Tracker Study Insights
Behind each blue box below is a panel with the latest insights from our last survey of the CLE community on the week's topic.
Click on each box to view the details.
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.
Click on boxes to reveal results.
Finding Holiday Magic
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?
X -Travel (visiting out of town family 75%)
X - Dining out (72%)
X - Attending parties (72%)
X - In-home entertaining (68%)
X - Shopping in-person (64%)
X - 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.”
The Same or 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.”
Emotions when anticipating the holiday season
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?
"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
. I 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
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?
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.
Motivations for Maintaining Beauty Routine 80% of people
Motivations for Changing Beauty Routine 20%
Those people changing beauty routines indicate they are using less products.
Emotions Towards Beauty Routine
Prior to Pandemic
Rushed and Stressed
“My life prior to the pandemic was busy. Fast moving and hardly had time to see what is around me.”
“Rushed, busy, lots of things to do”
Relaxed and Calm
“I want to keep my normal routine to feel at peace and in harmony as much as possible during this time of uncertainty”
“Just floating along... trying to pick the best out of every situation and keep on going.”
COVID sequestering gave us more time
More time made us feel less rushed and more calm
COVID heightened our fears for our health
Our routines and habits helps us have more peace
4 in 5 maintained their beauty routine, as this is one of the few routines which we were not forced to change
How to Find Beauty in the COVID Beast
1. Focus on Motivations
- Functional motivations are the foundation – everyone still needs to take care of their body in a healthy way
- Social motivations are centered on improving self rather than impressing others
- Psychological motivations, especially using beauty routines to improve mood is key to keeping primary products selling
- Sensorial motivations are just starting to spike. Bringing out new experiences and connecting them to calming emotions is key to success
2. Be attentive to the need for price sensitivity
- There are still many people struggling to meet the base functional motivations, offering support will improve brand connectiveness
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.
Belief in Effectiveness of Personal Health Practices
Using neither Vitamins nor Mouthwash will prevent you from catching the coronavirus that causes COVID. While both are good health practices, their use have no bearing or connection to whether a person contracts COVID or not. While most people got this correct, nearly 2 in 5 CLE believe the Vitamin myth.
Health practices of washing hands and mask use which have been shown to be good “helps” in the spread of COVID are mostly supported
- 93% washing hands
- 79% mask protects you
- 86% mask protects others
Belief in Transmission to Pets
About half of those surveyed believe that dogs or cats can contract COVID-19 from people.
These are both TRUE. There are many reported and verified cases of cats and dogs becoming ill due to the same COVID-19 virus which is affecting people.
Surprisingly only about half the people believe these to be true.
Sep 6, 2020
COVID Myths - True or False?
CLE trust most expert advice about preventing COVID, however disproved myths regarding food transmision and personal hygiene still persist.
Comfort eating in restaurants is tied to trust in safety and cleanliness practices
Restaurants can be trusted to sufficiently clean and disinfect reusable items
More consumers trust restaurants to clean and disinfect reusable items.
Reusables are dirty and dangerous
However, consumers are split on if reusables are dangerous.
I would always like the option of reusable items in a restaurant
Almost half want the option of using reusable items.
Single use are essential for safety and cleanliness
Most feel single use items are essential for safety and cleanliness.
Single use plastics are unnecessarily wasteful and bad for the environment
However, majority feel that plastic is wasteful and bad for the environment.
Consumers amount of concern depends on the packaging type
Single Serve Condiments preferred regardless of COVID concern.
Disposable Cups Preferred by those who are more concerned with COVID. Looking at not concerned we see more prefer disposable cups, but a segment still want reusable cups.
Disposable silverware Prefered by Consumers concerned about COVID while those not concerned prefer reusable.
If possible, provide both disposable and reusable.
Aug 13, 2020
Restaurant Throw-aways vs. Trusting Re-usables
Consumers weigh sustainability in restaurant choices, but opting for less packaging comes down to trust in cleanliness and safety.
CLEs Eating Lifestyles may be inflenced by their Community Interaction Levels
We are seeing a trend that indicates with greater community interaction levels there is an increase in weight loss lifestyle. Specifically we are seeing an increase in high protein and low carb lifestyle. Possibly indicating that weight loss via high protein and low carb will be a trend with increased community interaction.
Organic foods and Less Processed foods have inverse trends related to Community Interactions
With increase community interaction we see an uptick in eating organic. Could be related to the season or the ability to get out organic produce. In contrast with lower levels of community interaction we see an interest in consuming less processed foods. This possibly may be related to being home and having time to cook.
Jul 25, 2020
Eatin' Good in the Neighborhood?
Community interactions are influencing a weight loss dietary lifestyle.
Those interacting with more people are reaching for higher protein and low carb choices.
Opportunities for Consumer Product Companies And Retailers:
New product innovations are not far away – however we need to solve the lack of impulse buys. With the new shopping experiences impulse buys continue to be low. Finding a way to focus attention on the impulse buy space is difficult with the safety measures drawing the shoppers attention at check-out. Retailers and marketers should focus on finding ways to draw attention without compromising safety.
Social events MAY still take time in the USA. When social becomes more realistic, there will be a jump in event based foods.
BUT WHY WAIT? Be proactive and create a campaign that can create a shared food experience virtually!
Jul 10, 2020
We are Now Seeking Foods to Lift our Mood
People's motivations for buying products at grocery stores have changed significantly.
CLE's are now seeking out products that will lift their mood and provide additional sensorial experiences rather than for functional purposes.
While virtual visits have continued potential, but patients crave the personal interactions.
Having a medical visit virtually met with some interest.
However, there were nearly ¼ of CLE that are not at all interested in this type of medical care, regardless of the COVID pandemic.
Patients miss personal interaction
The missing link in virtual visits are the personal interaction and attention people receive when at a facility to make the service expectational.
“I was diagnosed with breast cancer. My surgeon had a reputation of being irritable and cranky, but he was reputed to be a really good surgeon. Over the course of several visits he answered all my questions and we began to develop a mutual respect for each other. When I checked in for the surgery I spent the morning in the nuclear medicine department having tests. I was never cared for so well in my life. The tests were tedious and seemed to go on forever, but staff kept me as comfortable as they could and we got to know each other well. They transferred me to the pre-surgical staff and they were also very professional and caring as they got me ready for the surgery.
When I woke up the surgeon was literally dancing at my bedside while he told me I would be fine. I'd never seen him smile, but that day he grinned from ear to ear. Staff asked me how I could be such a happy patient, and I told them their care and compassion had a lot to do with my attitude.”
“I must admit every time I see my doctor. my doctor's nurse make sure to come into the office and have a conversation with me other than about medical issues. She knows about my many family losses in a five-year span from my granddaughter, sister, aunt, cousin, best friend and mother. It sent me into a state where I was covering up my emotions.
Somehow, she noticed and the first thing she did was gave me a hug and said she loved me. That one act of love changed my whole attitude. Now she always comes into the office no matter what she is doing to speak with me.”
Jun 29, 2020
The waiting (room) is the hardest part
For in-person medical visits, people are afraid of other people, not the trusted medical professionals.
People they would be sitting next to are the biggest concern. They want protective measures in place!
Jun 29, 2020
Virtual visits have continued potential, but personal touch is missed
Nearly ¼ of CLE that are not at all interested in this type of medical care, regardless of the COVID pandemic.
Want to find more insights from the early Lockdown phase?
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