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.
Top 8 Insights From the 2018 Beauty, Health & Wellness SurveyL.E.K. Consulting
Think nutritional supplements and skincare are of interest only to consumers of a certain age? Think again. According to L.E.K. Consulting’s third installment of a biennial survey of the healthy living marketplace, this one focusing on nutrition and skincare, some 80% of health and wellness (H&W) consumers across generations — from millennials to baby boomers — are highly engaged with both categories.
The survey captured insights from more than 1,600 respondents, representing roughly 77% of the U.S. adult population who identify with H&W themes, and generated eight key insights across categories. Together these insights make clear that consumer interest in nutritional supplements and skincare often lasts a lifetime.
Cracking the Code on Consumer Fraud | Accentureaccenture
"Accenture research highlights how public safety agencies need a new approach to tackle consumer fraud – more intelligence-led,
proactive and collaborative."
L.E.K. Consulting’s annual Media & Entertainment Study
was conducted between December 2018 and January
2019. We surveyed around 2,000 households on their
entertainment choices, preferences and viewing habits.
This Executive Insights analyzes key findings about
movie theater attendance and subscription services.
The FDA and industry: A recipe for collaborating in the New Health EconomyPwC
Pharmaceutical and life science companies and their chief regulator – the FDA – must find new ways to collaborate to meet 21st century demands.
Web Page: http://www.pwc.com/us/en/health-industries/health-research-institute/hri-pharma-life-sciences-fda.jhtml
Unleashing Competitiveness on the Cloud Continuum | Accentureaccenture
Accenture reports how the cloud continuum creates a seamless technology & capability foundation that meets business needs now and in the future. Read more.
The prosperity that Australia enjoys today will be challenged in the next decade. Disruptive technology will create fewer but bigger winners and more losers. Business has to increase its risk appetite, discover new ideas, pursue more radical strategies, and take bigger steps. In the face of adversity, Australia must respond.
Top 8 Insights From the 2018 Beauty, Health & Wellness SurveyL.E.K. Consulting
Think nutritional supplements and skincare are of interest only to consumers of a certain age? Think again. According to L.E.K. Consulting’s third installment of a biennial survey of the healthy living marketplace, this one focusing on nutrition and skincare, some 80% of health and wellness (H&W) consumers across generations — from millennials to baby boomers — are highly engaged with both categories.
The survey captured insights from more than 1,600 respondents, representing roughly 77% of the U.S. adult population who identify with H&W themes, and generated eight key insights across categories. Together these insights make clear that consumer interest in nutritional supplements and skincare often lasts a lifetime.
Cracking the Code on Consumer Fraud | Accentureaccenture
"Accenture research highlights how public safety agencies need a new approach to tackle consumer fraud – more intelligence-led,
proactive and collaborative."
L.E.K. Consulting’s annual Media & Entertainment Study
was conducted between December 2018 and January
2019. We surveyed around 2,000 households on their
entertainment choices, preferences and viewing habits.
This Executive Insights analyzes key findings about
movie theater attendance and subscription services.
The FDA and industry: A recipe for collaborating in the New Health EconomyPwC
Pharmaceutical and life science companies and their chief regulator – the FDA – must find new ways to collaborate to meet 21st century demands.
Web Page: http://www.pwc.com/us/en/health-industries/health-research-institute/hri-pharma-life-sciences-fda.jhtml
Unleashing Competitiveness on the Cloud Continuum | Accentureaccenture
Accenture reports how the cloud continuum creates a seamless technology & capability foundation that meets business needs now and in the future. Read more.
The prosperity that Australia enjoys today will be challenged in the next decade. Disruptive technology will create fewer but bigger winners and more losers. Business has to increase its risk appetite, discover new ideas, pursue more radical strategies, and take bigger steps. In the face of adversity, Australia must respond.
The Diversity Imperative: 14th Annual Australian Chief Executive StudyPwC's Strategy&
This report provides insight into the 2013 Australian Chief Executive Study findings, compares the results to the global market and identifies trends. Our analysis looks at trends relating to performance and tenure; reasons for CEO turnover; and the number of insider appointments versus outsider appointments.
New trends have moved marketing the cusp of a new golden age. To deliver on the promise, marketing needs to execute on the 5S approach: science, simplicity, substance, speed, and story. This presentation walks through what marketers and business leaders need to get right to execute all of them. This presentation is based on a public webinar given by McKinsey partners Jonathan Gordon and Jesko Perrey.
