The findings from dunnhumby’s latest Consumer Pulse Survey, a multyphased study of COVID-19’s impact on customer attitudes and behavior, indicate that U.S. consumers are increasingly concerned about the ongoing pandemic.
Since the third wave of the study, the dunnhumby Worry Index (used to measure concerns about the virus) for the U.S. has increased 6% to 29%, which is nearly back to its high point of 30% in March.
“Although worldwide our Consumer Pulse Survey is finding that on a global basis worries about COVID-19 are declining, this latest update of the study shows that when it comes to the pandemic, worries are going back up in the U.S. and Mexico. This isn’t surprising since the U.S. and Mexico are both struggling to contain the virus,” said Jose Gomes, president of North America for dunnhumby. “In these uncertain times, retailers must fully understand how their customers are responding to each phase of the crisis, to meet changing needs. Retailers also need to be prepared to respond when regions experience spikes in new cases, which will likely return customers to previous behaviors from earlier phases in the pandemic.“
Read on for more insights from dunnhumby’s Consumer Pulse Survey.
Store Safety Concerns
U.S. consumers reported stores were doing a poorer job at making them feel safe than in the previous phase. At the same time, U.S. respondents also said they were less likely to practice preventative measures such as frequent hand washing (65%), or agree with restaurant closures (50%) and event cancellations (53%), as they did in previous phases.
Walgreens, Target and Kroger were the top ranked retailers by U.S. consumers in terms of doing a good jobdealing with the problems created by COVID-19. Regional retailers Publix and H-E-B and discounter Aldi also performed well.
Worldwide, 22% of survey respondents reported being satisfied by the in-store experience compared to 35% in the U.S.
Worry Over Food Prices, Economy
The latest wave of the Consumer Pulse survey found that 67% of Americans think the economy is poor—a drop of 7% from the third wave. Forty-one percent also reported that their personal finances are poor, with 48% spending more money on food, and 42% noticing rising food prices since the start of the pandemic.
Satisfaction With Online Grocery Shopping, Delivery
Driven by the adoption of e-commerce options and restaurant closures, online grocery shopping and food delivery now represent nearly 35% of all U.S. trips and 28% worldwide. Net satisfaction for online shopping has also increased since the first wave, with 45% reporting satisfaction in the latest wave, up from 27%.
For the fourth wave of its Consumer Pulse Survey, dunnhumby surveyed more than 27,000 respondents online in 22 countries from July 9-12. Wave one was conducted from March 29 to April 1; wave two from April 11-14; and wave three from May 27-31.