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COVID-19 & Consumer Concerns in China: Wave 2

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COVID-19 & Consumer Concerns in China

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.

Future Spending
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
55%
– Age 14-24
76% – Age 25-44
62% – Age 45+

Consumer Spending Habits
41%
are spending more than before.
25% are spending less than before.
34% are spending about the same as before.

Future Spending
81%
expect this experience to change the way they shop in the future.

Online Spending
64%
are shopping online more than before.

Gender Gap

Gender Gap Concerned About COVID-19

61% – Women

53% – Men

Silhouette of of man and woman

Masks As Protection

89% look to face masks to protect them.

60% likely to look for cotton in face masks.

Icon of a medical mask and an icon of cotton

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

Icon of Piggy Bank and Wallet

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.

Icons of stock-pot, drumstick of chicken, hooded sweatshirt and a 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%

Icon of sweatshirt and of Jeans

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

Icons of dress shirt, dress pants, jeans, and a shoe

Online vs. Physical Store

82% will buy more clothing online in the future.

75% excited to shop for clothes in physical stores.

Icons of storefront and laptop being used to shop

Online Activities

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.

Icon of newspaper, thumbs up, and computer monitor


Download the Surveys

For more information, contact Corporate Strategies & Insights at [email protected] – 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).