COVID-19Insights Briefing

P u b l i s h e d : 5 / 6 / 2 0 2 0

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22

Executive Summary:

1

Topic Key Data, Findings and Insights

COVID-19 Spread

and Response

There are now over 1.1 Million people in the U.S. who have been diagnosed with COVID-19 and over 70k virus-related deaths.

The U.S. daily case growth rate is down to ~2%, but still adding roughly ~25K new patients a day.

Also encouraging, the # of daily virus-related deaths and new hospitalizations continue to show positive downward trajectories.

Level of virus testing has grown to ~200k tests / day, trending up 20% from a week ago.

To date, the virus has hit the Metro/Urban counties the hardest, but patients and virus-related deaths have grown the fastest in rural counties the past two weeks.

Over half of the states have started or announced plans for partial re-opening.

2 Macro

Scenarios and

Data

Most of the world’s financial markets have re-bounded to levels near their respective Jan 1, 2020 levels, with Oil still down significantly.

3.8M Americans filed for initial unemployment benefits this week, the fifth week to post week-over-week declines. Consumer sentiment around concern for virus infection continues to remain near 70%; concern about the virus’s impact on the economy still around 90%; however, the percent of consumers who strongly believe “the worst is yet to come for the U.S.” has started to recede.

3 State of the

Marketplace

In most recent week of scanner data, total retail was up 16% in terms of $ growth.

Foodservice transactions continue to contract, although restaurant erosion rate is less pronounced in the past 2 weeks.

Retail shopping HHs continue to flatten. High spend per trip remains, contributing to increased retail sales vs. benchmark.

Within ecommerce POS, online grocery shoppers are indicating increased usage of Local Delivery, which has best NARTD Incidence. Instacart sees large trip growth and reports first ever net profit.

4State of the

Customer and

Consumer

Foodservice operators are promoting ‘Comfort’ and ‘Family Meals’. Diners are searching of discounts and value.

While shoppers stocked up on shelf-stables, many are not consuming as much as they expected. consumers state they are using more Household products, Snacking and Bread/Baking.

Drastic changes in shopping behaviors are leveling off. Value and safety increase in importance when choosing retailers. Availability drops in priority as in-stock levels improve across most categories.

The number of consumers who “see significant changes on the horizon” has increased significantly in the past month. The most significant disruptors focus on travel, transportation & entertainment. Americans living in large cities show notably less fear than those in other areas.

Within social media, consumers increasingly talking about ‘self-care,’ ‘hope’ and ‘loneliness’ as other COVID topics, like handwashing and toilet paper, recede.

In the 2008/09 Great Recession, consumers gravitated to comfort and personal indulgence. High income consumers splurged on premium items while low-to mid-income households looked for affordable indulgences and more affordable pack-sizes.

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Rate of daily patients in the US dropped below 30K. The number of virus-related deaths and hospitalizations continue to trend below peak levels

Sources: OurWorldinData.org/coronavirus-data accessed on May 5, 2020 at 10 am.

Daily New Hospitalized Patients (Total US)

1 COVID-19 Spread

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75

0.1K

10,000.0K

10.0K

1.0K

100.0K

1,000.0K

Daily Tests (Total US)

7 day increase

Updated 5/5

190k

27-

Apr

4-

May

232k

+22%

1,118K

Timeline of number of diagnoses

since 100th Patient

Click to Appendix for Additional Details

0K

10K

30K

20K

40K

1-

Mar

5-

May

Daily New COVID Patients (Total US)

26K

0

1,000

2,000

3,000

4,000

1-

Mar

5-

May

Daily New COVID Deaths (Total US)

3-May19-Apr12-Apr29-Mar22-Mar 5-Apr 26-Apr 10-May

4K

0K

2K

6K

US

Italy

China

Japan

Spain

UKIn NYC, surge field-medical facilities at Central Park and Javits

Center closed due to decreasing need

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While the virus has hit metro counties (heavily led by NYC) the hardest, the # of virus patients and related deaths has grown the fastest in rural counties most recently

1 COVID-19 Spread New Content 5/1

327.5

17.0

114.9

4.4

COVID-19 Patients

Per 100k People

Deaths per

100k People

Rural CountiesMetro Counties

The virus has hit the metro

counties the hardest so far

…But Impact is growing the

fastest in rural counties recently

26%

38%

68%

113%

45%

46%

125%

169%

Deaths

Patients

Deaths

Patients

Metro Rural

On

e W

eek

Incr

ease

Tw

o W

eek

Incr

ease

Data as of 4/27/20

Sources: Kaiser Family Foundation Analysis ( John Hopkins University, US Census Bureau and Federal Office of Rural Health Data)

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More than half of the states have either reopened partially or have announced plan to re-open; however mobility data suggests Americans largely still sheltering in place

1 COVID-19 Response Updated 5/5

Shutdown /Restricted Reopening Soon Partial Reopening

State of State Reopening as of May 5 at 5PM: Total U.S.

