Grocery sales, consumer optimism, email open rates: 5 interesting stats to start your week

We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.

Grocery sales begin to weaken

Grocery sales fell by 2.6% year on year in the week ending 4 April, a sign that panic buying and stockpiling due to coronavirus may be lessening.

However, baking ingredients bucked the trend, with sales of fresh dough and pasty up 69%, and home baking sundries (such as flour, dried fruit and cake mixes) experiencing growth of 50%.

Some ‘stockpiling’ categories are still in high demand as well with frozen food sales up 17% and shelf stable food increasing 23%, while alcohol sales were up 15%.

Source: Nielsen

Consumer optimism declines as coronavirus outbreak progresses

Confidence in the UK economy’s recovery after the Covid-19 outbreak is declining. Just 15% now think the economy will rebound within two or three months, compared to 23% in late March. Some 27% now think there will be a lasting impact on the economy, up from 24% previously.

As such, consumers are becoming increasingly careful with how they spend their money, with 45% strongly agreeing they are cutting back on spend and 47% saying they have to be very careful of how they spend.

Around 95% of UK consumers believe it will take more than two months before routines can return to normal, with 43% expecting it to take between four and six months, 19% seven to 12 months and 9% more than a year. And 72% believe their finances will be impacted for more than two months.

Source: McKinsey & Company

Britons want ads to be more informative

Almost half (42%) of Britons want brands to be more informative in their ad campaigns, with consumers particularly looking for advertisers to provide messages around Covid-19 (18%), and share how they are supporting staff and customers (18%).

Some 23% wants ads to provide a sense of continuity and normalcy, while another 13% wants ads to be funny or positive in an effort to distract from what’s going on. A further 35% would prefer advertising to make them feel more warm and happy.

Source: Unruly

Social distancing drives entertainment boom

Social distancing measures in the UK have led to a dramatic change in how people spend their time and a boom in entertainment. Some 49% of UK consumers watched more TV in March, while consumption of news was up 70%.

Total time spent playing games was up 20%, with a similar uplift for time spent listening to the radio. However, music streaming experienced a fall of 5%.

Source: Midia Research

Email open rates up as more people stay at home

Email open rates have increased by 25% on average since the UK went into lockdown, and are increasing by between 5% and 10% every week.

However, performance has been volatile, with hard hit verticals such as fashion seeing an average 30% decrease in conversions and 15% decrease in revenue. Yet while overall ecommerce revenues are down, revenue driven by email marketing is mostly flat, up 1.5% in terms of conversion and 0.4% in terms of revenue.

Source: BounceX

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