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HUNTER: Food Study Special Report Wave Two - America Keeps On Cooking

HUNTER: Food Study Special Report Wave Two - America Keeps On Cooking

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For 17 years, HUNTER, a leading food and beverage marketing communications firm, has annually informed the public of the top food stories of the year. This annual Food News Study highlights the top food news of the past year according to the opinion of Americans and identifies the impact of these stories across the entire continuum of consumer engagement, as well as monitors top sources for information about food, recipes and nutrition.

Last year brought unprecedented change to consumers daily lives, with activities restricted and consumers spending more time in their homes than ever before. In April of 2020, HUNTER conducted and issued a Food Study Special Report: America Gets Cooking, which explored how these new circumstances were beginning to impact America’s food preferences and behaviors. What follows are results from the second wave of this report, fielded in December – eight months after Wave 1. Wave 2 assesses how attitudes and behaviors have evolved since one year prior (before the start of the pandemic) and since the early days of the pandemic (April 2020), as well as which of these new habit we can expect to continue into the new year.

For 17 years, HUNTER, a leading food and beverage marketing communications firm, has annually informed the public of the top food stories of the year. This annual Food News Study highlights the top food news of the past year according to the opinion of Americans and identifies the impact of these stories across the entire continuum of consumer engagement, as well as monitors top sources for information about food, recipes and nutrition.

Last year brought unprecedented change to consumers daily lives, with activities restricted and consumers spending more time in their homes than ever before. In April of 2020, HUNTER conducted and issued a Food Study Special Report: America Gets Cooking, which explored how these new circumstances were beginning to impact America’s food preferences and behaviors. What follows are results from the second wave of this report, fielded in December – eight months after Wave 1. Wave 2 assesses how attitudes and behaviors have evolved since one year prior (before the start of the pandemic) and since the early days of the pandemic (April 2020), as well as which of these new habit we can expect to continue into the new year.

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HUNTER: Food Study Special Report Wave Two - America Keeps On Cooking

  1. 1. SPECIAL REPORT WAVE TWO America Keeps On Cooking: The Impact of COVID-19 on Americans’ Food Habits FOOD STUDY COMPLETE STUDY RESULTS | DECEMBER 2020
  2. 2. 2019© 2021 Background and Methodology For 17 years, HUNTER, a leading food and beverage marketing communications firm, has annually informed the public of the top food stories of the year.This annual Food News Study highlights the top food news of the past year according to the opinion of Americans and identifies the impact of these stories across the entire continuum of consumer engagement, as well as monitors top sources for information about food, recipes and nutrition. Last year brought unprecedented change to consumers daily lives, with activities restricted and consumers spending more time in their homes than ever before. In April of 2020, HUNTER conducted and issued a Food Study Special Report: America Gets Cooking, which explored how these new circumstances were beginning to impact America’s food preferences and behaviors.What follows are results from the second wave of this report, fielded in December – eight months after Wave 1.Wave 2 assesses how attitudes and behaviors have evolved since one year prior (before the start of the pandemic) and since the early days of the pandemic (April 2020), as well as which of these new habit we can expect to continue into the new year. Two quantitative, proprietary custom surveys were fielded online on December 7, 2020 using the demographically and geographically-representative national panel and insight platform, SUZY. The survey was fielded in two parts, with basic information captured in part 1 and deeper underlying motivations explored in part 2. Respondents to each survey were mutually exclusive, with both surveys meeting the following criteria: • N=1032 (part 1) & N=1032 (part 2) • 50% male / 50% female • Lives in the United States • Age 18-73
