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.
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.
Although Japanese consumer optimism about economic recovery is improving steadily, the majority of consumers are still cautious about reengaging in out-of-home activities.
These exhibits are based on survey data collected in Japan from February 24–27, 2021. Check back for regular updates on Japanese 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.
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.
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.
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
Despite ongoing lockdowns, European optimism about economic recovery remains steady, except in the United Kingdom, where it is at its highest of the pandemic.
These exhibits are based on survey data collected in the France, Germany, Italy, Spain, and the United Kingdom from February 23–27, 2021. Check back for regular updates on the European 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.
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.
Although Japanese consumer optimism about economic recovery is improving steadily, the majority of consumers are still cautious about reengaging in out-of-home activities.
These exhibits are based on survey data collected in Japan from February 24–27, 2021. Check back for regular updates on Japanese 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.
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.
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.
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
Despite ongoing lockdowns, European optimism about economic recovery remains steady, except in the United Kingdom, where it is at its highest of the pandemic.
These exhibits are based on survey data collected in the France, Germany, Italy, Spain, and the United Kingdom from February 23–27, 2021. Check back for regular updates on the European 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.
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.
Optimism grows as categories recover
One-third (32%) of French consumers are optimistic for the future —the highest rate seen in our surveys; while net spending intent remains negative, it is trending up across all categories
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
Although Japanese consumer optimism about economic recovery is improving steadily, the majority of consumers are still cautious about reengaging in out-of-home activities.
These exhibits are based on survey data collected in Japan from February 24–27, 2021. Check back for regular updates on Japanese 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
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
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.
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
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.
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.
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.
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.
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.
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.
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.
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!
European consumers are gradually returning to pre-COVID-19 spending and out-of-home activities, including holiday shopping, though some pandemic-related practices will continue.
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.
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.
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.
Optimism grows as categories recover
One-third (32%) of French consumers are optimistic for the future —the highest rate seen in our surveys; while net spending intent remains negative, it is trending up across all categories
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.
Optimism grows as categories recover
One-third (32%) of French consumers are optimistic for the future —the highest rate seen in our surveys; while net spending intent remains negative, it is trending up across all categories
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
Although Japanese consumer optimism about economic recovery is improving steadily, the majority of consumers are still cautious about reengaging in out-of-home activities.
These exhibits are based on survey data collected in Japan from February 24–27, 2021. Check back for regular updates on Japanese 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
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
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.
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
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.
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.
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.
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.
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.
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.
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.
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!
European consumers are gradually returning to pre-COVID-19 spending and out-of-home activities, including holiday shopping, though some pandemic-related practices will continue.
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.
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.
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.
Optimism grows as categories recover
One-third (32%) of French consumers are optimistic for the future —the highest rate seen in our surveys; while net spending intent remains negative, it is trending up across all categories
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.
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.
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.
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.
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
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.
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.
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 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.
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.
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.
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.
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.
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.
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.
Similar to McKinsey Survey: German consumer sentiment during the coronavirus crisis (20)
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
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.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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McKinsey Survey: German consumer sentiment during the coronavirus crisis
1. McKinsey & Company 1
We have seen five significant new consumer behaviors, some of
which will have a lasting impact
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
3. Stickiness
of digital
2. Signs of spend
recovery
4. Rebalancing
of homebody
economy
5. Evolution
of loyalty
1. Steady
overall optimism
+44%
of consumers expect
“extra” spend in 2021
to reward themselves
62%
of consumers have
changed stores, brands,
or the way they shop
Up to 91%
intend to continue
purchasing online
post-COVID-19 (from
those who currently do)
25%
of consumers have
invested in new uses
of their living space
at home
95%
of consumers are not yet
resuming “normal” out-
of-home activities
2. McKinsey & Company 2
Confidence in own country’s economic recovery after COVID-191
% of respondents
Source: McKinsey & Company COVID-19 Consumer Pulse Survey
17
59
24
Mixed The economy will be
impacted for 6–12 months or
longer and will stagnate or show
slow growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show regression/
fall into lengthy recession
Optimistic: The economy will
rebound within 2–3 months and
grow just as strong as or
stronger than before COVID-19
Germany is less optimistic than non-European countries, except
Japan, but more optimistic than other European countries
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity)?
Rated from 1 “very optimistic” to 6 “very pessimistic.” Bars may not sum to 100% due to rounding.
‘Optimistic’ change vs November
survey, percentage point 0
+9 +3 +6 +13 +7
+1 +4 +3 +5
Germany India China US UK
Brazil Spain
Italy
France Japan
2/23–27 2/20–3/3 2/20–3/8 2/18–22 2/23–27
2/20–3/1 2/23–27
2/23–27
2/23–27 2/24–27
10 14 14 18
32
21
31
20
25
37
43
45 46
53
50
62
52 67
71
61
47 41 39
30
18 17 17 12
2
4
+9
Mexico
2/20–3/2
Steady overall optimism
3. McKinsey & Company 3
Confidence in own country’s economic recovery after COVID-191
% of respondents
Expectations regarding German economic recovery are stable since
the latest lockdown started in November
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.” Figures may not sum to 100%
because of rounding.
