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Pandemic-year shopping behaviors expected to persist

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Survey suggests Americans are likely to sustain a higher interest in CPG products that foster self-care and well-being.

NEW YORK – Household grocery spending in the United States increased 14% in the year since the start of the health crisis related to the coronavirus pandemic, according to a consumer survey from NCSolutions (NCS), which finds that nearly half of Americans are eating healthier and cooking more.

Nearly all say they are cleaning and disinfecting their home as much or more than they did before the appearance of the SARS-CoV-2 virus, according to NCS, a provider of solutions aimed at improving the effectiveness of advertising for consumer packaged goods companies.

“We expect Americans to sustain their higher interest in CPG products and activities that foster self-care and well-being – both physical and emotional – for some time,” says Linda Dupree, chief executive officer at NCS. “Looking back at history, we see numerous examples of behaviors changing post-crisis. After the excesses of the Roaring Twenties and the poverty of the Depression, for instance, many people became extremely cautious about money. Some went as far as to save money in their mattresses – behavior that lasted for decades.”

NCS conducted an analysis of 12 months of its consumer purchase data as well as findings from a newly fielded nationally representative consumer survey with 2,017 respondents, ages 18 or older. The combination of these two data sources demonstrate how the American grocery basket has evolved over the past year.

According to the survey findings, 42% of consumers say they visit the grocery store so they can get out of the house and feel normal – a sign they are taking care of their mental health. On the other hand, more than one in four consumers say they find in-person shopping at the grocery store to be stressful.

No matter where they shop, Americans are adding healthy food and supplements to their baskets. Spending on fresh produce is up 24% compared to the year prior, and purchases of vitamins and supplements are up 21% year-over-year, according to NCS consumer purchase data.

In terms of how much they spend for products for cleaning and disinfecting their homes, 89% say they spent the same (54%) or more (35%) since the pandemic began. Notably, almost a third of consumers (32%) say they have no plans to go back to their pre-pandemic rates of cleaning.

In terms of how much they spend for products for cleaning and disinfecting their homes, 89% say they spent the same (54%) or more (35%) since the pandemic began. Notably, almost a third of consumers (32%) say they have no plans to go back to their pre-pandemic rates of cleaning.


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