1. McKinsey & Company 1
We have seen five significant new consumer behaviors, some of
which will have a lasting impact
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
3. Stickiness
of digital
2. Signs of spend
recovery
4. Rebalancing
of homebody
economy
5. Evolution
of loyalty
1. Steady
overall optimism
32%
of consumers expect
“extra” spend in 2021 to
reward themselves
60%
of consumers have
changed stores, brands
or the way they shop
Up to 90%
intend to continue
purchasing online
post-COVID-19 (from
those who currently do)
31%
of consumers have
invested in new uses
of their living space
at home
18%
of consumers are
optimistic about
economic recovery
versus 11% in November

2. McKinsey & Company 2
Confidence in own country’s economic recovery after COVID-191
% of respondents
Source: McKinsey & Company COVID-19 Consumer Pulse Survey
Optimism is increasing in all countries, yet even with a seven
percentage-point rise, France remains among the least optimistic
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity)?
Rated from 1 “very optimistic” to 6 “very pessimistic.” Bars may not sum to 100% due to rounding.
10 14 14 18 17 21
31
20
25
37
43
45 46
53 59
62
52 67
71
61
47 41 39
30 24
17 17 12
4 2
32
50
18
‘Optimistic’ change vs November
survey, percentage point 0
+9 +3 +6 +13
+7 +9 +4 +3 +5
+1
Mixed The economy will be
impacted for 6–12 months or
longer and will stagnate or show
slow growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show regression/
fall into lengthy recession
Optimistic: The economy will
rebound within 2–3 months and
grow just as strong as or
stronger than before COVID-19
Spain
2/23–27
Italy
2/23–27
Japan
2/24–27
US
2/18–22
India
2/20–3/3
China
2/20–3/8
Mexico
2/20–3/2
Brazil
2/20–3/1
Germany
2/23–27
UK
2/23–27
France
2/23–27
Steady overall optimism

3. McKinsey & Company 3
Confidence in own country’s economic recovery after COVID-191
% of respondents
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; 11/9–11/16/2020, n = 1,000; 9/24–9/27/2020, n = 1,077; 6/18–6/21/2020, n = 1,006; 5/21–5/24/2020, n =
1,011; 4/30–5/3/2020, n = 1,011; 4/16–4/19/2020, n = 1,009; 4/2–4/5/2020, n = 1,011; 3/26–3/29/2020, n = 1,003; 3/20–3/22/2020, n = 1,008; sampled to match France general population 18+ years
36% 36% 35% 39% 37% 40%
34% 35% 37%
32%
46% 50% 51%
51%
51%
49%
49%
53% 52%
50%
18% 14% 14%
10% 12% 11%
17%
12% 11%
18%
Mar 20–22 April 16–19
Mar 26–29 June 18–21
April 2–5 May 21–24
April 30–May 3 Nov 9–16 Feb 23–27
Sept 24–27
Confidence has improved in France, with optimism back to levels
seen in summer, and pessimism the lowest since COVID-19 started
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity)?
Rated from 1 “very optimistic” to 6 “very pessimistic.” Figures may not sum to 100% because of rounding.
France
2020 2021
Mixed: The economy will
be impacted for 6–12
months or longer and will
stagnate or show slow
growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show
regression/fall into
lengthy recession
Optimistic: The economy
will rebound within 2–3
months and grow just as
strong as or stronger than
before COVID-19
Steady overall optimism

4. McKinsey & Company 4
Household income1
% of respondents
Household spending1
% of respondents
Household savings1
% of respondents
French households remain cautious and continue to increase
savings and spend money carefully
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; 11/9–11/16/2020, n = 1,000; 9/24–9/27/2020, n = 1,077, sampled to match France general
population 18+ years
1. Q: How has the coronavirus (COVID-19) crisis affected your (household) income, overall household spending, and amount of income put away as savings over the past two weeks? Figures may not sum to 100% because of rounding.
About the same
Reduce slightly/a lot Increase slightly/a lot
Past 2 weeks
3%
4%
69%
27%
Past 2 weeks
65%
33%
4%
63%
33%
Past 2 weeks
17%
51%
14%
Past 2 weeks
Past 2 weeks
58%
28% 32%
21%
53%
27%
Past 2 weeks
39%
42%
18%
51%
31%
Past 2 weeks
Past 2 weeks
19% 18%
44%
37%
Past 2 weeks
Sept 24–27 Nov 9–16 Feb 23–27 Sept 24–27 Nov 9–16 Feb 23–27 Sept 24–27 Nov 9–16 Feb 23–27
Steady overall optimism