Find out more from our Marketing and Sales practice: http://www.mckinsey.com/client_service/marketing_and_sales
The 2016 Strategic Hospital Priorities Study examines the current direction of the industry and, in particular, how Medtech companies can capitalize on the many needs of hospital administrators.
While the healthcare market has steadily evolved since L.E.K. Consulting issued its first hospital study in 2010, many of the same trends remain in place — among them consolidation, non-acute care integration, accountability, technology enhancements and novel pricing schemes.
This Executive Insights addresses a number of key topics, including:
Hospital administrator’s chief priorities
Most valuable medtech services
Focus on IT spending
Outlook for outsourcing
Infrastructure Victoria - AZ/ZEV International ScanL.E.K. Consulting
InfrastructureVictoria for released the Evidence Base that will inform its advice to the Victorian Government on the infrastructure required to support automated and zero emissions vehicles. The Evidence Base includes the findings of ten projects to address key areas, including transport, energy, ICT and urban design. L.E.K. Consulting contributed to this work program, undertaking an international scan of the regulation and technical standards relating to automated and zero emission vehicle technologies.
Employee Inspiration: How to Create Energy That Drives Better Customer OutcomesQualtrics
Engagement has become the new holy grail for satisfied employees and a key issue for business leaders. But what does it mean to be engaged? Bain & Company is redefining the employee experience with a system for building inspiration through productive team discussions, candid frequent feedback and an outer loop for addressing systemic issues. Inspired employees should be everyone’s priority to fuel customer loyalty and organic, sustainable growth. We will share the results from our latest study, describe the mechanisms required and the behaviors to aspire towards – all key ingredients of a customer centered Employee Inspiration system.
Intelligent Operations for Future-Ready Businesses | Accentureaccenture
Accenture reveals that the relationship between intelligent operations and business value creation is key to becoming a future-ready organization. Read More.
Fintech New York: Partnerships, Platforms and Open Innovationaccenture
We are in the midst of a major disruption in the financial services that will see increasing adoption and evolution of disruptive FinTech solutions. Read our report released at the Fintech Innovation Lab’s Fifth Annual Demo Day Event.
China Exit or Co-Investment Opportunities for German PE InvestorsL.E.K. Consulting
L.E.K.'s Karin von Kienlin recently presented at BVK on a study conducted by L.E.K. Munich and Shanghai. They wished to:
- Understand developments in Chinese equity investments in both the domestic China / pan-Asian market and cross-border investments between China and Germany / Europe
- Identify trends in likely future investment behavior and its drivers
- Defining success factors both for Chinese and German investors / corporates as to how to benefit from the potential opportunities of cross-border investments and cooperation
Learn more in the presentation here.
5 Opportunities in the Nutritional Supplements IndustryL.E.K. Consulting
According to the third installment of a biennial survey L.E.K. Consulting conducted on the healthy living marketplace, U.S. adult consumers spend, on average, a reported $635 on nutritional supplements each year: $433 on vitamins, minerals and herbal supplements (VMS), and $202 on sports nutrition products. And yet, within both categories, there is still room for further growth.
Indeed, when asked about their prior month’s purchases, just 55% of consumers who make H&W a priority said they bought VMS, and only 25% had purchased sports nutrition products. In other words, for retailers and brands there are some significant opportunities — and even a lurking threat — to be found.
L.E.K. Consulting recently surveyed more than 200 U.S. brand managers and packaging stakeholders at consumer packaged goods companies to understand their packaging needs and views on trends driving demand.
The survey focused on topics that include:
- Brand trends and their effect on packaging demand
- Shifts within packaging (e.g., new materials, packaging innovations)
- Perspectives on packaging demand (including forecast spend on packaging for their brands)
This Executive Insights analyzes key findings from this proprietary research
Race in the workplace: The Black experience in the US private sectorMcKinsey & Company
McKinsey's Race in the Workplace report 2021 is one of the most comprehensive benchmark studies of Black Americans in the US private sector. It highlights the complexity of the challenge for Black workers by examining Black worker representation and experience.
Is customer centricity just another management fad? Globally, companies are investing more than USD 10 billion annually to drive customer centric transformations, yet four in five are left unsatisfied.
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.
Chinese optimism has improved to the highest level since March. Most Chinese consumers expect their routines and finances to return to normal within three months.
These exhibits are based on survey data collected in China from September 16–24, 2020. Check back for regular updates on Chinese consumer sentiments, behaviors, income, spending, and expectations.
