Consumer optimism is improving in India, China, and Indonesia but remains stagnant in Japan and Australia. Consumers in most Asian countries expect decreases in personal income and savings over the next two weeks, though optimism has increased steadily since May. Chinese consumers believe routines and finances will recover faster than other Asian consumers, with most expecting impacts over four months except in China.
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.
Filipino consumers generally remained as optimistic in October as they were in April; however, optimism among lower-income groups declined significantly.
As the government’s COVID-19 restrictions ease, Filipino consumers are cautiously resuming spending activity. While overall optimism remained the same from April to October, optimism in the lowest income group dropped significantly, while those in the highest income group increased. Optimism among 20- to 24-year-olds also declined. Additionally, approximately 50 percent of respondents believe their finances will be impacted for at least six more months, up from only about 10 percent last April. Overall decreases in spending are expected to soften after the pandemic, but most categories will likely see spending declines linger for the long term.
These exhibits are based on survey data collected in the Philippines from April 17 to 20, and October 1 to 12, 2020.
As containment measures have been lifted, Australian consumers’ optimism has returned to April levels, though spending intent is still negative.
These exhibits are based on survey data collected in Australia from Sep 4–7, 2020. Check back for regular updates on Australian consumer sentiments, behaviors, income, spending, and expectations.
US consumers exhibited strong optimism and spend in October, driven by consumers across the age and income spectrum.
Check back for regular updates on US consumer sentiments, behaviors, income, spending, and expectations.
In China, almost all consumers have already returned to normal out-of-home activities, and 97 percent of respondents report working outside the home in the two weeks prior to being surveyed.
These exhibits are based on survey data collected in China from Feb. 20 to March 8, 2021. Check back for regular updates on Chinese consumer sentiments, behaviors, income, spending, and expectations.
This document is meant to help with a narrower goal: provide facts and insights on the current COVID-19 crisis to help marketers and business decision makers. In addition to the humanitarian challenge, there are implications for the wider economy, businesses, and employment. This document includes consumer insights from third-party data providers between February 2019 and August 2021, as well as longitudinal surveys conducted between March 2020 and August 2021, in the United States. Check back for regular updates on US consumer sentiments, behaviors, income, spending, and expectations.
Boost in optimism and spend intent
Consumer optimism regarding economic conditions after COVID-19 are up by more than 50% since February; strongest growth in spend intent is for out-of-home entertainment, dining out, and travel.
Since May 2020, more Canadians are feeling more pessimistic about the economic recovery and believe COVID-19 will have a lasting impact on the economy .
These exhibits are based on survey data collected in Canada from August 14–19, 2020. Check back for regular updates on Canadian consumer sentiments, behaviors, income, spending, and expectations.
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.
Filipino consumers generally remained as optimistic in October as they were in April; however, optimism among lower-income groups declined significantly.
As the government’s COVID-19 restrictions ease, Filipino consumers are cautiously resuming spending activity. While overall optimism remained the same from April to October, optimism in the lowest income group dropped significantly, while those in the highest income group increased. Optimism among 20- to 24-year-olds also declined. Additionally, approximately 50 percent of respondents believe their finances will be impacted for at least six more months, up from only about 10 percent last April. Overall decreases in spending are expected to soften after the pandemic, but most categories will likely see spending declines linger for the long term.
These exhibits are based on survey data collected in the Philippines from April 17 to 20, and October 1 to 12, 2020.
As containment measures have been lifted, Australian consumers’ optimism has returned to April levels, though spending intent is still negative.
These exhibits are based on survey data collected in Australia from Sep 4–7, 2020. Check back for regular updates on Australian consumer sentiments, behaviors, income, spending, and expectations.
US consumers exhibited strong optimism and spend in October, driven by consumers across the age and income spectrum.
Check back for regular updates on US consumer sentiments, behaviors, income, spending, and expectations.
In China, almost all consumers have already returned to normal out-of-home activities, and 97 percent of respondents report working outside the home in the two weeks prior to being surveyed.
These exhibits are based on survey data collected in China from Feb. 20 to March 8, 2021. Check back for regular updates on Chinese consumer sentiments, behaviors, income, spending, and expectations.
This document is meant to help with a narrower goal: provide facts and insights on the current COVID-19 crisis to help marketers and business decision makers. In addition to the humanitarian challenge, there are implications for the wider economy, businesses, and employment. This document includes consumer insights from third-party data providers between February 2019 and August 2021, as well as longitudinal surveys conducted between March 2020 and August 2021, in the United States. Check back for regular updates on US consumer sentiments, behaviors, income, spending, and expectations.
Boost in optimism and spend intent
Consumer optimism regarding economic conditions after COVID-19 are up by more than 50% since February; strongest growth in spend intent is for out-of-home entertainment, dining out, and travel.
Since May 2020, more Canadians are feeling more pessimistic about the economic recovery and believe COVID-19 will have a lasting impact on the economy .
These exhibits are based on survey data collected in Canada from August 14–19, 2020. Check back for regular updates on Canadian consumer sentiments, behaviors, income, spending, and expectations.
Saudi consumers remain optimistic about economic recovery, however they continue to spend less on discretionary items and more on essential goods.
These exhibits are based on survey data collected in Saudi Arabia from January 25 to February 10, 2021. Check back for regular updates on Saudi consumer sentiments, behaviors, income, spending, and expectations.
Argentine consumers remain concerned about the economy and taking care of their families during the COVID-19 crisis.
These exhibits are based on survey data collected in Argentina from September 1–11, 2020. Check back for regular updates on Argentines’ consumer sentiments, behaviors, income, spending, and expectations.
After steadily improving, Japanese consumer optimism stabilizes and a majority of consumers remain cautious about returning to out-of-home activities.
These exhibits are based on survey data collected in Japan from October 15 to 22, 2021. Check back for regular updates on Japanese consumer sentiments, behaviors, income, spending, and expectations.
Indian consumers are optimistic about the economy and plan to spend more. They are open to new shopping behaviors as they transition to out-of-home activities.
These exhibits are based on survey data collected in India from October 15 to 22, 2021. Check back for regular updates on Indian consumer sentiments, behaviors, income, spending, and expectations.
Belgian confidence about the economy during the COVID-19 crisis is beginning to increase, but spending intent is still below pre-COVID-19 levels.
These exhibits are based on survey data collected in Belgium from June 18–21, 2020. Check back for regular updates on Belgian consumer sentiments, behaviors, income, spending, and expectations.
Portuguese consumers are concerned about the health of family members as well as the economy, and are cutting back on spending.
Portuguese consumers continue to feel the economic effects of the crisis, and their concerns about health, safety, and the economy are increasing. Most consumers still believe that the personal and financial impact of COVID-19 will continue to last well beyond two months. They expect to cut their spending across almost all categories. However, the proportion of consumers’ income, spending, and savings affected by the COVID-19 situation has decreased slightly since the last pulse. Portuguese consumers have been leaving home mainly to shop and meet family, and expect to continue doing so in the near future. In addition to lifted restrictions, consumers are waiting for the endorsement of medical authorities prior to engaging in out-of-home activities.
These exhibits are based on survey data collected in Portugal from June 19–21, 2020. Check back for regular updates on Portuguese consumer sentiments, behaviors, income, spending, and expectations.
Consumer optimism in UAE has remained steady since mid-March, but spending patterns have changed.
These exhibits are based on survey data collected in the UAE from June 16–18, 2020. Check back for regular updates on UAE consumer sentiments, behaviors, income, spending, and expectations.
While American optimism on economic recovery continues to recover, over half of US consumers do not expect their routines to return until the latter half of 2021.
These exhibits are based on survey data collected in US from November 9–13, 2020. Check back for regular updates on American consumer sentiments, behaviors, income, spending, and expectations.
Central American consumers from Panama, Costa Rica, Guatemala, Honduras, and El Salvador are most concerned about their safety, the health and safety of their families, and public health generally during the COVID-19 crisis.
These exhibits are based on survey data collected in Central America from September 1–11, 2020. Check back for regular updates on Central American consumer sentiments, behaviors, income, spending, and expectations.