5. McKinsey & Company 5
Consumers engaging in “normal” out-of-home activities1
% of respondents
Engagement in ‘normal’ out-of-home activities has dropped in
recent months, linked to the national curfew in place since October
1. Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart shows those already participating in these activities.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; 11/9–11/16/2020, n = 1,000; 9/24–9/27/2020, n = 1,077;
6/18–6/21/2020, n = 1,006; 5/21–5/24/2020, n = 1,011; sampled to match France general population 18+ years
12
10
49
41
13
June 21
Feb 27
Nov 16
May 24
Sept 27
Overall
13%
Low
(<€25K)
12%
Medium
(€25K–€50K)
12%
High
(>€50K)
Millennials
14%
Baby
boomers
Gen Z Gen X
24%
11%
6%
By income
By generation2
~24%
of Gen Z are doing out-of-home activities
~13%
of lower income households are doing out-of-home
activities
Steady overall optimism

6. McKinsey & Company 6
Dining out is the most missed activity for French consumers,
followed by seeing family and friends
Steady overall optimism
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match France general population 18+ years
19%
Get together with family
48%
43%
Attend an outdoor event
Go out for family entertainment
Dine at a restaurant or bar
Attend an indoor cultural event
43%
Get together with friends
16%
Travel by airplane
13%
14%
11%
Travel more than 2 hrs by car
11%
Go to the gym or fitness studio
10%
Visit a crowded outdoor public place
Top activities eager to get back to2
% of respondents for whom the activity is in their top 3 choices
89%
shop in-person for groceries,
necessities
65%
shop in-person for non-necessities
Most prevalent activities
consumers are engaging in1
% of respondents who did activity
within last 2 weeks
1. Q: Did you leave your house for the following activities over the past two weeks? Top 2 most-often selected activities. Respondents are those who have answered as having done the activity at least once per year prior to COVID-19.
2. Q: Which of the following activities are you most eager to get back to on a regular basis? Please select the top 3 activities you miss the most.

7. McKinsey & Company 7
Gen Z Millennials Gen X Baby boomers
-11% -9% +5% +8%
-10% -7% -5% +16%
-2% -4% +2% +3%
-4% -3% +5% -1%
-2% -0% +1% +0%
+3% +6% +0% -6%
+6% +2% -1% -4%
-2% -2% -3% +5%
+4% +4% -3% -2%
+4% +5% -3% -3%
+3% +1% -2% +0%
Top activities consumers are eager to get back to1
% of respondents for whom the activity is in their top 3 choices
Income overindexed or underindexed2
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Go to a shopping mall
11%
43%
48%
43%
Dine at a restaurant or bar
Attend an indoor cultural event
Get together with family
16%
Get together with friends
19%
Travel by airplane
14%
Go out for family entertainment
Attend an outdoor event 12%
Travel more than 2 hrs by car
11%
Go to the gym or fitness studio
Visit a crowded outdoor public place 10%
8%
Older consumers are more eager to go back to restaurants and to see
family, while a higher share of younger groups long for outdoor events
Steady overall optimism
Overindexed (>+5%) Underindexed (<-5%)
1. Q: Which of the following activities are you most eager to get back to on a regular basis? Please select the top 3 activities you miss the most.
2. Index is calculated as the difference between generation group and overall % of respondents. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The
traditionalist/silent generation is not included due to a low sample size.

8. McKinsey & Company 8
French consumers will prioritize seeing family, dining out, and
shopping once COVID-19 subsides
Steady overall optimism
5
Visit a crowded outdoor public place
Dine at a restaurant or bar
Get together with family
Go out for family entertainment
Attend an indoor cultural event
Go to a hair or nail salon
Attend an outdoor event
42
Go to the gym or fitness studio
Get together with friends
4
4
28
4
22
32
11
Use a ride-sharing service
Travel by airplane
Shop for groceries/necessities
Work outside my home
Shop for non-necessities
Go to a shopping mall
Use public transportation
Travel more than 2 hrs by car
Travel by train
Stay in a hotel
Rent a short-term home
62
89
43
65
54
22
12
5
19
8
10
+22
+55
+58
+52
+23
+5
+23
+24
+34
+51
+42
+42
+33
+59
+46
+45
+13
+64
+61
1. Q: Did you leave your house for the following activities over the past two weeks? Respondents are those who have answered as having done the activity at least once per year prior to COVID-19.
2. Q: Once the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity), how do you think the amount of time you spend doing the following activities will change relative to how often you did them before COVID-19 began?
Possible answers: “I will not do this at all”; “I will do this less often than I did before COVID-19 started”; “I will do this about the same as I did before COVID-19”; “I will do this more than I did before COVID-19.” Net intent is calculated by adding
% of respondents stating they will do more or about the same, and subtracting % of respondents stating they will do less or not at all, over total of respondents.
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match France general population 18+ years
Out-of-home activities done in the past two weeks1
% of respondents who did activity within last 2 weeks
Net intent
post-
COVID-192
Net intent
post-
COVID-192
Work
Shopping
Transport/
Travel
Social
Personal
care
Entertain
-ment
+8
+23
+24
+1
+29
+27
+12
+42
Net intent: 1–15 Net intent: 16–30 Net intent: 31–50

