大流行后的新現(xiàn)實(shí)和慣例

SURVEY+SEGMENTATIONANALYSIS

NewRealities

&Routines

AboutthisReport

Numerator’sNewRealities&Routinesstudy,basedonacustomNumeratorsurvey&segmentationanalysisofover10,000

consumers,dissectsthevariousmarketdynamicsaffectingtoday’sconsumersandprovidesanin-depthunderstandingofhow

consumerstodayarefaringwhenitcomestotheirfinancesandincreasedpost-pandemicflexibility.

TheNewRealities&RoutinesSurveywasfieldedto10,010consumersbetween4/8/22and4/14/22.Weutilizedthissinglesurvey

tocreatecustomgroupsbasedontwokeythemescompaniesarechallengedtounderstandtoday:

“NewRealities”

Leveragesacustomsegmentationanalysis

investigatinghowinflationhasandwillimpact

consumersacrossvariousfinancialsegments.

“NewRoutines”

Leveragesacross-sectionofrespondents’work-

from-homestatustounderstandconsumption

behaviorswithinthelandscapeoftoday’sworkforce.

VerifiedshoppingbehaviorsofthesegroupswereanalyzedusingNumeratorInsights.

ExecutiveSummary

NEWREALITIES

Consumersarefacingharshfinancialrealities,withfewerthanhalffeelingcomfortableintheircurrentsituations.

?Financialstrugglesspanincomelevels–manyhighincomehouseholdsarestrugglingjustasmuchaslowincomeones.

?Inflationismoreheavilyimpactingthosealreadystruggling,andconsumersexpectittogetworsebeforeitgetsbetter.

?Householdswithmorefinancialflexibilityarestocking-uponsaleitemsandsearchingfordealsratherthancuttingbackonnon-essentialspending.

?Spendinginnon-essentialcategorieswasdowninthefirstthreemonthsof2022vs.2021,particularlyamongstrugglinghouseholdswithlowpurchasepower.

JUMPTOSECTION

NEWROUTINES

Consumersareadjustingtopost-COVIDroutinesandlifestyles,heavilyimpactedbytheircurrentworkstyles.

?Workstyleshaveaclosetietopersonallifestylepreferences,withon-siteworkersfavoringout-of-homeactivities.

?Remote&hybridworkersarespendingmoreonline,tech-forwardinboththeirworkstylesandshoppingmethods.

?Averagegroceryspend&mealkitusageremainshighamongindividualsworkingfromhome,asdoestheirmediaconsumptionandtechnologyusage.

?On-siteworkersaredrivingQSRtrips—particularlyatbreakfasttime.Theyarealsodrivingweekdayin-storeshoppingtripsalongwithnon-workingindividuals.

JUMPTOSECTION

NewRealities

Howareconsumersfaringfinancially?

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

AdvancedSegmentationAnalysis–FocusGroups

“NewRealities”Segments

STRUGGLING+LOW

PURCHASEPOWER

(19%)

Thisgroup’sfinancesareextremelytightandinflationhasimpactedthemheavily,leadingtodecliningfinancialsituations.Individualsinthisgrouphavelowerincomesandarehighlyconcernedaboutthefuture&makingendsmeet—halfofthegroupmembersarenotcurrentlyemployed.

STRUGGLING+HIGH

PURCHASEPOWER

(13%)

Financesarealsotightforthisgroup,thoughtheyhaveslightlyhigherincomestoworkwiththanstrugglinglowpurchasepowerconsumers.They’veexperiencedheavyinflationimpacts&decliningfinancesoverthepasttwoyears,andtheyareveryconcernedaboutthefuture.

PUSHINGON

(29%)

Neutralorcomfortablewithfinances,thisgroupskewsabityoungerandhasonlyexperiencedslightinflationaryimpacts.Theseindividualsarelessworriedaboutinflationormakingendsmeet,andtheirfinanceshavegenerallyimprovedorheldsteadyinthepasttwoyears.

PROSPERING

(30%)

Thisgroupfeelscomfortablewiththeircurrentfinancesandhasexperiencedlittle-to-noinflationaryimpactto-date.Theirfinancialsituationhasgenerallyimprovedoverthepasttwoyearsandthey’remoreconcernedwithwork,familyandworldeventsthantheyaremakingendsmeet.