  3. 3. FPO 2019© 20212021 Summary of Key Findings AMERICA KEEPS ON COOKING! Most of the Wave 1 / April 2020 survey findings continue to hold true, but while some findings were consistent with prior learnings, others intensified or moderated back toward pre-COVID levels and in a few instances, shifted in a different direction. Understanding these trends provides us a glimpse of what we can anticipate in 2021 when and if COVID restrictions begin to lift and we resume our lives in the new normal. Consistent with Prior Learnings: • Consumers continue cooking and baking more, with increased time in the kitchen re-sparking the joy of cooking.The hypothesis that the prolonged need to cook at home is zapping the pleasure it brings was disproven – holding true for only 1% of Americans. • Americans continue to turn to recipes more, searching for both simple, practical solutions as well as inspiring ideas. • Family meals stay in vogue, as almost half of Americans continue eating together more as a family. Intensified: • Confidence and Creativity in the kitchen have accelerated, as consumers increasingly discover new ingredients, brands and products. • More consumers plan to continue cooking more post-COVID, as they are finding it helps them save money, eat healthier, and generally feel good. Moderating: • Americans are still reporting they are wasting less food versus pre-COVID levels (41% of Americans), down 16 pts. versus Wave 1 results. • Consumers are still netting out eating more healthy foods and more indulgent foods (many doing both); although 56% of American’s are now eating more similarly to the way they did prior to COVID – an increase of ~ 14 pts. versus April. • Snacking is still higher but tapering for all but Single Person Households. Shift: • Ordering Take-Out and Delivery now surges, with a net increase of 1 out of every 5 Americans. • The battle of the bulge continues to rage for 30% of Americans, but now it is shifting to Single Member Households from Households with Kids. Importantly, almost 60% of consumers are maintaining their pre-COVID weight, up 11 pts. from April.
  4. 4. FPO 2019© 20212021 Summary of Key Findings AMERICA KEEPS ON COOKING! Based on the comparison of trends on the impact of COVID-19 on consumer’s food attitudes and behavior from April to December, the following is the expected trajectory of these practices in 2021.
  5. 5. FPO 2019© 2021 20% 40% 40% American’s continues to cook more (net 51%, up 8 pts) and bake more (net 34%), than they did prior to the onset of the pandemic and are now ordering take-out & delivery more (net 20%, up 28 pts). 12% 43% 46% BAKING 11% 35% 54% LESS THAN THE SAME AMOUNT MORE THAN… COOKING 38% 32% 30% ORDERING TAKE-OUT & DELIVERY 28% 50% 22% USING MAIL-ORDERED PREPARED MEALS OR MEAL KITS* *like Omaha Steaks or Blue Apron NET MORE/LESS: 43% 34% 8% 6% Home Cooking and Baking Continue to be on the Rise while Ordering Take-Out & Delivery Surges 7% 52% 41% 3% 43% 54% LESS THAN THE SAME AMOUNT MORE THAN… 22% 60% 18% NET MORE/LESS: 51% 34% 20% 4% APRIL2020DEC2020 P1-Q2. Please select the option that describes how often you cook now versus this time last year, before the coronavirus crisis. P1-Q3. Please select the option that describes how often you Bake now versus this time last year, before the coronavirus crisis. P1-Q4. Please select the option that describes how often you Order Take-Out and/or Delivery versus this time last year, before the coronavirus crisis. P1-Q5. Please select the option that describes how often you use Mail Order Prepared Foods or Meal Kits (like Blue Apron, Omaha Steaks) now versus this time last year, before the coronavirus crisis.
  6. 6. FPO 2019© 2021 Confidence in the Kitchen Continues to Soar Among Americans Who Are Cooking and Baking More Consistent with early pandemic learnings, 50% of the consumers who are cooking and/or baking more claim they are more confident in the kitchen, while another quarter of consumers are learning more and building greater confidence. NET MORE/LESS: 75% 1% 21% 28% 50% 1% 23% 26% 50% I am less confident about cooking. I am no more or less confident cooking than I was before. I am learningmore about cooking andstarting to buildmore confidence in the kitchen. I am more confident in the kitchen. CONFIDENCE LEVEL IN THE KITCHEN P1-Q2. Please select the option that describes how often you cook now versus this time last year, before the coronavirus crisis. P1-Q3. Please select the option that describes how often you Bake now versus this time last year, before the coronavirus crisis. P1-Q7. How would you describe your level of confidence regarding preparing food in the kitchen now versus this time last year, before the Coronavirus?
