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


Stay-in, Save Lives: couple cooking at home

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

Quarantine continues

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

Shelter-in-place started

CLE try to figure out what to buy during shelter-in-place​

Stores universally limit purchases and change hours​

Mar 9, 202

Disruption begins

CLE begin changing diets due to the Novel Coronavirus

  • Hand washing and elbow bumps encouraged.  Warnings for vulnerable population groups