Beyond these, expected post-pandemic purchasing levels of a few other categories have also seen notable changes since Morning Consult first began tracking this mid-April. Early expected increases in online spending on healthy food, clothing, personal care items and snack and junk food have amplified: In a matter of a week, post-pandemic purchase expectations of these categories trended upward significantly. Our late-April data shows a 7 percent point increase in Americans planning to spend more on online purchases of personal care items and snack and junk food once the crisis is over. Expected post-pandemic online purchase levels of non-alcoholic beverages, ready-made meals and alcohol have increased as well.
Brands in many of these categories can celebrate that more consumers now seem to be coming around to buying more of these products post-pandemic versus less, but only time will tell how this trend unfolds. Regardless, any online-only companies active in those categories clearly face an uphill battle against inertia as across all categories, a clear majority of consumers expect to snap back to pre-pandemic purchasing levels.
Additionally, even if a majority of adults don’t plan to buy items ranging from personal care and clothes to medications and meal delivery online, they seem to be warming to the idea of doing so. In all cases, the portion of adults disagreeing with the prospect of buying certain product categories online more post-pandemic has declined over time -- by as much as 6 points in the case of online groceries.
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