Consumers shift from sustainable shopping to buying comfort products as lockdown continues

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 29, 2020, 2:29 PM UTC

Temporary shutting of stores in the US has made shoppers shift their focus to curbside pickup and ecommerce.

Global market research firm, The NPD Group said that hoarding categories have slowed down to "single-digit increases" by mid-April. The extension of lockdown beyond the anticipated duration has made consumers shift from stocking essentials to buying non-essentials as well.

Marshal Cohen, chief industry analyst, retail, at The NPD Group said that nonessential kitchenware like sandwich makers were selling well due to extended quarantine period. NPD Universe also mentioned that small appliances witnessed a 7% hike during the week ending 4th April.

With the increase in virtual office meetings and activities like Face-Time cocktail hours, the beauty category has also been favoured by the consumers. According to a CNN report, hair clipper sales increased by 166%, and hair dye sales increased by 23%.

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