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March 17, 2020

Nielsen IDs Consumer Thresholds for Buying Behavior As Crisis Evolves


Nielsen: "A Nielsen investigation has identified six key consumer behavior threshold levels that tie directly to concerns around the novel coronavirus outbreak. The thresholds offer early signals of spending patterns, particularly for emergency pantry items and health supplies... The world is largely past the first stage of proactive health-minded buying that drove only minor changes to sales patterns. However, at threshold level 2 (reactive health management), consumers in affected markets began stocking up on essential health-safety products, such as hand sanitizers and masks. But as news reports detailed the continued and quick spread of the virus around the world, consumers in many countries jumped to threshold level 3: pantry preparations. By this stage, they begin developing stockpiles of food and emergency supplies. These spending spikes lessened in the weeks after the panicked moments but spiked on subsequent news events or developments"... Article details the thresholds and developments thus far, with charts.

Nielsen 

 
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