Coffee, Ketchup, Nike Air Max: It's the COVID Consumer Economy
2020-09-08
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1Instant coffee mix and Nike Air Max footwear are all in. Bottled water and high-end Burberry trench coats are out.
2Welcome to America's consumer economy in the coronavirus health crisis.
3It is completely different than anything that Americans have ever experienced.
4"Everything we knew about supply and demand, we can...throw out...because consumer behavior has changed completely," said Piotr Dworczak.
5He is an assistant professor of economics at Northwestern University in Illinois.
6Reuters news agency examined a wide mix of goods and products to show how the COVID-19 crisis has changed consumer behavior for everything from clothing to food.
7These changes have given some businesses the power to raise prices or, at least, stop lowering prices.
8Business experts say all of this can be linked to one change: working from home.
9Over a very short period, a consumer-driven economy with predictable work and home spending changed completely.
10Rising demand for some products, as well as supply-chain problems, has pushed prices up.
11American consumers are now spending a lot more than they did a year ago on coffee, eggs, and cheese, the Reuters study found.
12The study was based on the latest pricing information from the Nielson Company and other data-gathering businesses.
13Demand and prices have increased for more costly items, such as Nike Air Max sneakers or a Louis Vuitton handbag.
14Economists explain this by saying that many people have more money right now because they are unable to buy things at stores or eat in restaurants.
15Many other workers who lost their jobs are receiving money from a federal program.
16"If I were to consider the consumer...in a strange way, they may have more disposable income, if they kept their job," said Nirupama Rao, an assistant professor of business economics and public policy at the University of Michigan.
17Americans paid about 8 percent more for one kind of instant coffee at stores between July and August, the Nielsen Company found.
18Such inflation might make sense, given the increase in demand for products used in and around the home.
19But some experts believe stores and big businesses are using their power to increase profits while millions of people are out of work.
20Well-known companies "have been fattening their pockets" while putting pressure on the consumer who has to pay those higher prices," said Burt Flickinger.
21He is an expert on retail sales at Strategic Resource Group.
22Other industry experts note that many businesses have had to accept costly production changes because of the COVID-19 pandemic.
23For example, before COVID-19, tens of millions of workers bought a cup of coffee to drink on their way to work.
24Now, they make coffee at home every day and want to buy coffee mix instead.
25That means the coffee industry has had to increase production of smaller packaging for home use.
26Egg suppliers have had to increase production of egg packaging because people want more fresh eggs.
27Yet consumer companies can be hurt in the future if they are not careful.
28Prices for bottled water and diapers have gone up, while demand for those products has fallen for most of the pandemic.
29People are unwilling to pay for water when they can drink their own water at home.
30Parents can also use less costly diapers when they and their baby are staying home all day.
31COVID-19 safety restrictions have meant many Americans do not travel, eat out, or go to movie theaters.
32They are driving much less, so they buy less fuel for their cars.
33This means they have the money to buy high-priced items.
34Michael Collins is a professor at the University of Wisconsin's consumer science department.
35He says that during the pandemic, many Americans feel like they can buy high-end goods because of the money they are saving.
36"Now I don't eat out at all, so I have a couple of hundred dollars," he said.
37With this "found" money, a person can buy a luxury item.
38This behavior could explain the rise in demand and prices for the Air Max.
39Nike online sales increased about 50 percent in July, noted a clothing data business.
40Separately, the price of Louis Vuitton's Neverfull MM Monogram handbag has risen 5 percent on its website since the start of May.
41In July, Louis Vuitton owner LVMH said sales had increased since June, even with three price increases in six months.
42There are some limits, however.
43Demand for a Burberry woman's trench coat has fallen about 11 percent over the past year.
44It costs $2,245, and women who no longer go into the office, no longer want to spend a lot of money on outdoor wear.
45I'm Jonathan Evans.