  7. 7. FPO 2019© 2021 1% 1% 4% 13% 39% 42% 2% 3% 21% 38% 35% I did enjoy cooking, butnow no longer enjoy it. I enjoy cooking less now than ever. I do notenjoy cooking now, to the same degree as before. I am neutral about cooking, neither enjoy nor dislike it. I enjoy cooking as much as ever. I enjoy cooking more nowthanever. ENJOYMENT LEVEL: IN COOKING Coronavirus Cocooning Re-Sparks the Joy in Cooking The joy of cooking only intensifies as pandemic restrictions continue, in contrast to the popular belief that “pandemic fatigue” has made cooking less enjoyable. Baking is also an increasing source of pleasure. NET MORE/LESS: • April’20: 33% • Dec’20: 40% NA P1-Q8. How would you describe how you feel about cooking now versus this time last year, before the coronavirus crisis? Select what best applies: P1-Q2. Please select the option that describes how often you cook now versus this time last year, before the coronavirus crisis. IN BAKING 51% 40% 7% 1% 1% 0% (> than pre-COVID*) P1-Q9. How would you describe how you feel about baking now versus this time last year, before the coronavirus crisis? Select what best applies: * Question added in DEC. 2020 / WAVE 2 only.
  8. 8. FPO 2019© 2021 Creativity in the Kitchen Continues to Climb, as Consumers Increasingly Discover New Ingredients, Brands and Products Now about half of consumers are discovering new ingredients (47%), brands and products (52%) and many continue to rediscover old favorites (24% - ingredients; 16% - brands and products). 24% 47% 62% 28% 57% 60% I am rediscoveringingredients I have not usedin a long time. I have discovered new ingredients I have not used before. I am using the same ingredients I always use. INGREDIENTS Cooking More Total 16% 52% 65% 18% 58% 65% I am rediscoveringbrands and products I have not used in a long time. I have discovered new brands andproducts I have not used before. I am using the same brands andproducts I always use. BRANDS AND PRODUCTS P1-Q12. During this time of Coronavirus Crisis, please select what is true of the ingredients you are using for cooking. Select all that apply: P1-Q13. During this time of Coronavirus Crisis, please select what is true of the brands and products you are buying. Select all that apply: DEC 2020 APRIL 2020 70% 71% 44% 38% 28% 24% DEC 2020 APRIL 2020 70% 71% 50% 45% 17% 15%
  9. 9. FPO 2019© 2021 4% 25% 71% 4% 45% 51% I will cook less than Idid before the coronavirus crisis. I will return to cooking thesameamount as I did before thecoronavirus crisis. I will continue to cook more often than I did before the coronavirus crisis. COOKING PRACTICES LONG-TERM New Habits Take Root: An Increasing Number of Consumers Intend to Continue to Cook More Post-COVID to Save Money, Eat Healthier and Feel Good Now 71% of Americans cooking more often plan to continue to do so, up 20 pts. since April, with leading reasons: saving money (67%), eating healthier (56%) and feeling good (56%) strengthening over time. WHY CONTINUE TO COOK MORE OFTEN 31% 38% 44% 45% 49% 50% 53% 56% 56% 67% 31% 30% 44% 50% 47% 49% 50% 48% 52% 58% I can showcase my cooking skills to friends and… Because I becamea better cook. Home cooking brings my family together. I find cooking relaxing. My family loves thefood I make. Home cooking tastes better. I can try new recipes. Cooking for myself/my family makes me feel good. It helps us eat healthier. It saves money. P1-Q10. When the coronavirus crisis comes to an end and we establish our new normal, what do you think will best describe your cooking practices? Select the option that best applies: NET MORE/LESS: • April’20: 47% • Dec’20: 67% Cooking MORE than pre-COVID April ’20 Dec. ’20 +9 pts. +4 pts. +8 pts. +3 pts. +1 pt. +2 pts. -5 pts. NC +8 pts. NC CHG vs. April ’20 P1-Q11. Why will you continue to cook more often? Please select all that apply P1-Q2. Please select the option that describes how often you cook now versus this time last year, before the coronavirus crisis.