The Diversity Imperative: 14th Annual Australian Chief Executive StudyPwC's Strategy&
This report provides insight into the 2013 Australian Chief Executive Study findings, compares the results to the global market and identifies trends. Our analysis looks at trends relating to performance and tenure; reasons for CEO turnover; and the number of insider appointments versus outsider appointments.
New trends have moved marketing the cusp of a new golden age. To deliver on the promise, marketing needs to execute on the 5S approach: science, simplicity, substance, speed, and story. This presentation walks through what marketers and business leaders need to get right to execute all of them. This presentation is based on a public webinar given by McKinsey partners Jonathan Gordon and Jesko Perrey.
Find out more from our Marketing and Sales practice: http://www.mckinsey.com/client_service/marketing_and_sales
The 2016 Strategic Hospital Priorities Study examines the current direction of the industry and, in particular, how Medtech companies can capitalize on the many needs of hospital administrators.
While the healthcare market has steadily evolved since L.E.K. Consulting issued its first hospital study in 2010, many of the same trends remain in place — among them consolidation, non-acute care integration, accountability, technology enhancements and novel pricing schemes.
This Executive Insights addresses a number of key topics, including:
Hospital administrator’s chief priorities
Most valuable medtech services
Focus on IT spending
Outlook for outsourcing
Infrastructure Victoria - AZ/ZEV International ScanL.E.K. Consulting
InfrastructureVictoria for released the Evidence Base that will inform its advice to the Victorian Government on the infrastructure required to support automated and zero emissions vehicles. The Evidence Base includes the findings of ten projects to address key areas, including transport, energy, ICT and urban design. L.E.K. Consulting contributed to this work program, undertaking an international scan of the regulation and technical standards relating to automated and zero emission vehicle technologies.
Employee Inspiration: How to Create Energy That Drives Better Customer OutcomesQualtrics
Engagement has become the new holy grail for satisfied employees and a key issue for business leaders. But what does it mean to be engaged? Bain & Company is redefining the employee experience with a system for building inspiration through productive team discussions, candid frequent feedback and an outer loop for addressing systemic issues. Inspired employees should be everyone’s priority to fuel customer loyalty and organic, sustainable growth. We will share the results from our latest study, describe the mechanisms required and the behaviors to aspire towards – all key ingredients of a customer centered Employee Inspiration system.
Intelligent Operations for Future-Ready Businesses | Accentureaccenture
Accenture reveals that the relationship between intelligent operations and business value creation is key to becoming a future-ready organization. Read More.
Fintech New York: Partnerships, Platforms and Open Innovationaccenture
We are in the midst of a major disruption in the financial services that will see increasing adoption and evolution of disruptive FinTech solutions. Read our report released at the Fintech Innovation Lab’s Fifth Annual Demo Day Event.
China Exit or Co-Investment Opportunities for German PE InvestorsL.E.K. Consulting
L.E.K.'s Karin von Kienlin recently presented at BVK on a study conducted by L.E.K. Munich and Shanghai. They wished to:
- Understand developments in Chinese equity investments in both the domestic China / pan-Asian market and cross-border investments between China and Germany / Europe
- Identify trends in likely future investment behavior and its drivers
- Defining success factors both for Chinese and German investors / corporates as to how to benefit from the potential opportunities of cross-border investments and cooperation
Learn more in the presentation here.
5 Opportunities in the Nutritional Supplements IndustryL.E.K. Consulting
According to the third installment of a biennial survey L.E.K. Consulting conducted on the healthy living marketplace, U.S. adult consumers spend, on average, a reported $635 on nutritional supplements each year: $433 on vitamins, minerals and herbal supplements (VMS), and $202 on sports nutrition products. And yet, within both categories, there is still room for further growth.
Indeed, when asked about their prior month’s purchases, just 55% of consumers who make H&W a priority said they bought VMS, and only 25% had purchased sports nutrition products. In other words, for retailers and brands there are some significant opportunities — and even a lurking threat — to be found.
L.E.K. Consulting recently surveyed more than 200 U.S. brand managers and packaging stakeholders at consumer packaged goods companies to understand their packaging needs and views on trends driving demand.
The survey focused on topics that include:
- Brand trends and their effect on packaging demand
- Shifts within packaging (e.g., new materials, packaging innovations)
- Perspectives on packaging demand (including forecast spend on packaging for their brands)
This Executive Insights analyzes key findings from this proprietary research
Race in the workplace: The Black experience in the US private sectorMcKinsey & Company
McKinsey's Race in the Workplace report 2021 is one of the most comprehensive benchmark studies of Black Americans in the US private sector. It highlights the complexity of the challenge for Black workers by examining Black worker representation and experience.
