Our habits are changing to adapt to the Covid-19 environment – is your brand ready?
• The ‘payday’ effect in SA has extended to week ending 10 May as SASSA and UIF payments were delayed. Groceries were on the top of the list as consumers re-stocked pantries with staple foods, whilst soap and hand sanitizer remained a priority
– Baby toiletries and diapers were stocked up
– Ethnic Hair Care observed strong growth as consumers do hair care maintenance at home
– Baking and scratch cooking remain important, although we are seeing a decrease in the search for recipes since the opening of hot food delivery services
– Consumers are preparing for winter with seasonal purchases, such as winter clothing and heaters
– As alcohol remains prohibited, non-alcoholic drinks are seeing a slight recovery in the last few weeks after they were removed from shelves. We anticipate continued growth, even when alcoholic drinks are available again
• Categories with significant growth are evidence of how South Africans are spending their time i.e. crafting, cooking, exercise, cleaning, beauty routines and making living spaces fit for work
• Searches for homemade alcoholic brews continue to be popular
• Brands are rapidly adapting their communication to consumer’s changing habits, however there is still more opportunity for adaptation
• The question is…COVID-19: To advertise, or not? According to IRI UK, we can expect to see a decline in advertising revenue. Whilst there are some obvious casualties, such as Cinema and OOH, supply is surging in other channels, although advertiser demand is not keeping pace. Let IRI’s AdvertisingConsideration Matrix inform your decisions in answering this question
