In Turkey, consumers’ income and household finances have been affected by COVID-19. A majority of Turkish consumers are concerned about personal health, the economy, and the duration of the crisis. Both the observed effects and the uncertainty around the situation are manifesting as decreased spending across most categories. A spike in online spending on household essentials and entertainment is expected to continue, at least in the short term. These exhibits are based on survey data collected in Turkey from April 7–9, 2020. Check back for regular updates on Turkish consumer sentiments, behaviors, income, spending, and expectations.

1. McKinsey & Company 1
Optimism about Turkey’s economic recovery is declining, and
pessimism is increasing
27% 30%
46%
46%
27% 24%
Confidence in own country’s economic recovery after COVID-191
% of respondents
Unsure: 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 or fall into lengthy recession
Optimistic: The economy will rebound
within 2–3 months and grow just as
strong as, or stronger than, it was before
COVID-19
1 Q: How is your overall confidence level on economic conditions after the COVID-19 situation? Rated from 1, “very optimistic” to 6, “very pessimistic”; figures may not sum to 100% because of rounding.
Source: McKinsey & Company COVID-19 Turkey Consumer Pulse Survey 4/7–4/9/2020, n = 599; 3/28–3/29/2020, n = 600, sampled and weighted to match Turkey’s general population 18+ years
March 28–29
Turkey
April 7–9

2. McKinsey & Company 2
Consumers are feeling an impact on their income and are spending
carefully
Overall sentiment in the general population in Turkey1
% of respondents
50%
12%
17%
18%
8%
8%
38%
56%
47%
39%
45%
36%
38%
12%
32%
36%
43%
47%
56%
58%5%
My ability to make financial ends meet has been negatively impacted
by coronavirus or COVID-19
My work has been negatively affected by the coronavirus or COVID-19
Uncertainty about the economy is preventing me from making
purchases or investments that I would otherwise make
I am cutting back on my spending
Given the economy and my personal finances,
I have to be very careful how I spend my money
-2
+1
-2
-1
-1
-1
-2
My income has been negatively impacted by coronavirus or COVID-19
I am very hopeful for the future
Strongly agree/
agree difference
since last survey2
Strongly agree / agreeStrongly disagree / disagree Somewhat disagree / agree
1 Q: Please indicate how strongly you agree or disagree with each of the following statements. Please select only one response for each statement; figures may not sum to 100% because of rounding.
2 Measures difference in “strongly agree / agree” between current and last pulse survey.
Source: McKinsey & Company COVID-19 Turkey Consumer Pulse Survey 4/7–4/9/2020, n = 599; 3/28–3/29/2020, n = 600, sampled and weighted to match Turkey’s general population 18+ years

3. McKinsey & Company 3
Household income1,2
% of respondents
About the sameReduce slightly / reduce a lot Increase slightly / increase a lot
3%
Past 2 weeks
30%
67%
2%
26%
Past 2 weeks
72%
5%
26%
69%
Next 2 weeks
1 Q: How has the COVID-19 situation affected your (family’s) overall available income, spending, and savings in the past two weeks? Figures may not sum to 100% because of rounding.
2 Q: How do you think your overall available income, spending, and savings may change in the next two weeks? Figures may not sum to 100% because of rounding.
A majority of Turkish consumers anticipate a continued decrease in
income
Household spending1,2
% of respondents
19%
34%
47%
15%
Past 2 weeks Past 2 weeks
35%
50%
27%
28%
45%
Next 2 weeks
March 28–29 April 7–9
Household savings1,2
% of respondents
48%
Past 2 weeks
26%
26%
49%
Past 2 weeks
29%
22%
27%
25%
48%
Next 2 weeks
March 28–29 April 7–9 March 28–29 April 7–9
Source: McKinsey & Company COVID-19 Turkey Consumer Pulse Survey 4/7–4/9/2020, n = 599; 3/28–3/29/2020, n = 600, sampled and weighted to match Turkey’s general population 18+ years

4. McKinsey & Company 4
-15
-28
-29
6
10
57
26
57
72
35
33
26
26
11
5
26
36
74
51
18
11
12
5
5
8
15
60
52
6
2
2
Tobacco products
2Groceries
Alcohol4
Snacks
Food takeout & delivery
Quick-service restaurant
Restaurant
Footwear
1
Apparel
Jewelry
Accessories
Non-food child products
3Household supplies
Personal-care products
Skin care & makeup
3Furnishings & appliances
Stay the sameDecrease Increase
9
8
21
31
17
30
31
27
30
31
31
21
21
6
Entertainment at home
Out-of-home entertainment
Books/magazines/newspapers
4
2
0
Consumer electronics
Vacation spend (excl. Travel)
Pet-care services
2
2
0
Fitness & wellness
Personal-care services
International flights
Short-term rentals
Gasoline
Vehicle purchases
Adventures & tours
4Travel by car
Cruises
1
Domestic flights
Net intent2
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 Insufficient data to analyze gasoline, vehicle purchases, cruises, adventures & tours, and short-term rentals categories
4 Alcohol category only consists of lighter-alcohol beverages (e.g., beer, wine)
+12
+13
-17
-25
-23
-30
-30
-31
Net intent2
+72
+4
+57
-33
+45
+8
-46
-14
-52
-70
-30
-25
-25
-24
+47
-20
Source: McKinsey & Company COVID-19 Turkey Consumer Pulse Survey 4/7–4/9/2020, n = 599, sampled and weighted to match Turkey’s general population 18+ years
Turkish consumers expect to increase spending on some
discretionary categories, including snacks, personal care, tobacco
N/A3
N/A3
N/A3
N/A3
N/A3
N/A3
N/A3
N/A3
N/A3
N/A3
Expected spending per category over the next 2 weeks compared with usual1
% of respondents

