2021 Media Kit

Study reveals how COVID-19 is changing lifestyle habits in Asia

Travel less, eat-in and stream video content more. These are some of the findings from a new study conducted by data, insights and consulting company Kantar on how people are adjusting their lifestyles to reduce the risk from COVID-19. The report used survey data from 3,000 respondents in Indonesia, Japan, South Korea, Philippines, Singapore and Thailand. It also used panel data and in-depth social media analysis to understand how the virus is affecting people's attitudes and behaviours across the region.
The most hit by the outbreak is the travel industry, with 59% of respondents saying that they have decided to travel less to stay safe. Meanwhile, 52% are saying that they are less likely to eat out, and the same number (52%) are more inclined to avoid socialising outside of the house. Instead, people are choosing to stay in, with 42% streaming more video content, 33% hosting get-togethers at home and 30% ordering in food.
Kantar revealed that purchase behaviours have also shifted as the threat from the virus has grown. The most apparent development has been the rise in 'panic purchases' in many countries. Around one in three (30%) are saying that they worry about running out of essentials and buy more than usual, leaving shelves empty. This development is highest in Japan where 64% of people admit to this behaviour, Kantar said.
"As the Coronavirus intensifies and continues to spread across the world, our findings show the extent to which it is affecting people's daily lives,” said Adrian Gonzalez, CEO of Kantar in Northeast Asia, Southeast Asia and Pacific. “People are understandably alarmed and doing what they can to stay safe. Many are changing what they are doing and the things they are buying. Some admit to panic buying.”
The study also reveals a 32% increase in online shopping across these markets over the past two months as people avoid crowded supermarkets and instead use e-commerce channels. Koreans registered the highest growth in online shopping (41%) said the report. Online grocery platforms and food delivery services saw the highest increase, resulting in many providers having to adjust their strategies to deal with the demand, Kantar added. In contrast, shopping in retail outlets has been reduced by 35% over the same period.
Finally, the study highlights how COVID-19 is resulting in consumers with a heightened focus on products and services that are 'safe to use'. This finding often applies to the Food and Beverage category and Consumer Goods. Also, they are looking for brands that have enhanced health and well-being benefits to help build a strong defence against the virus. (Image from Pixabay)

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