McKinsey Survey: Spanish consumer sentiment during the coronavirus crisis

McKinsey & Company 1
We have seen six fundamental shifts to consumer behavior,
some of which will have a lasting impact
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005, sampled to match Spain’s general population 18+ years
82%
of consumers are
not yet resuming
“normal” out-of-
home activities
1. Steady
overall optimism
2. Signs of
spend recovery
40%
of consumers
expect “extra” spend
in 2021 to reward
themselves
Up to 75%
intend to continue
purchasing online
post-COVID-19
(from those who
currently do)
3. Stickiness of
digital
81%
of consumers who
worked more from
home intent to
decrease or go back
to pre-COVID level
4. Rebalancing
of homebody
economy
72%
of consumers have
changed stores,
brands or the way
they shop
5. Evolution of
loyalty

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

Confidence in own country’s economic recovery after COVID-191
% of respondents
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005; 11/9–11/16/2020, n = 1,014; 9/24–9/27/2020, n = 1,054; 6/18–6/21/2020, n = 1,007; 5/21–5/24/2020, n =
1,010; 4/30–5/3/2020, n = 1,004; 4/16–4/19/2020, n = 1,006; 4/2–4/5/2020, n = 1,006; 3/26–3/29/2020, n = 1,003; 3/20–3/22/2020, n = 1,002, sampled to match Spain’s general population 18+ years
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
However, overall pessimism has decreased as compared to earlier
in the pandemic, and is at its lowest level since March 2020
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.
36%
40% 40% 41% 42% 39% 39% 42% 40%
31%
45%
46% 45%
47% 43% 47% 48%
47%
47%
52%
19%
14% 15% 12% 15% 13% 13% 11% 14%
17%
Feb 24-26
Mar 20-22 Mar 26-29 Apr 2-5 Apr 30-May 3
Apr 16-19 Sep 24-27
Jun 18-21
May 21-24 Nov 9-16
Spain
2020 2021

Household income1
% of respondents
Household spending1
% of respondents
Household savings1
% of respondents
Fewer households are experiencing reduced income, spending, and
savings now than earlier in the pandemic
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005; 11/9–11/16/2020, n = 1,014; 9/24–9/27/2020, n = 1,054, sampled to match the Spain’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 / reduce a lot About the same Increase slightly / increase a lot
Past 2 weeks
3%
58%
58%
3%
Past 2 weeks
39%
39%
3%
62%
35%
Past 2 weeks
8% 12%
42%
9%
50%
Past 2 weeks
41%
47%
Past 2 weeks
55%
36%
Past 2 weeks
Past 2 weeks
49%
24%
49%
21%
27%
Past 2 weeks
30%
22%
50%
28%
Past 2 weeks
Sept 18–24 Nov 9–16 Feb 23–27 Sept 18–24 Nov 9–16 Sept 18–24 Nov 9–16
Feb 23–27 Feb 23–27

Consumers engaging in “normal” out-of-home activities1
% of respondents
Spanish consumers’ engagement in ‘normal’ out-of-home activities
is stable since November
18
18
28
20
11
May 24
Feb 23
Nov 9
Sep 24
Jun 21
Overall
Vaccinated3 Interested
25%
Cautious Unlikely
25%
15%
21%
20%
16%
Gen Z Millennials Gen X
16%
Baby boomers
22%
17%
Low (<€25,000) Medium (€25K–€49K) High (>€50,000)
17% 18%
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.
~25%
of vaccinated people
are doing out-of-
home activities
~22%
of Gen Z consumers
are doing out-of-
home activities
By
generation2
By
vaccination
adoption
By income
~17%
of households are
doing out-of-home
activities no matter
their income
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005; 11/9–11/16/2020, n = 1,014; 9/24–9/27/2020, n = 1,054; 6/18–6/21/2020, n = 1,007; 5/21–5/24/2020, n =
1,010, sampled to match Spain’s general population 18+ years.