9. McKinsey & Company 9
1 Q: When do you expect your routines will return to normal? Figures may not sum to 100% because of rounding.
2. Q: When do you expect your personal/household finances will return to normal? Figures may not sum to 100% because of rounding.
14%
Jul–Dec 2021
7%
2022 or beyond
43%
Jan–Jun 2021
36%
Already returned to normal
34%
12%
7%
21%
26%
Already returned to normal
No impact
Jan–Jun 2021
Jul–Dec 2021
2022 or beyond
~79%
believe their routines
will not return to
normal until the
second half of 2021
or beyond
~47%
believe their finances
will not return to
normal until the
second half of 2021
or beyond
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003, sampled to match France general population 18+ years
Steady overall optimism
French consumers believe that their routines will take longer to
return to normal than their finances
Expectations on routines returning to normal1
% of respondents
Expectations on finances returning to normal2
% of respondents

10. McKinsey & Company 10
Nearly one-third of consumers intend to splurge in 2021, especially
younger generations and higher-income households
Signs of spend recovery
Expected leisure spend in 20211
% of respondents who plan to splurge or treat themselves
20%
32%
50%
12%
29%
41%
50%
20%
33%
55%
67%
28%
1. Q: With regard to products and services you will spend money on, do you plan to splurge/treat yourself in 2021? Figures may not sum to 100% because of rounding.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
>70%
<30% 50–70%
30–49%
~32%
Plan to splurge or
treat themselves Gen Z
Millennials
Gen X
Generation2
Mid
Low High
Baby boomers
Household income
(€25–€50K/year)
(<€25K/year) (>€50K/year)

11. McKinsey & Company 11
A spike in consumer spending on restaurants, travel, and
entertainment is expected, but will be spread out over time
Signs of spend recovery
59
57
40
39
31
27
26
20
20
Restaurants, dining out, bars
Travel, lodging, vacation
Fitness, sports, & outdoors
Apparel, shoes, accessories
Out-of-home entertainment
Electronics
Beauty & personal care
Items for your home
Household essentials
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Expected leisure categories on which people plan to splurge or treat themselves in 20211
% of respondents who plan to splurge or treat themselves
1. Q: You mentioned that you plan to splurge/treat yourself in 2021. Which categories do you intend to treat yourself to? Please select all that apply.

12. McKinsey & Company 12
On average, more than two-thirds of consumers who intend to
splurge plan on doing so with money from their usual budget
Signs of spend recovery
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Financing source of splurge spend1,
% average of respondents who plan to splurge, by generation
71% 64% 73% 71% 69%
54% 48% 27% 21% 39%
43% 44% 41% 32% 41%
11% 18% 5% 4% 11%
Gen Z Millennials Gen X Baby boomers
From available budget
By reducing spend
elsewhere
From existing savings
By using credit or a buy
now, pay later option
Avg. by
financing
source3
Generation2
1. Q: For your future splurge on previously selected items, how do you intend to pay? Please select the answer that best represents your situation.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
3. Respondents who selected the answer across all splurge categories, on total respondents who intend to splurge.
>50%
<20% 36–50%
21–35%

13. McKinsey & Company 13
Spending intent outside of the grocery category remains negative,
but it has improved as compared to November 2020
Signs of spend recovery
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; 11/9–11/16/2020, n = 1,000; sampled to match France general population 18+ years
-3
+1
+11
+7
+12
+6
+17
+17
+13
+13
N/A3
+2
+7
+16
+18
N/A3
N/A3
N/A3
N/A3
+7
+2
+10
+14
+4
+14
+6
+35
+26
-36
+10
+23
-1
+9
+3
+4
+1
9
21
34
32
53
74
46
43
56
57
38
26
30
46
44
32
38
14
7
18
7
14
18
7
Food takeout & delivery
Jewelry
Toys & baby
Groceries
Home improvement & garden
Accessories
Tobacco products
5
Quick-service restaurant
Alcohol
6
Restaurant
Sports & outdoors
5
Footwear
Kitchen & dining
6
Apparel
6
5
12
6
Household supplies
4
11
Personal-care products
5
Skin care & makeup
11
Home & furniture
Decrease
Stay the same
Increase
-49
5
-26
-20
-36
-15
-16
-26
-46
-68
-41
-37
-52
-7
-26
-31
-13
-30
26
15
25
40
75
27
64
38
34
44
65
51
77
70
77
75
76
13
8
8
8
8
Books/magazines/newspapers
Entertainment at home
Hotel/resort stays
4
6
4
Vitamins & OTC medicine
11
6
Pet food & supplies
6
11
Consumer electronics
5
11
Out-of-home entertainment
6
Cruises
Pet-care services
Vehicles
Fitness & wellness
6
Personal-care services
6
Gasoline
Short-term home rentals
10
Travel by car
5
Adventures & tours
International flights
Domestic flights
-6
-2
-17
-34
-69
-21
-53
-32
-26
-57
-41
-71
-65
-70
-71
-71
-15
-36
1. Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2. Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
3. Data not available or insufficient sample (n = < 50) in November 2020 survey.
Expected spending per category over the next two weeks compared to usual1
% of respondents Net
intent2
Change since
Nov 2020
Net
intent2
Change since
Nov 2020