Change in Routing Requests:

Atlanta, GA:

Change in Routing Requests:

Source Apple COVID 19 Mobility Data, Up to 5/3

Routing requests = mobile directions using Apple Maps

Source: New York Times, See Which States are Reopening? May 5 at 5pm. TCCC Analysis. Apple COVID19 Mobility Data accessed 5/5/20

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66

99

-10

10

30

50

70

90

110

01-Jan-2020 31-Jan-2020 01-Mar-2020 31-Mar-2020

Ind

ex, N

orm

ali

zed

*

Impact of COVID-19 on Asset PricesYear-to-date performance, Indexed to 100 as of 30 April 2020

Source: Yahoo Finance; Investing.com; Bloomberg

Crude Oil NASDAQ FTSE 100

Note: *All indexes normalized, with value equals 100 on January 1, 2020

April, 2020

Oil price dipped below zero

due to supply glut and weak

demand. The price rebounded

after Trump threatened to

‘’Shoot And Destroy’’ Iranian

gunboats.

March, 2020

Volatility

significantly

increased across

major markets

April, 2020

Oil surges over 35% after

Saudi Arabia and Russia

ends price war, but loses all its

gains

2 Financial Markets Updated 5/1

Most major financial markets are nearing rebounding to Jan 1 2020 levels; Oil remains sharply down

6

• DJI: 87 index vs 1/1/20

• S&P: 86 index vs 1/1/20

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Source: FiveThirtyEight.Com “How Americans View the Corona Virus” accessed on 5/5/20 at 1pm

Source: GlobalData, Federal Reserve Bank of St. Louis. Kelton

COVID19 Consumer Pulse Waves (Apr 3-6, Mar 20-23)

2 Macro Data & Sentiment Updated 5/5

U.S. unemployment claims are still near 4M, but dropping week over week; Levels of concern about infection and impact on economy remain high but are slowly starting to descend

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~50% Americans still believe the “worst is yet to come” but sentiment starting to decline; ~15% Americans temporarily furloughed or laid-off since March based on survey data

Source: CCNA Next Gen BEV360 COVID Pulse survey; COVID Impact Survey, Wave 1: April 20-26, n=2,190 Adults

1 Macro Response: New Content 5/5

10%14% 11% 13%

17%21%

24%20%

26%

36%

37%

33% 42%34%

39%29% 23% 21% 21%

Apr 27-May 3Mar 30-Apr 5 Apr 6-12 Apr 13-19 Apr 20-26

6%

Agree somewhat

Agree completely Disagree completelyNeither agree nor disagree

Disagree somewhat

“I think the Worst is YET to come for the U.S.”U.S. General Population

47%

23%

11%

7%

4%

3%

3%

Yes, I worked

No, temporarily laid-off

No, Retired

No, but not seeking employment

No, Unemployed since Mar

No, but unemployed before Mar

No, Caring for someone

due to COVID

In Past 7 Days, Did you work for Pay at a Job?

COVID

IMPACTS

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COVID Pulse (via Coca-Cola Internal/ IPSOS Pulse)

There is a time lag to the data on how our marketplace and our consumers’ behaviors are changing

3 View of the Marketplace

21-

Mar

7-

Mar

4-

Apr

1,181K

14-

Mar

28-

Mar

11-

Apr

18-

Apr

0K 0K 3K 27K 105K246K

466K

802K1,006K

25-

Apr

4-

May

# o

f U

.S. C

OV

ID

Dia

gn

ose

s

CREST Transaction Performance Alerts Available up to 4/25

Mar 3: U.S.

approves

widespread COVID

testing

Mar 13:

National

Emergency

declared

Mar 15: CDC no

gathering of 50+

for 8 weeks

Mar 11: U.S.

implements

European travel

ban

Various points of insight with differing time lags

N/A

Shopper Panel Available up to 4/19 N/A(Ecommerce additional 2 week lag)

Consumer

Apr 5: U.S hits

10K virus-related

deaths

Today

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% $ Measured Retail Growth by Week in 2020Nielsen xAOC+CR, Total U.S.

