COVID-19 Tracker on Clean Living Behavior – Part 1


How 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.


Learn More

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Stay-in, Save Lives: couple cooking at home

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
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  • 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


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  • Apr 19, 2020




    Emotions surrounding shopping shift


    Emotions related to the shopping experience are less extreme.


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  • 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, 2020Store stocks replenishing, use of masks strongly encouraged / required










  • Mar 30, 2020




    Shopping disruptions & adjustments


    CLE change how they shop and what items they purchase



  • Store stocks replenishing, use of masks strongly encouraged / required










  • 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, 2020




    Disruption begins


    CLE begin changing diets due to the Novel Coronavirus



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