COMFORTABLYRETIRED

(9%)

Comfortablewithfinances,individualsinthisgrouphaveanaverageageof66andnonearecurrentlyemployed.Thevastmajoritysayinflationhasnotimpactedtheirfinances,andthey’renotworriedaboutitinthefuture.Theirfinancialsituationhasstayedthesameinthepasttwoyears.

PURCHASEPOWERDEFINED:themostaccuratepictureofaconsumer’sbuyingpowerwhich

takesannualincomeandcontrolsforhouseholdsizeandregionalcostofliving.

SegmentProfiles

Thelayerednatureofadvancedsegmentationsallowsforamorenuancedunderstandingofthesegroupsandhowthey’retrulyfaring.Demographically,strugglinghighpurchasepowerconsumerslooksimilartoprosperingconsumers—highincome,full-timeemployed,suburbanhomeowners—buttheyarelivingtwofinancialrealities.

SEGMENTPROFILES|%OFGROUP(INDEXVS.TOTAL)

STRUGGLING

(LOWPP)

44%Boomers+(124)

65%LowIncome(209)

32%Rural(117)

36%RetiredorDisabled(145)

39%RentHome(132)

STRUGGLING

(HIGHPP)

33%GenX(130)

80%HighIncome(190)

40%Suburban(110)

60%EmployedFull-time(128)

70%OwnHome(112)

PUSHINGON

PROSPERING

COMFORTABLYRETIRED

52%GenZ/Millennial(133)56%LowIncome(180)39%Urban(111)

36%StudentorPart-Time(144)

37%RentHome(126)

76%Age65+(312)

58%HighIncome(139)

37%Rural(133)

90%RetiredorHomemaker(359)

91%OwnHome(147)

70%Millennial/GenX(132)

83%HighIncome(199)

42%Suburban(114)

71%EmployedFull-time(153)

71%OwnHome(115)

NumeratorInsights3Mending3/31/22

SegmentsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

75

FINANCESVS.2YA

Thesegroupsarelargelydefinedbytheirfinances–bothcurrentandpast.

Whilehouseholdsintheprosperingsegmentfeelcomfortablewiththeircurrentfinancialsituations,they’vealsoseenthemostimprovementoverthepasttwoyears.Strugglinghouseholds,ontheotherhand,arefeelingtheirfinancialsqueezeworsenovertime.

FINANCESBYCONSUMERSEGMENT

DECLINEDSTAYEDSAMEIMPROVED

100

50

-

AVERAGE

PROSPERING

PUSHINGON

COMFORTABLYRETIRED

STRUGGLING

(LOWPP)

STRUGGLING

(HIGHPP)

25

50

-VERYTIGHT

VERYCOMF.00

SOMEWHATTIGHT

NEUTRAL

COMFORTABLE

CURRENTFINANCIALSITUATION

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)|*Bubblessizedby#ofhouseholdswithineachgroup

Whichofthefollowingbestdescribesyourcurrentfinancialsituation?/Howwouldyoucompareyourcurrentfinancialsituationtotwoyearsago?

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Whateffecthaverisingprices/inflationhadonyourfinancialsituationinthepastfewmonths?

Small

41%

9%10%

54%

32%

28%

16%

11%

6%

1%0%

14%

6%

Inflationhasdisproportionatelyaffectedthosealreadystruggling.

Overnine-in-tenconsumersayinflationhasimpactedtheirfinancesinsomeway,butforstrugglinghouseholds,theimpacthasbeentwiceassignificant.Mostconsumersinthepushingon,prosperingorcomfortablyretiredsegmentssayinflationimpactshavebeenminimal.

INFLATIONIMPACTPASTFEWMONTHS

TotalStruggling(LowPP)Struggling(HighPP)PushingOnProsperingComfortablyRetired

85%

80%

72%

74%

62%

Largeimpact

impact

Noimpact

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Howdoyouexpectrisingprices/inflationwillaffectyourfinancialsituationinthenextfewmonths?

40%

Butmanyexpectinflationsimpacttoworsenincomingmonths.

