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COVID-19 & Consumer Concerns in China: Wave Seven

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Consumers in China

Amid the latest worldwide surge in COVID-19 cases due to the new delta variant, concern among consumers has spiked, nearing its highest level of the pandemic.

The latest “Things To Know About” infographic from Cotton Incorporated presents findings from the 7th wave of our Coronavirus Consumer Response Survey of 500 consumers in China. Learn what consumers are planning to purchase and how they want clothing retailers to respond to changing pandemic conditions.


Age of Consumers

Percent of consumers who are very concerned about the COVID-19 coronavirus pandemic (by age):

Wave 1 – Mar. 2020

58% – Age 16-24
55% – Age 25-44
54% – Age 45+

Wave 2 – Apr. 2020

56% – Age 16-24
76% – Age 25-44
65% – Age 45+

Wave 3 – Sept. 2020

63% – Age 16-24
63% – Age 25-44
61% – Age 45+

Wave 4 – Nov. 2020

57% – Age 16-24
64% – Age 25-44
77% – Age 45+

Wave 5 – Mar. 2021

55% – Age 16-24
47% – Age 25-44
61% – Age 45+

Wave 6 – May 2021

74% – Age 16-24
56% – Age 25-44
70% – Age 45+

Wave 7 – August 2021

75% – Age 16-24
66% – Age 25-44
70% – Age 45+


Returning to Normal

Fewer consumers feel very safe to resume normal, pre-pandemic activities.

69% – Wave 6  (May 2021)

43% – Wave 7  (Aug. 2021)


Delta & Other Variants

74% are very concerned about the delta and other variants.

Consumers would like retail businesses to:

62% ensure all staff wears face masks

62% ensure all staff wears face masks

58% require face masks for all customers

58% require face masks for all customers

53% ensure all staff is fully vaccinated

53% ensure all staff is fully vaccinated

40% space clothing racks apart to allow for social distancing

40% space clothing racks apart to allow for social distancing


Spending More on Clothing

Consumers expect to spend more on clothing since the start of the pandemic.

51% – Wave 1  (Mar. 2020)

61% – Wave 2  (Apr. 2020)

73% – Wave 3  (Sept. 2020)

74% – Wave 4  (Nov. 2020)

65% – Wave 5  (Mar. 2021)

69% – Wave 6  (May 2021)

66% – Wave 7  (Aug. 2021)


Consumer Clothing Purchases

76% plan to purchase clothing in the next three months.

 

Types of Clothing

55% – Dress tops, bottoms, or blazers

48% – Loungewear (sweats, leggings)

47% – Activewear & athleisure

45% – T-shirts & denim jeans

45% – Casual tops & bottoms


Reasons for Next Purchase

57% – Newness (new style/brand)

43% – Comfort (item more comfortable)

38% – Occasion (return to work, workout)

37% – Change of season


Download COVID-19 & Consumer Concerns in China Wave Seven PDF


For more information, contact Corporate Strategy & Insights at marketinformation@cottoninc.com.
Sources: Cotton Incorporated’s COVID-19 Consumer Response Survey, a survey of 500 consumers in China conducted Mar. 2020 (Wave 1), Apr. 2020 (Wave 2), Sept. 2020 (Wave 3), Nov. 2020 (Wave 4), Mar. 2021 (Wave 5), May 2021 (Wave 6, n=1,000), Aug. 2021 (Wave 7).
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