Consumers will return to out-of-home activities once1 …
% of respondents awaiting each milestone before engaging
Most Spanish are waiting for high vaccination coverage and the
lifting of restrictions before reengaging with out-of-home activities
28 27
26
18
Government
lifts restrictions
Government lifts
restrictions +
other requirements
COVID-19 no
longer spreading
Vaccination
coverage
82%
of people are not
currently engaging
in “normal” out-of-
home activities
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 2/23–2/27/2021, n = 1,005, sampled to match the Spain’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.
8%
Stores, restaurants, and other
indoor places start taking safety
measures
15%
Medical authorities deem safe
4%
I see other people returning
14%
Vaccine is widely distributed
9%
I have been vaccinated
3%
Family member(s) vaccinated

As COVID-19 drags on, Spanish consumers are increasingly eager to
return to their routines, and doing more out-of-home activities
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005; 11/9–11/16/2020, n = 1,014,sampled to match the Spain’s general population 18+ years
28%
50%
53%
Get together with family
Go to a shopping mall
Travel more than 2 hrs by car
Get together with friends
Dine at a restaurant or bar
17%
19%
Travel by airplane
17%
Stay in a hotel
Attend an outdoor event
15%
14%
Visit a crowded outdoor public place
13%
Attend an indoor cultural event
10%
1
Change since
November
(percentage point)
1
-7
-3
-84
N/A3
N/A3
-8
N/A3
Top activities eager to get back to2
% of respondents for whom the activity is in their top 3 choices
0
61%
shop in-person for groceries,
necessities
33%
go to a shopping mall
Most prevalent activities
consumers are engaging in1
% of respondents who did activity
within last 2 weeks
1. Q: Did you leave your house for the following activities over the past two weeks? Top 2 most often-selected activities. 2.
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.
3. Data not available or insufficient sample (n = < 50) in November 2020 survey.
4. Option from November survey was “Attend a concert, sporting event, movies, etc.”

Spanish consumers say they will prioritize relatives, shopping, and
restaurants once COVID-19 subsides
Out-of-home activities done in the past two weeks1
% of respondents
21%
3%
7%
4%
25%
21%
29%
31%
22%
Visit a crowded outdoor public place
Attend an outdoor event
Go to the gym or fitness studio
Attend an indoor cultural event
Dine at a restaurant or bar
Go out for family entertainment
Go to a hair or nail salon
Get together with family
Get together with friends
53%
89%
56%
41%
9%
41%
11%
3%
12%
3%
3%
Travel by airplane
Work outside my home
Shop for groceries/necessities
Use public transportation
Shop for non-necessities
Go to a shopping mall
Use a ride-sharing service
Travel more than 2 hrs by car
Travel by train
Stay in a hotel
Rent a short-term home
+28
+37
+57
+52
+32
+6
+31
+27
+40
+44
+23
+24
+36
+33
+54
+51
+42
+17
+66
+57
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005, sampled to match the Spain’s general population 18+ years
1. Q: Did you leave your house for the following activities over the past two weeks? The responder base is comprised only those who have answered as having done the activity at least once per year prior to COVID-19.
2. Q: Once the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity), how do you think the amount of time you spend doing the following activities will change relative to how often you did them before COVID-19 began?
Possible answers: “I will not do this at all”; “I will do this less often than I did before COVID-19 started”; “I will do this about the same as I did before COVID-19”; “I will do this more than I did before COVID-19.” Net intent is calculated from
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.
Below 0 21 to 50
Net intent2 Above 50
0 to 20
Net intent2
post-
COVID-192
Net intent
post-
COVID-192
Work
Shopping
Transport/
Travel
Social
Personal
care
Entertain
-ment