Two-in-fiveconsumersbelieveinflationwillhaveagreaterimpactontheirfinancialsituationinthenextfewmonthsthanithasto-date–abeliefthatnearlydoublesamongstrugglinghouseholds.Comfortablyretiredhouseholdsareleastconcernedwithfutureinflationeffects.

INFLATIONIMPACTNEXTFEWMONTHSVS.NOW

TotalStruggling(LowPP)Struggling(HighPP)PushingOnProsperingComfortablyRetired

69%

62%

46%

44%44%

40%

32%

26%

19%

14%

10%

6%

1%0%

17%

25%

32%

23%

22%

11%

4%

6%

7%

ItwillhaveagreatereffectItwillhaveanequaleffectItwillhaveasmallereffectItwillnotaffectme

Nearlyallhouseholdsaretakingsomestepstocombatrisingprices.

Only5%ofconsumersoverallsayrisingpriceshavenotchangedtheirshoppingbehaviors.Themostcommonadjustmentshavebeenstockinguponsaleitemsandsearchingforcoupons&promotions.Inthecomingmonths,consumersexpecttoincreaseallmoney-savingopportunities.

INFLATIONRESPONSES

PastFewMonthsNextFewMonths

51%

53%

51%

50%

46%

49%

47%

42%

42%

41%

43%

38%

39%

36%

32%

28%

31%

28%

18%

14%

Stockupon

SearchforDecreasespending

Makefewer

Reducethe

Shoparoundmore

Purchasefewer

Switchtoaless

Stopspendingon

Pausemajor

essentialswhen

coupons,promos,onnon-essentials

shopping

amountIdriveto

tofindthebest

itemsthanI

expensivebrand

certainthings

financial

they’reonsale

orsales

trips/purchases

saveongas

deals

usuallywould

option

commitments

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Haveyoudoneanyofthefollowinginrecentmonthsinresponsetorisingprices/inflation?/Doyouplantodoanyinthenextfewmonths?

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Doyouplantodoanyofthefollowinginthenextfewmonthsinresponsetorisingprices/inflation?

Inflationresponsevariesbygroup,withstrugglinghouseholdscuttingthemost.

Cn本本!u?on本uou-e22eu本!al2beuq!u?!2本pe上!L2本2本eb上oL山o2本2本Ln??l!u?pon2epolq2'2o山e本p!u?上!uauc!all入上lex!plecou2n山eL2aLea^o!q!u?Mpeubo22!ple.lu2本eaq'本pe2epon2epolq2aLeob本!u?上oLconbou2auq2本oc卜!u?nbou!本e山2Mpeu本pe入上!uq2ale2冬qeal2.2本Ln??l!u?pon2epolq2aLeal2o山a卜!u?山oLeaq讀n2本山eu本2本o本pe!Lpepa^!oL2'M!本po^eLpal上baL本!c!ba本!u?!u2+山oue入-2a^!u?山ea2nLe2'co山baLeq本o本MooLle22上oLo本peL?Lonb2.

TOP5INFLATIONREACTIONSBYSEGMENT

STRUGGLING

(LOWPP)

Decreasenon-essentials66%Searchforcoupons63%Makefewerpurchases59%Drivelesstosaveongas58%

Purchasefeweritems57%

STRUGGLING

(HIGHPP)

Decreasenon-essentials66%Searchforcoupons61%Stockuponsale58%

Makefewerpurchases58%

Drivelesstosaveongas54%

PUSHINGON

Searchforcoupons47%Stockuponsale46%Decreasenon-essentials41%Makefewerpurchases40%

Shoparoundfordeals37%

PROSPERING

Searchforcoupons49%Stockuponsale48%Decreasenon-essentials42%Shoparoundfordeals40%

Makefewerpurchases36%

COMFORTABLYRETIRED

Stockuponsale59%

Searchforcoupons55%

Makefewerpurchases45%

Drivelesstosaveongas43%

Shoparoundfordeals41%

NumeratorInsights3Mending3/31/22vs.YA

GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Non-essentialspendingcutsarealreadyevidentforsomeconsumers.

Comparedtothefirstthreemonthsof2021,mostconsumersthisyearspentlessonnon-essentials,withappareltheonlyexception.Struggling,lowpurchasepowerhouseholdssawthemostnoteworthyspendingdeclines,andcomfortablyretiredhouseholdstheleast.