In Spain, consumer optimism about the economy has doubled since February 2021, reaching 33 percent. Consumers indicated greater intent to spend, and almost half intended to splurge this year. At equal rates of 60 percent, Spanish consumers said they are omnichannel shoppers and have returned to participating in out-of-home activities (way up from 20 percent in February 2021). More than four in ten reported changing brands, mainly for price. Over one-third said more of their holiday shopping would be online in 2021 than in 2020, and about 40 percent said they would start shopping earlier.
Mexican consumers continue to be worried about their economy during the COVID-19 crisis, with optimism about a recovery climbing slowly.
These exhibits are based on survey data collected in Mexico from February 20–March 2, 2021. Check back for regular updates on Mexican consumer sentiments, behaviors, income, spending, and expectations.
In Qatar, the prevailing sentiment is uncertainty about the health of family members and the duration of the COVID-19 crisis. Although consumers are optimistic about the country’s economic recovery after the COVID-19 situation subsides, they are cutting their spending on almost all categories. During the crisis, consumers have both adopted and increased their usage of digital activities such as remote learning, videoconferencing, and contactless delivery and pickup of food and supplies.
These exhibits are based on survey data collected in Qatar from April 24–May 1, 2020. Check back for regular updates on Qatari residents’ consumer sentiments, behaviors, income, spending, and expectations.
Spanish consumers’ overall economic pessimism has decreased since November, but caution about engaging in out-of-home activities continues.
These exhibits are based on survey data collected in Spain from February 23–27, 2021. Check back for regular updates on Spanish consumer sentiments, behaviors, income, spending, and expectations.
Despite an ongoing lockdown, German consumers’ expectations for economic recovery are stable, with half believing their routines will return to normal by the end of 2021.
These exhibits are based on survey data collected in Germany from February 23–27, 2021. Check back for regular updates on German consumer sentiments, behaviors, income, spending, and expectations.
Consumers in the Dominican Republic are concerned about the COVID-19 crisis and uncertain about its impact on the economy. Over 50 percent of consumers have mixed feelings about economic recovery.
These exhibits are based on survey data collected in the Dominican Republic from September 1–29, 2020. Check back for regular updates on consumer sentiments, behaviors, income, spending, and expectations.
Mexican consumers continue to be worried about their economy during the COVID-19 crisis, with optimism about a recovery climbing slowly.
These exhibits are based on survey data collected in Mexico from February 20–March 2, 2021. Check back for regular updates on Mexican consumer sentiments, behaviors, income, spending, and expectations.
Optimism and spend intent returning
Consumer optimism regarding economic conditions after COVID-19 up by more than 50% since February (from 21% to 34%); strongest growth in spend intent for out-of-home entertainment and travel, but most categories are increasing
Chinese consumers’ optimism hit a new high in October. More than 80 percent say they are returning to normal routines—and many embrace digital shopping.
These exhibits are based on survey data collected in China from October 15 to 22, 2021. Check back for regular updates on Chinese consumer sentiments, behaviors, income, spending, and expectations.
To what extent are you committed to success? Don’t miss the most compelling marketing event of the year. Come and hear how three leading marketers have dealt with challenging situations, turning them into outstanding successes. Here is your opportunity to ask questions and workshop issues and ideas. Learn how to focus your marketing energy, recognise what you are good at and charge on!
Spend not splurge – consumers point to muted sales
Optimism for an economic rebound has peaked, with young consumers the most optimistic
Despite this, spending intent is negative for many categories, though improved from February
Australian consumers, in view of the omicron variant, are feeling less optimistic about economic recovery than last year and remain cautious on spending.
In Australia, optimism about economic recovery has declined since the November 2020 pulse survey but remains higher than at the onset of the COVID-19 pandemic. Six in ten consumers predict routines will return to normal only after June 2022; two-thirds do not plan to splurge in 2022. Although Australian households increased their spending in the past month, net intent to spend remains negative. Digital and omnichannel adoption continues in most categories, and intent to use out-of-home services rose. Seventy-five percent of consumers have addressed the rise of omicron by changing how they engage in out-of-home activities. Most consumers have tried a different brand or retailer, especially to switch brands in pursuit of value.
Australian consumers, in view of the omicron variant, are feeling less optimistic about economic recovery than last year and remain cautious on spending.
In Australia, optimism about economic recovery has declined since the November 2020 pulse survey but remains higher than at the onset of the COVID-19 pandemic. Six in ten consumers predict routines will return to normal only after June 2022; two-thirds do not plan to splurge in 2022. Although Australian households increased their spending in the past month, net intent to spend remains negative. Digital and omnichannel adoption continues in most categories, and intent to use out-of-home services rose. Seventy-five percent of consumers have addressed the rise of omicron by changing how they engage in out-of-home activities. Most consumers have tried a different brand or retailer, especially to switch brands in pursuit of value.
Saudi consumers remain optimistic about economic recovery, however they continue to spend less on discretionary items and more on essential goods.
These exhibits are based on survey data collected in Saudi Arabia from January 25 to February 10, 2021. Check back for regular updates on Saudi consumer sentiments, behaviors, income, spending, and expectations.
Argentine consumers remain concerned about the economy and taking care of their families during the COVID-19 crisis.
These exhibits are based on survey data collected in Argentina from September 1–11, 2020. Check back for regular updates on Argentines’ consumer sentiments, behaviors, income, spending, and expectations.
After steadily improving, Japanese consumer optimism stabilizes and a majority of consumers remain cautious about returning to out-of-home activities.
These exhibits are based on survey data collected in Japan from October 15 to 22, 2021. Check back for regular updates on Japanese consumer sentiments, behaviors, income, spending, and expectations.
Indian consumers are optimistic about the economy and plan to spend more. They are open to new shopping behaviors as they transition to out-of-home activities.
These exhibits are based on survey data collected in India from October 15 to 22, 2021. Check back for regular updates on Indian consumer sentiments, behaviors, income, spending, and expectations.
Belgian confidence about the economy during the COVID-19 crisis is beginning to increase, but spending intent is still below pre-COVID-19 levels.
These exhibits are based on survey data collected in Belgium from June 18–21, 2020. Check back for regular updates on Belgian consumer sentiments, behaviors, income, spending, and expectations.
Portuguese consumers are concerned about the health of family members as well as the economy, and are cutting back on spending.
Portuguese consumers continue to feel the economic effects of the crisis, and their concerns about health, safety, and the economy are increasing. Most consumers still believe that the personal and financial impact of COVID-19 will continue to last well beyond two months. They expect to cut their spending across almost all categories. However, the proportion of consumers’ income, spending, and savings affected by the COVID-19 situation has decreased slightly since the last pulse. Portuguese consumers have been leaving home mainly to shop and meet family, and expect to continue doing so in the near future. In addition to lifted restrictions, consumers are waiting for the endorsement of medical authorities prior to engaging in out-of-home activities.
These exhibits are based on survey data collected in Portugal from June 19–21, 2020. Check back for regular updates on Portuguese consumer sentiments, behaviors, income, spending, and expectations.
Consumer optimism in UAE has remained steady since mid-March, but spending patterns have changed.
These exhibits are based on survey data collected in the UAE from June 16–18, 2020. Check back for regular updates on UAE consumer sentiments, behaviors, income, spending, and expectations.
While American optimism on economic recovery continues to recover, over half of US consumers do not expect their routines to return until the latter half of 2021.
These exhibits are based on survey data collected in US from November 9–13, 2020. Check back for regular updates on American consumer sentiments, behaviors, income, spending, and expectations.
Central American consumers from Panama, Costa Rica, Guatemala, Honduras, and El Salvador are most concerned about their safety, the health and safety of their families, and public health generally during the COVID-19 crisis.
These exhibits are based on survey data collected in Central America from September 1–11, 2020. Check back for regular updates on Central American consumer sentiments, behaviors, income, spending, and expectations.
In Spain, consumer optimism about the economy has doubled since February 2021, reaching 33 percent. Consumers indicated greater intent to spend, and almost half intended to splurge this year. At equal rates of 60 percent, Spanish consumers said they are omnichannel shoppers and have returned to participating in out-of-home activities (way up from 20 percent in February 2021). More than four in ten reported changing brands, mainly for price. Over one-third said more of their holiday shopping would be online in 2021 than in 2020, and about 40 percent said they would start shopping earlier.
Mexican consumers continue to be worried about their economy during the COVID-19 crisis, with optimism about a recovery climbing slowly.