  10. 10. FPO 2019© 2021 Americans Cooking and Baking More Continue to Favor Pasta/Rice,Vegetables and Eggs Trends are fairly consistent on the types of foods being prepared more often with Pasta/Rice,Vegetables and Eggs leading the pack and an uptick in the preparation of Sweet Baked Goods and Fish. 39% 43% 44% 47% 51% 52% 53% 56% 57% 63% 69% 70% 39% 41% 44% 40% 46% 50% 55% 52% 53% 66% 66% 72% Legumes/Beans Grains Baked Bread Goods Fish Baked Sweet Goods Poultry Red Meat Soups andStews Salads Eggs Vegetables Pasta/Rice TYPE OF FOOD PREPARING MORE OFTEN P1-Q2. Please select the option that describes how often you cook now versus this time last year, before the coronavirus crisis. P1-Q3. Please select the option that describes how often you Bake now versus this time last year, before the coronavirus crisis. P1-Q6. What types of food are you preparing more often? Select all that apply: +2 pts. +3 pts. +3 pts. +4 pts. +4 pts. -2 pts +2 pts +5 pts. +7 pts. NC +2 pts. NC CHG vs. April’20
  11. 11. FPO 2019© 2021 Family Meals Came Back into Vogue and are Becoming the New Normal About half of all consumers continue to eat together more as a family, with even stronger trends among Households with Kids. 13% 38% 49% LESS THAN THE SAME AMOUNT MORE THAN BEFORE COVID-19 EATING TOGETHER AS A FAMILY NET MORE/LESS: 36% 15% 44% 42% 11% 32% 58% LESS THAN THE SAME AMOUNT MORE THAN BEFORE COVID-19 2+/WITH KIDS 2+/NO KIDS NET MORE/LESS: 47% 27% APRIL2020DEC2020 1% 51% 45% LESS THAN THE SAME AMOUNT MORE THAN BEFORE COVID-19 NET MORE/LESS: 44% 5% 59% 36% 1% 44% 55% LESS THAN THE SAME AMOUNT MORE THAN BEFORE COVID-19 NET MORE/LESS: 54% 31% P1-Q14. What best describes how your meal consumption has changed since this time last year, before the coronavirus crisis? Select the situation that best applies.
  12. 12. FPO 2019© 2021 Consumers Continue to Waste Less Food (but to a lesser degree), while Trend of Meal Preparation Remains Consistent About 1/3 of consumers continue to prepare meals in advance and while many Americans are still wasting less food (41%), this is down 16 pts. from early in the pandemic. 57% 29% 13% LESS THAN THE SAME AMOUNT MORE THAN FOOD WASTE 17% 52% 31% MEAL PREPARATION (preparing meals in advance to eat at a later time) NET MORE/LESS: 44% 14% APRIL2020DEC2020 41% 43% 16% LESS THAN THE SAME AMOUNT MORE THAN 13% 56% 30% NET MORE/LESS: 25% 17% P2-Q6. And when it comes to your food waste, which items below describe your current practices compared to this time last year, before the coronavirus crisis? Select what best applies: P2-Q7. And when it comes to your meal preparation, which items below describe your current practices compared to this time last year, before the coronavirus crisis? Select what best applies:
  13. 13. FPO 2019© 2021 Americans Continue to Turn to Recipes, Searching for Both Simple, Practical Solutions as well as Inspiring Ideas Since April home cooks are relying even more on recipes, with consumers consistently searching for simple solutions (60%), ways to use pantry/refrigerator ingredients (51%) more inspirational ideas (51%) and healthier alternatives (47%), although there has been a notable shift away from everyday classics to trying new foods. 33% 39% 47% 51% 51% 60% 35% 40% 47% 45% 60% 61% I look for inspiration to learn new techniques in cooking (cooking projects). I look for newways to cook my family's favorites. I look for ways to cook healthier. I look for inspiration to try newfoods. I look for ways to use theingredients in my pantry/refrigerator. I look for simple,practical meal solutions. TYPES OF RECIPES SOUGHT 9% 12% 45% 34% DO NOT USE LESS THAN THE SAME AMOUNT MORE THAN RECIPE USAGE APRIL2020DEC2020 6% 3% 51% 40% DO NOT USE LESS THAN THE SAME AMOUNT MORE THAN NET MORE/LESS: 22% NET MORE/LESS: 34% -1 pt. -9 pts. + 6 pts. NC -1 pt. -2 pts. CHG vs. April’20 P1-Q 16. And when it comes to your use of recipes, which items below describe your current practices compared to this time last year, before the coronavirus crisis? Select what best applies: P1-Q17. When searching for recipes, what type of recipes do you look for? Select all that apply:
  14. 14. FPO 2019© 2021 Key Sources For Recipes Continues to be Websites, Word of Mouth and Social Media A slight tick down for recipe sourcing from Social Media stems from Pinterest usage among 35-49-yearolds (moving to a greater extent to other social media sites) and 50-64-yearolds (reducing their social media usage across most sites, but especially Pinterest). RECIPE SOURCES Facebook YouTube Instagram Pinterest Twitter TOTAL APR’20 71% 60% 58% 54% 31% DEC’20 71% 65% 60% 48% 30% 18-24 APR’20 48% 74% 61% 26% 19% DEC’20 49% 72% 51% 36% 26% 25-34 APR’20 66% 60% 63% 52% 31% DEC’20 66% 67% 65% 58% 32% 35-49 APR’20 73% 58% 57% 53% 31% DEC’20 74% 66% 66% 43% 31% 50-64 APR’20 83% 61% 52% 64% 34% DEC’20 86% 58% 49% 46% 26% Top Choice April to Dec Declines SOCIAL MEDIA PREFERENCES 0% 10% 20% 30% 40% 50% 60% 70% Noneof theAbove Radio Direct mail, email or newsletters Newspaper Podcasts Television Blogs Magazines Books or Cookbooks Social Media Friends/Family Websites Apr-20 Dec-20 P1-Q18. Now please think for a moment about what sources you use to find recipes. Please select all the sources you have used in the past few months. P1-Q19. Which specific Social Media sites do you use to find recipes? Select all that apply: 58% 51%
  15. 15. FPO 2019© 2021 Alcohol Consumption Increases Slightly Tracing to Higher Income Households and Millennials 25% 46% 29% LESS THAN THE SAME AMOUNT MORE THAN DRINKING WINE/BEER/SPIRITS NET MORE/LESS: 4% APRIL2020DEC2020 19% 54% 27% LESS THAN THE SAME AMOUNT MORE THAN P2-Q4. What best describes how your drinking has changed since this time last year, before the coronavirus crisis? Select the situation that best applies for wine/beer/spirits: NET MORE/LESS: 8% Drinking Wine/Beer/Spirits NET (MORE - LESS) April'20 Dec'20 1 Person HH 3% 20% 2+ HH No Kids 0% -6% 2+ HH with Kids 7% 14% <$35K -20% -17% $35K-$60K 2% 0% $60K-$100K 11% 19% $100K+ 20% 18% 18-24 -3% -7% 25-34 14% 12% 35-49 1% 14% 50-64 -1% 2% 65+ -3% -21% Net alcohol consumptions rises slightly more this survey wave, with a notable increase versus April in older Millennials and Single Member Households, up 17 pts.