14. McKinsey & Company 14
-10
-60
-20
-50
-80
-30
-70
-40
0
10
20
Feb
23
April
30
March
21
April
16
March
26
April
2
May
21
June
18
Sept
16
Nov
9
Expected spending per category over the next two weeks compared to usual1
Net intent2
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; 11/9–11/16/2020, n = 1,000; 9/24–9/27/2020, n = 1,077; 6/18–6/21/2020, n = 1,006; 5/21–5/24/2020, n = 1,011;
4/30–5/3/2020, n = 1,011; 4/16–4/19/2020, n = 1,009; 4/2–4/5/2020, n = 1,011; 3/26–3/29/2020, n = 1,003; 3/20–3/22/2020, n = 1,008; sampled to match France general population 18+ years
Net spending intent is picking up in most categories, after having
dropped in late 2020
Signs of spend recovery
Groceries
Fitness & wellness
Household supplies
Skin care & makeup
Consumer electronics
​Personal-care products
Apparel
Domestic flights
International flights
Out-of-home
entertainment
At-home entertainment
Close trips (2hrs by car)
1. Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2. Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.

15. McKinsey & Company 15
Consumers’ intent to spend more after COVID-19 subsides is
especially high for restaurants, fashion, and travel
Signs of spend recovery
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
1. Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual?
2. Q: Once the COVID-19 crisis subsides (i.e., once there is herd immunity), do you expect that you will spend more, about the same, or less money on these categories than during the COVID-19 pandemic?
3. Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
-15 to 0 Below -15
Above +1 Below 0
Above +25 +15 to +25 0 to +15
Net intent3
Next 2
weeks
Post-
COVID-19 Evolution
Pet food & supplies -6 -1
Vitamins & OTC medicine -15 -9
Domestic flights -71 3
Hotel/resort stays -71 17
Adventures & tours -65 25
Out-of-home entertainment -69 18
Petcare services -21 -8
Fitness & wellness -53 4
Personal care services -32 -5
Gasoline -26 9
Short-term home rentals -57 11
Cruises -71 -6
Travel by car -41 11
International flights -70 15
Books/magazines/newspapers -17 -9
Consumer electronics -34 -15
Entertainement at home -2 -9
Vehicles -36 -11
Expected spending per category over the next two weeks1 compared to post-COVID-192
% of respondents Net intent3
Post-
COVID-19
Next 2
weeks Evolution
Groceries -2
5
Toys & baby -15
-26
Tobacco products -13
-15
Food take out & delivery -30
-16
Alcoholic -11
-26
Accessories -19
-52
Household supplies -10
-20
Apparel -8
-37
Quick service restaurant -9
-46
Footwear -9
-41
Home improvement & gardening -6
-13
Restaurant 24
-68
Personal care products -4
-7
Skincare & make-up -6
-26
Sports & outdoors -10
-31
Home & furniture -14
-36
Jewelry -21
-49
Kitchen & dining -11
-30

16. McKinsey & Company 16
Three digital trends picked up during thelockdowns are likely to
stick after the pandemic subsides
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
3. In-home entertainment
and wellness digital activities
are likely to stay
2. Pick-up and delivery services
have more lasting power for
non-food products than for food
1. Consumers expect to
continue online buying initiated
during COVID-19
21 out of 34
of categories have a net intent above 20 for
online purchasing post-COVID-19
66%
of consumers currently using a wellness
app intend to continue post-COVID-19
55%
of consumers currently buying online for
in-store pickup intend to continue
post-COVID-19
67%
of consumers currently streaming online
intend to continue post-COVID-19
32%
of consumers using restaurant
curbside pickup services intend to
continue post-COVID-19
Stickiness of digital

