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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% 82%
  • Cleaning and organising my home ? 64% 64%
  • Cooking / baking ?‍? 59% 59%
  • Reading ? 52% 52%
  • Playing games (online, board games) ? 50% 50%
  • Exercising ? 44% 44%
  • Making home improvements / Redecorating ? 35% 35%
  • Creative activities (arts and crafts) ? 26% 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% 33%
  • Wtih my significant other 18% 18%
  • Wtih my friends 15% 15%
  • Wtih my kids 10% 10%

With myself (7%), Others (4%), No impact (12%)

Difficult realities of this situation are causing people to feel drained

 What’s making you feel drained lately?

“Processing all the information from the various news outlets.”

“Hearing about more changes to my source of income.”

“Constantly cooking, cleaning and taking care of others.”

“Stress from working out of the house, essential worker here, then having to come home to clean.”

(Click to scroll)

 

Being stuck at home, dealing with family and watching news is getting on people's nerves

 What’s been getting on your nerves?

“Having to deal with my family for extensive periods of time.”

“People who are not being careful with steps for health care.”

“Too much information and not enough answers.”

“No time alone and being stuck in the house.”

 

Uncertainties around the future, health and finances are keeping people up at night

 What’s been keeping you up at night?

“Thinking about the future. What’s ahead of us, the global ramifications, the personal changes ahead.”

“The thought of me or a family member getting sick.”

“Many things, but in particular, that I would remain unemployed or be unable to have a meaningful career any more.”

“Thinking about how long I’ll be stuck in the house and how long will it take until I can see my loved ones again.”

 

Kids are also finding it hard to cope

 How are your kids handling this?

“They are feeling boxed in and missing socializing with friends and family.”

“Anxious, homeschooling not working, bored, cooped up”

“So much pent up energy.”

“They think that this is ridiculous and is costing them their youth.”

 

Nevertheless, support from family and following a routine is helping people stay grounded

 What helps to keep you grounded through this?

“My husband and friends make me feel grounded. They remind me of what’s truly important and how lucky we are to live where we live and enjoy the lifestyle that we do.”

“The forms of exercise that I can still get, online contact with friends and relatives, and fasting.”

“Connecting with others and sharing experiences.”

“My spirituality, daily routine, reading books.”

 

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

Some are leveraging online sources for adapting a new fitness routine

“I’ve been using Pinterest for workouts, instagram for fitspo and nutrition, YouTube to learn how to do exercises and bought a yoga mat. It’s been really helpful so far and I like it.”

“Doing workouts with my Tai Chi class via Zoom.”

(Click to scroll)

Others are trying to use what they have at home

“I live on the 7th floor of a condo. I do stairs more frequently than I used to.”

“I’m doing more on the treadmill when I can’t get out to walk and lifting weights more.”

Some are taking advantage of workout opportunities available in their natural surroundings

“Just going out for walks with the kids and exploring our neighborhood.”

“Chopping firewood and clearing land.”

%

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% 24%
  • Adult pain and fever relief (e.g., Tylenol, Advil) 23% 23%
  • Allergy (e.g., Benadryl, Claritin, Allegra, Reactine) 14% 14%
  • Cough/cold/flu (e.g., Robitussin, Mucinex, Theraflu, NyQuil) 10% 10%
  • Immunity Support (e.g., Emergen-C/Zinc/Airborne) 8% 8%
  • Sore throat relief 8% 8%
  • Kids pain and fever relief 7% 7%
  • Probiotics (e.g., Culturelle, Align) 6% 6%
  • Sleep Aid (e.g., Tylenol PM, Melatonin, ZzzQuil) 4% 4%
  • None of these 51% 51%

OTC Usage (among those who bought)

  • Vitamins/supplements (e.g., Vitamin C, Vitamin B12, Multi-vitamin) 53% 53%
  • Adult pain and fever relief (e.g., Tylenol, Advil) 41% 41%
  • Allergy (e.g., Benadryl, Claritin, Allegra, Reactine) 25% 25%
  • Sore throat relief 17% 17%
  • Sleep Aid (e.g., Tylenol PM, Melatonin, ZzzQuil) 14% 14%
  • Immunity Support (e.g., Emergen-C/Zinc/Airborne) 14% 14%
  • Cough/cold/flu (e.g., Robitussin, Mucinex, Theraflu, NyQuil) 11% 11%
  • Kids pain and fever relief 10% 10%
  • Probiotics (e.g., Culturelle, Align) 8% 8%
  • None of these 8% 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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