Around the world, consumers are responding to COVID-19 by social distancing, working remotely when possible, and staying home.
Following up on our U.S. survey to better understand the effects of the pandemic on consumer habits and attitudes, the Cotton Incorporated Corporate Strategy & Insights department posed a series of questions to 500 consumers in China.
57% of consumers say they feel “very afraid these days.”
Survey 1 – March 20-30, 2020
Age Range Concerned About COVID-19
46% – Age 14-24
45% – Age 25-44
51% – Age 45+
Consumer Spending Habits
45% are spending more than before.
38% are spending less than before.
17% are spending about the same as before.
70% expect this experience to change the way they shop in the future. Online Spending
62% are shopping online more than before.
Survey 2 – April 28-May 3, 2020
Age Range Concerned About COVID-19 – Age 14-24
76% – Age 25-44
62% – Age 45+
Consumer Spending Habits are spending more than before.
25% are spending less than before.
34% are spending about the same as before.
Future Spending expect this experience to change the way they shop in the future.
81% Online Spending are shopping online more than before.
Gender Gap Concerned About COVID-19
61% – Women 53% – Men
Masks As Protection
89% look to face masks to protect them. 60% likely to look for cotton in face masks.
Saving & Spending
During the pandemic, consumers are more conscious about saving money.
76% of consumers are trying to limit the money they spend.
Largest Categories for Extra Spending 61% – Groceries
60% – Household supplies
Consumers Are Seeking Out Comfort
77% are cooking more often.
53% are eating comfort food more often.
69% are wearing comfortable clothes. 68% just want to curl up in a cozy bed.
Comfortable & Safe Clothing Materials
Consumers rate clothing made from cotton as the most comfortable as well as the safest.
Cotton – Comfort: 67% | Safety: 67%
Spandex – Comfort: 45% | Safety: 41%
Polyester – Comfort: 25% | Safety: 24%
Rayon/Viscose – Comfort: 24% | Safety: 26%
Shopping for Clothes
92% of consumers plan to purchase clothing in the next 3 months.
Clothing Items Consumers Plan to Purchase 56% – Dress shirts
53% – Dress pants
55% – Denim jeans
54% – Activewear
Online vs. Physical Store
82% will buy more clothing online in the future. 75% excited to shop for clothes in physical stores.
Consumers are spending extra time online doing the following:
87% are reading and/or watching the news.
87% are on social media sites such as Weibo or WeChat. 76% are on video or audio chats with family and friends.
Download the Surveys
For more information, contact Corporate Strategies & Insights at
– Cotton Incorporated’s COVID-19 Consumer Response Survey, a survey of 500 consumers in China conducted on March 20-30, 2020 (Wave 1) & April 28-May 29, 2020 (Wave 2). [email protected]