17. McKinsey & Company 17
Ninety percent of consumers intend to continue online purchasing
after COVID-19 subsides, across almost all categories
90%
currently purchasing
online4
90%
intend to continue
purchasing online
post-COVID-194
Purchase online after COVID-19
Net intent5
after COVID-19
% of online purchase during COVID
for most purchased categories
0 to 20
Above 50
21 to 50
Below 0
Net intent5
Since
COVID-19 began
Decrease
or stop
​Increase or
stay the same
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
1. Q: Before the coronavirus (COVID-19) situation started, what proportion of your purchases in this category were online vs from a physical store/in person? Includes respondents who chose “some online,” “most online,” and “all online.”
2. Q: Have you purchased the following categories online since the coronavirus (COVID-19) began? Please select “yes” or “no” for each category. Includes respondents who selected “Yes” for the category.
3. Q: Will you continue to purchase these categories online after the coronavirus (COVID-19) situation subsides (i.e., once there is herd immunity)?: “No, I will stop purchasing online altogether”; “buy less online”; “buy about the same amount
online;” and “buy more online.”
4. Number indicates respondents who chose at least one category that they purchase online.
5. Net intent is calculated by subtracting the % of respondents stating they expect to decrease or stop use from the % of respondents stating they expect to increase or maintain use.
Consumers’ use of online channel during and after COVID-191,2,3
% of respondents
Stickiness of digital
45
44
68
52
32
27
50
19
17
64
53
41
Alcohol
Footwear
Groceries/food for home
Personal-care products
Apparel
Household supplies
Personal-care services
Books, magazines, newspapers
Restaurant
Food takeout
Skin care & makeup
Vitamins and OTC medicine
+13
+3
+35
+26
+35
+31
+16
+9
+33
-11
-15
+31
34 66
63
44
49
56
37
33
67
33
58
42
54
46
67
67
44
56
65
43
57
51
33
35

18. McKinsey & Company 18
-19
45
46
31
33
58
65
59
18
7
-11
N/A4
90
73
80
80
French consumers intend to purchase more online after the
pandemic, except for restaurants, personal-care services, and cars
45
24
64
27
43
17
52
68
45
41
62
32
44
53
51
46
42
37
Household supplies
Groceries
Food take out & delivery
Tobacco products
Sports & outdoors
Footwear
Alcoholic beverages
Quick-service restaurant
Restaurant
Apparel
Jewelry
Accessories
Toys & baby
Personal-care products
Kitchen & dining
Skin care & makeup
Home & furniture
Home improvement & gardening
44
41
75
50
58
14
28
25
19
21
46
29
20
26
39
34
Consumer electronics
Books/magazines/newspapers
Pet food & supplies
International flights
Vitamins & OTC medicine
Entertainment out of home
Entertainment at home
Pet-care services4
Short-term home rentals
Fitness & wellness4
Personal-care services
Vehicles
Cruises4
Adventures & tours
Hotel/resort stays
Domestic flights4
Net intent3
post-COVID-19
Since COVID-19 began
Net intent3
post-COVID-19
16
23
10
3
9
3
13
-15
35
15
31
28
26
35
26
22
38
28
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
1. Q: Have you purchased the following categories online since the coronavirus (COVID-19) began? Please select yes or no for each category. Includes % respondents who selected “yes” for the category and currently buying the category.
2. Q: Will you continue to purchase these categories online after the coronavirus (COVID-19) situation subsides (i.e., once there is herd immunity)? Possible answers: “no I will stop purchasing online altogether”; “buy less online”; “buy about the
same amount online”; “buy more online.”
3. Net intent is calculated among respondents currently buying online by subtracting the % of respondents stating they expect to decrease or stop use from the % of respondents stating they expect to increase or maintain use.
4. Low sample size (<50).
Consumers’ use of online channel during1 and after2 COVID-19
% of respondents buying this category online
Above 50
0 to 20
Below 0 21 to 50
Net intent3
Stickiness of digital

19. McKinsey & Company 19
Most categories will benefit from lasting online penetration,
especially entertainment and consumer electronics
Net intent to continue to purchase online after COVID-191
Percent of users who intend to keep doing activity after COVID-19 at same or higher level
Penetration
since
COVID-19
2
1. Q: Will you continue to purchase these categories online after the COVID-19 situation subsides (i.e., once there is herd immunity)? Possible answers: “no, I will stop purchasing online altogether”; “buy less online”; “buy about the same amount
online”; and “buy more online.” Number indicates net intent, calculated by subtracting % of respondents stating they expect to decrease or stop use from % of respondents stating they expect to increase or maintain use.
2. Q: Have you purchased the following categories online since the coronavirus (COVID-19) began? Please select yes or no for each category. Includes % respondents who selected “Yes” for the category.
3. Thresholds of categories are defined by the terciles. The 1st tercile of Intent occurs at 13%, and the 2nd occurs at 33%.
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Greater online presence
Less-accelerated online shift Sustained shift to online
-5
25
-15
55
30
50
5
-20
35
70
75
20
-10 45
15
0 70
10 35
25 30 40
65
50
80
55
45
60 65
5
10
15
20
Jewelry
Apparel
Alcoholic beverages
Consumer electronics
Accessories
Entertainment at home
Groceries
Food takeout & delivery
Household supplies
Footwear
Toys & baby supplies
Personal-care products
Skin care & makeup
Vitamins, supplements, OTC medicine
Books / magazines / newspapers
Entertainment away from home
Fitness & wellness services
Personal-care services
Vehicles
Meal at restaurant
Stickiness of digital

