Numerator’s monthly Consumer Sentiment Study provides ongoing insights to help brands better understand how consumers are faring in today's increasingly dynamic marketplace. From inflation to the ongoing pandemic, consumers are facing multiple disruptions to their everyday lives and routines. Check back each month to keep a pulse on how consumers are feeling about the economy, the pandemic and other emerging market influences.
Latest Update: 1/18/2023
Consumer financial concern remains high in January.
64% of consumers have a high level of concern regarding the economy, slightly up from last month. Nearly three-fourths (70%) of consumers still feel as though the country is in an economic recession, and 70% believe it will worsen in the next few months. Personal finance remains the top concern for consumers in the coming months at 40%.
COVID-19 concerns have remained low, with only 6% citing the pandemic as their primary concern in the next few months. General level of concern regarding the pandemic and various pandemic-related restrictions like masking, travel bans, and lockdown measures have remained steady.
Economic concern remains steady as inflation continues.
64% of consumers say they have a high level of concern over the economy, slightly up from 62% in December. Concern around prices of essential goods and services and fuel prices continue to be top concerns regarding the economy for all consumers. While over half of consumers are still concerned about non-essential items such as travel and restaurants, this number decreased by 5 percentage points from December.
Consumers remain uncomfortable with discretionary spending.
Nearly three-fourths of consumers are still uncomfortable splurging on premium items (74%) or taking money out of personal savings / retirement accounts to spend (74%). Over half are also uncomfortable investing in the stock market, spending on non-essential travel, or spending on non-essential items in general. Two-fifths of shoppers anticipate cutting back on eating out & travel in the coming months to offset rising prices.
Concern over COVID-19 remains low.
The portion of consumers with a “high level of concern” regarding COVID remains steady at 28%. Overall, specific COVID concerns are consistent with last month, but a slight three point increase in concern regarding hospital space is seen in January.
About the Survey
Numerator's consumer sentiment survey is fielded to 1,000+ consumers on a monthly basis. All consumers are active members of Numerator's 100,000 person OmniPanel. The study was updated in June 2022 to incorporate new timely questions about the economy and to sunset some COVID-19 era sentiment questions. Responses are shown at a total level and also broken out by income level.
Income Level Definitions:
Low Income: <$40k annual household income || Middle Income: $40 – 80k annual household income || High Income: >$80k annual household income