OBSERVEDSHOPPINGBEHAVIOR

Q12022BUYRATEINDEXVS.Q12021

APPAREL

ELECTRONICS

HOME&GARDEN

TOOLS&HOMEIMP.

TOTAL

109

89

86

93

STRUGGLING(LOWPP)

89

81

84

101

STRUGGLING(HIGHPP)

136

74

83

93

PUSHINGON

101

93

84

109

PROSPERING

120

95

86

82

COMFORTABLYRETIRED

100

103

108

80

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)|*Amongthosewhosaidthey’ddecreaseorstopspending(n=5,414)

Wheredoyouplantodecrease/stopspendinginresponsetorisingprices/inflation?

Restaurants

Apparel

Recreational

Electronics

Movingforward,consumersaremostlikelytoadjustdiningexpenses.

Ofthe54%whosaidthey’lldecreaseorstopspendingonnon-essentialitems,restaurantandnon-essentialfooditemstoppedthelistforexpectedcuts,followedbyapparelandrecreationalactivitieslikemovies&concerts.

EXPECTEDNON-ESSENTIALSPENDINGCUTS

59%

57%

54%

48%

42%39%

36%

35%

33%

33%

Non-essentialfood

items

activities

Travel/VacationHomegoods

Home

improvementprojects

Beauty/Cosmeticitems

Giftsforothers

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Thinkingaboutyourexpectationsforyourlifeoverthenextyear,wouldyousayyouroutlookis…?

Astheylooktothefuture,thesegroupshavevaryinglevelsofoptimism.

Overall,thoseintheprosperingorpushingongroupshavethemostfavorablefutureoutlook,aidedbytheirincreasingfinancialsecurity.Strugglinggroupsarefeelingmoreneutral,thoughatleastathirdsaytheiroutlooksaresomewhatorverypositive.

FUTUREOUTLOOK

TotalStruggling(LowPP)Struggling(HighPP)PushingOnProsperingComfortablyRetired

44%

29%

24%

13%

10%

7%7%

3%

38%

20%

6%

36%36%

28%28%

24%

20%

29%

25%

5%

40%

21%

35%

23%

9%

2%

11%

4%

24%

1%

VerynegativeSomewhatnegativeNeitherpositivenornegativeSomewhatpositiveVerypositive

Andeachgrouphasvastlydifferentconcernsfortheyeartocome.

Whileworldeventsarethetopconcernoverall,consumersinthestrugglinggrouparefirstandforemostworriedaboutmakingendsmeet.Thosewithmorebudgetflexibilityareworriedaboutworldevents,work&family,newCOVIDwavesorotherhealthconcerns.

PRIMARYCONCERNFORTHECOMINGYEAR

TotalStruggling(LowPP)Struggling(HighPP)PushingOnProsperingComfortablyRetired

49%

39%

37%

28%

23%

22%

20%

20%17%

18%

18%

15%

18%16%

14%

14%

14%11%

13%11%

11%

13%13%14%

9%10%

8%9%

8%

10%

4%

4%4%

0%

Abilitytomakeendsmeet

0%

Worldevents

Health-related

Family-related

COVID-19*

Work/School-related

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Whatdoyouthinkyourprimaryconcernwillbeoverthenextyear?(*NewwaveorvariantofCOVID-19)

KeyTakeaways

NEWREALITIES

?Inflationwillimpactallshoppersnomatterwhat,butthewaytheyrespondwilldifferbysegment.Strugglinghouseholdsarethebiggestconcernastheywilldropoutofcategoriesentirely,meaningpromotionsarecrucialinretainingcategoryhealth.

?Companieswillneedtobringtargetedmessagingtoeachsegmentinawaythatisappropriateandrespectfultothosefacingfinancialhardships.

?Anuancedunderstandingofconsumersegmentswillcontinuetobehighlyimportant,asahousehold’sgeneraldemographicprofileorincomelevelisn’tnecessarilyindicativeoftheirfinancialwellness.

NEWROUTINES

NEXTSECTION

NewRoutines

Whatdo“post-COVID”lifestyleslooklike?

