How are Clean Label Enthusiasts® are 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 through the orange button.
From Lockdown to early relaxing of movement March 15 – May 15, 2020
Click on boxes to reveal results for each period.
Click on the button to find insights from recent weeks
Recent Period Insights
- May 15, 2020
CLE’s are cautious about re-opening and question safety practices
Few are venturing out and going to select places where they feel safe. Concern that economics won over health and that other patrons won’t comply with safety practices is high.
May 10, 2020
Most CLE aren’t comfortable going out yet despite relaxed orders
The vast majority of people are not yet willing to resume participation in their favorite activities. Where you live impacts your comfort in the activities you are willing to do.
May 10, 2020
Most CLE are unwilling to resume life as normal yet.
They are most likely to go out for appointments to improve your physical health, followed by nature experiences for mental health. They still have high concerns about food related gatherings and being in closed spaces with other people.
May 4, 2020
CLE will judge brands over their response to the pandemic
Consumer loyalty will depend on their memories of how accurately brands communicate information, tones of their ads, and pricing changes during need.
May 3, 2020
CLE highest priority is stopping the pandemic
While they support environmental benefits from the social distancing, when given a direct choice, 81% would trade away earth-friendly actions for now if it helped stop additional spread.About a third switched to non-earth friendly cleaners increased, but expect it to be temporary.
Apr 29, 2020
CLE uncertain when projecting the near future
Imagining life in a month shows life priorities of preparation, simple pleasures, and pride in adjustment.
Apr 27, 2020
CLE find hope and concern in cleaner environment
Cleaner environment during restricted travel and industry shows effects of human activity
Apr 26, 2020
CLE weigh cost of reduced human interactions while shopping
What services and product types are CLE willing to pay more for during shopping?
People are learning meaningful and creative ways of connecting
CLE are trying creative ways to show consideration
Apr 20, 2020
CLE are rethinking social etiquette practices
No-touch practices in shopping and greetings may persist
Apr 19, 2020
Emotions surrounding shopping shift
Emotions related to the shopping experience are less extreme.
Creative socializing around food
Social distancing is becoming a habit.
Apr 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
Apr 9, 2020
CLE adjust socially.
CLE move past their personal fears and try new ways to stay socially connected at a distance. ?
Apr 6, 2020
Store stocks replenishing, use of masks strongly encouraged / required
Mar 30, 2020
Shopping disruptions & adjustments
CLE change how they shop and what items they purchase
Mar 23, 2020
CLE adjust to limited supplies in stores
It’s clear that schools will not re-open; in-home school intensifies along with working from home, if still employed.
Mar 16, 2020
CLE try to figure out what to buy during shelter-in-place
Stores universally limit purchases and change hours
Mar 9, 202
CLE begin changing diets due to the Novel Coronavirus
Hand washing and elbow bumps encouraged. Warnings for vulnerable population groups