20. McKinsey & Company 20
7%
5%
1%
1%
7%
17%
5%
10%
5%
3%
12%
5%
1%
14%
10%
3%
2%
2%
9%
12%
11%
16%
10%
6%
8%
4%
1%
6%
6%
1%
2%
1%
2%
9%
5%
7%
2%
1%
1%
Restaurant delivery
Pay more for one-hour delivery
Grocery delivery
1%
Restaurant curbside pickup
Quick-serve restaurant drive-thru
Used a new store/restaurant app
Pay more for same-day delivery
Meal-kit delivery
Purchased pre-owned products
1%
In-store self-checkout
Buy online for in-store pickup
Store curbside pickup
Purchased directly from social media
0%
Used deal-finding plug-ins
Using same/less Just started using
Using more
37%
44%
41%
52%
82%
32%
55%
52%
46%
72%
69%
79%
37%
37%
French consumers continue to try delivery and pickup services
for the first time, and to intensify their use
Intent to
continue,2 %
1. Q: Have you used or done any of the following since the coronavirus (COVID-19) crisis started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”;
“using more since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.”
2. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) ) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this.”
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Have you used or done any of the following since COVID-19 started1
% of respondents currently using/doing
Stickiness of digital

21. McKinsey & Company 21
1. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) ) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2. Q. Which best describes when you have done or used each of these items? Possible answers included: "Just started using since Coronavirus started", "Using more since Coronavirus started", "Using less since Coronavirus started" or "Using
about the same since Coronavirus started". Possible answers not included: "Not using."
3. User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
4. Thresholds of categories are set at the median value. Penetration median = 19%, Intent to use median = 49%.
Food pickup and delivery services were spurred by COVID-19 but
may not last, with less-than half of consumers intending to continue
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Big surge during
COVID-19, but not
enough
penetration or
intent to fully stick
No real shift since
COVID-19
Niche behaviors
but growing fast
with very loyal
consumers who
want to continue
using it post-
COVID-19
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
New behaviors
spurred by COVID-19
Popular and enduring
User growth3: 0–19% User growth: 20–39% User growth: 40–59% User growth: 60%+
40
60
15
20
70
25
18
30
10
50
40
35
80
0
5
Purchased from
social media
Restaurant delivery
Meal-kit delivery
Grocery delivery
Paid more for
1 hour delivery
Restaurant curbside pickup
Paid more for
same-day delivery
New store/
restaurant app
Quick-serve
restaurant drive-thru
In-store self-checkout
Buy online for in-store pickup
Store curbside pickup
Purchased pre-owned
products online
Deal-finding plug-ins/apps/sites
Penetration
since
COVID-19
2
Stickiness of digital
Niche and loyal

22. McKinsey & Company 22
67%
44%
47%
40%
26%
34%
51%
66%
26%
66%
51%
83%
56%
57%
61%
55%
15%
2%
5%
2%
3%
2%
20%
9%
4%
5%
25%
6%
24%
10%
12%
4%
2%
3%
6%
5%
3%
18%
9%
6%
5%
28%
5%
5%
13%
4%
5%
3%
5%
5%
4%
2%
2%
5%
2%
3%
2%
Playing online games
Remote learning: myself
Digital exercise machine
1%
Social media
Telemedicine: physical
Online streaming
Watching e-sports
Videoconferencing: professional
Video chat: personal
1%
Remote learning: my children 1%
Online fitness
Wellness app
1%
1%
Telemedicine: mental
1%
1%
TikTok
Cooked regularly for myself/my family
Personal care/grooming at home
Consumers have increased at-home activities such as cooking,
online streaming, social media, and videoconferencing
Using same/less Just started using
Using more
1. Q: Have you used or done any of the following since the coronavirus (COVID-19) crisis started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”;
“using more since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.”
2. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this.”
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Have you used or done any of the following since COVID-19 started1
% of respondents currently using/doing Intent to continue2 %
Stickiness of digital

23. McKinsey & Company 23
45
0
60
24 50
50
30 40
55
5
10
60
15
20
25
30
35
40
Telemedicine:
Physical Watching e-sports
Telemedicine: Mental
Video chat:
Personal
Online streaming
Wellness app
Online fitness
Videoconferencing:
professional
Remote learning:
Myself
Remote learning:
My children
Using social media
Playing
online games
TikTok
Personal care
at home
Cooked regularly
1. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) ) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2. Q. Which best describes when you have done or used each of these items? Possible answers included: "Just started using since Coronavirus started", "Using more since Coronavirus started", "Using less since Coronavirus started" or "Using
about the same since Coronavirus started". Possible answers not included: "Not using."
3. User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
4. Thresholds of categories are set at the median value. Penetration median = 15%, Intent to use median = 51%.
New entertainment and wellness habits show stronger lasting
power than videoconferencing, telemedicine, and remote learning
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Niche behaviors
but growing fast
with very loyal
consumers who
want to continue
using it post-
COVID-19
Niche and loyal
No real shift since
COVID-19
New behaviors
spurred by
COVID-19
Popular and enduring
Big surge during
COVID-19, but
not enough
penetration or
intent to fully stick
Intent to use after COVID-191 - Percent of new or increased users who intend to keep doing activity after COVID-19
User growth3: 0–19% User growth: 20–39% User growth: 40–59% User growth: 60%+
Penetration
since
COVID-19
2
Stickiness of digital