Consumers report negative net spending intent overall, but
discretionary categories have increased since November
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005; 11/9–11/16/2020, n = 1,014, sampled to match the Spain’s general population
18+ years
-5
0
+4
+3
+15
+27
+3
+7
+8
-30
-3
0
+5
+5
-26
N/A3
N/A3
N/A3
N/A3
+7
-4
+3
-4
+18
-5
+8
+16
+12
N/A3
+19
+16
+18
+22
+6
+14
+10
-54
7
-41
-2
-47
-11
-15
-27
-36
-43
-46
-41
-52
-2
-25
-36
-31
-17
28
12
30
46
63
31
42
33
38
49
64
47
68
60
79
72
73
8
12
8
9
9
15
Travel by car
12
7
10
Pet food & supplies
Vitamins & OTC medicine
7
Books/magazines/newspapers
Entertainment at home
7
Hotel/resort stays
Consumer electronics
Cruises4
Out-of-home entertainment
5
4
Pet-care services
Fitness & wellness
6
Personal-care services
Gasoline
7
4
Vehicles
Short-term home rentals
Adventures & tours
3
International flights
5
Domestic flights
6
-5
0
-22
-39
-56
-28
-30
-27
-29
-58
-39
-53
-53
-76
-67
-69
-20
-42
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.
18
30
35
45
53
50
47
59
56
48
9
31
54
46
41
24
9
15
7
5
Alcoholic beverages
Groceries
Footwear
13
Tobacco products
Food takeout & delivery
5
8
Toys & baby
8
Quick-service restaurant
6
11
Restaurant
5
11
Apparel
4
Personal-care products
Jewelry
4
Accessories
7
Household supplies
6
7
Skin care & makeup
Home & furniture
10
Sports & outdoors
10
Home improvement & garden
7
Kitchen & dining
Stay the same
Decrease
Increase
Expected spending per category over the next two weeks compared to usual1
% of respondents
Net
intent2
Net
intent2
Change since
Nov 2020
Change since
Nov 2020
Signs of spend recovery

Expected spending per category over the next two weeks compared to usual1
Net intent2
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005; 11/9–11/16/2020, n = 1,014; 9/24–9/27/2020, n = 1,054; 6/18–6/21/2020, n = 1,007; 5/21–5/24/2020,
n = 1,010; 4/30–5/3/2020, n = 1,004; 4/16–4/19/2020, n = 1,006; 4/2–4/5/2020, n = 1,006; 3/26–3/29/2020, n = 1,003; 3/20–3/22/2020, n = 1,002, sampled to match Spain’s general population 18+ years
Net spending intent in discretionary categories is increasing again
after last fall’s slump, especially for travel and restaurants
-40
-50
-90
-70
-80
-20
-60
0
-30
-10
10
20
Nov
16
Feb
27
May
24
May
3
Apr
19
Mar
22
Mar
29
Apr
5
Jun
21
Sept
27
Groceries
Fitness & wellness
Skin care & makeup
Apparel
Meal at restaurant
Out-of-home
entertainment
Domestic flights

Consumers say they intend to splurge on themselves soon, with
high-income Gen Z and millennials intending to spend the most
Expected leisure spend in 20211
% of respondents who plan to splurge or treat themselves
~40%
Plan to splurge or treat
themselves
>59%
<30% 50–59%
30–49%
Gen Z
Millennials
Gen X
Generation2
Mid
(€25K–€50K/year)
49%
57%
27%
36%
45%
50%
46%
52% 60%
Low
(<€25K/year)
High
(>€50K/year)
Baby boomers
Household income
31% 29% 46%
1. Q: With regard to products and services you will spend money on, do you plan to splurge/treat yourself in 2021? Figures may not sum to 100% because of rounding.

A spike in consumer spending on travel, restaurants, and
apparel is expected, but will be spread out over time
65
45
35
26
25
25
15
14
11
Items for your home
Travel, lodging, & vacation
Apparel, shoes & accessories
Restaurants, dining out, bars
Beauty & personal care
Household essentials
Electronics
Out-of-home entertainment
Fitness, sports, & outdoors
7
19
41
37
43
11
45
25
31
21
13
13
16
12
10
15
12
10
7
8
5
8
8
7
7
16
7
66
60
41
39
37
72
33
47
52
Anytime Govt restrictions lifted/COVID-19 stops spreading
I am vaccinated Family is vaccinated
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 intent 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.