  16. 16. FPO 2019© 2021 1/3rd of consumers claim to be eating more healthy foods and about the same amount claim to be eating more indulgent foods, with about half of each group claiming both. That said, 56% of American’s are now eating more similarly to the way they did prior to COVID – an increase of ~ 14 pts. versus April, suggesting we are moderating over time back to pre-COVID consumption patterns. 18% 41% 40% LESS THAN THE SAME AMOUNT MORE THAN 19% 42% 39% LESS THAN THE SAME AMOUNT MORE THAN EATING HEALTY FOODS NET MORE/LESS: 20% 22% EATING INDULGENT/COMFORT FOODS APRIL2020DEC2020 10% 56% 33% LESS THAN THE SAME AMOUNT MORE THAN 7% 56% 35% LESS THAN THE SAME AMOUNT MORE THAN NET MORE/LESS: 28% 23% P2 -Q2. What best describes how the kinds of foods you have been eating has changed since this time last year, before the coronavirus crisis? Select the option that best applies: P2-Q3. What best describes how your indulgent/comfort food consumption has changed since this time last year, before the coronavirus crisis? Select the option that best applies: Indulgent/Comfort Foods MORE 47% THE SAME 36% LESS. 17% Healthier Foods MORE 50% THE SAME 35% LESS 15% Consumers Still Net Out Eating Both More Healthy Foods and More Indulgent Foods (With Many Doing Both)
  17. 17. FPO 2019© 2021 Snacking Still High but Tapering For All but Single Person Households Almost one-third of all consumers say they are snacking more through-out the day, down from almost half of American’s in April. Net snacking is down dramatically for Households with Kids (-14 pts), but continues to climb for Single Person Households (+31 pts). 17% 37% 46% LESS THAN THE SAME AMOUNT MORE THAN SNACKING THROUGH-OUTTHE DAY NET MORE/LESS: 29% 39% 22% 38% 19% 40% 41% 14% 35% 50% 2+/WITH KIDS 2+/NO KIDS SINGLE HH APRIL2020DEC2020 10% 54% 35% LESS THAN THE SAME AMOUNT MORE THAN NET MORE/LESS: 25% P2-Q5. What best describes how your snacking has changed since this time last year, before the before the coronavirus crisis? Select the situation that best applies: NET MORE/LESS: 37% 22% -1% 11% 46% 43% 11% 59% 30% 14% 54% 37% 2+/WITH KIDS 2+/NO KIDS SINGLE HH NET MORE/LESS: 23% 19% 32%
  18. 18. FPO 2019© 2021 One Third of Consumers Continue To Gain Weight, but The Battle of The Bulge is Shifting to Single Member Households An increasing majority of American’s are maintaining their weight with the Coronavirus restrictions versus when the virus first hit. However, although trending down, 30% are still gaining weight.This issue is now more extreme with Single Member Households, whereas it was a bigger issue with 2+ Households with Kids earlier in the year. 11% 59% 30% 17% 48% 35% I AM LOSING WEIGHT I AM MAINTAINING MY WEIGHT I AM GAINING WEIGHT WEIGHT MANAGEMENT April'20 Dec'20 11% 51% 38% 14% 62% 25% 9% 60% 31% 2+/WITH KIDS 2+/NO KIDS SINGLE HH NET GAIN/LOSS: Dec’20 April’20 22%. 27% 11% 11% 27% 2% April’20 Dec’20 NET GAIN: 18% 19% P2-Q8. What best describes your weight since this time last year, before the coronavirus crisis? Select the statement that best applies. DEC 2020 APRIL 2020 41% 27% 29% 44% 57% 44% 14% 16% 27%
  19. 19. FPO 2019© 2021 Most Weight Gainers Increased Around 10 Pounds, With Leading Reasons Including a Less Active Lifestyle and Eating More Overall Weight gainers are struggling with a range of issues, without there being a single silver bullet solve. 30% I AM GAINING WEIGHT Weight Management P2-Q8. What best describes your weight since this time last year, before the coronavirus crisis? Select the statement that best applies. P2-Q9. How much weight have you gained? Amount of Weight Gained 5% 7% 12% 20% 35% 22% 31+ pounds 21-30 pounds 16-20 pounds 11-15 pounds 6-10 pounds 1-5 pounds P2-Q10. What do you think are the primary reasons you gained this weight? Select all that apply. 20% 26% 30% 30% 31% 32% 36% 37% 37% 38% 40% 42% 43% 49% Sleepinng Less Often Exercising Less Often BecauseGymis Closed Sleeping More Often Exercising Less Often due to Shift in Priorities Eating MoreBecauseI amDepressed Using Food More as a Formof Entertainment Eating MoreBecauseCooking and Baking More Eating MoreBecauseof Stress Exercising Less Often due to Lack of Motivation Eating MoreBecauseof Boredom Snacking More Eating MoreIndulgent/Comfort Foods Eating MoreOverall Living Less Active Lifestyle Primary Reasons