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; 11/9–11/16/2020, n = 1,053; 9/24–9/27/2020, n = 1,053; 6/18–6/21/2020, n = 1,011; 5/21–5/24/2020,
n = 1,008; 4/30–5/3/2020, n = 1,002; 4/16–4/19/2020, n = 1,005; 4/2–4/5/2020, n = 1,010; 3/26–3/29/2020, n = 1,002; 3/20–3/22/2020, n = 1,014; sampled to match Germany’s general population 18+ years
15% 15% 12% 13%
17% 16% 16% 17% 18% 17%
60% 58% 64% 63%
60% 64% 63%
66%
59%
25% 27%
25% 24% 23% 20% 21%
17%
23% 24%
June 18–21
Mar 20–22
59%
Nov 9–16
April 16–19 Feb 23–27
May 21–24
April 2–5 Sept 24–27
Mar 26–29 April 30–May 3
Germany
2020 2021
Mixed: The economy will
be impacted for 6–12
months or longer and will
stagnate or show slow
growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show
regression / fall into
lengthy recession
Optimistic: The economy
will rebound within 2–3
months and grow just as
strong as or stronger than
before COVID-19
Steady overall optimism
4. McKinsey & Company 4
Household income1
% of respondents
Household spending1
% of respondents
Household savings1
% of respondents
Both household spending and savings have slightly increased
while income is stable compared to the past months
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; 11/9–11/16/2020, n = 1,053; 9/24–9/27/2020, n = 1,053, sample weighted to match Germany’s
general population 18+ years
1. Q: How has the coronavirus (COVID-19) crisis affected your (household) income, overall household spending, and amount of income put away as savings over the past two weeks? Figures may not sum to 100% because of rounding.
Reduce slightly/a lot Increase slightly/a lot
About the same
4%
22%
3%
77%
Past 2 weeks
19%
Past 2 weeks
75%
21%
4%
74%
Past 2 weeks
10%
Past 2 weeks Past 2 weeks
65%
26%
Past 2 weeks
28%
12%
26%
60%
18%
56%
25%
Past 2 weeks
68%
14%
18%
61%
15%
Past 2 weeks
19%
55%
26%
Past 2 weeks
Sept 24–27 Nov 9–16 Feb 23–27 Sept 24–27 Nov 9–16 Feb 23–27 Sept 24–27 Nov 9–16 Feb 23–27
Steady overall optimism
5. McKinsey & Company 5
Engagement in ‘normal’ out-of-home activities is at a new
all-time low
1. Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart shows those already participating in these activities.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; 11/9–11/16/2020, n = 1,053; 9/24–9/27/2020, n = 1,053; 6/18–6/21/2020, n = 1,011; 5/21–5/24/2020,
n = 1,008, sampled to match Germany’s general population 18+ years
5
9
38
27
11
Feb 27
Nov 16
Sept 27
June 21
May 24
Overall
5%
High
(>€50K)
Low
(<€25K)
Medium
(€25K–€50K)
7%
5%
3%
Millennials
Gen Z Baby
boomers
12%
Gen X
6% 5%
~7%
of lower income households are doing out-of-home
activities
Consumers engaging in “normal” out-of-home activities1
% of respondents
By income
By generation2
~12%
of Gen Z are doing out-of-home activities
Steady overall optimism
6. McKinsey & Company 6
41
29
20
11
Government lifts
restrictions +
other requirements
Government
lifts restrictions
COVID-19 no
longer spreading
Vaccination
coverage
Consumers will return to out-of-home activities once1 …
% of respondents awaiting each milestone before engaging
Most Germans are waiting for government to lift restrictions before
reengaging with out-of-home activities
95%
of people are not
currently engaging
in “normal”
out-of-home
activities
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
Vaccination coverage:
Government lifts restrictions and…
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.
Figures may not sum to 100% because of rounding.
2. Low sample size (<50 respondents).
10%
Medical authorities deem safe
11%
Stores, restaurants, and other
indoor places start taking
safety measures
7%
I see other people returning
8%
Vaccine is widely distributed
10%
I have been vaccinated2
1%
Family member(s) vaccinated2
Steady overall optimism
7. McKinsey & Company 7
As COVID-19 drags on, Germans remain eager to return to their
routines and in particular getting together with friends
Steady overall optimism
38%
40%
53%
Get together with family
12%
Get together with friends
Dine at a restaurant or bar
16%
Travel by airplane
Go to a hair or nail salon
16%
12%
Attend an outdoor event
15%
15%
Attend an indoor cultural event
14%
Go out for family entertainment
Go to a shopping mall
Go to the gym or fitness studio
1. Q: Did you leave your house for the following activities over the past two weeks? Top 2 most often-selected activities. Respondents are those who have answered as having done the activity at least once per year prior to COVID-19.
2. Q: Which of the following activities are you most eager to get back to on a regular basis? Please select the top 3 activities you miss the most.