Is customer centricity just another management fad? Globally, companies are investing more than USD 10 billion annually to drive customer centric transformations, yet four in five are left unsatisfied.
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.
Chinese optimism has improved to the highest level since March. Most Chinese consumers expect their routines and finances to return to normal within three months.
These exhibits are based on survey data collected in China from September 16–24, 2020. Check back for regular updates on Chinese consumer sentiments, behaviors, income, spending, and expectations.
Saudi consumers remain optimistic about economic recovery, however they continue to spend less on discretionary items and more on essential goods.
These exhibits are based on survey data collected in Saudi Arabia from January 25 to February 10, 2021. Check back for regular updates on Saudi consumer sentiments, behaviors, income, spending, and expectations.
Consumer optimism regarding the United Arab Emirates’ economic recovery has increased significantly, but overall spending remains low as consumers adopt ways to save more.
These exhibits are based on survey data collected in the UAE from January 25 to February 10, 2021. Check back for regular updates on UAE consumer sentiments, behaviors, income, spending, and expectations.
Central American consumers from Panama, Costa Rica, Guatemala, Honduras, and El Salvador are most concerned about their safety, the health and safety of their families, and public health generally during the COVID-19 crisis.
These exhibits are based on survey data collected in Central America from September 1–11, 2020. Check back for regular updates on Central American consumer sentiments, behaviors, income, spending, and expectations.
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.
Chileans remain concerned about the COVID-19 crisis and uncertain about economic recovery, with only one in three consumers being optimistic about a quick recovery.
These exhibits are based on survey data collected in Chile from September 1–16, 2020. Check back for regular updates on Chilean consumer sentiments, behaviors, income, spending, and expectations.
Filipino consumers generally remained as optimistic in October as they were in April; however, optimism among lower-income groups declined significantly.
As the government’s COVID-19 restrictions ease, Filipino consumers are cautiously resuming spending activity. While overall optimism remained the same from April to October, optimism in the lowest income group dropped significantly, while those in the highest income group increased. Optimism among 20- to 24-year-olds also declined. Additionally, approximately 50 percent of respondents believe their finances will be impacted for at least six more months, up from only about 10 percent last April. Overall decreases in spending are expected to soften after the pandemic, but most categories will likely see spending declines linger for the long term.
These exhibits are based on survey data collected in the Philippines from April 17 to 20, and October 1 to 12, 2020.
Consumer optimism in UAE has remained steady since mid-March, but spending patterns have changed.
These exhibits are based on survey data collected in the UAE from June 16–18, 2020. Check back for regular updates on UAE consumer sentiments, behaviors, income, spending, and expectations.
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.
Spanish consumers’ overall economic pessimism has decreased since November, but caution about engaging in out-of-home activities continues.
These exhibits are based on survey data collected in Spain from February 23–27, 2021. Check back for regular updates on Spanish consumer sentiments, behaviors, income, spending, and expectations.
Despite an ongoing lockdown, German consumers’ expectations for economic recovery are stable, with half believing their routines will return to normal by the end of 2021.
These exhibits are based on survey data collected in Germany from February 23–27, 2021. Check back for regular updates on German consumer sentiments, behaviors, income, spending, and expectations.
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.
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.
Consumer optimism in Saudi Arabia has remained steady since mid-March, but spending patterns have changed to focus more on essential goods.
In KSA, a smaller proportion of consumers saw a decline in income and savings, but more than half continue to report a decline. The effect is seen in spending patterns and new habits adopted by consumers. Category spending indicates that consumers are stocking up in anticipation of the country’s upcoming tax increase on July 1, 2020. Consumers are not yet fully comfortable going back to “regular” out-of-home activities and are waiting for milestones beyond government lifting restrictions to return to normal patterns. Thus, they have started adopting new digital and low-touch activities, including grocery delivery.
These exhibits are based on survey data collected in KSA from June 16–18, 2020. Check back for regular updates on KSA consumer sentiments, behaviors, income, spending, and expectations.
Colombian consumers are most worried about public health, caring for their families, and the country’s economy during the COVID-19 crisis.
These exhibits are based on survey data collected in Colombia from September 1–11, 2020. Check back for regular updates on Argentines consumer sentiments, behaviors, income, spending, and expectations.
