Research Recap
Covid-19 Impact by Category: An Age-Period-Cohort Analysis
Key Takeway
Widespread COVID-19 disruptions shifted buying behavior from in-store to online. Understanding which trends will persist—and for which categories—presents a challenge. Because virtually all consumers were affected, no true (“untreated”) experimental control groups exist. Age-period-cohort (APC) analyses offer an alternative way to analyze changes in consumer behavior pre-/post-COVID.