These exhibits are based on survey data collected in Mexico from February 20–March 2, 2021. Check back for regular updates on Mexican consumer sentiments, behaviors, income, spending, and expectations.
In Qatar, the prevailing sentiment is uncertainty about the health of family members and the duration of the COVID-19 crisis. Although consumers are optimistic about the country’s economic recovery after the COVID-19 situation subsides, they are cutting their spending on almost all categories. During the crisis, consumers have both adopted and increased their usage of digital activities such as remote learning, videoconferencing, and contactless delivery and pickup of food and supplies.
These exhibits are based on survey data collected in Qatar from April 24–May 1, 2020. Check back for regular updates on Qatari residents’ consumer sentiments, behaviors, income, spending, and expectations.
Spanish consumers’ overall economic pessimism has decreased since November, but caution about engaging in out-of-home activities continues.
These exhibits are based on survey data collected in Spain from February 23–27, 2021. Check back for regular updates on Spanish consumer sentiments, behaviors, income, spending, and expectations.
Despite an ongoing lockdown, German consumers’ expectations for economic recovery are stable, with half believing their routines will return to normal by the end of 2021.
These exhibits are based on survey data collected in Germany from February 23–27, 2021. Check back for regular updates on German consumer sentiments, behaviors, income, spending, and expectations.
Consumers in the Dominican Republic are concerned about the COVID-19 crisis and uncertain about its impact on the economy. Over 50 percent of consumers have mixed feelings about economic recovery.
These exhibits are based on survey data collected in the Dominican Republic from September 1–29, 2020. Check back for regular updates on consumer sentiments, behaviors, income, spending, and expectations.
Mexican consumers continue to be worried about their economy during the COVID-19 crisis, with optimism about a recovery climbing slowly.
These exhibits are based on survey data collected in Mexico from February 20–March 2, 2021. Check back for regular updates on Mexican consumer sentiments, behaviors, income, spending, and expectations.
Optimism and spend intent returning
Consumer optimism regarding economic conditions after COVID-19 up by more than 50% since February (from 21% to 34%); strongest growth in spend intent for out-of-home entertainment and travel, but most categories are increasing
Chinese consumers’ optimism hit a new high in October. More than 80 percent say they are returning to normal routines—and many embrace digital shopping.
These exhibits are based on survey data collected in China from October 15 to 22, 2021. Check back for regular updates on Chinese consumer sentiments, behaviors, income, spending, and expectations.
To what extent are you committed to success? Don’t miss the most compelling marketing event of the year. Come and hear how three leading marketers have dealt with challenging situations, turning them into outstanding successes. Here is your opportunity to ask questions and workshop issues and ideas. Learn how to focus your marketing energy, recognise what you are good at and charge on!
Spend not splurge – consumers point to muted sales
Optimism for an economic rebound has peaked, with young consumers the most optimistic
Despite this, spending intent is negative for many categories, though improved from February
Australian consumers, in view of the omicron variant, are feeling less optimistic about economic recovery than last year and remain cautious on spending.
In Australia, optimism about economic recovery has declined since the November 2020 pulse survey but remains higher than at the onset of the COVID-19 pandemic. Six in ten consumers predict routines will return to normal only after June 2022; two-thirds do not plan to splurge in 2022. Although Australian households increased their spending in the past month, net intent to spend remains negative. Digital and omnichannel adoption continues in most categories, and intent to use out-of-home services rose. Seventy-five percent of consumers have addressed the rise of omicron by changing how they engage in out-of-home activities. Most consumers have tried a different brand or retailer, especially to switch brands in pursuit of value.
Australian consumers, in view of the omicron variant, are feeling less optimistic about economic recovery than last year and remain cautious on spending.
In Australia, optimism about economic recovery has declined since the November 2020 pulse survey but remains higher than at the onset of the COVID-19 pandemic. Six in ten consumers predict routines will return to normal only after June 2022; two-thirds do not plan to splurge in 2022. Although Australian households increased their spending in the past month, net intent to spend remains negative. Digital and omnichannel adoption continues in most categories, and intent to use out-of-home services rose. Seventy-five percent of consumers have addressed the rise of omicron by changing how they engage in out-of-home activities. Most consumers have tried a different brand or retailer, especially to switch brands in pursuit of value.
Indonesian consumers remain optimistic on the economy, expecting higher incomes and spending. Many tried and plan to keep using digital services and omnichannel methods.
In Indonesia, optimism about future economic conditions increased more than 25 percent over September 2020 from an already high base, boosted by planning for the upcoming holiday season. Eight out of ten consumers say they will dine out, shop for gifts, and redecorate. Out-of-home activities are generally rising but remain far below prepandemic levels. Optimism about the economy is tempered by views of household finances; half predict finances won’t return to normal before June. The loyalty shake-up continues, with 60 percent citing value as their primary reason to try a new brand. New digital behaviors are starting to show evidence of stickiness: 60 percent say they intend to use new shopping methods when the pandemic subsides.
Indonesian consumers remain optimistic on the economy, expecting higher incomes and spending. Many tried and plan to keep using digital services and omnichannel methods.
In Indonesia, optimism about future economic conditions increased more than 25 percent over September 2020 from an already high base, boosted by planning for the upcoming holiday season. Eight out of ten consumers say they will dine out, shop for gifts, and redecorate. Out-of-home activities are generally rising but remain far below prepandemic levels. Optimism about the economy is tempered by views of household finances; half predict finances won’t return to normal before June. The loyalty shake-up continues, with 60 percent citing value as their primary reason to try a new brand. New digital behaviors are starting to show evidence of stickiness: 60 percent say they intend to use new shopping methods when the pandemic subsides.
Indonesian consumers remain optimistic on the economy, expecting higher incomes and spending. Many tried and plan to keep using digital services and omnichannel methods.
In Indonesia, optimism about future economic conditions increased more than 25 percent over September 2020 from an already high base, boosted by planning for the upcoming holiday season. Eight out of ten consumers say they will dine out, shop for gifts, and redecorate. Out-of-home activities are generally rising but remain far below prepandemic levels. Optimism about the economy is tempered by views of household finances; half predict finances won’t return to normal before June. The loyalty shake-up continues, with 60 percent citing value as their primary reason to try a new brand. New digital behaviors are starting to show evidence of stickiness: 60 percent say they intend to use new shopping methods when the pandemic subsides.
Chinese consumers have grown less optimistic about the economy, likely due to recent outbreaks of the omicron variant.
In China, overall optimism on economic recovery remains high relative to other countries surveyed. However, the share of optimistic consumers has decreased by more than ten percentage points versus October 2021, likely in reaction to recent omicron outbreaks. Omnichannel shopping behavior and adoption of digital activities continue to prevail, and intent to continue these is high. Meanwhile, intent to spend on out-of-home activities has decreased significantly.
Indian consumers’ optimism has remained high since October 2021 and has reached the highest levels across other Asian markets since COVID-19 started.
Nearly three-quarters of India’s consumers are optimistic about economic recovery, and net intent to spend is growing and positive across many categories. Omnichannel usage continues across the majority of categories, and social-media influence is high, especially for Gen Z and millennials. More than 90 percent are engaging in social media and entertainment platforms. There is an upward trend for new technology, such as crypto and augmented reality/virtual reality, and consumers intend to continue digital activities as the COVID-19 crisis subsides.
About 40 percent of consumers are engaging in out-of-home activities, especially among the vaccinated segment. Most consumers have tried new shopping behaviors such as new retail outlets and new brands.
Consumer optimism regarding the United Arab Emirates’ economic recovery has increased significantly, but overall spending remains low as consumers adopt ways to save more.
These exhibits are based on survey data collected in the UAE from January 25 to February 10, 2021. Check back for regular updates on UAE consumer sentiments, behaviors, income, spending, and expectations.
Japanese consumers’ behaviors and finances are gradually recovering to normal, though their responses indicate a slight increase in pessimism. The long-lasting impact of COVID-19 is prolonging Japanese consumers’ intent to stay conservative about spending across categories. In a further sign of cautiousness, the trend of shrinking pessimism over the past few years reversed for the first time. Meanwhile, people’s demand for travel is rising, considering the next seasonal vacations.