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
Top activities eager to get back to2
% of respondents for whom the activity is in their top 3 choices
90%
shop in-person for groceries
and necessities
55%
work outside my home
Most prevalent activities
consumers are engaging in1
% of respondents who did activity
within last 2 weeks
8. McKinsey & Company 8
Gen Z Millennials Gen X Baby boomers
1% -1% +3% -1%
-1% -2% -2% +4%
-12% -4% +1% +6%
-6% -4% -2% +6%
+10% +1% 0% -4%
+2% +2% +2% -5%
+1% +2% -1% -2%
-5% +7% 0% -4%
-4% +2% +1% -1%
+7% +1% -3% -2%
-3% -3% -1% +4%
Top activities consumers are eager to get back to1
% of respondents for whom the activity is in their top 3 choices
Generation overindexed or underindexed2
16%
Get together with friends 53%
40%
38%
Dine at a restaurant or bar
Go out for family entertainment
Get together with family
Go to a hair or nail salon
16%
Attend an outdoor event
15%
Travel more than 2 hrs by car
Travel by airplane
15%
Attend an indoor cultural event
14%
12%
Go to a shopping mall
12%
Go to gym or fitness studio
10%
Gen Z is more eager to attend events and go to the gym than they are
to get together with family or use personal-care services
Steady overall optimism
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
1. Q: Which of the following activities are you most eager to get back to on a regular basis? Please select the top 3 activities you miss the most.
2. Index is calculated as the difference between generation group and overall % of respondents. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The
traditionalist/silent generation is not included due to a low sample size.
Overindexed (>+5%) Underindexed (<-5%)
9. McKinsey & Company 9
German consumers say they will prioritize family, friends, and
shopping once COVID-19 subsides
Steady overall optimism
Out-of-home activities done in the past two weeks1
% of respondents who did activity within last 2 weeks
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
1. Q: Did you leave your house for the following activities over the past two weeks? Respondents are those who answered as having done the activity at least once per year prior to COVID-19.
2. Q: Once the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity), how do you think the amount of time you spend doing the following activities will change relative to how often you did them before COVID-19 began?
Possible answers: “I will not do this at all”; “I will do this less often than I did before COVID-19 started”; “I will do this about the same as I did before COVID-19”; “I will do this more than I did before COVID-19.” Net intent is calculated by adding
% of respondents stating they will do more or about the same, and subtracting % of respondents stating they will do less or not at all.
Net intent
post-
COVID-192
Net intent
post-
COVID-192
Work
Shopping
Transport/
Travel
Social
Personal
care
Entertain
-ment
3
Go out for family entertainment
Dine at a restaurant or bar
Attend an indoor cultural event
Attend an outdoor event
Visit a crowded outdoor public place
Go to the gym or fitness studio 3
Go to a hair or nail salon
Get together with family
Get together with friends
3
6
2
2
35
48
28
+40
+42
+40
+63
+56
+49
+24
+72
+70
Shop for groceries/necessities
Travel more than 2 hrs by car
Work outside my home
Shop for non-necessities
Use a ride-sharing service
Go to a shopping mall
Use public transportation
11
Travel by airplane
Travel by train
Stay in a hotel
Rent a short-term home
1
55
90
42
20
42
13
4
8
5
+27
+47
+71
+55
+36
+4
+27
+23
+39
+47
+22
Net intent: 1–15 Net intent: 16–30 Net intent: 31–50
10. McKinsey & Company 10
Many German consumers intend to splurge or treat themselves in
2021; Gen Z intends to splurge the most, at all income levels
Signs of spend recovery
Expected leisure spend in 20211
% of respondents who plan to splurge or treat themselves
31%
48%
65%
27%
39%
60%
64%
30%
45%
51%
61%
45%
1. Q: With regard to products and services you will spend money on, do you plan to splurge/treat yourself in 2021?
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
>70%
<30% 50–70%
30–49%
~44%
Plan to splurge or
treat themselves Gen Z
Millennials
Gen X
Generation2
Mid
Low High
Baby boomers
Household income
(€25K–€50K/year)
(<€25K/year) (>€50K/year)
11. McKinsey & Company 11
A spike in consumer spending on travel, restaurants, and apparel is
expected once restrictions are lifted and people are vaccinated
Signs of spend recovery
57
47
35
32
30
30
28
21
17
Apparel, shoes, accessories
Items for your home
Travel, lodging, vacation
Restaurants, dining out, bars
Out-of-home entertainment
Beauty & personal care
Fitness, sports, outdoors
Electronics
Household essentials
7
10
31
8
24
49
41
20
34
24
17
16
25
16
7
11
16
17
7
9
3
5
6
7
7
7
8
63
65
49
62
54
38
41
57
42
Govt restrictions lifted/COVID-19 stops spreading
Family is vaccinated
Anytime
I am vaccinated
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
Expected leisure categories on which people
plan to splurge or treat themselves in 20211
% of respondents who plan to splurge or treat themselves
Trigger for when people plan to splurge or treat themselves2
% of respondents who plan to splurge or treat themselves on that category
1. Q: You mentioned that you plan to splurge/treat yourself in 2021. Which categories do you intend to treat yourself to? Please select all that apply.
2. Q: Which best describes when you will most likely splurge/treat yourself? Figures may not sum to 100% because of rounding.
