Consumer Closeness
in the Age of Social Distancing
Week of April 19th: Wellness and Self-Care
Feelings of stress and anxiety continue to be countered by others who are feeling more positive and optimistic
%
Optimistic ?
%
Stressed/Worried ?
%
Bored ?
%
Relaxed ?♀️
%
Anxious ?
*No significant change in mood compared to the previous week
These days, people are trying to keep themselves occupied by watching TV, cleaning their homes, cooking, and DIY crafts projects, to name a few
How Canadians are keeping themselves occupied…
- Watching TV & Movies ? 82%
- Cleaning and organising my home ? 64%
- Cooking / baking ?? 59%
- Reading ? 52%
- Playing games (online, board games) ? 50%
- Exercising ? 44%
- Making home improvements / Redecorating ? 35%
- Creative activities (arts and crafts) ? 26%
%
are more inspired to take on a DIY, creative or crafts project
Top reasons for taking up DIY projects: Keep busy (70%), Fight boredom (53%) and Reduce anxiety (37%)
When it comes to self-care, realities vary drastically. While some are using this time to focus more on self-care, others are struggling to find time for themselves
Change in self-care routine Now vs Before the crisis
%
are doing MORE self-care now
%
are doing LESS self-care now
Mental Health & Relationships
Many are struggling more with mental health issues and are trying to come up with ways to cope
%
are struggling MORE with anxiety
COVID-19 has had the biggest impact on my relationship…
- Wtih my family 33%
- Wtih my significant other 18%
- Wtih my friends 15%
- Wtih my kids 10%
With myself (7%), Others (4%), No impact (12%)
Getting adequate sleep, keeping in touch with friends & family and staying busy are key habits that help people feel recharged during this time
Fitness & Nutrition
While some are trying to get more physical activity during this time, many find it’s harder to stay healthy, as Canadians are snacking more and exercising less
%
are snacking LESS
%
are snacking MORE
%
are eating MORE healthy
%
are eating LESS healthy
%
are getting MORE physical activity
%
are getting LESS physical activity
We took a closer look into those who are doing more physical activity
%
are doing new/different type of physical activities now
%
plan to keep up these new habits even after the crisis
Personal Care
While many are not bothering with personal care, some are trying new DIY hacks
%
are focusing MORE on personal care
%
are focusing LESS on personal care
“Took my acrylic nails off and applied dollar store nails. Tonight I will be dyeing my own hair. My roots are terrible. Haven’t done it myself ever.”
“With a kit from my hairdresser I was able to colour my hair and then did a quick trim.”
“I’ve been experimenting with makeup!! I shaved the end of my brows off and my sister shaved her head!”
Over-the-counter Medication
Vitamins, pain relief and allergy medications are the top OTC items Canadians are buying and using in the wake of COVID-19 – some are also using allergy medications more often than normal
OTC Purchases amid COVID-19
- Vitamins/supplements (e.g., Vitamin C, Vitamin B12, Multi-vitamin) 24%
- Adult pain and fever relief (e.g., Tylenol, Advil) 23%
- Allergy (e.g., Benadryl, Claritin, Allegra, Reactine) 14%
- Cough/cold/flu (e.g., Robitussin, Mucinex, Theraflu, NyQuil) 10%
- Immunity Support (e.g., Emergen-C/Zinc/Airborne) 8%
- Sore throat relief 8%
- Kids pain and fever relief 7%
- Probiotics (e.g., Culturelle, Align) 6%
- Sleep Aid (e.g., Tylenol PM, Melatonin, ZzzQuil) 4%
- None of these 51%
OTC Usage (among those who bought)
- Vitamins/supplements (e.g., Vitamin C, Vitamin B12, Multi-vitamin) 53%
- Adult pain and fever relief (e.g., Tylenol, Advil) 41%
- Allergy (e.g., Benadryl, Claritin, Allegra, Reactine) 25%
- Sore throat relief 17%
- Sleep Aid (e.g., Tylenol PM, Melatonin, ZzzQuil) 14%
- Immunity Support (e.g., Emergen-C/Zinc/Airborne) 14%
- Cough/cold/flu (e.g., Robitussin, Mucinex, Theraflu, NyQuil) 11%
- Kids pain and fever relief 10%
- Probiotics (e.g., Culturelle, Align) 8%
- None of these 8%
%
are taking OTC allergy meds more often than normal
While Canadians are dealing with effects of COVID-19 on their physical and mental health, they're also re-thinking their priorities
People are re-prioritizing values and re-thinking what’s truly important during this tough time
Catch up on past reports: Click here.
A word on our approach
This research is not just another COVID-19 survey. This study was conducted using immersive mobile messaging-based conversational exercises that capture robust quant data and emotive qual inputs in real-time from our mobile COVID-19 community members in one seamless experience. Take a look at the video to see a demo of how our technology works…
Fine Print:
Field dates 4/17-4/20, Base: n=330
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