24. McKinsey & Company 24
Fifty-eight percent of consumers have made substantial changes to
their homes and finances during the pandemic
1. Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? 42% answered “None of these.”
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Renovated/remodeled my home
2%
Reassessed my investment portfolio
Worked more from home
Set up a specific work from home space
Decided to change jobs
Went back to school
26%
Set up a gym at home
2%
Bought a property
Sold a property
5%
Moved into a bigger home
Permanently moved to a new city
Permanently moved to the countryside
Bought a car
Permanently moved in with family
Permanently moved the suburbs
Got a new pet at home (e.g., dog, cat)
5%
4%
11%
18%
9%
2%
3%
9%
8%
3%
2%
1%
6%
Moved into a smaller home
Main life events done in the last 12 months as a result of COVID-191
% of respondents
51%
of consumers who
worked more from
home made home
renovations, vs 31% of
total sample
41%
of high-income group
(>€50K) worked more
from home
Pet adoption
Work/study
change
House move
Home
renovation
Investments/
Divestments
6%
31%
9%
31%
19%
x% Net % of respondents per category
Rebalancing of homebody economy

25. McKinsey & Company 25
26
11
9
3
-1
-1
-3
-6
-9
-12
-13
-14
-15
-16
-25
-37
63%
29%
69%
44%
47%
50%
56%
65%
53%
62%
48%
36%
78%
22%
28%
52%
Video chat: personal
Digital exercise machine5
Playing online games 5
Telemedicine: mental 5
TikTok 5
Social media
Videoconferencing: professional
Online streaming
Personal care/grooming at home 5
Wellness app 5
Online fitness 5
Remote learning: myself 5
Cooked regularly for myself/my family
Remote learning: my children 5
Telemedicine: physical 5
Watching e-sports 5
After COVID-19, 63 percent of French consumers expect to resume
to pre-pandemic habits regarding working from home
Plan to continue or increase usage
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Prior to COVID-19, only 7% of the French workforce worked from home
(3% regularly and 4% occasionally)2
1. Q: Once the COVID-19 crisis subsides (i.e., once there is herd immunity), how do you think the amount of time you spend doing the following activities will change relative to how often you did them before COVID-19 began? Asked of respondents who selected “Work more from
home" in the Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? Possible answers: "I will not do this at all“; "I will do this less often“; “I will do this about the same“; “I will do this more.“
2. November 2019 publication by DARES, the French Ministry of Labor statistic agency: 3.0% of French workers work from home regularly (at least one day per week) and 4.2% work from home occasionally.
3. Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? Respondents who selected “Worked more from home.“ Q: Compared to now, will you do or use the following more, less or not at all, once the coronavirus (COVID-19) crisis
subsides (i.e., once there is herd immunity)? Respondents who selected: “I will keep doing what I am doing now“ or “I will increase this.“
4. Difference between respondents who selected “Worked more from home“ and those that didn’t.
5. Low sample size (<50).
4%
15%
63%
19%
Work outside home more
Work only from home
Work from home more
Work from home the same
19%
will either work only
from home or do so
more than before
COVID-19
Diff. above +9 Diff.: 5 to 9 Diff.: Below 0
Diff.: 0 to 4
Diff. with those
who did not,4
percentage point
Use of digital services3
% respondents who worked more from home during the crisis
Work from home after COVID-19 as compared to before
COVID-19,1 % respondents
Rebalancing of homebody economy

26. McKinsey & Company 26
Have you done any of the following since COVID-19 started1,2
% of respondents
Sixty percent of consumers have tried a new shopping behavior
since COVID-19 started
32%
29%
24%
16%
15%
Private label/store brand
Different retailer/store/website
Different brand
New shopping method3
New digital shopping method
60%
of consumers have
tried a new shopping
behavior since
COVID-19 started1
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
73%
of millennials and Gen
Z have tried a new
shopping behavior5
1. Q: Since the coronavirus (COVID-19) crisis started, which of the following have you done? 40% consumers selected “none of these.”
2. Q: Which best describes whether or not you plan to continue with these shopping changes once the coronavirus (COVID-19) crisis has subsided (i.e., once there is herd immunity)? Possible answers: “will go back to what I did before
coronavirus”; ”will keep doing both this and what I did before coronavirus”; ”will keep doing this and NOT go back to what I did before coronavirus.”
3. “New shopping method” includes curbside pickup and delivery apps.
4. Intent to continue includes respondents who selected “will keep doing both this and what I did before coronavirus” and “will keep doing this and NOT go back to what I did before coronavirus.”
5. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
68%
82%
72%
83%
74%
Intent to
continue4
Evolution of loyalty