12. McKinsey & Company 12
Almost 80 percent of splurge spend will come from money that
consumers have on hand, especially in older generations
Signs of spend recovery
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
1. Q: For your future splurge on previously selected items, how do you intend to pay? Please select the answer that best represents your situation.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
3. Total respondents, average of answers on all splurge categories.
Financing source of splurge spend,1
% average of respondents who plan to spend, by generation
70% 79% 78% 83% 78%
39% 25% 13% 14% 23%
42% 32% 32% 29% 34%
9% 10% 2% 2% 6%
Gen Z Millennials Gen X Baby boomers
From available budget
By reducing spend
elsewhere
From savings
By using credit or a buy
now, pay later option
Avg. by
financing
source3
Generation2
>50%
<20% 36–50%
21–35%
13. McKinsey & Company 13
While net spending intent has increased since November, consumers
are still hesitant to spend, across discretionary categories
Signs of spend recovery
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
-1
+7
-3
+2
+10
+15
+4
+5
+4
+13
-13
-1
0
+1
+14
-27
N/A3
N/A3
N/A3
+14
+4
+1
+2
+12
-2
+5
+6
+9
-28
+14
+12
+22
+23
+10
+14
-1
26
25
48
70
38
34
51
46
30
9
18
40
41
28
35
17
16
7
7
8
17
7
Alcoholic beverages
Food takeout & delivery
4
4
Groceries
Toys & baby
4
6
Tobacco products
6
6
5
Quick-service restaurant
Restaurants
5
11
11
Apparel
Jewelry
3
Accessories
Skin care & makeup
6
Household supplies
6
Personal-care products
11
Home & furnishings
Sports & outdoors
Home improvement & garden
Kitchen & dining goods
Footwear
Decrease
Stay the same
Increase
-47
13
-19
-4
-29
-5
-10
-18
-42
-66
-33
-27
-43
0
-14
-33
-11
-28
8
16
18
33
72
33
54
46
30
37
70
57
63
66
76
75
75
8
15
9
7
8
13
9
9
9
7
Cruises3
Personal-care services
Pet-care services
6
Adventures & tours
11
Pet food & supplies
3
Vitamins & OTC medicine
Books/magazines/newspapers
Entertainment at home
4
Consumer electronics
Domestic flights
Out-of-home entertainment
Fitness & wellness
11
Gasoline
Vehicles
5
Short-term home rentals
Travel by car
3
International flights
4
Hotel/resort stays
4
-2
4
-9
-26
-69
-25
-51
-35
-17
-65
-48
-54
-59
-73
-72
-71
-8
-28
1. Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2. Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
3. Data not available or insufficient sample (n = < 50) in November 2020 survey.
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; 11/9–11/16/2020, n = 1,053, sampled to match Germany's general population 18+ years
Expected spending per category over the next two weeks compared to usual1
% of respondents Net
intent2
Change since
November 2020
Net
intent2
Change since
Nov 2020
14. McKinsey & Company 14
Expected spending per category over the next two weeks compared to usual1
Net intent2
While there was a drop in intent for discretionary spend in
November, a slight recovery started in February
Signs of spend recovery
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.
-60
-80
-40
-70
0
-50
-10
-20
-30
10
20
Sep
24
Mar
24
Mar
26
Apr
2
Apr
16
Apr
30
May
21
Jun
18
Nov
9
Feb
23
Groceries
Household supplies
Consumer electronics
Fitness & wellness
Personal-care products
Apparel
Domestic flights
Entertainment away
from home
International flights
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; 11/9–11/16/2020, n = 1,053; 9/24–9/27/2020, n = 1,053; 6/18–6/21/2020, n = 1,011; 5/21–5/24/2020, n = 1,008;
4/30–5/3/2020, n = 1,002; 4/16–4/19/2020, n = 1,005; 4/2–4/5/2020, n = 1,010; 3/26–3/29/2020, n = 1,002; 3/20–3/22/2020, n = 1,014, sampled to match Germany’s general population 18+ years
15. McKinsey & Company 15
7
13
34
13
22
11
13
11
27
18
15
5
3
5
18
17
10
20
6
4
7
8
13
38
7
13
6
5
9
6
8
14
13
6
Food takeout & delivery
Groceries
Tobacco products
Alcoholic beverages
Restaurant
Quick-service restaurant
Footwear
Apparel
Jewelry
Accessories
Toys & baby
3
Household supplies
3
Personal-care products
Sports & outdoors
Skin care & makeup
Home & furnishings
Home improvm. & garden
Kitchen & dining goods
6
10
15
12
14
9
16
10
10
8
18
15
10
21
15
17
12
24
4
5
6
5
39
4
17
21
25
9
28
30
30
39
34
34
22
Hotel/resort stays
Pet food & supplies
Consumer electronics
Vehicles
4
Vitamins & OTC medicine
Adventures & tours
Fitness & wellness
Entertainment at home
Books/magazines/newspapers
Out-of-home entertainment
Pet-care services
Personal-care services
Gasoline
Short-term home rentals
Travel by car
Cruises3
International flights
Domestic flights
Expected spending per category post-COVID-19 compared to pre-COVID-191
% of respondents
Decrease
Stay the same
Increase
-21
-1
-6
-2
-10
-9
-27
-5
-9
28
-5
1
-13
1
1
-6
-3
3
-3
-10
-6
-9
30
-12
7
11
17
14
21
9
24
17
22
-2
-6
-9
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
1. Q: Once the COVID-19 crisis subsides (i.e., once there is herd immunity), do you expect that you will spend more, about the same, or less money on these categories than during the COVID-19 pandemic? 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. Low sample size (<50).
Net
intent2
Net
intent2
Signs of spend recovery
Consumers show positive post-COVID-19 spending net intent with
strong increase in travel, restaurant, and out-of-home activities
16. McKinsey & Company 16
Consumers intend to spend more on discretionary categories such
as travel and out-of-home entertainment once COVID-19 subsides
Signs of spend recovery
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
1. Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual?