More than 60 percent of splurge spend will come from money
that consumers have on hand, especially in older generations
61% 62% 61% 78% 65%
43% 35% 16% 22% 28%
47% 44% 43% 31% 41%
13% 11% 5% 11% 10%
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. Figures may not sum to 100% because of rounding and because respondents who answered “other”
are not displayed here.
Financing source of splurge spend1
% average of respondents who plan to spend, by generation
>50%
<20% 36–50%
21–35%
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
source
Generation2

Consumers’ intent to spend more across categories after COVID-19
subsides is especially high on discretionary categories like travel
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? Figures may not sum to 100% because of rounding.
-8
-31
-15 to 0 Below -15
Above +1 Below 0
Above +25 +15 to +25 0 to +15
Net Intent3
Next 2
weeks
Post
COVID Evolution
Pet food & supplies -5 -1
Vitamins & OTC medicine -20 -10
Domestic flights -69 28
Hotel/resort stays -67 32
Adventures & tours -53 38
Out-of-home entertainment -56 34
Petcare services -28 -9
Fitness & wellness -30 13
Personal care services -27 4
Gasoline -29 21
Short-term home rentals -58 31
Cruises -53 -3
Travel by car -39 28
International flights -76 23
Books/magazines/newspapers -22 -7
Consumer electronics -39 -9
Entertainment at home 0 -7
Vehicles -42
Expected spending per category over the next two weeks1 compared to post COVID-192
% of respondents
Net Intent3
Post
COVID
Next 2
weeks Evolution
Groceries 2
7
Toys & baby -8
-41
Tobacco products -10
-11
Food takeout & delivery -23
-15
Alcoholic beverages -6
-27
Accessories -6
-52
Household supplies -3
-2
Apparel 4
-41
Quick-service restaurant -1
-36
Footwear -2
-46
Home improvement & gardening -12
Restaurant 23
-43
Personal-care products 3
-2
Skin care & makeup 3
-25
Sports & outdoors -1
-36
Home & furniture -14
-47
Jewelry -19
-54
Kitchen & dining -2
-17

Three digital trends consumers picked up during the pandemic are
more likely to stick than others
Stickiness of digital
3. In-home entertainment and
wellness digital activities to
stay
2. Retail pick-up and delivery
services habits to stay, less so
for food take-way and delivery
1. Online buying permanently
replacing in-store purchase
31 out of 36
of categories have a net intent above 20 for
online purchase post-COVID-19
65%
of consumers currently using a wellness
app intend to continue post-COVID-19
55%
of consumers currently buying online for in-
store pick-up intend to continue
post-COVID-19
32%
of consumers using restaurant curbside
pick-up services
67%
of consumers currently streaming online
intend to continue post-COVID-19

Most consumers intend to continue online purchasing across
categories in the future
54
52
70
45
59
75
39
39
84
55
30
55
28
Groceries/food for home
Apparel
Household supplies
Footwear
Meal at restaurant
Alcoholic beverages
Meal at quick-service restaurant
Skin care & makeup
Travel by car
22
37
19
29
33
23
25
39
16
20
75
61
65
61
33
39
35
67
39
62
38
70
31
58
42
60
40
88
12
69
32
60
40
69
31
64
36
38
28
95%
currently purchasing
online4
93%
intend to continue
purchasing online
post-COVID-194
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.
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 start of
COVID-19
Decrease
or stop
Increase or
stay the same
Consumers’ use of online channel during, and after COVID-191,2,3
% of respondents

Consumers show a positive net intent to continue their level of
shopping online post COVID-19
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. Sample size <50.
54
34
75
39
55
39
59
70
48
50
61
45
52
55
46
61
51
44
Apparel
Tobacco products
Groceries
Alcoholic
Quick-service restaurant
Footwear
Restaurant
Jewelry
Accessories
Toys & baby
Household supplies
Skin care & makeup
Home & furniture
Sports & outdoors
Home improvement & gardening
Kitchen & dining
60
47
84
60
73
30
35
39
30
46
35
23
40
35
21
Pet food & supplies
Pet-care services
274
Books/magazines/newspaperss
Entertainment out of home
Fitness & wellness
Short-term home rentals
Cruises
Adventures & tours
International flights
Hotel/resort stays
Domestic flights
Vehicles
Net intent3
post-COVID-19
27
54
42
40
41
51
75
55
27
26
19
N/A4
68
69
76
80
Since COVID-19 began
Net intent3
post-COVID-19
23
26
21
39
20
37
22
16
33
25
25
39
29
38
44
34
32
28
Consumers’ use of online channel during1 and after2 COVID-19
% of respondents buying this category
Above 50
0 to 20
Below 0 21 to 50
Net intent3