Japanese consumers’ behaviors and finances are gradually recovering to normal, though their responses indicate a slight increase in pessimism. The long-lasting impact of COVID-19 is prolonging Japanese consumers’ intent to stay conservative about spending across categories. In a further sign of cautiousness, the trend of shrinking pessimism over the past few years reversed for the first time. Meanwhile, people’s demand for travel is rising, considering the next seasonal vacations.
US consumers exhibited strong optimism and spend in October, driven by consumers across the age and income spectrum.
Check back for regular updates on US consumer sentiments, behaviors, income, spending, and expectations.
Indian consumers’ optimism has remained high since October 2021 and has reached the highest levels across other Asian markets since COVID-19 started.
Nearly three-quarters of India’s consumers are optimistic about economic recovery, and net intent to spend is growing and positive across many categories. Omnichannel usage continues across the majority of categories, and social-media influence is high, especially for Gen Z and millennials. More than 90 percent are engaging in social media and entertainment platforms. There is an upward trend for new technology, such as crypto and augmented reality/virtual reality, and consumers intend to continue digital activities as the COVID-19 crisis subsides.
About 40 percent of consumers are engaging in out-of-home activities, especially among the vaccinated segment. Most consumers have tried new shopping behaviors such as new retail outlets and new brands.
Indian consumers’ optimism has remained high since October 2021 and has reached the highest levels across other Asian markets since COVID-19 started.
Nearly three-quarters of India’s consumers are optimistic about economic recovery, and net intent to spend is growing and positive across many categories. Omnichannel usage continues across the majority of categories, and social-media influence is high, especially for Gen Z and millennials. More than 90 percent are engaging in social media and entertainment platforms. There is an upward trend for new technology, such as crypto and augmented reality/virtual reality, and consumers intend to continue digital activities as the COVID-19 crisis subsides.
About 40 percent of consumers are engaging in out-of-home activities, especially among the vaccinated segment. Most consumers have tried new shopping behaviors such as new retail outlets and new brands.
The prevailing sentiment among Polish consumers is similar to those in other European countries, with uncertainty about health and the economy as the biggest concerns. With over half of Poles expecting their income to decrease, we observe a sharp decline in consumers’ intentions to purchase discretionary products, especially in-store. It is also important to note that the majority of Poles expect their finances and personal routines to be impacted for more than four months.
These exhibits are based on survey data collected in Poland from April 2–5, 2020. Check back for regular updates on Polish consumer sentiments, behaviors, income, spending, and expectations.
While consumer optimism remains steady, we see signs of discretionary spend recovery.
These exhibits are based on survey data collected in the United States from February 18 through 22, 2021. Check back for regular updates on US consumer sentiments, behaviors, income, spending, and expectations.
While consumer optimism remains steady, we see signs of discretionary spend recovery.
These exhibits are based on survey data collected in the United States from February 18 through 22, 2021. Check back for regular updates on US consumer sentiments, behaviors, income, spending, and expectations.
While consumer optimism remains steady, we see signs of discretionary spend recovery.
These exhibits are based on survey data collected in the United States from February 18 through 22, 2021. Check back for regular updates on US consumer sentiments, behaviors, income, spending, and expectations.
Chinese optimism has improved to the highest level since March. Most Chinese consumers expect their routines and finances to return to normal within three months.
These exhibits are based on survey data collected in China from September 16–24, 2020. Check back for regular updates on Chinese consumer sentiments, behaviors, income, spending, and expectations.
Consumer optimism in Saudi Arabia has remained steady since mid-March, but spending patterns have changed to focus more on essential goods.
In KSA, a smaller proportion of consumers saw a decline in income and savings, but more than half continue to report a decline. The effect is seen in spending patterns and new habits adopted by consumers. Category spending indicates that consumers are stocking up in anticipation of the country’s upcoming tax increase on July 1, 2020. Consumers are not yet fully comfortable going back to “regular” out-of-home activities and are waiting for milestones beyond government lifting restrictions to return to normal patterns. Thus, they have started adopting new digital and low-touch activities, including grocery delivery.
These exhibits are based on survey data collected in KSA from June 16–18, 2020. Check back for regular updates on KSA consumer sentiments, behaviors, income, spending, and expectations.
Similar to McKinsey Survey: Asian consumer sentiment during the coronavirus crisis (20)
Spanish consumers are pessimistic about the economy. Rising prices, unemployment, and the invasion of Ukraine are top concerns, and consumers are trading down.
In Spain, consumers are most concerned about rising prices, unemployment, and the invasion of Ukraine. Their views of the current and future state of the economy remain pessimistic, at a level comparable to attitudes in the early months of the COVID-19 pandemic. Spend for groceries and gasoline soared, while consumers reduced money directed to savings and spent less on non-essentials. Of the 80 percent of consumers who have assumed new shopping behaviors in the last three months in search of value for money, more than half tried private labels. Trade-down in retailers visited and brands is evident, with the key drivers of choice being prices and value for money. However, 39 percent of consumers say they plan to splurge in 2022.
UK consumers are pessimistic about the economy. Rising prices and the invasion of Ukraine are top concerns, and consumers are trading down significantly.
In the United Kingdom, consumers are most concerned about rising prices and the invasion of Ukraine. Their views of the current and future state of the economy are extremely pessimistic, worse than throughout the entire COVID-19 pandemic. Spend for groceries and gasoline soared, while consumers reduced spend in non-essential categories. Almost two-thirds of consumers have assumed new shopping behaviors in the last four to six weeks, with more than four out of ten trying private label. Trade-down in retailers visited and brands is evident, with the key drivers of choice being prices and value for money.
COVID-19 is no longer among Italian consumers’ top concerns. Consumers remain pessimistic about economic recovery and inflation; many aim to reduce their spend.
Italian consumers are increasingly worried about the effects of rising prices and the invasion of Ukraine. Unemployment is a number-two concern for respondents in Gen Z, millennials, and the low-income group. Almost six out of ten share a negative view of Italy’s current economic state; hopes for an economic recovery are lower than during the entire COVID-19 pandemic. Consumers observed the highest price increases in groceries and gasoline. To cope with inflation, Italian consumers are changing their purchase behavior, shifting toward discounters and private labels. The leading factors for these choices are prices and value for money.
German consumers are pessimistic about the economy. Rising prices and the invasion of Ukraine are top concerns, and we see a significant down-trade in shopping.
In Germany, consumers’ top concerns are rising prices and the invasion of Ukraine, followed by climate change and COVID-19. Pessimism about the current and future state of the economy has eased but remains at a level comparable to attitudes in the early months of the COVID-19-pandemic. As spend for groceries and gasoline soared, consumers reduced money directed to savings and spent less on non-essentials. Of the 70 percent of consumers who have assumed new shopping behaviors in the last three months, more than four out of ten tried private labels. Trade-down in stores visited and brands is clearly visible, with the key drivers of choice being prices and value for money. However, 46 percent of consumers say they plan to splurge in 2022.
For consumers in France, inflation eclipses other sources of concern. It triggers changes in shopping behaviors as consumers seek better value for money.
French consumers’ optimism regarding the economic recovery is stable at around 14 percent—a level last seen in the depths of COVID-19 lockdowns. Top sources of concern are rising prices (cited by 54 percent), followed by the invasion of Ukraine (13 percent) and climate change (10 percent) and far ahead of COVID-19 (4 percent). Nine out of ten survey respondents perceive high price inflation in the country. These trends have implications for brand and retailer loyalty: of the 73 percent of respondents saying they have tried new shopping behaviors in the last three months, 40 percent say they purchased private labels. Household products remain the category most affected by this trading-down trend.
Most Korean consumers expect that normalcy will return to routines only after June 2022, yet there are signs of pre-COVID-19 routines returning.
Korean customers have been less optimistic than those in other countries about the economic recovery. But optimism in Korea is much higher now than two years ago. Half of consumers indicate a desire to splurge, with intent to do so being the strongest in Gen Z and millennials. One-eighth of consumers say they have returned to out-of-home activities.
As inflation rises, French consumer hopes for economic recovery wane, with optimism sinking back to the lows of lockdown.