1Instant coffee mix and Nike Air Max footwear are all in. Bottled water and high-end Burberry trench coats are out. 2Welcome to America's consumer economy in the coronavirus health crisis. It is completely different than anything that Americans have ever experienced. 3"Everything we knew about supply and demand, we can...throw out...because consumer behavior has changed completely," said Piotr Dworczak. He is an assistant professor of economics at Northwestern University in Illinois. 4Reuters news agency examined a wide mix of goods and products to show how the COVID-19 crisis has changed consumer behavior for everything from clothing to food. These changes have given some businesses the power to raise prices or, at least, stop lowering prices. 5Business experts say all of this can be linked to one change: working from home. 6Over a very short period, a consumer-driven economy with predictable work and home spending changed completely. Rising demand for some products, as well as supply-chain problems, has pushed prices up. 7American consumers are now spending a lot more than they did a year ago on coffee, eggs, and cheese, the Reuters study found. The study was based on the latest pricing information from the Nielson Company and other data-gathering businesses. 8Demand and prices have increased for more costly items, such as Nike Air Max sneakers or a Louis Vuitton handbag. 9Economists explain this by saying that many people have more money right now because they are unable to buy things at stores or eat in restaurants. 10Many other workers who lost their jobs are receiving money from a federal program. 11"If I were to consider the consumer...in a strange way, they may have more disposable income, if they kept their job," said Nirupama Rao, an assistant professor of business economics and public policy at the University of Michigan. 12Americans paid about 8 percent more for one kind of instant coffee at stores between July and August, the Nielsen Company found. Such inflation might make sense, given the increase in demand for products used in and around the home. But some experts believe stores and big businesses are using their power to increase profits while millions of people are out of work. 13Well-known companies "have been fattening their pockets" while putting pressure on the consumer who has to pay those higher prices," said Burt Flickinger. He is an expert on retail sales at Strategic Resource Group. 14Other industry experts note that many businesses have had to accept costly production changes because of the COVID-19 pandemic. 15For example, before COVID-19, tens of millions of workers bought a cup of coffee to drink on their way to work. Now, they make coffee at home every day and want to buy coffee mix instead. That means the coffee industry has had to increase production of smaller packaging for home use. 16Egg suppliers have had to increase production of egg packaging because people want more fresh eggs. 17Yet consumer companies can be hurt in the future if they are not careful. 18Prices for bottled water and diapers have gone up, while demand for those products has fallen for most of the pandemic. People are unwilling to pay for water when they can drink their own water at home. Parents can also use less costly diapers when they and their baby are staying home all day. 19COVID-19 safety restrictions have meant many Americans do not travel, eat out, or go to movie theaters. They are driving much less, so they buy less fuel for their cars. This means they have the money to buy high-priced items. 20Michael Collins is a professor at the University of Wisconsin's consumer science department. He says that during the pandemic, many Americans feel like they can buy high-end goods because of the money they are saving. 21"Now I don't eat out at all, so I have a couple of hundred dollars," he said. With this "found" money, a person can buy a luxury item. 22This behavior could explain the rise in demand and prices for the Air Max. Nike online sales increased about 50 percent in July, noted a clothing data business. 23Separately, the price of Louis Vuitton's Neverfull MM Monogram handbag has risen 5 percent on its website since the start of May. In July, Louis Vuitton owner LVMH said sales had increased since June, even with three price increases in six months. 24There are some limits, however. 25Demand for a Burberry woman's trench coat has fallen about 11 percent over the past year. It costs $2,245, and women who no longer go into the office, no longer want to spend a lot of money on outdoor wear. 26I'm Jonathan Evans. 27Reuters News Agency reported this story. Susan Shand adapted it for Learning English. George Grow was the editor. 28________________________________________________________________ 29Words in This Story 30consumer - n. one that utilizes economic goods 31supply chain - n. the companies from which one orders products to make one's own product 32data - n. information 33handbag - n. the item most women carry to hold personal items 34disposable -adj. something that is discarded after use 35retail - adj. things that are sold to the public in stores or online 36pocket - n. a space sewn into clothing for holding small items 37pandemic - n. a contagious disease that moves across national borders 38package - n. a box or large envelope that is sent or delivered usually through the mail or by another delivery service 39diaper - n. a piece of cloth or other material that is placed between a baby's legs and fastened around the waist to hold body waste