2. Q: Once the COVID-19 crisis subsides (i.e., once there is herd immunity), do you expect that you will spend more, about the same, or less money on these categories than during the COVID-19 pandemic?
3. Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
-15 to 0 Below -15
Above +1 Below 0
Above +25 +15 to +25 0 to +15
Net intent3
Next 2
weeks
Post-
COVID-19 Evolution
Pet food & supplies -2 -3
Vitamins & OTC medicine -8 -6
Domestic flights -71 -2
Hotel/resort stays -72 22
Adventures & tours -59 24
Out-of-home entertainment -69 30
Pet-care services -25 -12
Fitness & wellness -51 7
Personal care services -35 11
Gasoline -17 17
Short-term home rentals -65 14
Cruises -54 9
Travel by car -48 21
International flights -73 17
Books/magazines/newspapers -9 -6
Consumer electronics -26 -9
Entertainment at home -4 -10
Vehicles -28 -9
Expected spending per category over the next two weeks1 compared to post-COVID-192
% of respondents
Net intent3
Post-
COVID-19
Next 2
weeks Evolution
Groceries -1
13
Toys & baby -6
-19
Tobacco products -9
-5
Food takeout & delivery -27
-10
Alcoholic beverages -5
-18
Accessories -13
-43
Household supplies -2
-4
Apparel 1
-27
Quick-service restaurants -9
-42
Footwear -5
-33
Home improvement & gardening 3
-11
Restaurants 28
-66
Personal-care products 1
0
Skin care & makeup 1
-14
Sports & outdoors -3
-33
Home & furnishings -10
-29
Jewelry -21
-47
Kitchen & dining goods -14
-28
17. McKinsey & Company 17
1. Q: When do you expect your routines will return to normal? Figures may not sum to 100% because of rounding.
2. Q: When do you expect your personal/household finances will return to normal? Figures may not sum to 100% because of rounding.
No impact
31%
8%
10%
Already returned to normal 2%
50%
Jan–Jun 2021
Jul–Dec 2021
2022 or beyond
48%
8%
6%
20%
17%
2022 or beyond
No impact
Jul–Dec 2021
Already returned to normal
Jan–Jun 2021
Expectations on routines returning to normal1
% of respondents
Expectations on finances returning to normal2
% of respondents
~81%
believe their routines
will not return to
normal until the
second half of 2021
or beyond
~37%
believe their finances
will not return to
normal until the
second half of 2021
or beyond
Germans believe their routines will take longer to return to normal
than their finances will
Signs of spend recovery
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
18. McKinsey & Company 18
Consumers expect the new digital behaviors they developed during
the pandemic to continue on after the crisis subsides
3. In-home digital entertainment
and wellbeing solutions to stay
2. Selected new online
shopping methods to stay
1. Increased online purchases
6 out of 14
categories have a net intent above 20 for
online purchase post-COVID-19
63%
of consumers currently streaming online
intend to continue post-COVID-19
81%
of consumers buying pre-owned products
(e.g., via eBay) intend to continue
57%
of consumers intend to continue with online
fitness offerings
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
Stickiness of digital
19. McKinsey & Company 19
Most consumers intend to continue online purchasing across
categories in the future
32
33
26
75
61
27
13
8
59
57
42
21
49
Food delivery
Personal-care products
Groceries / food for home
Personal care products
Household supplies
Meal at restaurant
Footwear
Alcoholic beverages
Apparel
Books/magazines/newspapers
Skin care & makeup
Meal at quick-service restaurant
Vitamins/supplements
6
22
21
8
10
32
26
13
-23
-4
43
66
53
54
46
47
45
61
54
55
34
63
37
56
44
72
38
62
49
78
53
29
39
60
40
46
22
-9
56
94%
currently purchasing
online4
91%
intend to continue
purchasing online
post-COVID-194
Purchase online after COVID-19
Net intent5
after COVID-19
% of online purchase during COVID-19
for most purchased categories
0 to 20
Above 50
21 to 50
Below 0
Net intent5
Since
COVID-19 began
Decrease
or stop
Increase or
stay the same
Consumers’ use of online channel during, and after COVID-191,2,3
% of respondents
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
1. Q: Before the coronavirus (COVID-19) situation started, what proportion of your purchases in this category were online vs from a physical store/in person? Includes respondents who chose “some online,” “most online,” and “all online.”
2. Q: Have you purchased the following categories online since the coronavirus (COVID-19) began? Please select “yes” or “no” for each category. Includes respondents who selected “Yes” for the category.
3. Q: Will you continue to purchase these categories online after the coronavirus (COVID-19) situation subsides (i.e., once there is herd immunity)?: “No, I will stop purchasing online altogether”; “buy less online”; “buy about the same amount
online;” and “buy more online.”
4. Number indicates respondents who chose at least one category that they purchase online.
5. Net intent is calculated by subtracting the % of respondents stating they expect to decrease or stop use from the % of respondents stating they expect to increase or maintain use.