27. McKinsey & Company 27
While convenience and value are top reasons consumers shopped
in new places, many also switched for purpose-driven reasons
29%
19%
17%
14%
27%
23%
9%
20%
7%
3%
3%
15%
12%
17%
8%
8%
8%
Better value
Less crowded / has shorter lines
More easily accessible from my home
Can get all the items I need from one place
Offers good delivery/pickup options
Supporting local businesses
Cleaner / has better hygiene measures
Wanted to treat myself
Better prices/promotions
Better shipping/delivery costs
Has more sustainable / environmentally friendly options
Shares my values
The company treats its employees well
Wanted variety/change from my normal routine
Products are in stock
Offers natural/organic options
Better quality
33%
of Gen Z2 and
millennials but only
22% of baby
boomers selected
purpose-driven
reasons
31%
of high-income
groups (>€50K)
Reason for shopping at a new retailer/store/website since COVID-19 began1
% of respondents selecting reason in top three
1. Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) crisis started. What were the main reasons you decided to try this new retailer/store/website? Select up to three.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
Net % of respondents per category
Convenience 61%
Value 47%
Purpose-driven 28%
Personal choice 25%
Quality/organic 15%
Availability 17%
Health/hygiene 8%
X%
Evolution of loyalty

28. McKinsey & Company 28
Value is the top reason to switch brands, but more than 40 percent
also switched to experience novelty or for purpose-driven reasons
1. Q: You mentioned you tried a new/different brand than what you normally buy. What were the main reasons that drove this decision? Select all that apply. “Brand” includes different brand, new private label/store brand.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
40%
38%
13%
11%
29%
26%
27%
18%
9%
5%
33%
15%
24%
19%
30%
29%
15%
Cleaner / has better hygiene measures
Wanted to treat myself
Shares my values
Better value
Better quality
Wanted variety/change from my normal routine
Better prices/promotions
Larger package sizes
Better shipping/delivery costs
Supporting local businesses
Wanted to try a type of product I’ve never tried before
Wanted to try a new brand I found
Is more sustainable / better for the environment
The company treats its employees well
Products are in stock
Is natural/organic
Is available where I’m shopping
Availability 30%
63%
Purpose-driven 43%
Quality/organic 35%
Novelty 44%
Convenience 29%
Health/hygiene 15%
Personal choice 40%
Reason for trying a new brand since COVID-19 began1
% of respondents selecting reason in top three
48%
for Gen X but only
33% for baby
boomers2
54%
for high income
groups (>€50K)
Net % of respondents per category
X%
Value
Evolution of loyalty

29. McKinsey & Company 29
Convenience and value are top reasons for changing retailers for all
generations; purpose is especially important for younger groups
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
1. Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) crisis started. What were the main reasons you decided to try this new retailer/store/website? Select up to three.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
Top 2 reasons by generation Bottom 2 reasons by generation
Reason for shopping at a new retailer/store/website since COVID-19 began1,2
% of respondents selecting reason in top three
15%
Value
61%
Convenience
Personal choice
Purpose-driven
47%
28%
25%
17%
Availability
Quality/organic
8%
Health/hygiene
18%
16%
31%
33%
45%
47%
12%
67%
48%
33%
23%
16%
8%
17%
61%
46%
23%
28%
16%
5%
11%
19%
64%
15%
51%
22%
7%
19%
Gen Z Millennials Gen X Baby boomers
Total
Evolution of loyalty

30. McKinsey & Company 30
Value is the main motivator for switching brands across all generations,
while purpose-driven reasons are stronger for younger groups
Source: McKinsey & Company COVID-19 France Consumer Pulse Survey 2/23–2/27/2021, n = 1,003; sampled to match the French general population 18+ years
1. Q: You mentioned you tried a new/different brand than what you normally buy. What were the main reasons that drove this decision? Select all that apply. “Brand” includes different brand, new private label/store brand.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
Reason for trying a new brand since COVID-19 began1,2
% of respondents selecting reason in top three
Novelty
Personal choice
63%
44%
Value
Purpose-driven 43%
40%
35%
Quality/organic
30%
Availability
29%
Convenience
15%
Health/hygiene
25%
44%
25%
39%
58%
39%
33%
22%
42%
40%
42%
69%
31%
21%
32%
15%
48%
64%
48%
12%
38%
36%
41%
36%
33%
53%
47%
44%
9%
36%
27%
24%
Gen Z Millennials Gen X Baby boomers
Total
Top 2 reasons by generation Bottom 2 reasons by generation
Evolution of loyalty

31. McKinsey & Company 31
Disclaimer
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based on information currently available and do not contain all of the
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