57

16

-10

0

10

20

30

40

50

60

1/4 2/1 3/7 3/21 4/25

Total Retail

Scanner Data: W/E 4/25

Total Retail & NARTD

3 State of the Marketplace

After initial retail stock-up spike, growth has decelerated for many categories as ‘Shelter In Place’ period continues.

Pre-COVID19 Mitigation Stock-Up Shelter In Place

1.1% 35%TTL Retail 13%

4 1 1 2 0 3 3

-2 -1

24

35

28

38

4

24 25 26

-3 -6 -5

Dair

y

Alc

oh

ol

Fro

zen

34

Ho

use

ho

ld

Meat

Pet

Healt

h &

Beau

ty

Bab

y

To

bacco

51

-16

49

3946

78

PreCOVID StockUp Shelter In Place

% $ Growth for Select DepartmentsNielsen xAOC+CR, Total U.S.

Jan – Feb 2020 3/1 – 3/27 3/28 – 4/18

SUSTAINING GROWTH PANTRY DELOAD

• Alcohol slightly more dependent on On-premise channels

• Additionally greater restrictions preventing shift to eCommerce Point of Sale (not

captured by Nielsen scanner data)

Source: Nielsen Scanner Data; Total Store xAOC+CR,CCNA Custom Database NARTD CCNA Compset, AMC

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1111Source: Numerator Panel Weekly Data

4 State of the Consumer / Customer Numerator Data: w/e 4/19

HH Penetration Trips (MM) $/Trip Sales ($MM)

Larg

e

Sto

re

Sm

all

Sto

reQ

SR

AO

R

est

au

ran

tD

ETA

ILED

TR

EN

D

-6.2%

-14.1%

-27.9%

-59.6%

-20.8%

-14.4%

-33.3%

-69.1%

+35.0%

+22.4%

-11.6%

+15.7%

+12.6%

+2.9%

-22.9%

-72.7%

Retail shopping HHs continue to flatten. High spend per trip remains, contributing to increased retail sales vs. benchmark. Foodservice experiencing continued erosion.Shopper Metrics: % Change vs. pre COVID-19 8 week average (1/6-3/1)Numerator; week ending 4/19/20 – Note: 2 week data lag to present

83%

42%

30%

11%

2-F

eb

9-F

eb

16-F

eb

23-F

eb

1-M

ar

8-M

ar

15-M

ar

22-M

ar

29-M

ar

5-A

pr

12-A

pr

19-A

pr

350

120

6918

2-F

eb

9-F

eb

16-F

eb

23-F

eb

1-M

ar

8-M

ar

15-M

ar

22-M

ar

29-M

ar

5-A

pr

12-A

pr

19-A

pr

$44.69

$13.98

$10.80

$28.64

2-F

eb

9-F

eb

16-F

eb

23-F

eb

1-M

ar

8-M

ar

15-M

ar

22-M

ar

29-M

ar

5-A

pr

12-A

pr

19-A

pr

$16,344

2-F

eb

9-F

eb

16-F

eb

23-F

eb

1-M

ar

8-M

ar

15-M

ar

22-M

ar

29-M

ar

5-A

pr

12-A

pr

19-A

pr

$1,525 $742

$529

2-F

eb

9-F

eb

16-F

eb

23-F

eb

1-M

ar

8-M

ar

15-M

ar

22-M

ar

29-M

ar

5-A

pr

12-A

pr

19-A

pr

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Restaurant transactions erosion rate is less pronounced in the past 2 weeks.

CREST Data: W/E 5/13 State of the Marketplace

43% 43%

27% 18%

30% 39%

Mar 25 Apr 30

Thought About It

Didn’t Even Consider It

Got Food From A Restaurant

8%

23%

18%

30%

21%

6%

27%

19%

28%

20%

Dine in

Order ahead

To go

Drive thru

Delivery

6%

12%

16%

3%

8%

18%

24%

4%

Breakfast

Lunch

Dinner

Snack

Apr 30 Mar 25

Past Day Restaurant Order Consideration

Service Mode (Among Past Day Orders)Meal Type (Among Past Day Orders)

Source: CREST Performance Alerts, weekly transaction data for 73 chains + NPD on Adage Source: Datassential Coronavirus Traffic Brief

