May
5
Written by:
IRI Blog
5/5/2009 2:10 PM
At IRI, we monitor trends, patterns and changes in consumer behavior across many categories and demographics, because when it comes down to it, this information is often tied back to the pocketbook.
In the past two weeks, we’ve seen a large volume of media coverage and public interest surrounding the Swine flu outbreak, or the H1N1 flu. Given the onslaught of attention to this pandemic and fear of the contagion, we conducted a brief survey of over 300 consumers to gauge opinions and highlight any changes in day-to-day routines.
Based on the information we’ve gathered, we discovered the following:
- 95 percent of shoppers are washing their hands regularly with soap and water to fend off illness generally
- 54 percent of consumers are washing their hands more with soap and water to prevent getting the H1N1 flu
- 53 percent are more knowledgeable about contagious disease prevention than five years ago
- 24 percent are going out in public less often
- 20 percent are buying more alcohol-based hand sanitizer
As a result of the current H1N1 flu outbreak, this information presents an opportunity for manufacturers and retailers of healthcare products to advise consumers of precautionary steps to take to ward off potential symptoms.
By providing shoppers with the resources they need to learn about and prevent contracting H1N1, CPG companies can gain a significant competitive advantage. One idea is for retailers to consider strategies to make it easier for people to buy all the supplies they need – such as grouping face masks, hand sanitizer, soaps and other essential supplies in one area of the store.
We also noted in our recent report on the new habits of the Downturn Generation that consumers are looking to the Internet more for health information and are putting off visits to the doctor in exchange for over-the-counter remedies.
Each of these trends can be integrated into CPG retailers’ business strategies to help provide consumers with what they need most, based on their current concerns and shopping behavior.
Stay tuned for more insights from IRI on consumer behavior. Feel free to leave comments below with ideas, questions or feedback.
Take care,
Thom Blischok
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