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Research

Consumer Mindset – May

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Naomi Staff, Managing Director

by Naomi Staff, Managing Director

Core Research

Looking into the Summer Months.

After 15 months of researching this pandemic, we are beginning to see the impact of vaccines in Ireland. Not only is this improving our health, but with 2 million vaccine doses now administered in Ireland, it is also improving our confidence and outlook about the months and year ahead.

Therefore, this month our Consumer Mindset report has focused on how this increased level of optimism may translate into behaviours or intentions this summer and beyond.

 


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A change in confidence.

You don’t need our research results to tell you that the nation’s mood has significantly changed in recent weeks. We have moved from a state of languish, but have yet to enter a period of flourishing.

While 63% of adults now say they are optimistic that Ireland can overcome the COVID-19 situation, 45% of adults remain naturally concerned.

 


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This growing confidence is a result of the continued roll-out of the COVID-19 vaccine and the easing of restrictions, hopefully for the last time.

As the nation finds its footing again, one thing is certain,  we will push for a better tomorrow.

What will change as a result of the vaccine?

COVID-19 has affected us all. How we behave, spend and consume will never be the same. We see a focus on increased spending in categories outside of the home – and this includes eating out, travel and picking out a new wardrobe.

Over one-third of the adult population in Ireland plan to increase their spending in these areas, and the adoption of online shopping will remain in place, despite physical retail
re-opening.

Categories such as electronics, clothing, footwear and even furnishing will all continue to have demand through online channels, with over 30% of under 40s saying they will continue to use digital sales channels.

Health and Happiness

We explored the priorities of the nation in the year ahead. After the vaccine, what areas will we focus on? We want to make life better – for ourselves and others. Staying active and healthy is the number one priority, while spending more time with family is also more important than work life or friends.

The public opinion is divided on society’s greatest priority with getting people back to work, improving the health system and building affordable homes all playing a role depending on the the age you are.

The year ahead will be a balanced approach, for us all.

 

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