Traffic Report 4/30

Concerns about COVID-19 linked to the Avoidance of Eating Out

20% 27% 47% 53% 62% 62% 63% 64% 64% 68% 59% 61% 58% 58%

41%49%

60% 61% 61% 59%67% 65% 61% 64% 60% 61% 60% 60%

Mar 10Mar 14Mar 18Mar 22Mar 25Mar 29Apr 01Apr 03Apr 07Apr 10Apr 15Apr 17Apr 20Apr 23

Avoid Eating Out Very Concerned about COVID-19

-8%

-36%

-42%-41%

-43%

-36%

-32%

-7%

-34%

-40%-38%

-41%

-34%

-30%

-24%

-73%

-79% -77%-77%

-65%-66%

-22%

-67%

-81% -81% -81% -81% -78%

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29 Apr 05 Apr 12 Apr 19 Apr 26

Total QSR Casual Dining Midscale

Weekly Restaurant Transactions: Chg vs Yago

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While shoppers stocked up on shelf-stables, many are not consuming as much as the expected. Consumers are using more Household products, Snacking and Bread/Baking.

4 State of the Consumer

Consumption vs. Expectations During COVID-19 Outbreak % Shoppers that Changed Usage across Categories

Source: Nailbiter COVID-19 “New Normal” Shopper & Consumer Behavior Revealed April 2020

New Content 5/1

Consumer Data

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Drastic changes in shopping behaviors are leveling off. Value and safety increase in importance when choosing retailers. Availability drops in priority as in-stock levels improve.

4 State of the Shopper

New Content 5/1

Shopping During COVID-19 Perceived In-Stock Levels by Category

Wave 1 (Mid March) vs. Wave 4 (Early April)Initial News /

Stock Up

Sinks-In Coping / Shelter in Place

Pre-

COVID

Wave 13/15-3/21

Wave 23/22-3/29

Wave 33/30-4/6

Wave 44/7-4/13

Wave 54/14-4/21

Replenishment

vs. Stock Up

National Brand

vs. Private Label

Out of Stock

Mixed

Well-Stocked

Store Selection

Criteria

Convenience

Value

Availability

Safety

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Well Stocked Moderate Nearly Empty/Empty

Signs of improving stock levels Slight declining stock levels

Consumer Data

Source: Nailbiter COVID-19 “New Normal” Shopper & Consumer Behavior Revealed April 2020; 5 waves

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Cleanliness and hygiene are the most important attributes in selecting stores, while Value and Contactless payments have more than doubled in importance. Availability has leveled off and convenience is declining. When selecting products, brand remains more important than price

4 State of the Consumer / Customer New Content 5/5

Importance of Cleanliness to Store Selection: “When thinking about life

BEFORE/AFTER COVID-19 restrictions, how important were each of the

following to you in deciding which retailers to visit?” Top 2 Box

Source: sense360 COVID Briefing 4/29 release (survey fielded 4/24, n=1,181)

92%

80% 79% 79%

70%

28%

95% 93% 93% 92% 91%

73%

Before COVID-19 After COVID-19

Cleanliness Hygiene

practice of

staff

How much

I trust the

brand

Health of

staff

Cleanliness

/ hygiene

of other

guests

Contactless

payment

options

+4% +17% +19% +16% +29% +160%% Change in

T2B score

before COVID

vs. following

Importance of Value, Price & Availability to Store Selection &

Purchase

Source: Nailbiter COVID-19 “New Normal” Shopper Behavior Revealed April 2020

71%

26%

57%

21%

14%

29%

14%

43%

Availability Convenience Value

Pre-Crisis (Nailbiter Norms)

Week 1 (Late March)

Week 4 (Mid April)

Store SelectionProduct Selection

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4 State of the Consumer/Customer Numerator Data w/e 03/29/20

NARTD BEVERAGE ECOMMERCE TRIP TRENDRolling 4wk Trend, 52wks Ending 03/29/20

RETAILER BEV TRIPS TREND

Other Measured Retailers Not Shown Due To Low 4wk Sample Size Across All Rolling Weeks For NARTD

