Consumers in China
Amid the latest worldwide surge in COVID-19 cases due to the new delta variant, concern among consumers has spiked, nearing its highest level of the pandemic.
The latest “Things To Know About” infographic from Cotton Incorporated presents findings from the 7th wave of our Coronavirus Consumer Response Survey of 500 consumers in China. Learn what consumers are planning to purchase and how they want clothing retailers to respond to changing pandemic conditions.
Age of Consumers
Percent of consumers who are very concerned about the COVID-19 coronavirus pandemic (by age):
Wave 1 – Mar. 2020
58% – Age 16-24
55% – Age 25-44
54% – Age 45+
Wave 2 – Apr. 2020
56% – Age 16-24
76% – Age 25-44
65% – Age 45+
Wave 3 – Sept. 2020
63% – Age 16-24
63% – Age 25-44
61% – Age 45+
Wave 4 – Nov. 2020
57% – Age 16-24
64% – Age 25-44
77% – Age 45+
Wave 5 – Mar. 2021
55% – Age 16-24
47% – Age 25-44
61% – Age 45+
Wave 6 – May 2021
74% – Age 16-24
56% – Age 25-44
70% – Age 45+
Wave 7 – August 2021
75% – Age 16-24
66% – Age 25-44
70% – Age 45+
Returning to Normal
Fewer consumers feel very safe to resume normal, pre-pandemic activities.
69% – Wave 6 (May 2021)
43% – Wave 7 (Aug. 2021)
Delta & Other Variants
74% are very concerned about the delta and other variants.
Consumers would like retail businesses to:
62% ensure all staff wears face masks
58% require face masks for all customers
53% ensure all staff is fully vaccinated
40% space clothing racks apart to allow for social distancing
Spending More on Clothing
Consumers expect to spend more on clothing since the start of the pandemic.
51% – Wave 1 (Mar. 2020)
61% – Wave 2 (Apr. 2020)
73% – Wave 3 (Sept. 2020)
74% – Wave 4 (Nov. 2020)
65% – Wave 5 (Mar. 2021)
69% – Wave 6 (May 2021)
66% – Wave 7 (Aug. 2021)
Consumer Clothing Purchases
76% plan to purchase clothing in the next three months.
Types of Clothing
55% – Dress tops, bottoms, or blazers
48% – Loungewear (sweats, leggings)
47% – Activewear & athleisure
45% – T-shirts & denim jeans
45% – Casual tops & bottoms
Reasons for Next Purchase
57% – Newness (new style/brand)
43% – Comfort (item more comfortable)
38% – Occasion (return to work, workout)
37% – Change of season
Download COVID-19 & Consumer Concerns in China Wave Seven PDF