Q2 2022 Consumer Sentiment Study Report

About the Study

Each quarter in 2022, 360 Market Reach (now Leger) conducts a consumer sentiment study to gauge how consumers feel in three crucial categories: life overall, health and wellness, and travel. Given the rapid changes associated with the pandemic, we've also included questions regarding how consumers feel about their financial planning and stability.

Through quantitative surveys of 1,000 U.S. consumers, age 18 and over, we gather essential data. Then, our team of market researchers evaluates and analyzes the data to reveal the most current consumer sentiments and behaviors. Our expertise in these categories enables us to offer unique perspectives and informed insights that not only help direct our research, but also provide your business with a plan you can use to adjust your quarterly strategies. As the year progresses, we'll update our findings each quarter to reveal how consumer sentiment evolves and how it could shape consumer behavior moving forward.

2022 Consumer Sentiment Overall Research Findings - Quarter 2

This quarter, we’ve discovered similar levels of optimism across most aspects of life we surveyed. More specifically, there was a shift in optimism in travel:

67% of respondents feel optimistic overall
58% of respondents feel optimistic about their finances
64% of respondents feel optimistic about their ability to travel safely
70% of respondents feel optimistic about their health & wellness

In summary, consumer sentiment in Q2 2022 is generally positive. Most notably, optimism around travel increased tremendously between Q1 and Q2. To learn more, download your own version of our report by clicking the button below.

Click here for our Q1 results.

Click here for our Q3 results.

Click here for our Q4 results.

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Conflict Abroad Yields Concerns at Home

The Russian invasion of Ukraine has captured the conscience of American consumers. The conflict marks the first European land war since World War II, the formation of the United Nations, and many other measures that have kept a tenuous peace on the continent for several decades. With that peace broken, here's how consumers are reacting:

28% of respondents are concerned about a third world war or nuclear attack
27% of respondents are concerned about the health and safety of the people in Ukraine

However, our data is not showing that the Ukraine conflict is impeding anyone's willingness to travel. As we discovered in our next series of questions, travelers appear to be confident traveling both domestically and abroad.

Lindbergh, Eat Your Heart Out

Despite concerns about the European conflict, consumers at large are looking forward to the ability to travel as COVID restrictions finally relax. With more freedom and fewer concerns, many travelers are endeavoring to fly both domestically and abroad. Here's what consumers say about travel:

70% of respondents say that they are excited to travel in the near future
63% of respondents say that they are more comfortable with making future travel plans
63% of respondents say that they think the travel industry has been adapting and getting better with safety precautions as a result of COVID, and that makes them feel good about traveling in the future

Overall, the sentiment around travel is increasingly positive as we move through 2022. These data points speak to the fact that consumers have discovered comfort and excitement in their lives when it comes to making summer travel plans.

Confidence, Health, & Wellness

As travel-associated concerns are declining, consumers are showing a decrease in pessimism when it comes to their overall health. Here's what they're saying:

28% of respondents say they are uneasy about traveling because their health is not worth risking
26% of respondents say they believe the worst is yet to come regarding their personal travel and health

The decrease in these negative sentiments is a positive indicator for the travel industry as a whole, not to mention any brand associated with health & wellness. While a decrease in pessimism may not always indicate an increase in optimism, a large segment of consumers is changing its views as 2022 progresses.

Leaving the Nest