PR

OJE

CT

ED

TR

IPS

4W

E 2

019-0

3-3

1

4W

E 2

019-0

4-1

4

4W

E 2

019-0

4-2

8

4W

E 2

019-0

5-1

2

4W

E 2

019-0

5-2

6

4W

E 2

019-0

6-0

9

4W

E 2

019-0

6-2

3

4W

E 2

019-0

7-0

7

4W

E 2

019-0

7-2

1

4W

E 2

019-0

8-0

4

4W

E 2

019-0

8-1

8

4W

E 2

019-0

9-0

1

4W

E 2

019-0

9-1

5

4W

E 2

019-0

9-2

9

4W

E 2

019-1

0-1

3

4W

E 2

019-1

0-2

7

4W

E 2

019-1

1-1

0

4W

E 2

019-1

1-2

4

4W

E 2

019-1

2-0

8

4W

E 2

019-1

2-2

2

4W

E 2

020-0

1-0

5

4W

E 2

020-0

1-1

9

4W

E 2

020-0

2-0

2

4W

E 2

020-0

2-1

6

4W

E 2

020-0

3-0

1

4W

E 2

020-0

3-1

5

4W

E 2

020-0

3-2

9

PRIME DAY

7/15/2019

TOTAL NARTD BEVERAGE13MM Trips

March 2020

% Change Trips

March ‘20 vs.

Feb ‘20

Source: Numerator Insights – Available retailers with enough sample size

Ecommerce POS: Beverages are seeing online trip levels well beyond previous record levels

(e.g. Prime Day), benefiting from growth across top online retailers in March.

+37% trip growth

Mar ‘20 vs.

Feb ‘20

+28%

+20%

+52%

+90%

+68%

NARTD & ECOM

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4 State of the Consumer/Customer

New Content 05/05

iSHOP Study, ©2019 The Coca-Cola Company (Q1 2020) – NARTD Trip Incidence Monthly+ Online Shoppers

49% 14%

Ship To

Home

Curbside

Pickup

13% 21%

In-Store

Pickup

Local DeliveryThird-party (e.g.

Instacart) or from retailer

Modality Used In Recent Online Grocery Order (Q1 2020)

NARTD Bev Trip Incidence

9% 11% 30% 38%

Significantly higher than Q4 2019 (Year-Ago not available)

TOTAL STOREQ1 2020 vs. Year-Ago

+0.5%

+53%

% HH Penetration

Trips

% Change

Pt. Diff

Source: Numerator Insights

CATEGORY LEVEL NOT CURRENTLY AVAILABLE

Online grocery shoppers are indicating increased usage of Local Delivery, which has best

NARTD Incidence. Instacart sees large trip growth and reports first ever net profit

Instacart reported making a net

profit for the first time ever in April

2020

Source: Forbes: Coronavirus Grocery Delivery Demand Has

Made Instacart Profitable For The First Time, April 27, 2020

iShop & Numerator

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Consumer Data: 5/5

Source: Technomic The Foodservice View. Collected 4/19-4/25.

47%

44%

40%

37%

37%

34%

27%

Coupons influence the restaurant I order

from

More likely to order from 3rd party service

that doesn’t charge delivery fee

More likely to order delivery from local

restaurant than chain

More like to order from 3rd part service

that doesn’t charge commission to the

restaurant

Delivery Fees on top of what I am already

paying seems unfair

Coupons/promos influence the 3rd party

provider I order from

I am ordering delivery from restaurants I

never ordered from before COVID-19

37%

28%

22%

Family Meals Comfort Foods Ready to Heat

Food Items Operators are Promoting

Most Successful Promotions

Foodservice operators are promoting ‘Comfort’ and ‘Family Meals’, while Consumers are looking for discounts and value.

% Consumers Agree or Completely Agree with a Statement

45%

40%

33%

30%

24%

22%

21%

Comfort Foods

Family Style Meals

Ready to Heat

Healthy Foods

Grab and Go

Value Items

Larger Portions

OPERATOR PERSPECTIVE CONSUMER PERSPECTIVE

State of the Customer3

CONSUMER PERSPECTIVE

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Examples of Retail and Foodservice chains responses to COVID-19 from the past week

Wegmans begins to roll out SCAN -

self-scan app, enabling shoppers to

pay for purchases directly from

smartphone without using traditional

checkout, bypassing checkout line and

promoting social distancing.

Source: RIS News 5/4

4State of the Customer: Retail and

FSOP Response

19

SAFETY + PREVENTION PROMOTIONS +EXECUTION

Subway and Postmates are teaming up

in honor of National Nurses Week;

donating a sub to healthcare workers

for each on purchases through

Postmates.

