Key Differences Across Consumer Groups during COVID-19 Lockdown for weeks 1-8 (Consumer Survey Insights)

Key Differences Across Consumer Groups during COVID-19 Lockdown for weeks 1-8 (Consumer Survey Insights)


The COVID-19 pandemic has drastically altered consumer behavior, paving the way for new consumer groups to emerge. For many, it has had a precautionary impact, prompting consumers to tighten their budgets, stockpile products, and retreat to familiar and trustworthy brands. Simultaneously, lockdown measures are encouraging certain consumers to embrace technology, upskill, and to be more experimental and indulgent with their purchases.

This report is part of the GlobalData COVID-19 Survey Insights series, which tracks changes in consumer sentiment, lifestyles, attitudes, and behaviors stemming from the global coronavirus outbreak. The consumer insight offered throughout the report is drawn from GlobalData's Coronavirus (COVID-19) Tracker Consumer Survey, a weekly survey that was carried out in 11 countries starting from March 25 2020.


  • Various consumer groups have emerged during the pandemic, and they can be classified as: digitally dependent, bargain hunters, family-seekers, eager experimenters, risk-averse consumers, and pleasure pilgrims.
  • Online customer journeys are crucial for digitally dependent.
  • During the coronavirus crisis, familiarity-seekers want to maintain a level of normalcy by selecting trustworthy and risk-free products.
Reasons to Buy
  • Understand the relevant consumer trends and attitudes that can drive and support innovation, brand activity, or emerging services throughout the COVID-19 outbreak.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct decision-making and inform new product development.

1. Key Differences across Consumer Groups- Weeks 1-8
Digitally Dependent
Bargain Hunters
Eager Experimenters
Risk-averse Consumers
Pleasure Pilgrims
2. About the Survey

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