“NewRoutines”WorkGroups

FULLYREMOTE

(16%)

FullyremoteworkersaremorelikelytobeMillennial&GenXhighincomeindividualslivingincities.They’reheavyonlineshoppersandplaceonlineordersmorefrequentlythananyothergroup.Theirmostcommonprofessionsincludefinance,banking,insurance,sales,ITservicesandhumanresources.

HYBRIDWORK

(17%)

HybridworkersareprimarilyhighincomeGenZandMillennialslivingincities.They’relesslikelytoenjoycookingandareheavyusersofmealkits&deliveryservices.Theirprimaryoccupationsincludepost-secondaryeducation,realestate,architecture&design,lawandadvertising.

FULLYON-SITE

(38%)

On-siteworkersskewslightlyyounger,thoughspanallincomelevelsandurbanicitiesfairlyequally.TheyenjoygettingoutofthehouseandvisitQSRsmorefrequentlythanotherworkinggroups,particularlyforbreakfast.Manyarefront-lineworkersinteaching,healthcare,foodservicesandmanufacturing.

NOTWORKING

(29%)

Thisgroupisprimarilycomprisedofretiredindividualsovertheageof65.They’remorelikelytoliveinruralsettingsandcomefromtwo-personhouseholds.Intheirfreetime,theyenjoymanyleisureactivitiessuchasreading,gardening&landscaping,cookingandgoingouttoeat.

ANOTEONWORKSTYLEPROFILES:WhileworkstyleswereidentifiedviatheNumeratorNewRealities&Routinessurvey,theseprofileswerebuiltoutusingNumeratorInsightsAdvancedPeopleProfile&PremiumPeopleProfilereports.

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)|NumeratorInsights

Whichofthefollowingbestdescribesyourcurrentworkarrangement?

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Howwouldyoubestdescribeyourpreferredlifestyletoday?

43%44%

41%40%

Workstyleshaveanoteworthytietopersonallifestylepreferences.

Acrossgroups,mostconsumersareequallyhappystayinginorgettingoutofthehouse,preferringamixofbothintheirpersonallives.Personalpreferencesarereflectedprofessionally,though,withremoteworkersmostlikelytopreferstayinginandon-siteworkersgoingout.

LIFESTYLEPREFERENCES

TotalFullyRemoteHybridFullyOn-SiteNotWorking

47%

16%

8%

18%

13%

10%

24%

14%

10%

6%

19%19%

16%16%

9%

6%

17%

15%

17%

17%

15%

IenjoyspendingtimeathomeIslightlypreferstayinghomeIfindstayinghomeandgetting

andpreferstayinginovergoingovergoingoutoutofthehouseequally

outenjoyable

Islightlyprefergoingoutoverstayinghome

Ilovetogetoutofthehouseandtrytodosoasfrequentlyas

Ican

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Asrestrictionscontinuetoliftacrossthecountry,whatisyourcurrentlevelofconcernasitrelatestotheCOVID-19pandemic?

Buttheseworkstyleshavelesstietoongoingpandemicconcerns.

Asidefromthosenotworking—primarilyolder,retiredindividualswithaslightlyhigherlevelofCOVID-19concern—today’sworkstylesarenotnotablytiedtoCOVIDconcerns.Whethergoingtoworkregularlyorworkingfromhome,mostconsumershavelowlevelsofpandemicconcern.

COVID-19CONCERN

TotalFullyRemoteHybridFullyOn-SiteNotWorking

37%

39%38%

35%

36%

25%25%

23%24%

21%

21%

20%

18%

17%

15%

15%

15%

16%16%

12%

8%

7%6%6%6%

NotatallconcernedNotveryconcernedSomewhatconcernedVeryconcernedExtremelyconcerned

Remote&hybridworkersaretech-heavyintheirpersonallives,too.

Formany,workingfromhomefullorparttimetranslatestomoretimeonapersonalcomputer.Butthesegroupsalsohaveanaffinityforpodcasts,socialmedia,andsmarthomedevices.On-siteworkersandthosenotworkingaremuchlesstiedtotech.