Source: QSR 5/4

Sam’s Club donates $1MM for small

business relief and pledges to raise

awareness of struggles caused by

outbreak by sharing stories of local

business on social media sites and

emails.

Source: Progressive Grocery 4/24

Walmart has accelerated two-hour

delivery service roll-out, piloting

Express Delivery from 100 stores since

mid-April, expanding to nearly 2,000

stores in May/June allowing customers

to order across over 160,000 items.

Source: Walmart Newsroom 4/30

Chick-fil-a launches national

distribution of its chicken parmesan

meal kit.

Source: Restaurant News 5/1

Dunkin focuses on safety; adds curbside

pickup, plus safety measures

systemwide. (including: counters

blocked by Plexiglas, infrared

thermometers, and dining room

configuration changes.)

Source: QSR 5/1

CVS teams up with UPS on drone

delivery of Rx; deliveries begin in May

from one store initially, bringing

prescriptions to residents of a

retirement community in Florida.

Source: Business Insider 4/28

Schlotzksy’s and Grindhouse Killer

Burgers join list of Georgia restaurants

that are postponing reopening.

Source: QSR 4/29

Postmates adds childcare stipend for

struggling delivery workers who make

at least 60 deliveries a week in

California and New York.

Source: Bloomberg 4/20

LABOR + COMMUNITY

New Content 5/5

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Number of disruptors have risen significantly. The most significant disruptors focus on travel, transportation & entertainment with movies ranking 6th

State of the Consumer4 Consumer Data

MaintainersExpect very little or only

minor temporary changes

AdaptorsExpect some temporary

change along with very few

permanent changes

DisruptorsSee a large number of

radical disruptions on the

horizon

Consumer Predictions on how

their behaviors will change

Scope of the perceived

disruption increasing

35%25%

45%48%

20%27%

Wave 1 Wave 2

Maintainers Adaptors Disruptors

Maintainers Adaptors Disruptors

Taking a cruise 19% 35% 78%

Going on a flight 8% 17% 75%

Using public

transportation5% 14% 72%

Going to

concerts, events

and

sports/games

4% 13% 71%

Using a ride-

share service5% 11% 67%

Going to the

movies2% 9% 67%

Staying at a

hotel4% 10% 66%

% Who think these activities will change permanently

Top 7 “most feared” activities out of 20+

New Content 5/1

Source: Kelton Covid-19 Consumer Pulse, Wave 2 (Apr 3-6); Wave 1 (March 20-23)

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% Who Feel Extremely Worried about….

Americans living in large cities show notably less fear than those in other areas. American urbanites are also much more likely to adapt.

State of the Consumer4

Source: Kelton Covid-19 Consumer Pulse, Wave 2 (Apr 3-6)

5247 47

33

7062

56

44

Having Someone

Work in Your Home

Use Public Transportation Use Ride-Share Service Going to a Hospital

Urban Other

Consumer Data

New Content 5/1

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Pre-COIVD Mitigation

Social Media Data

New Content: 5/1

4 State of the Consumer

Within social media, consumers increasingly talking about ‘self-care,’ ‘hope’ and ‘loneliness’ as other COVID topics, like handwashing and toilet paper recede

Source: Social Standards, Global Instagram Posts pertaining to COVID19. Published 5/1/20

COVID19 Social Posts By Topic Trends

“Hope”

“Self-Care”

“Lonely”

Three topics

continuing to

grow

Stock-Up Shelter In Place

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Spending during/after the recession of 2007-2009 showed consumers gravitated to comfort and personal indulgence

State of the Consumer4 Consumer Data: 5/5/2020

Source: April 30, 2020 IRI Covid Report

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24

Additionally, we saw high income consumers splurge on premium items while low-to mid-income households looked for affordable indulgences and more affordable pack-sizes

State of the Consumer4 Consumer Data: 5/5/2020

22% 21% 22%

18%

Under $35k $35k-$54k $55k-$100k Over $100k

I treat myself to small indulgences to

help ease everyday stress

8%

13%

19%

28%

Under $35k $35k-$54k $55k-$100k Over $100k

I still splurge on premium on

gourmet products

48% 46% 46%

32%

Under $35k $35k-$54k $55k-$100k Over $100k

I look forward to affordable

indulgences for treats

62% 67%54%

45%

Under $35k $35k-$54k $55k-$100k Over $100k

I buy fewer individual serving

packages

60%52%

42%32%

Under $35k $35k-$54k $55k-$100k Over $100k

I buy smaller quantities of my

favorite treats

PackagesPremium/Indulgence

Source: 2008 IRI AttitudeLink Survey referenced in April 30, 2020 IRI Covid Report

Appendix

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2626

Both the average daily number of new patients and virus-related deaths in the U.S. have decreased in the past few days

Source: OurWorldinData.org/coronavirus-data accessed on May 5, 2020 at 10 am.