46
23 50
19 22 51
20 44
21 37
24 55
30
26
35
25
65
53
45
54
27 28 29
80
30 31 32 33 34
70
35 36 38
50
39
75
40 41 47
42 43 45
55
48 49 52
Skincare
Pet-care services
Toys & baby supplies Sports & outdoors equipment
Food takeout
Tobacco products
Kitchen
Apparel
Home decoration
Groceries
Home improvement
Entertainment away from home
Alcoholic beverages
Household supplies
Pet supplies
Fitness & wellness services
Accessories
Jewelry
Footwear
Adventures & tours
Books
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 26%, and the 2nd occurs at 39%.
Online grocery buying will recede from its pandemic highs, while
electronics will continue to be purchased online
Penetration
since
COVID-19
2
Sustained shift to online
Greater online presence
Less accelerated online shift

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. Data not available.
13%
9%
2%
2%
2%
5%
3%
2%
7%
5%
11%
4%
19%
21%
4%
6%
7%
5%
3%
14%
3%
15%
11%
5%
4%
8%
2%
3%
2%
2%
5%
7%
4%
8%
2%
2%
Restaurant delivery
Pay more for one-hour delivery
Restaurant curbside pickup
Grocery delivery
1%
2%
Pay more for same-day delivery
Meal-kit delivery
1%
Quick-serve restaurant drive-thru
In-store self-checkout
Buy online for in-store pickup
Store curbside pickup
Used a new store/restaurant app
Purchased pre-owned products
Purchased directly from social media
Used deal-finding plug-ins
Just started using
Using same/less Using more
Intent to
continue,2 %
53%
51%
45%
52%
88%
31%
62%
21%
61%
74%
65%
N/A3
49%
50%
Spanish consumers continue to try pickup and delivery services
for the first time, and to intensify their usage of them
N/A3
Have you used or done any of the following since COVID-19 started1
% of respondents currently using/doing

New behaviors spurred
by COVID-19
66
24
18 32
30
76
20 22 28
35
0
26
5
54
30 64
34 36 38 40 42
40
44 52
46 48 50 56 58 60 62 68 74
70 72
25
88
78 80 82 84 86
10
15
20
Restaurant curbside pickup
Purchased from social media In-store self-checkout
Meal-kit delivery
Restaurant delivery
Grocery delivery
Quick-serve
restaurant
drive-thru
Buy online for in-store pickup
Store curbside pickup
Purchased pre-owned products online
New store/restaurant app
Intent to use after COVID-19,1 Percent of new or increased users who intend to keep doing activity after COVID-19
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”; “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).
3. Thresholds of categories are set at the median value. Penetration median = 13%, Intent to use median = 53%.
Use of restaurant apps and in-store self-checkouts are consumers’
key accelerated shifts
Digital is here to stay
Penetration
since
COVID-19
2
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005, sampled and weighted to match Spain’s general population 18+ years
User Growth3: 0-19% User Growth: 20-39% User Growth: 40-59% User Growth: 60%+
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
Niche and loyal
Popular & enduring No real shift since
COVID

