.

“I haven’t had any extra social situations since the start of shelter-at-home or social distancing.  The closest to socializing over food would be meals with just my husband and me.  Nothing has changed.  Something I have noticed though, is that it feels like people are sharing food related posts on social media more, like sharing pictures of their meals, recipes, etc.”

Michele

“My family has been cooking more together and collaborating more about meal ideas. Like other people, snacking and mealtime have become sources of entertainment and we’ve been eating more. We’ve celebrated one birthday with a big seafood meal, and we discussed having an outdoor cookout and a crafts/mask-making party for the immediate family. I’ve noticed that my college age sister is taking more interest in grocery shopping and cooking, because she is often bored at home in between doing schoolwork. …….My immediate family had an Easter dinner, and I know many people had to forgo traditional religious/holiday meals with friends and family or have virtual meals together.”

Kathryn

People are sharing information to help connect to local restaurants.

“I think a lot of people are ordering take out/delivery food options. One gal even started a Facebook page focusing on and sharing info about local food options. The restaurants have expressed appreciation for this post as it’s helped many people be aware of the different menus offered by area restaurants.”

Joan

Week of April 13, 2020

CLE’s are managing a need for frugality with their healthy lifestyle goals. Not compromising values in a world of change.

crissy-jarvis-gdL-UZfnD3I-unsplash

Grocery Shopping Adaptations

Participants pride themselves on planning ahead to feel prepared. Specifically, people in rural areas already have limited access to grocery stores, have been doing this for their families
Pandemic shopping makes people relate more to their grandparents and understand their behaviors which were developed during the Great Depression.
Learning tips and tricks to be thrifty while still maintaining a healthy diet/lifestyle.

Shopping is a way to “take control”

Shelf stable items make people feel safe as they don’t need to leave their house as often
Stocking up on basic staples give people security they can take care of their family
Cleaning supplies/ vitamins/ medicine/ fruits/ vegetables to feel pro-active
Turning to specific foods for comfort
Dessert indulgences such as candy, cakes, donuts, ice cream
Nostalgic foods such as mac n’ cheese, PB& J
Heartier foods such as stews, roasts, pastas
Alcohol

CLE Quotes

The CLE Community reacted to an article on “Grocery Rules for Your Coronavirus Lockdown….”(1)

Reference: (https://www.cnn.com/2020/03/17/health/coronavirus-quarantine-grocery-list-drayer-wellness/index.html)

“I do freeze fresh berries after washing and letting them dry. I do a lot of chickpeas for snacking, like garlic parmesan, hot chili, honey and BBQ. I do a lot of soups so always have black beans, chickpeas, peas, kidney beans, northern beans, black-eyed peas for the soups chilis, or bean dishes with tomatoes or something else thrown in that I may have. Lately we have been experimenting with tuna for patties, like the other night…tuna and zucchini patties with parmesan cheese and chili powder. So, I agree with the article there are things people can buy without cleaning off the shelves.”

Rikki

For some reason we seem to think if we need something, just make a quick trip to the store & pick up a few things which can sometimes be very expensive in add-on(s). From my perspective, we are not only making History, we are living/experiencing History firsthand. Overall I enjoyed the article & I hope it helps people believe that there is a light @ the end of the tunnel

Douglas

Finding Holiday Magic

Consumers Anticipate “Different” Holiday Season

As the weather cools, people start moving indoors and looking toward the holiday season. We asked CLEs about their emotions and plans as the season will be very “different” this year.

What will the holidays be like this year?

What are Current Motivators?

In September, consumer purchases s were primarily Functional motivated. In September purchase motivations were more functional as more people were concerned with job losses and other economic stressors, along with most schools starting virtually.

So what changes are people making?

LESS

Travel (visiting out of town family 75%)

Dining out (72%)

Attending parties (72%)

In-home entertaining (68%)

Shopping in-person (64%)

Festive clothing (51%)

“Everything is so up in the air with COVID this year … We may celebrate without children and grandchildren which is not really a celebration. Very sad this year.”

MORE

Home-cooked meals (89%)

Online shopping (88%)

Charitable Donations (87%)

Gift cards & mailed gifts (82%)

Home Made Gifts (79%)

Decorating (70%)

“Decorating is one of my favorite things to do around the holidays. It brings cheer and joy.”

A majority of CLEs chose positive emotions to describe their outlook.

In the mid-range of emotions scores, there were equal numbers of people claiming Excited/Energetic as Worried/Anxious.

Also, Indifferent and Dreading were noteable.

Where will People Find their Holiday Magic?

Personalized Gifts

“I would love to visit the small shops in our town square. I always buy pieces of pottery made by local artisans for my daughters.”

Creative Smaller Affairs

“II love to cook and this year have changed things. I won’t be cooking for a large group this year.”

New Ways to Connect

“We’re having a virtual holiday gathering this season.

How Do We Help Make the Magic Happen

Personalized Gifts

How can your messaging or your product be tailored or packaging so it can become a part of something personal they create?