Optimism regarding the economic recovery has decreased to 14 percent in France—levels last seen in the depths of COVID-19 lockdown. Top sources of concern are rising prices, the invasion of Ukraine, and political uncertainty. Nine out of ten survey respondents perceive high price inflation in the country, and 60 percent expect prices to rise further over the next year. These trends have implications for loyalty: in the search for higher purchasing power, 69 percent of respondents have tried new shopping behaviors in the last four to six weeks. Household products remain the most impacted category, with 65 percent of consumers switching for cheaper options.
Pessimism about recovery is at an all-time high in the United Kingdom. Rising prices are the top concern, with consumers significantly trading down in stores and products. UK consumers are feeling great economic uncertainty. With energy and transport costs eating away at consumer savings and non-food spend, the top reasons given by survey participants for economic anxiety are the gas supply, supply-chain shortages, and energy issues. Consumers report the highest perceived price increases in groceries and household supplies, with two-thirds becoming more conscious about energy usage. Half of consumers changed their grocery brands in the last four to six weeks, with trading down a clear trend: price and value were the strongest drivers here.
Rising prices and the Ukraine invasion are top concerns for German consumers, fueling a general slide into economic pessimism.
German consumers are experiencing intense unease regarding the state of the economy and its future outlook—with public sentiment sinking lower than at any time during the COVID-19 pandemic. Survey participants felt the greatest concern about rising prices and the invasion of Ukraine. Spend on groceries and gasoline has soared, even as consumers cut spending in non-essential categories. Almost two-thirds have assumed new shopping behaviors in the last four to six weeks, with more than forty percent trying private-label brands. There’s a clear trade-down trend in stores visited and brands chosen, with prices and value for money as key drivers.
Across the continent, the pattern holds: Europeans are anxious about the state of their countries’ economies, and worried about the future. Russia’s invasion of Ukraine and price inflation overshadow other concerns, and consumer anxieties in turn are impacting confidence in household finances and national economies, especially among vulnerable populations.
Worried about spending more on food, transport and fuel, consumers report cutting back on less essential items. Most say they’ve changed their shopping behaviors in recent months, trading down to more affordable brands and retailers. With no relief clearly in sight, 2022 continues to prove a challenging year for the continental consumer.
Spanish consumers are primarily concerned about inflation and the invasion of Ukraine, and are becoming increasingly pessimistic about the economy.
Only 14 percent of Spanish consumers are optimistic about economic recovery, with concerns focused on inflation and the invasion of Ukraine. Four in ten have an increasingly negative sense of the economic outlook—mostly due to petrol and supply-chain shortages, as well as unemployment. Price-increase Perceptions of price increases are particularly high regarding groceries (at 95 percent) and other household products. In these categories, more than half of respondents have reacted to inflation by trying less costly brands. Over the last six weeks, half have tried a private-label brand, 30 percent have switched brands, and a quarter have tried out a different retailer.
Italian consumers are increasingly pessimistic about the economy, with many aiming to reduce spending and modify consumption habits.
Italian consumers are increasingly worried about the effects of rising prices, as well as the invasion of Ukraine. Of Italians surveyed, six in ten expressed a negative view of the current economy; hopes for an economic recovery are lower than they were throughout the entire COVID-19 pandemic. Consumers perceived the highest price increases in groceries and fuel, along with strong increase in spend. These sentiments have translated into reduced consumption. Changed consumer behavior is also apparent, with a shift towards discounters and private-label brands. Price, value for money and availability are the biggest drivers of these choices.
Rising prices and the Ukraine invasion are top concerns for German consumers, fueling a general slide into economic pessimism.
German consumers are experiencing intense unease regarding the state of the economy and its future outlook—with public sentiment sinking lower than at any time during the COVID-19 pandemic. Survey participants felt the greatest concern about rising prices and the invasion of Ukraine. Spend on groceries and gasoline has soared, even as consumers cut spending in non-essential categories. Almost two-thirds have assumed new shopping behaviors in the last four to six weeks, with more than forty percent trying private-label brands. There’s a clear trade-down trend in stores visited and brands chosen, with prices and value for money as key drivers.
As inflation rises, French consumer hopes for economic recovery wane, with optimism sinking back to the lows of lockdown. Optimism regarding the economic recovery has decreased to 14 percent in France—levels last seen in the depths of COVID-19 lockdown. Top sources of concern are rising prices, the invasion of Ukraine, and political uncertainty. Nine out of ten survey respondents perceive high price inflation in the country, and 60 percent expect prices to rise further over the next year. These trends have implications for loyalty: in the search for higher purchasing power, 69 percent of respondents have tried new shopping behaviors in the last four to six weeks. Household products remain the most impacted category, with 65 percent of consumers switching for cheaper options.
Pessimism about recovery is at an all-time high in the United Kingdom. Rising prices are the top concern, with consumers significantly trading down in stores and products. UK consumers are feeling great economic uncertainty. With energy and transport costs eating away at consumer savings and non-food spend, the top reasons given by survey participants for economic anxiety are the gas supply, supply-chain shortages, and energy issues. Consumers report the highest perceived price increases in groceries and household supplies, with two-thirds becoming more conscious about energy usage. Half of consumers changed their grocery brands in the last four to six weeks, with trading down a clear trend: price and value were the strongest drivers here.
Spanish consumers are primarily concerned about inflation and the invasion of Ukraine, and are becoming increasingly pessimistic about the economy.
Only 14 percent of Spanish consumers are optimistic about economic recovery, with concerns focused on inflation and the invasion of Ukraine. Four in ten have an increasingly negative sense of the economic outlook—mostly due to petrol and supply-chain shortages, as well as unemployment. Price-increase Perceptions of price increases are particularly high regarding groceries (at 95 percent) and other household products. In these categories, more than half of respondents have reacted to inflation by trying less costly brands. Over the last six weeks, half have tried a private-label brand, 30 percent have switched brands, and a quarter have tried out a different retailer.
Italian consumers are increasingly pessimistic about the economy, with many aiming to reduce spending and modify consumption habits.
Italian consumers are increasingly worried about the effects of rising prices, as well as the invasion of Ukraine. Of Italians surveyed, six in ten expressed a negative view of the current economy; hopes for an economic recovery are lower than they were throughout the entire COVID-19 pandemic. Consumers perceived the highest price increases in groceries and fuel, along with strong increase in spend. These sentiments have translated into reduced consumption. Changed consumer behavior is also apparent, with a shift towards discounters and private-label brands. Price, value for money and availability are the biggest drivers of these choices.
Across the continent, the pattern holds: Europeans are anxious about the state of their countries’ economies, and pessimistic about the future. Price inflation and the war in Ukraine overshadow other concerns, and these anxieties in turn are causing confidence in household finances and national economies to plummet, especially among low-income households and the elderly. As consumers worry about spending ever more on food, transport and fuel, they cut back on less essential items. Most say they’ve changed their shopping behaviors in recent months, trading down to more affordable brands and retailers. With no relief clearly in sight, 2022 continues to prove an unusually challenging year for the embattled continental consumer.
Most Korean consumers expect that normalcy will return to routines only after June 2022, yet there are signs of pre-COVID-19 routines returning.
Korean customers have been less optimistic than those in other countries about the economic recovery. But optimism in Korea is much higher now than two years ago. Half of consumers indicate a desire to splurge, with intent to do so being the strongest in Gen Z and millennials. One-eighth of consumers say they have returned to out-of-home activities.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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1. Introduction and Key Concepts of Sustainability
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McKinsey Survey: Asian consumer sentiment during the coronavirus crisis
1. 1
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities
2. 2
Consumer optimism in China, India, and Indonesia continues to be
the highest in APAC and beyond
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 a long-lasting impact
on the economy and show
regression / fall into lengthy
recession
Optimistic: The economy
will rebound within 2–3
months and grow to be just
as strong or stronger than
before COVID-19
UK
Sep 24–27
US
Sep 18–24
Italy
Sep 24–27
Brazil
Sep 21–25
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.”