MEDIA&TECHNOLOGYPROFILES|%OFGROUP(INDEXVS.TOTAL)

FULLYREMOTE

20%Technologyinnovators(137)

37%UsePC8+hrs.daily(171)

18%Usemobile8+hrs.daily(128)

26%Listentopodcasts(125)

28%LinkedInusers(147)

47%Ownsmarthomespeaker(107)

HYBRIDWORK

18%Technologyinnovators(118)

35%UsePC8+hrs.daily(163)

18%Usemobile8+hrs.daily(123)

28%Listentopodcasts(138)

31%LinkedInusers(165)

51%Ownsmarthomespeaker(115)

FULLYON-SITE

43%Technologyearlymajority(106)19%UsePC6-8hrs.daily(111)38%Usemobile3-5hrs.daily(108)47%ListentoAM/FMradio(106)28%Snapchatusers(113)

43%Ownsmarthomespeaker(97)

NOTWORKING

21%Technologylatemajority(119)28%UsePC1-2hrs.daily(152)10%Usemobile<1hr.daily(169)20%Readprintnewspaper(128)79%Facebookusers(106)

40%Ownsmarthomespeaker(90)

NumeratorInsights3Mending3/31/22

GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Andmediapreferencesareevidentinadvertisingawareness.

Likemanyotherareasoftheirlives,remoteandhybridworkerslearnaboutofferingsanddealsdigitally.Individualswhoarenotworkingtendtofindoutviafriends&familyorinprintmedialikenewspaperormagazines.

NEWOFFERINGS&DEALAWARENESS

TotalFullyRemoteHybridFullyOn-SiteNotWorking

35%

30%30%30%

36%

34%

33%

32%

32%

31%

31%

30%30%

28%

32%33%

30%30%

28%

27%

26%

24%

28%28%

25%

23%

18%

17%

19%19%

Friends/FamilyEmailpromotionsMobileappsSocialmediaOnlineadorbannerNewspaper/Printad

NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Beforeyoushop,wheredoyoutypicallylearnaboutnewofferings,deals,etc.?

NumeratorInsights3Mending3/31/22|FMCG+Specialtyvs.eCommerce

GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Total

TOTAL

FullyRemote

FULLYREMOTE

Hybrid

HYBRIDWORK

FullyOn-Site

FULLYON-SITE

NotWorking

NOTWORKING

Tech-forwardworkstylestranslatetoheavieronlinespending.

Remoteworkersspendoverafifthoftheirdollarsonline,nearlyfoursharepointshigherthantheaverageshopper.Individualswhodon’tcurrentlyworkspendtheleastonline,acombinedeffectofmoretimetospendoutofhomeandanoldergenerationalskew.

OBSERVEDSHOPPINGBEHAVIOR

SHAREOFSPENDIN-STOREVS.ONLINE

In-StoreOnline

82.5%

78.4%

82.0%

83.6%

84.0%

18.0%

16.0%

16.4%

21.6%

17.5%

NumeratorInsights3Mending3/31/22|FMCG+Specialty

GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

Weekdayin-storetripsaredrivenbyon-siteandnon-workingindividuals.

Remoteworkersarelesslikelytoventureoutduringtheworkweekandmakemorein-storetripsonSaturdaysthananyothergroup.Meanwhile,on-siteworkersandthosenotcurrentlyworkingmakemoreoftheirtripsonweekdays,avoidingpeakperiods.

OBSERVEDSHOPPINGBEHAVIOR

%OFGROUP’SIN-STORETRIPSBYDAY

FullyRemoteHybridFullyOn-SiteNotWorking

18%

17%

16%

15%

14%

13%

12%

11%

10%

MondayTuesdayWednesdayThursdayFridaySaturdaySunday

Restaurant

NumeratorInsights3Mending3/31/22

GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)

$597

$134

$133

$131

8.3%

$121

6.0%

4.8%

3.2%

Remote&hybridworkersspendmoreongroceriesandfavormealkits.

Naturally,moretimeathomemeansmoremealsathome,translatingtoasignificantlyhighergroceryspendthanthoseworkoutsideoftheirhomes.Additionally,thoseworkingfromhomeareroughlytwiceaslikelytousemealkitsasthosewhoworkon-site.

OBSERVEDSHOPPINGBEHAVIOR

AVERAGEMONTHLYSPENDING/%OFMEALKITUSERS

TotalFullyRemoteHybrid