Stickiness of digital
20. McKinsey & Company 20
Travel and entertainment categories have the highest net
intent for the use of online channels post-COVID-19
32
29
57
27
21
13
61
75
51
44
73
26
33
42
58
57
46
41
Groceries
Tobacco products
Apparel
Alcoholic beverages
Sports & outdoors
Food takeout & delivery
Footwear
Quick-service restaurant
Home improvement & gardening
Restaurants
Jewelry
Accessories
Toys & baby
Home & furniture
Household supplies
Personal-care products
Skin care & makeup
Kitchen & dining goods
53
49
83
59
67
12
18
22
8
33
24
22
28
22
13
Pet food & supplies
Vitamins & OTC medicine
Consumer electronics
Cruises4
Entertainment at home
Entertainment out of home
Books/magazines/newspapers
Pet-care services
Fitness & wellness
Personal-care services
Short-term home rentals
Adventures & tours
International flights
Hotel/resort stays
Domestic flights
Vehicles
Net intent3
post-COVID-19
53
64
49
56
43
56
68
41
33
36
-4
N/A
71
54
71
91
Since COVID-19 began
Net intent3
post-COVID-19
10
18
24
22
13
-9
6
-23
32
23
26
28
8
21
21
7
36
22
N/A
1. Q: Have you purchased the following categories online since the coronavirus (COVID-19) began? Please select yes or no for each category. Includes % respondents who selected “yes” for the category and currently buying the category.
2. Q: Will you continue to purchase these categories online after the coronavirus (COVID-19) situation subsides (i.e., once there is herd immunity)? Possible answers: “no I will stop purchasing online altogether”; “buy less online”; “buy about the
same amount online”; “buy more online.”
3. Net intent is calculated among respondents currently buying online by subtracting the % of respondents stating they expect to decrease or stop use from the % of respondents stating they expect to increase or maintain use.
4. Low sample size (<50 respondents).
Consumers’ use of online channel during1 and after2 COVID-19
% of respondents buying this category
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
Above 50
0 to 20
Below 0 21 to 50
Net intent3
Stickiness of digital
21. McKinsey & Company 21
-2
50
4
55
-4 0 2 10 14
8 58
60
6 22
65
42
12 56
16 52
28
18 20 40
24
5
26
70
30
75
32 34 64
36
80
38 44 46 48 50 54
30
60 62
45
10
15
20
25
35
40
Vitamins & OTC medicine
Alcoholic beverages
Food takeout & delivery
Jewelry
Household supplies
Skincare
Accessories
Footwear
Groceries
Entertainment away from home
Adventures & tours
Books
Tobacco products
Home decoration
Kitchen
Home improvement
Personal-care products
Personal-care services
Fitness & wellness services
Sports & outdoors equipment
Toys & baby supplies
Petcare services
Pet supplies
Apparel Consumer electronics
Intent to continue to purchase online after COVID-191
Percent of users who intend to keep doing activity after COVID-19 at same or higher level
1. Q: Will you continue to purchase these categories online after the COVID-19 situation subsides (i.e., once there is herd immunity)? Possible answers: “no, I will stop purchasing online altogether”; “buy less online”; “buy about the same amount
online”; and “buy more online.” Number indicates intent, calculated by subtracting % of respondents stating they expect to decrease or stop use from % of respondents stating they expect to increase or maintain use.
2. Q: Have you purchased the following categories online since the coronavirus (COVID-19) began? Please select yes or no for each category. Includes % respondents who selected “Yes” for the category.
Note: Thresholds of categories are defined by the terciles. The 1st tercile of Intent occurs at 21%, and the 2nd occurs at 34%
Online grocery buying will likely step back from pandemic highs,
while electronics and books will continue to be purchased online
Penetration
since
COVID-19
2
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
Greater online presence
Less-accelerated online shift Sustained shift to online
Stickiness of digital
22. McKinsey & Company 22
12%
5%
2%
13%
5%
4%
3%
2%
2%
18%
3%
3%
18%
8%
2%
10%
4%
10%
9%
4%
4%
10%
2%
2%
5%
5%
2%
2%
2%
10%
9%
7%
3%
2%
1% 1%
Restaurant delivery
Grocery delivery
0%
Pay more for one-hour delivery3
Meal-kit delivery
1%
Store curbside pickup
2%
1%
Pay more for same-day delivery 3
Quick-serve restaurant drive-thru
In-store self-checkout
Restaurant curbside pickup
Buy online for in-store pickup
Purchased directly from social media
Used a new store/restaurant app
Purchased pre-owned products
1%
1%
Used deal-finding plug-ins
Intent to
continue,2 %
34%
33%
61%
35%
77%
20%
33%
21%
52%
81%
54%
74%
19%
Germans continue to intensify their usage of pickup and
delivery services
31%
Using same/less Using More Just started using
Have you used or done any of the following since COVID-19 started1
% of respondents currently using/doing
1. Q: Have you used or done any of the following since the coronavirus (COVID-19) crisis started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “using more since COVID-19
started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.”
2. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) ) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.”
Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users. Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
3. Low sample size (<50 respondents).
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
Stickiness of digital
23. McKinsey & Company 23
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
While curbside pickup saw strong growth during the pandemic,
consumers’ intent to continue with it post-COVID-19 is limited
Big surge during
COVID-19, but
not enough
penetration or
intent to fully stick
No real shift
since COVID-19
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
1. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) ) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2. Q. Which best describes when you have done or used each of these items? Possible answers included: "Just started using since coronavirus started", "Using more since coronavirus started", "Using less since coronavirus started" or "Using
about the same since coronavirus started". Possible answers not included: "Not using.“
3. User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
Note: Thresholds of categories are set at the median value. Penetration median = 19%, Intent to use median = 53%.