Percent of respondents1
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051; 6/19–6/22/2020 n = 624 | Indonesia 9/21–9/30/2020, n = 1,034, 6/19–6/21/2020, n = 726 | Australia 9/4–9/7/2020, n = 814, 6/19–6/21/2020, n = 799 | Japan 9/22–9/28/2020,
n = 1,036, 6/19–6/22/2020, n = 664 | China 9/16–9/24/2020, n = 1,213, 6/15–6/21/2020, n = 1,249 | US 9/18–9/24/2020, n = 1,026; 6/15–6/21/2020, n = 2,006 | Brazil 9/21–9/25/2020, n = 1,058; 5/7–5/10/2020, n = 1,084 | UK 9/18–9/27/2020, n = 1,083; 6/18–6/21/2020,
n = 1,001 | Italy 9/21–9/27/2020, n = 1,071; 5/21–5/24/2020, n = 1,000)
26
4 10 8
31
17 20
37
26
52
38
32 38
62
45
52
47
60
22
58 58 53
7
39
28
17 14
Indonesia
Sep 21–30
Japan
Sep 22–28
India
Sep 18–27
China
Sep 16–24
Australia
Sep 4–7
3. 3
Economic optimism is improving in India, China, and Indonesia,
but remains stagnant in Japan and Australia
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051; 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 9/21–9/30/2020, n = 1,034; 6/19–6/21/2020, n = 726; 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–4/12/2020, n = 722;
4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 9/4–9/7/2020, n = 814; 6/19–6/21/2020, n = 799; 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | S. Korea 6/19–6/21/2020, n = 606, 5/22–5/24/2020, n = 606; 5/1–5/3/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/6/2020, n = 596; 3/28–3/29/2020, n = 600 | Japan 9/22–9/28/2020,
n = 1036; 6/19–6/22/2020, n = 664; 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/5/2020, n = 600; 3/28–3/29/2020, n = 600 | China 9/16–9/24/2020, n = 1,213; 6/15–6/21/2020, n = 1,249, 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)
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.”
Optimism in own country’s economic recovery after-COVID-191
47
5652
57
53 52
58
14
11
13 14
9 8
6 5 6
4
5
7
21 22 22
20 20
22
49
45
39
40
53
52
56 58 57
42
51
58
Apr 5
0
May 3
40
Mar 22 Jun 28May 17Apr 19
50
May 31 Jun 14
55
Jul 12 Jul 26
30
Aug 9 Aug 23
60
Sep 6 Sep 20 Oct 4
5
10
15
20
25
35
45
China
5
51
53
53
Japan
Indonesia
India
% of respondents
South Korea
Australia
4. 4
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities
5. 5
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.”
2 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.
3 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.
Net confidence in own
country’s economic recovery
post-COVID-191
(+ve: optimistic; -ve: pessimistic)
Net expectations on household
finances in next 2 weeks2,3
(+ve: expect to increase;
-ve: expect to decrease)
Income
Spending
Savings
54
-12
3
-13
-4
-15
-15
-11
-24
-9
-9
0
45
-23
28
-32
48
-2
6
-11
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1051; 6/19–6/22/2020 n = 624 | Indonesia 9/21–9/30/2020, n = 1,034; 6/19–6/21/2020, n = 726 | Australia 9/4–9/7/2020, n=814;
6/19–6/21/2020, n = 799 | Japan 9/22–9/28/2020, n = 1036; 6/19–6/22/2020, n = 664 | China 9/16–9/24/2020, n = 1,213; 6/15–6/21/2020, n = 1,249)
Consumers with higher confidence in their country’s economic
recovery expect to spend more in the next two weeks
6. 6
Consumers in APAC continue to expect decreases in personal income
and savings, but have become steadily more optimistic since May
Net expectations on household finances in next 2 weeks1,2
Income
Spending
Savings
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.
-39
-24
-30 -29 -30
-4
-11
-27 -24
-17 -12 -7 -11
-29 -34 -35 -37 -32
-23
-9
-29 -32
-40 -42 -37 -37 -36
-13
4 3
-1 -4 -2
15
6
-19 -24
-14 -16
-9
-15
2
-4
-15
-4 -6 -8
0
11
20
3 5 5 3 1 3
-38
-28
-37 -34 -32
-9
-2
-23 -28
-19
-13 -8
-15
-23 -28
-36 -35
-26 -21
-9
-16
-7 -10
-22 -21 -22 -27
-12
Expect to increase Expect to decrease
Calculated net intent
-54 -54 -56 -54 -51
-36 -32
41
30 29 30 27
14
28
-43 -48 -51 -47
-41
-25 -23
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051; 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 9/21–9/30/2020, n = 1,034; 6/19–6/21/2020, n = 726, 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–4/12/2020, n =
722; 4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 9/4–9/7/2020, n=814; 6/19–6/21/2020, n = 799; 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | Japan 9/22–9/28/2020, n = 1,036; 6/19–6/22/2020, n = 664, 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/5/2020, n = 600; 3/28–3/29/2020, n =
600 | China 9/16–9/24/2020, n = 1,213; 6/15–6/21/2020, n = 1,249; 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)
Apr Sep Mar Sep Mar Sep Mar Sep Mar Sep
Apr Sep
Apr Sep
Mar Sep
Mar Sep
Mar SepMar Sep
Mar Sep
Mar Sep Mar Sep Mar Sep
7. 7
% of respondents
Chinese consumers expect their routines and finances to recover
faster than consumers in other APAC countries
1 Q: How long do you believe you need to adjust your routines, given the current coronavirus (COVID-19) situation, before things return back to normal (e.g., government lifts restrictions on events/travel)?
2 Q: How long do you believe your personal/household finances will be impacted by the coronavirus (COVID-19) situation?
Adjustments to routines1 Impact to personal/household finances2
% of respondents
7
33
6
15
1
33
61
67
58
20
60
6
27 28
79
China IndiaAustralia Indonesia Japan
23
1
26
61
57
45
13
38
11
34
41
45
33
6 5 9
41
Australia China JapanIndia Indonesia
544
2–6 monthsI don’t believe my personal/household finances will be impacted 7 months or more 1 month or less
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1051 | Indonesia 9/21–9/30/2020, n = 1034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1036 | China 9/16–9/24/2020, n =
1,213)
8. 8
Adjustments
to routines1
% of
respondents
Impact to
personal/
household
finances2
% of
respondents
Except for China, a growing portion of APAC consumers expect the
impact on routines and finances to last more than four months
12 12 14 12 10 8
61 64 56
55 55 56
Sep
07
Jun
21
May
11
Apr
05
Apr
13
Apr
26
11 10 11 10 10 6 3
62 65 64 67
54
54
55
Mar
29
Apr
05
Apr
12
Jun
22
May
24
Apr
19
Sep
22
34 37 39 37 37
30 30
37
51
55 54
52 52
60 59
34
Jun
21
Apr
06
Mar
30
Sep
24
Apr
13
Apr
19
May
25
May
11
18 19 20 20
13 11
78 76 72 75
82 82
12 12 11 11 8
87 87 86 88 90 93 94
5 5
1 Q: How long do you believe you need to adjust your routines, given the current coronavirus (COVID-19) situation, before things return back to normal (e.g., government lifts restrictions on events/travel)?
2 Q: How long do you believe your personal/household finances will be impacted by the coronavirus (COVID-19) situation?
45 45
39 36 31
24
18
37 39 47 54
56
62
68
Apr
06
Sep
30
Mar
29
Apr
12
May
22
Apr
26
Jun
21
54 56
50
43 39
32 27
25 26
30 41 45 55
59
47 51 49 54 52
58 60 61
42 39 40
37 36
30 30
20
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1051; 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 9/21–9/30/2020, n = 1034; 6/19–6/21/2020, n = 726, 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–4/12/2020, n =
722; 4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 9/4–9/7/2020, n=814; 6/19–6/21/2020, n = 799, 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | Japan 9/22–9/28/2020, n = 1036; 6/19–6/22/2020, n = 664, 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/5/2020, n = 600; 3/28–3/29/2020, n
= 600 | China 9/16–9/24/2020, n = 1,213; 6/15–6/21/2020, n = 1,249, 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)
38 34 39 35
24 22 25
43 52
48 56
67 68 66
May
04
Apr
06
Mar
30
Sep
27
Apr
13
May
25
Jun
22
52 48 48
40
30 30 28
34 40 41 52
65 65 66
4+ months 2–3 months
9. 9
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities
10. 10
Across most countries in Asia, consumers are becoming more
mindful of their spending and adopting new habits to save money
Which best describes how often you are doing each of the following1
1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started.”
2 Net sentiment is calculated by subtracting the % of respondents stating they are “Doing less since coronavirus started” from “Doing more since coronavirus started.”