Newsweek. COVID becomes number one case death per day in the U.S. Apr 9, 2020

1 COVID-19 Spread

Daily New Confirmed Patients: Rolling 3day Avg

30K

0K

10K

5K

15K

35K

20K

25K

1-

Mar

5-

May

U.S. Italy Spain ChinaGermany UK

Daily New COVID Related Deaths: Rolling 3day Avg

0

1,000

2,000

3,000

4,000

1-

Mar

5-

May

U.S. Italy Spain Germany UK China

Mar 3: U.S.

approves

widespread

COVID testing

Mar 13:

National

Emergency

declared

Mar 15: CDC no

gathering of 50+

for 8 weeks

Mar 11: U.S.

implements

European

travel ban

COVID is now less deadly as Cancer (~1,650 U.S. deaths per day) and

heart disease (~1,800 deaths per day)

Updated 5/5

Apr 5: 10K U.S.

Deaths

Click to Return to Summary

Apr 14: NYC

Revises death toll

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2727

20.3k

NJ

MI

MN

NY

CT

WY

MO

MALA

MDIN OK

NHVT

NC

AL

WV

DC

WA IAPR

OH

CO

NMKY

CA

PA

NV

ME IL

AZ

GA

SC

WI

OR

MS FL RI

VA

MT

UTID SDHI

TX

9.3%

DE

AK

AR

ND

TN

NE

KS

COVID-19 Deaths / COVID-19 Diagnoses by State (Death Rate)

US Avg:

5.4%

Death rates by state are more distributed; RI remains number one in testing rate; Other tests rates vary widely

OK

TN MI

NY FLRI

CA

DC

MA

NM KY

GA

ND LA UT

WI

SDNJ

VA

WV

AZ

AK

NC

CT

VT

WA AL

MS

PAIL

DE HI

MD

NH

OH

WY

ORIA AR

NE

IN ID ME

MN

MO

NV

CO

MT

31.0k

70.0k

TX

KS

SC

14.7k

COVID-19 Tests / M by State (Test Rate)

US Avg:

23.3k

• Overall US avg unchanged from 4/30

• US Average is less than global average (6.9%)

• Overall US avg rate up 16% (from 20.1k on 4/30)

• RI remains number one. Other High test rates include “Hot spots” (e.g., NY, LA)

• Total US Tests at 7,286K (~1m abs increase vs. 4/30)

Sources: The COVID Tracking Project (data as of 5/4)

1 COVID-19 Deaths / Testing Updated 5/5

Click to Return to Summary

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28

Parents are less optimistic than non-parents. In addition, they indicate a higher likelihood of continuing their new routines post-Covid.

State of the Consumer4 Consumer Data: 5/5/2020

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4 State of the Consumer

Social Media: COVID19 Post volume has dropped to the lowest point this month since March (closer to pre-quarantine levels)

Source: TCCC Social Center Daily Reporting (updated 5/4/2020)

Key Metrics: Over the last 24 hours, there have been 4.3 million total Coronavirus posts (a 16% increase since yesterday's 3.7 million posts and a 6% decrease since

Friday's 4.5 million posts). For comparison, Thursday, March 26, yielded 11.7 million total Coronavirus posts.

The most active group in this conversation are those over 45 years old.

TCCC Brands' percent of the conversation decreased from yesterday, making up 0.007% of all English Coronavirus posts (down from yesterday's 0.02%).

5/4/2020 Top Brands for the Coronavirus convo include:1. YouTube with 0.6% of the conversation

2. Amazon with 0.4% of the conversation

3. Google with 0.1% of the conversation

Consumer Data: 5/4/2020

The platform is being tagged into several posts using the hashtags #stayhome and

#withme as users share their favorite moments or clips at home.

2.7M

9.5M 10M

7M

13M11.8M

9M

7.1M6.1M

1-Mar-20 8-Mar-20 15-Mar-20 22-Mar-20 29-Mar-20 5-Apr-20 12-Apr-20 19-Apr-20 26-Apr-20 3-May-20

Daily Post Volume 5/4 24hr Post Volume