70
24
0
40
18
35
82
20 66
62
22 30
26
10
28 88
56
32 34 36 38 74
40 42
5
44
30
46
20
48 50 52 54 58 72
60
25
64
15
68 76 78 80 84 86
In-store self-checkout
Grocery delivery
New store/restaurant app
Quick-serve
restaurant
drive-thru
Purchased pre-owned products online
Store curbside pickup
Purchased from social media
Buy online for in-store pickup
Restaurant delivery
Meal-kit delivery
Restaurant curbside pickup
New behaviors
spurred by COVID-19
Penetration
since
COVID-19
2
Popular & enduring
User growth3: 0–19% User growth: 20–39% User growth: 40–59% User growth: 60%+
Stickiness of digital
24. McKinsey & Company 24
Germans have engaged in at-home alternatives such as cooking,
video chats, social media, and online streaming
20%
2%
5%
3%
3%
2%
28%
11%
3%
4%
28%
11%
8%
16%
6%
2%
8%
3%
9%
4%
6%
11%
4%
17%
5%
4%
1%
7%
2%
2%
1%
1%
2%
4%
1%
1%
7%
1%
Playing online games
Watching e-sports
TikTok
1%
Videoconferencing: professional
1%
26%
Online streaming
Wellness app
14%
Cooked regularly
Video chat: personal
Remote learning: myself
1%
1%
Digital exercise machine 3
24%
1%
Social media
Personal care
Telemedicine: mental 3
Remote learning: my children
Telemedicine: physical3
1%
Online fitness
24%
Using same/less Just started using
Using more
Have you used or done any of the following since COVID-19 started1
% of respondents currently using/doing Intent to continue2 %
62%
38%
35%
68%
56%
64%
57%
72%
54%
47%
79%
41%
49%
39%
1. Q: Have you used or done any of the following since the coronavirus (COVID-19) crisis started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”;
“using more since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.”
2. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
3. Low sample size (<50 respondents).
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
50%
79%
Stickiness of digital
25. McKinsey & Company 25
1. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) ) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2. Q. Which best describes when you have done or used each of these items? Possible answers included: "Just started using since Coronavirus started", "Using more since Coronavirus started", "Using less since Coronavirus started" or "Using
about the same since Coronavirus started". Possible answers not included: "Not using."
3. User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
Note: Thresholds of categories are set at the median value. Penetration median = 18%, Intent to use median = 53%.
Remote learning habits adopted during the crisis are likely to
remain for the medium to long term
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
Niche behaviors
but growing fast
with very loyal
consumers who
want to continue
using it post-
COVID
Big surge during
COVID, but not
enough
penetration or
intent to fully stick
No real shift since
COVID
Niche and loyal
New behaviors
spurred by COVID-19
Universally popular
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
50
45
33
10
40
38 67
55
62
36
34 42 70
35 37 63
39 40
15
41 43 65
60
44 46 47 48 53
0
49 60
51 69
52 73
59
54 75
57
55 56 58 61 64 66 68 71 72
25
74 77
5
35
20
30
45
50
Remote learning: myself
Online streaming
Watching e-sports
Video chat:
Personal
Online fitness
Videoconferencing:
Professional
Personal care / grooming at home
Remote learning:
My children
Wellness app
Telemedicine: mental
Used social media
Playing online games
TikTok
Cooked regularly
Telemedicine: physical
User growth3: 0–19% User growth: 20–39% User growth: 40–59% User growth: 60%+
Penetration
since
COVID-19
2
Stickiness of digital
26. McKinsey & Company 26
More than one-third of consumers have changed the way they work
or study, and one-quarter have renovated their homes
1. Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? 42% answered “None of these.”
2. 12% of the survey respondents in Germany are Gen Z.
Reassessed my investment portfolio
Went back to school
Decided to change jobs
Permanently moved to a new city
Renovated/remodeled my home
Set up work-from-home space
2%
Bought a car
Set up a gym at home
7%
Moved into a smaller home
Sold a property
Permanently moved the suburbs
Bought a property
Moved into a bigger home
1%
Worked more from home
Permanently moved in with family
Got a new pet at home (e.g., dog, cat)
30%
8%
7%
13%
1%
9%
8%
10%
2%
3%
3%
2%
2%
6%
Permanently moved to the countryside
Pet adoption 6%
Work/study
change
37%
House move 9%
Home
renovation
25%
Investments/
Divestments
18%
Main life events done in the last 12 months as a result of COVID-191
% of respondents
of which
21%
are Gen Z (vs 12% in
total sample2)
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
Details next
x% Net % of respondents per category
Rebalancing of homebody economy
27. McKinsey & Company 27
43%
55%
54%
77%
36%
55%
63%
30%
41%
32%
46%
38%
Remote learning: myself
Online streaming
Personal care/grooming at home
Playing online games5
Online fitness
Remote learning: my children5
55
Cooked regularly for myself/my family
Video chat: personal
Videoconferencing: professional
TikTok5
Social media
Watching e-sports5
43
55
54
77
36
63
30
41
32
46
2%
12%
34%
13%
Many consumers expect to work more from home after COVID-19,
signaling broader shifts toward moving daily activities online
46%
will either work only
from home or do so
more than before
COVID-19
Use of digital services3
% respondents who worked more from home during the crisis
Work from home after COVID-19 as compared to before
COVID-19,1 % respondents
Plan to continue or increase usage
Work only from home
Work outside home more
Work from home more
Work from home the same
Prior to COVID-19, 56% of the German workforce had access to a
homeoffice2 yet less than 25% regularly worked from home
1. Q: Once the COVID-19 crisis subsides (i.e., once there is herd immunity), how do you think the amount of time you spend doing the following activities will change relative to how often you did them before COVID-19 began? Asked of respondents who selected “Worked more
from home" in the Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? Possible answers: "I will not do this at all“; "I will do this less often“; “I will do this about the same“; “I will do this more.“
