Consumer sentiments dipping across globe: Kantar Covid2019 barometer

They are becoming less supportive of the government relaxing restrictions,

NEW DELHI: Just 36 per cent of the consumers globally are willing to return to via public transport and 56 per cent are preferring delaying visits, for at least one more month, to restaurants/bars, 67 per cent to religious places, 70 per cent to gyms, and 72 per cent to cinemas, globally, reveals the wave seven of Kantar’s Covid2019 Barometer indicating the countries will have to face a tough time in restarting their economic activities in the full swing. 

The number of people paying special attention to prices while shopping has grown from just over half (56 per cent) in April to two thirds (67 per cent) today. 

The survey taken by more than 1,00,000 consumers across the world identified that consumers are becoming less supportive of the government relaxing restrictions, with a nine per cent dop if acceptance fo measures, (from 28 per cent in June to 19 per cent today), and a 10 per cent drop in support for a full reopening of social and leisure environments (from 27 per cent in June to 17 per cent today). 

The report reads, “Disapproval is highest in the countries currently with the highest numbers of cases of coronavirus such as the USA where disapproval in the Government’s approach has risen from 36 per cent in May to 48 per cent today. With some countries showing signs of a second wave, health concerns are growing; two per cent more people are now classed by Kantar’s researchers as part of the Precarious Worrier tribe, and one in two are now very scared about the situation.”

Kantar’s research suggests a near-term recovery will be difficult to achieve for many countries. Consumer finances continue to remain heavily impacted, with nearly three-quarters of the population claiming to have already, or expect to have, their income damaged by the pandemic. The result has been changing priorities for many; while 64 per cent are prioritising financial planning 68 per cent are focussing on supporting a local economy/ buying local

“Despite the challenges we are all addressing, we see a growing appetite for change and renewal in our research,” observed Kantar CIO Rosie Hawkins. “Environmental causes and demand for brands to enact positive change have always been a priority for many, but we see a renewed focus in these areas. Demand for brands to be an example and guide change has consistently grown over several months to become the primary expectation of consumers. Our research highlights an opportunity for brands in prioritising product sustainability, waste reduction and purpose-driven products and experiences.”

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