How can you create a way for people to create a personalized gift without a large expense?

Creative Smaller Affairs

How can you help them be [more] creative?

What new foods can you help them experience and cook?

How can you cater to smaller groups?

New Ways to Connect

How can you create a way to share an experience virtually?

How can you’re your brand be involved in making new connections?

What new experience are you able to create that has never been created before?

Finding Holiday Magic

OPENING UP – ARE CLE READY?

Many consumers are not ready for COVID-19 restriction rollbacks

InsightsNow Looking Outside During Lockdown

We hear story after story about people longing to dine out again or get a salon haircut instead of one lovingly given by a family member.

Yet as consumer researchers, we know that what people say is not often the same as what they do. At InsightsNow we are monitoring behaviors and attitudes closely as we begin the early stages of re-opening in the United States, focusing tightly on what activities people are actually emotionally ready to do. The extremes are easy—no one wants to take a cruise right now. But what about some of the staples in life? Going to restaurants, taking walks in the park, getting your haircut? How many people are truly ready to get out of the house and get close to other people?

5-14 not ready

We asked our forward-thinking community of Clean L abel Enthusiasts® (CLE) just how likely they would be to resume some of their typical activities when restrictions are lifted in their area. The answer is—not many. 70% say they are not yet emotionally ready and want to stay home because going out and doing their normal activities makes them feel uncomfortable. If fact, the negative response was so great that it is clearer to report on what CLE are NOT willing to do than what they are willing to do.

Activities Which People are NOT Willing to Do

5-10 activities avoid infg

COVID-19 is rapidly changing our behaviors and what activities we are comfortable doing. The reality is that a majority of Clean Label Enthusiasts® are still quite worried and fearful of the virus, specifically how it will affect them and people they love. This fear directly impacts what products they feel are safe, and what products they will buy and use; therefore, we all need to be diligent to monitor carefully how we are contextually positioning our products and brands, in order that we don’t inadvertently associate it with an avoidance behavior.

Photo by Jordan Sanchez on Unsplash

For example, CLE are avoiding activities where there are confined spaces. Confined spaces limit the ability for them to move around in the space to avoid other people and their germs being deposited inside (airplanes, movie theaters, small stores. etc.). Further, confined spaces may signal lack of control over cleanliness and germ safety (community amenities like playground equipment, shopping malls, Etc.), which are key priorities for Clean Label Enthusiasts. If your business is dependent on confined spaces, consider modifying your current communication plans and imagery or innovate to use contexts related to nature, the outdoors, or small safely spaced gatherings.

This information also helps us understand how best to associate your products and brands through advertisement. Avoid associating your brand with activities and contexts that people are avoiding. For instance, placing your brand in context at a movie theater when 71% of CLE who go to movie theaters are too scared to go—even if they were open—would connect your brand to strong negative avoidance emotions. Instead, associate your brand with open spaces such as outdoors activities.

While consumer confidence is clearly affected by the unfolding realities of the virus, your marketing and product development teams can work to create positive, calming associations with your brand. By understanding the consumer’s emotional journey, you can support the positive emotions that lead to current consumer choice and long term loyalty.

To follow along with more research about how COVID-19 is impacting behavior click here.

To contact us about how you can apply this knowledge to your unique brand or innovation challenge, write or call….

Photo by George Stackpole on Unsplash

Our Story

Clean Living Behavior Changes

How are Clean Label Enthusiasts® Changing Behaviors through the Pandemic?

April 13, 2020

Creative socializing around food

April 13, 2020

Not compromising values

Oct 18, 2020

Founded

Oct 18, 2020

Founded

Oct 18, 2020

Founded

May 27, 2020

We’re Not Ready

Sep 18, 2020

Beauty in the COVID Beast

Oct 18, 2020

Holiday Season Reimagined

2004

2004

2019

April 13, 2020

CLE’s find creative ways to socialize around food

April 13, 2020

Not compromising values in a world of change.

CLE’s managing a need for frugality with their healthy lifestyle goals.

April 13, 2020

CLE’s find creative ways to socialize around food

CLE’s find creative ways to socialize around food

Common themes we heard:

Week of April 13, 2020

CLE’s are managing a need for frugality with their healthy lifestyle goals. Not compromising values in a world of change.

Grocery Shopping Adaptations

Shopping is a way to “take control”

CLE Quotes

Consumers Anticipate “Different” Holiday Season

What will the holidays be like this year?

So what changes are people making?

A majority of CLEs chose positive emotions to describe their outlook.

In the mid-range of emotions scores, there were equal numbers of people claiming Excited/Energetic as Worried/Anxious.

Also, Indifferent and Dreading were noteable.

Where will People Find their Holiday Magic?

Personalized Gifts

Creative Smaller Affairs

New Ways to Connect

How Do We Help Make the Magic Happen

Personalized Gifts

Creative Smaller Affairs

New Ways to Connect

Many consumers are not ready for COVID-19 restriction rollbacks