2. Ifo Institut, München, 2020.
3. Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? Respondents who selected “Worked more from home.“ Q: Compared to now, will you do or use the following more, less or not at all, once the coronavirus (COVID-19) crisis
subsides (i.e., once there is herd immunity)? Respondents who selected: “I will keep doing what I am doing now“ or “I will increase this.“
4. Difference between respondents who selected “Worked more from home“ and those that didn’t.
5. Low sample size (<50 respondents).
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
Diff. Above +9 Diff.: 5 to 9 Diff.: Below 0
Diff.: 0 to 4
-20
-8
6
-22
-23
-9
-10
-21
-41
-20
-7
-19
Diff. with those
who did not4,
percentage point
Rebalancing of homebody economy
28. McKinsey & Company 28
Sixty-two percent of Germans have tried a new shopping behavior
since COVID-19 started
34%
28%
24%
21%
17%
Different retailer/store/website
Different brand
Private label/store brand
New shopping method3
New digital shopping method
Intent to
continue4
62%
of consumers have
tried a new shopping
behavior
73%
of Millennials and Gen
Z have tried a new
shopping behavior
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany’s general population 18+ years
Have you done any of the following since COVID-19 started1,2
% of respondents
1. Q: Since the coronavirus (COVID-19) crisis started, which of the following have you done? 38% consumers selected “none of these.”
2. Q: Which best describes whether or not you plan to continue with these shopping changes once the coronavirus (COVID-19) crisis has subsided (i.e., once there is herd immunity)? Possible answers: “will go back to what I did before
coronavirus”; ”will keep doing both this and what I did before coronavirus”; ”will keep doing this and NOT go back to what I did before coronavirus.”
3. “New shopping method” includes curbside pickup and delivery apps.
4. Intent to continue includes respondents who selected “will keep doing both this and what I did before coronavirus” and “will keep doing this and NOT go back to what I did before coronavirus.”
79%
55%
85%
85%
80%
Evolution of loyalty
29. McKinsey & Company 29
Around 50 percent of consumers cite value and convenience
as top drivers for trying new places to shop
33%
26%
23%
19%
17%
13%
10%
22%
8%
4%
2%
27%
15%
12%
11%
7%
5%
Offers good delivery/pickup options
Better value
Better prices/promotions
Better shipping/delivery cost
Has more sustainable/environmentally friendly options
Supporting local businesses
More easily accessible from my home
I can get all the items I need from one place
Less crowded / has shorter lines
The company treats its employees well
Shares my values
Products are in-stock
Wanted variety/change from my normal routine
Wanted to treat myself
Better quality
Offers natural/organic options
Cleaner/has better hygiene measures
Value 58%
Convenience 47%
Purpose-driven 33%
Availability 27%
Quality/organic 16%
Personal choice 24%
Health/hygiene 5%
Net % of respondents per category
Reason for shopping at a new retailer/store/website since COVID-19 began1
% of respondents selecting reason in top three
of which
42%
are Gen Z (vs 12%
of total sample2)
36%
have low income
(vs 28% of total
sample2)
1. Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) crisis started. What were the main reasons you decided to try this new retailer/store/website? Select up to three.
2. 12% of the survey respondents in Germany are Gen Z; 28% of the survey respondents in Germany have a low income (<€25K).
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
X%
Evolution of loyalty
30. McKinsey & Company 30
Novelty is the second most-important driver consumers cite for
trying a new brand, after value
Shares my values
Better prices/promotions
7%
39%
Better value
Larger package sizes
Better shipping/delivery costs
39%
17%
14%
32%
Wanted to try a type of product I’ve never tried before
30%
Wanted to try a new brand I found
Is cleaner/safer
21%
Wanted to treat myself
30%
Wanted variety/a change from my normal routine
22%
Is available where I’m shopping
Supporting local businesses
31%
18%
Is more sustainable/better for the environment
11%
The company treats its employees well
24%
Better quality
18%
Is natural/organic
Products are in-stock
25%
10%
66%
Purpose-driven 39%
Novelty 47%
Availability 31%
Personal choice 43%
Health/hygiene 10%
Reason for trying a new brand since COVID-19 began1
% of respondents selecting reason in top three
Quality/organic 37%
Convenience 25%
of which
62%
are baby boomers
(vs 29% of total
sample2)
51%
have a medium
income (vs 36% of
total sample2)
1. Q: You mentioned you tried a new/different brand than what you normally buy. What were the main reasons that drove this decision? Select all that apply. “Brand” includes different brand, new private label/store brand.
2. 29% of the survey respondents in Germany are Baby Boomers; 36% of the survey respondents in Germany have a medium income (€25K–€50K).
Source: McKinsey & Company COVID-19 Germany Consumer Pulse Survey 2/23–2/27/2021, n = 1,013; sampled to match Germany's general population 18+ years
Net % of respondents per category
X%
Value
Evolution of loyalty
31. McKinsey & Company 31
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