Becoming more mindful of where I spend
my money
Spending time planning / making lists for
shopping trips
Researching brand and product choices
before buying
Looking for ways to save money when
shopping
Changing to less expensive products to
save money
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 6/19–6/21/2020, n = 799 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
Net sentiment2
0–9% 10–19% 20–29% 30–39% >40%
11. 11
Except for China, intent to spend on discretionary categories
remains mostly negative across APAC countries
1 Q: Over the next 2 weeks, do you expect that you will spend more, about the same, or less money on these categories than usual?
2 Net intent is calculated by subtracting the percent of respondents stating they expect to decrease spend from the % of respondents stating they expect to increase spend.
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+
Expected spend per category over the next 2 weeks compared to usual1
Net intent2
Household supplies
Groceries
Skin care & makeup
Entertainment at home
Quick-service restaurant
Apparel
Consumer electronics
Hotel/resort stays
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1051; 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 9/21–9/30/2020, n = 1034; 6/19–6/21/2020, n = 726, 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–4/12/2020, n =
722; 4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 9/4–9/7/2020, n=814; 6/19–6/21/2020, n = 799, 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | Japan 9/22–9/28/2020, n = 1036; 6/19–6/22/2020, n = 664, 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/5/2020, n = 600; 3/28–3/29/2020, n
= 600 | China 9/XX–9/XX/2020, n = 1,213; 6/15–6/21/2020, n = 1,249, 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)
12. 12
However, in India, Indonesia, and Japan, net intent to spend on
discretionary categories has been improving
1 Q: Over the next 2 weeks, do you expect that you will spend more, about the same, or less money on these categories than usual?
2 Net intent is calculated by subtracting the percent of respondents stating they expect to decrease spend from the % of respondents stating they expect to increase spend.
3 Q: And 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 2 weeks. Please note, if you don’t buy in one of these places today and won’t in the next 2 weeks,
please select “N/A.”
4 Net intent is calculated by subtracting the percent of respondents stating they expect to decrease frequency from the % of respondents stating they expect to increase frequency.
5 Not asked in country’s version of the survey.
Net intent decline by 5pt or
more since last survey
Net intent increase by 5pt or
more since last survey
Expected spend per category over the next 2 weeks
compared to usual1
Net intent2
Expected change in online shopping per category
over the next 2 weeks3
Net intent to shop online4
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+
Household supplies
Groceries
Quick-service restaurant5
Hotel/resort stays5
Apparel
Consumer electronics
Entertainment at home
Skin care & makeup
n/a5
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051; 6/19–6/22/2020 n = 624 | Indonesia 9/21–9/30/2020, n = 1,034, 6/19–6/21/2020, n = 726 | Australia 9/4–9/7/2020, n = 814,
6/19–6/21/2020, n = 799 | Japan 9/22–9/28/2020, n = 1,036, 6/19–6/22/2020, n = 664 | China 9/16–9/24/2020, n = 1,213, 6/15–6/21/2020, n = 1,249)
13. 13
India and Indonesia continue to shift to online shopping, whereas
online growth has decelerated in China and Australia
1 Q: Over the next two weeks, 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.”
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.
Expected change in online shopping per category over the next 2 weeks1
Net intent to shop online2
Household
essentials
Discretionary
Entertain-
ment at home
Personal-care products
Apparel
Entertainment at home (e.g., Netflix)
Books/magazines/newspapers
Snacks
Groceries
Non-food child products (e.g., diapers)
Consumer electronics
Food takeout & delivery
Footwear
Household supplies (e.g., cleaning, laundry)
Skin care & makeup
`
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
14. 14
India and Indonesia have sustained a shift toward online shopping,
while China shows early signs of returning to offline channels
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+n/a3
Expected change in online shopping per category over the next 2 weeks1
Net intent to shop online2
1 Q: And 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 2 weeks. Please note, if you don’t buy
in one of these places today and won’t in next 2 weeks, please select “N/A.” Did not ask this question for categories not shown.
2 Net intent is calculated by subtracting the percent of respondents stating they expect to decrease frequency from the % of respondents stating they expect to increase frequency.
3 Insufficient responses (sample size <30) or not asked in country’s version of the survey.
Household supplies
Groceries
Skin care & makeup
Entertainment at home
Quick-service restaurant3
Apparel
Consumer electronics
Hotel/resort stays3
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 6/19–6/21/2020, n = 726, 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–
4/12/2020, n = 722; 4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 6/19–6/21/2020, n = 799, 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | Japan 6/19–6/22/2020, n = 664, 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600;
4/3–4/5/2020, n = 600; 3/28–3/29/2020, n = 600 | China 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)
Apr Sep Mar Sep Mar Sep Mar Sep Mar Sep
15. 15
Consumers in APAC have recently tried new shopping behaviors,
including new shopping methods and different brands and retailers
% of respondents
1 Q: Since the coronavirus (COVID-19) situation started (i.e., in the past ~3 months), which of the following have you done?
Have you used any of the following since COVID-19 started1
Different retailer/store/website
Private label/store brand
New digital shopping method
Different brand
20–29% 30–39% >40%
New shopping method
New shopping behavior
10–19%0–9%
57% 92% 30%86% 96%
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
16. 16
Top 5 reasons for shopping at a new retailer/store/website in the past three months1
Convenience Health/Hygiene Value Availability Quality/Organic Purpose-driven
3
5
2
4
1
Better value
Better
prices/promotions
Supporting local
businesses
Products are in
stock
Better value
Better prices/
promotions
Better quality
More easily
accessible from my
home
Better prices/
promotions
Products are in
stock
Better shipping/
delivery cost
Products are in
stock
Better
prices/promotions
Better shipping/
delivery costs
Better qualityProducts are in
stock
Better
prices/promotions
Better value
Can get all the
items I need from
one place
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
Value is the most important driver for consumers to try new places
to shop across countries in APAC
1 Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) situation started. What was the main reason you decided to try this new retailer/store/website? Select up to 3.
Better shipping/
delivery cost
Offers good
delivery/pickup
options
Products are in
stock
More easily
accessible from my
home
Offers good
delivery/pickup
options
More easily
accessible from my
home
17. 17
1 Q: You mentioned you tried a new/different brand than what you normally buy. What was the main reason that drove this decision? Select up to 3.
Top 5 reasons for trying a new brand in the past three months1
Convenience Health/Hygiene Value Availability Quality/Organic Purpose-driven
3
5
2
4
1
Better value
Better
prices/promotions
Is available where
I’m shopping
Products are in
stock
Better quality
Better value
Better prices/
promotions
Better quality
Cleaner/has better
hygiene measures
Is natural/organic
Better prices/
promotions
Products are in
stock
Better quality
Better shipping/
delivery cost
Better value
Products are in
stock
Better
prices/promotions
Better shipping/
delivery costs
Cleaner/has better
hygiene measures
Better quality
Products are in
stock
Better value
Better
prices/promotions
Cleaner/better
hygiene measures
Better quality
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
Value is the also the top driver for consumers to try new brands
18. 18
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities
19. 19
1 Q: Have you used or done any of the following since the COVID-19 situation 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”;
2 Insufficient responses (n < 30) or not asked in country’s version of the survey.
10%
8%
12%
11%
10%
11%
10%
8%
8%
8%
10%
8%
12%
40%
22%
30%
15%
18%
15%
16%
10%
8%
19%
34%
12%
21%
Just started using Using more
8%
2%
2%
2%
7%
4%
2%
4%
1%
10%
2%
2%
7%
2%
1%
1%
2%
1%
2%
1%
1%
3%
0%
1%
1%
1%
5%
11%
10%
28%
13%
29%
39%
11%
8%
31%
24%
33%
3%
3%
1%
5%
10%
6%
6%
6%
4%
1%
2%
2%
3%
2%
6%
5%
2%
7%
21%
25%
17%
10%
8%
8%
43%
21%
21%
15%
17%
6%
10%
13%
8%
11%
42%
36%
11%
6%
6%
8%
5%
6%
6%
4%
3%
6%
7%
28%
11%
10%
14%
15%
2%
6%
Telemedicine: mental
2%
7%
Video chat: personal
In-store self-checkout
3%
Remote learning: myself
Online streaming
0%
4%
3%
Videoconferencing: professional
3%Remote learning: my children
2%
6%
4%
6%
Online fitness
6%Wellness app
5%
11%Telemedicine: physical
3%
2%
3%
4%Tiktok
Restaurant delivery
11%Grocery delivery
3%
Buy online for in-store pickup
% of respondents
Have you used or done any of the following since COVID-19 started1,2
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
n/a 2
Consumers in APAC have increased their digital activity engagement,
particularly in online streaming, food delivery, and remote learning
20. 20
1 Q: Compared to now, will you do or use the following more, less or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; “will reduce this”; “will keep doing what I am doing now”; “will increase
this.”