Spanish consumers have acquired at-home alternatives to
out-of-home activities, such as online streaming or online learning
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
20%
3%
7%
5%
3%
2%
3%
2%
10%
4%
7%
24%
12%
13%
12%
6%
4%
6%
5%
2%
17%
10%
11%
14%
5%
10%
4%
11%
8%
5%
2%
2%
10%
3%
5%
Video chat: personal
41%
Videoconferencing: professional
19%
Online streaming
32%
15%
Remote learning: myself
Social Media
1%
Cooked regularly for myself/my family
Wellness app
Social media
Watching e-sports
Telemedicine: mental
6%
3%
34%
Online fitness
34%
Telemedicine: physical
40%
TikTok
Remote learning: my children
Personal care/grooming at home
Using more
Using same/less Just started using
Intent to
continue2 %
75%
46%
43%
60%
55%
39%
50%
63%
49%
47%
53%
52%
66%
57%
76%
Have you used or done any of the following since COVID-19 started1
% of respondents currently using/doing

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”; “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).
3. Thresholds of categories are set at the median value. Penetration median = 26%, Intent to use median = 53%.
66
60
36 53
25
35
33 75
34
35
37
20
39
38 40 45 67
41 42 62
30
43 44 69
46
65
47
5
73
48 59
49 50 51
80
74
52 68
54 56
55 57 58 60 61 64
63 65 70 71 72
75
77
0
10
15
40
45
50
55
70
Online streaming
Online fitness
Wellness app
Social media
Playing online games
TikTok
Watching e-sports
Cooking
Personal care / grooming at home
Remote learning habits adopted during the crisis are likely to
remain for the medium to long term
Source: McKinsey & Company COVID-19 Spain Consumer Pulse Survey 2/23–2/27/2021, n = 1,005, sampled and weighted to match Spain’s general population 18+ years
User growth3: 0-19% User growth: 20-39% User growth: 40-59% User growth: 60%+
Intent to use after COVID-19,1 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-19
Niche and loyal
Big surge during
COVID-19, but
not enough
penetration or
intent to fully stick
No real shift since
COVID-19
New behaviors spurred by COVID-19
Universally popular
Penetration
since
COVID-19
2

COVID-19 has spurred Spanish consumers into major life changes,
especially around work and study change, and home renovation
Rebalancing of homebody economy
1. Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? 39% answered “None of these.”
2. 33% of the survey respondents in Spain are millennials; 15% of the survey respondents in Spain have a high income (>€50K/year).
Details next
Went back to school
Permanently moved to the countryside
Moved into a smaller home
3%
Decided to change jobs
12%
Permanently moved to a new city
Set-up a gym at home
Permanently moved in with family
Moved into a bigger home
Permanently moved the suburbs
11%
Set-up a specific work from home space
Sold a property
Renovated/remodeled my home
Reassessed my investment portfolio
Worked more from home
Bought a property
Got a new pet at home (e.g., dog, cat)
31%
5%
6%
4%
3%
3%
2%
1%
14%
14%
5%
2%
2%
9%
Bought a car
Pet adoption 9%
Work/study
change
40%
House move 12%
Home
renovation
31%
Investments/
Divestments
14%
of which
50%
have made home
renovations
45%
are millennials
(vs 33% of total
sample2)
23%
Have a high income
(vs 15% of total
sample2)
x%
Main life events done in the last 12 months as a result of COVID-191
% of respondents
Net % of respondents per category

18%
58%
23%
1%
Only 1 in 5 consumers expects to continue working from home after
COVID-19, signaling limited shifts toward online daily activities
Rebalancing of homebody economy
19%
will either work only
from home or do so
more than before
COVID-19
Use of digital services2
% respondents who worked more from home during the crisis
Work from home after COVID-19 as compared to before
COVID-19,1% respondents
Work only from home
Work from home more
Work from home the same
Work outside home more
-34
-12
3
4
-31
-2
-1
4
6
5
-7
1
-28
-24
-5
Diff. with those
who did not,3
percentage point
1. Q: Once the COVID-19 crisis subsides (i.e., once there is herd immunity), how do you think the amount of time you spend doing the following activities will change relative to how often you did them before COVID-19 began? Asked of
respondents who selected “Work more from home" in the Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? Possible answers: "I will not do this at all“; "I will do this less often“; “I will do this about
the same“; “I will do this more.“
2. 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.“
3. Difference between respondents who selected “Worked more from home“ and those that didn’t.
47%
59%
50%
48%
40%
44%
76%
66%
73%
51%
53%
44%
55%
42%
51%
TikTok
Cooked regularly for myself/my family
Social media
Playing online games
Watching e-sports
Online streaming
Online fitness
Wellness app
Personal care/grooming at home
Plan to continue or increase usage
Diff. Above +9 Diff.: 5 to 9 Diff.: Below 0
Diff.: 0 to 4