5. McKinsey & Company 5
Expected change in shopping channel per category over the next 2 weeks1,3
Axes show net intent,2 bubble size is relative to share of respondents who have purchased category in last 6 months
-10
-10
-40
-35
40
-30 -5 15-25 0
0
65-20
20
-15
-30
5
30
10 20
50
25 30 35
60
10
40 45 50 55 60 70
-50
-20
Snacks
Entertainment
at home (e.g., Netflix)
Fitness &
wellness
Footwear
Consumer
electronics
Accessories
Groceries
Household supplies
(e.g., cleaning, laundry)
Personal-care products
(e.g., soap, shampoo)
Furnishing &
appliances
Books/magazines/newspapers
Non-food child products
(e.g., diapers)
Jewelry
Apparel
Skincare & makeup
Household essentials
Discretionary
Entertainment at home
In-store
Online
Consumers expect to shift to online spending for household
essentials, personal care, snacks, and entertainment
1 Q: Where do you expect you’ll buy these categories? Tell us if you will shop in the following places more, about the same, or less in the next two weeks; please note, if you don’t buy in one of these places today and won’t in
next two weeks, please select N/A; did not ask this question for categories not shown.
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease shopping frequency from the % of respondents stating they expect to increase shopping frequency.
3 Alcohol and tobacco categories are not available through online channels in Turkey.
Source: McKinsey & Company COVID-19 Turkey Consumer Pulse Survey 4/7–4/9/2020, n = 599, sampled and weighted to match Turkey’s general population 18+ years

6. McKinsey & Company 6
Consumers expect to increase time spent consuming news, social
media, TV, and movies/shows
6%
4%
7%
9%
6%
4%
4%
11%
6%
7%
8%
23%
38%
39%
37%
45%
54%
56%
50%
57%
67%
66%
71%
58%
54%
54%
49%
42%
40%
39%
37%
26%
26%
Online grocery
Texting, chatting, messaging
Video content
Live news
Social media
Reading news online
Movies or shows
TV
Home cooking
Prayers
Online learning
Decrease Stay the same Increase
1 Q: Over the next two weeks, how much time do you expect to spend on these activities compared to how much time you normally spend on them? Figures may not sum to 100% because of rounding.
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease time spent from the % of respondents stating they expect to increase time spent.
Net intent2
+65
+33
+54
+45
+47
+43
+38
+36
+28
+31
+19
+18
Expected change to time allocation over the next 2 weeks1
% of respondents
Source: McKinsey & Company COVID-19 Turkey Consumer Pulse Survey 4/7–4/9/2020, n = 599, sampled and weighted to match Turkey’s general population 18+ years

7. McKinsey & Company 7
Turkish consumers increasingly believe that the personal and
financial impacts of COVID-19 will last well beyond two months
30%
7%
4–6 months
2–3 months 45%
11%
0–1 month
7%
7–12 months
More than one year
32%
30%
17%
15%
0–1 month
2%
No impact 4%
2–3 months
4–6 months
7–12 months
More than one year
Adjustments to routines1
% of respondents
Impact to personal / household finances2
% of respondents
~93%
believe it will take
2+ months before
routines can return
to normal, up from
88% in the last pulse
survey
~94%
believe their finances
will be impacted for
2+ months by the
COVID-19 situation,
up from 89% in the
last pulse survey
1 Q: How long do you believe you will need to adjust your routines, given the current COVID-19 situation, before things return to normal in Turkey (e.g., government lifts restrictions on events/travel)?
Figures may not sum to 100% because of rounding.
2 Q: How long do you believe your personal/household finances will be impacted by the COVID-19 situation? Figures may not sum to 100% because of rounding.
Source: McKinsey & Company COVID-19 Turkey Consumer Pulse Survey 4/7–4/9/2020, n = 599; 3/28–3/29/2020, n = 600, sampled and weighted to match Turkey’s general population 18+ years

8. McKinsey & Company 8
Personal health, the economy, and uncertainty about the duration
of the crisis are top concerns for the Turkish population
Largest concerns of Turkey’s population related to COVID-191
% of respondents who are very concerned or extremely concerned
75%
of Turkish people are
concerned about their
personal health due to
the COVID-19 situation
75%
66%
61%
60%
57%
49%
48%
45%
39%
30%
27%
22%
21%
Overall public health
My personal health
Impact on upcoming events
Negative impact on my job or income
Health of my relatives in vulnerable populations
Turkish economy
Not knowing how long it will last
Safety of me or my family
Contributing to spread of virus
Not being able to get the supplies I need
Not being able to make ends meet
Taking care of my family
Impact on upcoming travel plans
Very concerned /
extremely concerned
1 Q: What concerns you most about the COVID-19 situation? Possible answers: “not a concern”; “minimally concerned”; “somewhat concerned”; “very concerned”; “extremely concerned.”
Source: McKinsey & Company COVID-19 Turkey Consumer Pulse Survey 4/7–4/9/2020, n = 599, sampled and weighted to match Turkey’s general population 18+ years

9. McKinsey & Company 9
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