2 User growth 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)
3 For activities which did not have sufficient responses (n<30) or are not asked in the country’s version of the survey
0–25 26–50 50–5 75–100 >100 n/a3
User growth since COVID-19 (%)2
Have you used or done any of the following since COVID-19 started1
% of user growth since COVID-192 At least 60% intent to use post-COVID-191
In-store self-checkout
Online streaming
Tiktok3
Watching e-sports
Digital exercise machine3
Telemedicine: mental
Wellness app
Online fitness
Telemedicine: physical
Grocery delivery
Restaurant delivery
Remote learning: my children
Videoconferencing: professional
Remote learning: myself
Video chat: personal
Store curbside pickup3
Restaurant curbside pick-up
QSR drive-thru
Buy online, pick-up in store
Meal-kit delivery3
Playing online games
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1036 | China 9/16–9/24/2020,
n = 1,213)
Intent to continue using new digital activities after COVID-19 is
strongest in India and Japan
21. 21
Digital health applications such as online fitness and telemedicine
show strong growth and intent to continue usage after COVID-19
Intent to use after COVID-191,3
% of new or increased users who intend to keep
doing activity after COVID-19
Low Medium-high
UsergrowthsinceCOVID-192,3
Medium-highLow
Works for now Accelerated
shifts
Potentially here
to stay
Status quo/
plateauing
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.”
2 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).
3 Thresholds are unique to each surveyed country.
4 Not asked in country’s version of the survey.
Accelerated shifts Potentially here to stay Works for now Status quo/plateauingData not available4
Online fitness
Wellness app
Restaurant delivery
Grocery delivery
Online streaming
Videoconferencing: professional
Video chat: personal
Telemedicine: physical
Telemedicine: mental
Playing online games
Remote learning: myself
Remote learning: my children
TikTok4
Buy online for in-store pickup
In-store self-checkout
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
22. 22
Consumers in Australia and China have engaged in out-of-home
activities and plan to increase their engagement in the next two weeks
1 Q: Did you leave your house for the following activities over the past two weeks? Chart represents the percentage of respondents who indicated that they left home at least once during the past week to do this activity.
Q: For which of the following activities do you intend to leave your home to do in the next two weeks? Chart represents % of respondents who intend to leave their home to do this activity during the next two weeks.
2 Not asked in country’s version of the survey
Consumers’ engagement with activities outside home1
% of respondents
Next 2 weeksPast 2 weeks
Shop for groceries/necessities
Shop for non-necessities
Get together with family
Get together with friends
Work outside my home
Use public transportation
Use ride-sharing service2
Drive more than 2 hours from home2
Dine at a restaurant or bar
Visit a crowded outdoor public place
Go to a hair or nail salon
Go to the gym or fitness studio
Travel by airplane2
Attend a large event
Go out for family entertainment
20–39% 40–59% 60–79%0–19% 80–100%n/a2
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
23. 23
Consumers’ worried about out-of-home activities in the next two weeks,1 level of concern2
1 Q: How worried would you be if you were to do the following activities in the next two weeks? Possible answers: “not worried at all”; “not very worried”; “somewhat worried”; “very worried”; “extremely worried.”
2 Level of concern is calculated by subtracting the % of respondents stating they are “not worried at all” and “not very worried” from those stating they are “very worried” and “extremely worried.”
3 Not asked in country’s version of the survey.
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+
Work outside my home
Shop for non-necessities
Dine-in at a restaurant or bar
Attend a large event
Visit a crowded outdoor public place
Get together with family
Use ride-sharing service3
Travel by airplane
Go to a shopping mall
Get together with friends
Shop for groceries/necessities
Go to the gym or fitness studio
Drive more than 2 hours from home3
Go to a hair or nail salon
Use public transportation
Rent a short-term home3
Go out for family entertainment
Stay in a hotel3
Use a clothing rental service3
n/a3
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
Consumers in Indonesia and India remain concerned about almost
all out-of-home activities
24. 24
Consumers in APAC have become increasingly conscientious,
seeking options such as hygienic packaging and sustainable products
Which best describes how often you are doing each of the following items1
1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started.”
2 Net intent is calculated by subtracting the % of respondents stating they expect to “do less often” from the % of respondents stating they expect to “do more often.”
3 Not asked in country’s version of the survey.
Retailers promotion of sustainable solutions
Sustainable/eco-friendly products
Healthy and hygienic packaging
How companies take care of the safety of their employees
Company’s purpose/values
-14 to -1 0 to 14 15 to 29 30 to 49 50+
Net intent2
Buying from large, national brands more than smaller brands
Investing in new ways of shopping online
n/a3
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
25. 25
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities
26. 26
Milestones for country’s population not yet
engaging with out-of-home activities1
% of respondents awaiting each milestone before engaging
Most consumers in APAC will only resume out-of-home activities if
additional criteria are met alongside lifted government restrictions
1 Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart rebased to exclude those already participating in these activities and those who do not deem any of these items important.
21
12
28
19
9
21
4
14
20
28
58
83
58
61
63
Government lifts restrictions
Only once there’s a vaccine or treatment
Government lifts restriction + other requirement
Government lifts restrictions and…
25%
Stores, restaurants,
etc. start taking
safety measures
26%Medical authorities
deem safe
10%I see other people
returning
20%
Stores, restaurants,
etc. start taking
safety measures
24%I see other people
returning
19%Medical authorities
deem safe
21%Medical authorities
deem safe
24%
Stores, restaurants,
etc. start taking
safety measures
12%I see other people
returning
32%Medical authorities
deem safe
15%
Stores, restaurants,
etc. start taking
safety measures
11%I see other people
returning
35%Medical authorities
deem safe
28%
Stores, restaurants,
etc. start taking
safety measures
20%I see other people
returning
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
27. 27
Cleaning, sanitization, masks, and barriers are top considerations
for APAC consumers when deciding where to shop in-store
1 Q: Once restrictions lift, which of the following factors will be most important to you as you decide which of these places to visit in person? Respondents were asked to select the most important.
2 The following categories are included in each bucket: Cleaning and sanitization—increased cleaning, improved air filtration, availability of sanitizing supplies throughout the store; Health checks—customer wellness check (e.g., temperature) on
entry, employees' wellness check (e.g., temperature) on entry; Masks and barriers—customers and employees wear masks, customers and employees provided masks and gloves, plastic barrier with cashier; No-contact purchasing—curbside
pick-up, cashier-less checkout, no-contact delivery, buy online for pickup in store; Physical distancing—customer number limit, distancing in customer line, reduced employee activity during shopping hours; Store regulations—no customer
product testing, one-way store aisles, special hours for high-risk shoppers.
33
20
21
21
35
15
21
21
30
31
20
19
15
15
13
11
17
17
12
7
10
14
15
16
10
11
10
11
6
5
Cleaning and sanitization Health checks
Masks and barriers
Physical distancing
No-contact purchasing Store regulationsTop priorities when deciding where to shop in-store1
% of respondents for whom this criterion is the most important2
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
28. 28
Disclaimer
McKinsey does not provide legal, medical, or other regulated advice or
guarantee results. These materials reflect general insight and best practice
based on information currently available and do not contain all of the
information needed to determine a future course of action. Such information
has not been generated or independently verified by McKinsey and is
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Editor's Notes
Removed the following:
1/ Meal kit: very low general adoption, trend mirrored those of restaurant & grocerys
2/ Fitness: Wellness App & Digital exercise machines – mirrored online personal training & fitness; in addition, had limited adoption
3/ Telemedicine – removed both physical health & mental health as total adoption low
4/ Watching online gaming – very similar to trend in "playing online gaming”