Almost 3 of 4 Spanish consumers reports trying a new shopping
behavior which they now do regularly
Evolution of loyalty
2%
3%
22%
22%
23%
33%
35%
4%
4%
5%
3%
4%
New digital shopping method
New shopping method3
Different retailer/store/website
1%
1%
Private label/store brand
2%
30%
27%
Different brand
42%
28%
37%
72%
of consumers have
tried a new shopping
behavior
Just once Sometimes Regularly
87%
of Gen Z have tried a
new shopping
behavior
1. Q: Since the coronavirus (COVID-19) crisis started, which of the following have you done? 28% 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.”
Have you done any of the following since COVID-19 started and how often1,2
% of respondents
87%
87%
88%
80%
88%
Intent to
continue4

More than a half of consumers cite value and convenience as top
drivers for trying new places to shop, while purpose is also relevant
31%
26%
21%
19%
19%
18%
7%
26%
8%
7%
6%
11%
9%
16%
10%
6%
5%
Cleaner / has better hygiene measures
Supporting local businesses
Better shipping/delivery costs
Better prices/promotions
Better value
More easily accessible from my home
Less crowded / has shorter lines
Can get all the items I need from one place
Offers good delivery/pickup options
Has more sustainable / environmentally friendly options
Shares my values
The company treats its employees well
Wanted variety/change from my normal routine
Wanted to treat myself
Products are in stock
Better quality
Offers natural/organic options
Reason for shopping at a new retailer/store/website since COVID-19 began1
% of respondents selecting reason in top three
1. Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) crisis started. What were the main reasons you decided to try this new retailer/store/website? Select up to three.
2. 33% of the survey respondents in Spain are millennials; 15% of the survey respondents in Spain have a high income (>€50K/year).
X%
Value 57%
Personal choice 20%
Convenience 53%
Purpose-driven 39%
Availability 16%
Health/hygiene 5%
Quality/organic 15%
of which
45%
are millennials
(vs 33% of total
sample2)
44%
have a high
income
(vs 15% of total
sample2)

More than 65 percent of consumers who tried a new brand cite
value as a key driver
40%
Better value
Better shipping/delivery costs 19%
37%
Larger package sizes
Wanted to try a new brand I found
Better prices/promotions
7%
30%
25%
The company treats its employees well
23%
Wanted to try a type of product I’ve never tried before
Supporting local businesses
Is more sustainable / better for the environment 13%
Shares my values
8%
25%
Wanted to treat myself
19%
28%
Wanted variety/change from my normal routine
Better quality
16%
Is natural/organic
18%
Is available where I’m shopping
12%
Products are in stock
10%
Cleaner / has better hygiene measures
10%
Reason for trying a new brand since COVID-19 began1
% of respondents selecting reason in top three
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. 12% of the survey respondents in Spain are Gen Z.
X%
Value 65%
Personal choice 39%
Novelty 42%
Availability 12%
Purpose-driven 39%
Quality/organic 35%
Health/hygiene 10%
Convenience 18%
of which
19%
are Gen Z (vs 12%
of total sample2)
25%
are Gen Z (vs 12%
of total sample2)

Disclaimer
McKinsey does not provide legal, medical, or other regulated advice or guarantee results. These
materials reflect general insight and best practice based on information currently available and do
not contain all of the information needed to determine a future course of action. Such information
has not been generated or independently verified by McKinsey and is inherently uncertain and
subject to change. McKinsey has no obligation to update these materials and makes no
representation or warranty and expressly disclaims any liability with respect thereto.

McKinsey Survey: Spanish consumer sentiment during the coronavirus crisis

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