  20. 20. FPO 2019© 2021 Conversely, Most Weight Losers Dropped Somewhere Between 1-20 Pounds with Leading Reasons Including Living a More Active Lifestyle and Eating Less Reasons behind weight loss are more singularly focused on living a more active lifestyle, eating less and eating healthier. 11% I AM LOSING WEIGHT Weight Management P2-Q8. What best describes your weight since this time last year, before the coronavirus crisis? Select the statement that best applies. Amount of Weight Lost 13% 11% 17% 19% 21% 19% 31+ pounds 21-30 pounds 16-20 pounds 11-15 pounds 6-10 pounds 1-5 pounds Primary Reasons P2-Q11. How much weight have you lost? P2-Q12. What do you think are the primary reasons you lost this weight? Please select all that apply. 1% 2% 2% 2% 3% 4% 5% 6% 7% 8% 8% 8% 13% 16% 16% Eating Less Because of Boredom Sleep Less Often Sleeping More Often Snacking Less Exercising More Often duetoShift in Priorities Socializing Less Eating Less Because I am Depressed Eating Less Because of Stress Exercising More Often duetoHaving More Time Eating Less Indulgent/Comfort Foods Exercising More Often because I’m Working from Home Exercising More Often duetoHaving More Motivation Eating Less Because Cooking and Baking Healthier… Living More ActiveLifestyle Eating Less Overall
  21. 21. FPO 2019© 2021 Influencing Life Circumstances: April 2020 vs. Dec. 2020 Q20. Finally, thinking now about how your life and attitudes have changes since the beginning of the coronavirus lock-down (April) to how you feel now (December), please select all that is true for you: 10% 10% 11% 13% 13% 13% 15% 17% 17% 19% 22% 28% 30% I have moved toa new home I am hosting people in my home I am traveling for business or pleasure I or someonein my household has lost a job I started going back to thegym/fitness studio My kids areback to in-school learning I started going back to theoffice and amworking remotely less often I have begun to go out morethan before I am starting toeat out morein restaurants I am gathering with peopleoutsidemy homefor socialreasons Noneof the above I am more regularly shopping in stores likegrocery and drug stores Moneyis tighter than it was before Life changes from April 2020 to December 2020 American lifestyles have changed somewhat since the beginning of the COVID restrictions, with money being tighter for about one-third of respondents and a slight return to some practices like shopping and social gatherings. Single Member households have been hit the hardest financially. Single Member HH 2+ HH with no children 2+ HH with children 118% 102% 94% 90% 86% 123% 115% 133% 75% 97% 85% 107% 127% 76% 112% 93% 85% 106% 80% 85% 119% NA NA 147% 107% 79% 113% 122% 86% 96% 115% 67% 110% 133% 106% 87% 139% 97% 95% INDEX VS.TOTAL
  22. 22. FPO 2019© 2021 Survey Household & Age Profile Similar survey respondent profiles across both waves: primarily 2+ Households with Kids, followed by 2+ Households without Kids. Age Level Single Member Household Household Size is 2 or more with no children Household Size is 2 or more with children 18-24 11.8% 51.5% 36.8% 25-34 15.1% 33.3% 51.5% 35-49 14.2% 18.2% 67.6% 50-64 14.3% 33.3% 52.4% 65+ 25.0% 52.3% 22.7% The slight decline in Households with Kids trace primarily to 50-64 year olds. 50% 34% 16% Household Size is 2or more with children Household Size is 2or more with no children Single Member Household WHAT BEST DESCRIBES YOUR LIVING SITUATION NOW 56% 30% 15% Household Size is 2or more with children Household Size is 2or more with no children Single Member Household APRIL 2020 DEC 2020 Age Level Single Member Household Household Size is 2 or more with no children Household Size is 2 or more with children 18-24 20.0% 58.8% 21.2% 25-34 15.6% 33.9% 50.5% 35-49 13.7% 22.6% 63.7% 50-64 16.8% 41.3% 41.8% 65+ 22.5% 62.5% 15.0% Q1. What best describes your living situation now:
  23. 23. 2019© 2020 ©2021 HUNTER: Jennifer Mestayer jmestayer@hunterpr.com For Additional Information:

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