Argentine consumers remain concerned about the economy and taking care of their families during the COVID-19 crisis.
These exhibits are based on survey data collected in Argentina from September 1–11, 2020. Check back for regular updates on Argentines’ consumer sentiments, behaviors, income, spending, and expectations.
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.
Peruvian consumers are most concerned about taking care of their families, public health, and the economy during the COVID-19 crisis.
These exhibits are based on survey data collected in Peru from September 1–11, 2020. Check back for regular updates on Peruvian consumer sentiments, behaviors, income, spending, and expectations.
As containment measures have been lifted, Australian consumers’ optimism has returned to April levels, though spending intent is still negative.
These exhibits are based on survey data collected in Australia from Sep 4–7, 2020. Check back for regular updates on Australian consumer sentiments, behaviors, income, spending, and expectations.
Similar to McKinsey Survey: US consumer sentiment during the coronavirus crisis (20)
Spanish consumers are pessimistic about the economy. Rising prices, unemployment, and the invasion of Ukraine are top concerns, and consumers are trading down.
In Spain, consumers are most concerned about rising prices, unemployment, and the invasion of Ukraine. Their views of the current and future state of the economy remain pessimistic, at a level comparable to attitudes in the early months of the COVID-19 pandemic. Spend for groceries and gasoline soared, while consumers reduced money directed to savings and spent less on non-essentials. Of the 80 percent of consumers who have assumed new shopping behaviors in the last three months in search of value for money, more than half tried private labels. Trade-down in retailers visited and brands is evident, with the key drivers of choice being prices and value for money. However, 39 percent of consumers say they plan to splurge in 2022.
UK consumers are pessimistic about the economy. Rising prices and the invasion of Ukraine are top concerns, and consumers are trading down significantly.
In the United Kingdom, consumers are most concerned about rising prices and the invasion of Ukraine. Their views of the current and future state of the economy are extremely pessimistic, worse than throughout the entire COVID-19 pandemic. Spend for groceries and gasoline soared, while consumers reduced spend in non-essential categories. Almost two-thirds of consumers have assumed new shopping behaviors in the last four to six weeks, with more than four out of ten trying private label. Trade-down in retailers visited and brands is evident, with the key drivers of choice being prices and value for money.
COVID-19 is no longer among Italian consumers’ top concerns. Consumers remain pessimistic about economic recovery and inflation; many aim to reduce their spend.
Italian consumers are increasingly worried about the effects of rising prices and the invasion of Ukraine. Unemployment is a number-two concern for respondents in Gen Z, millennials, and the low-income group. Almost six out of ten share a negative view of Italy’s current economic state; hopes for an economic recovery are lower than during the entire COVID-19 pandemic. Consumers observed the highest price increases in groceries and gasoline. To cope with inflation, Italian consumers are changing their purchase behavior, shifting toward discounters and private labels. The leading factors for these choices are prices and value for money.
German consumers are pessimistic about the economy. Rising prices and the invasion of Ukraine are top concerns, and we see a significant down-trade in shopping.
In Germany, consumers’ top concerns are rising prices and the invasion of Ukraine, followed by climate change and COVID-19. Pessimism about the current and future state of the economy has eased but remains at a level comparable to attitudes in the early months of the COVID-19-pandemic. As spend for groceries and gasoline soared, consumers reduced money directed to savings and spent less on non-essentials. Of the 70 percent of consumers who have assumed new shopping behaviors in the last three months, more than four out of ten tried private labels. Trade-down in stores visited and brands is clearly visible, with the key drivers of choice being prices and value for money. However, 46 percent of consumers say they plan to splurge in 2022.
For consumers in France, inflation eclipses other sources of concern. It triggers changes in shopping behaviors as consumers seek better value for money.
French consumers’ optimism regarding the economic recovery is stable at around 14 percent—a level last seen in the depths of COVID-19 lockdowns. Top sources of concern are rising prices (cited by 54 percent), followed by the invasion of Ukraine (13 percent) and climate change (10 percent) and far ahead of COVID-19 (4 percent). Nine out of ten survey respondents perceive high price inflation in the country. These trends have implications for brand and retailer loyalty: of the 73 percent of respondents saying they have tried new shopping behaviors in the last three months, 40 percent say they purchased private labels. Household products remain the category most affected by this trading-down trend.
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.
Pessimism about recovery is at an all-time high in the United Kingdom. Rising prices are the top concern, with consumers significantly trading down in stores and products. UK consumers are feeling great economic uncertainty. With energy and transport costs eating away at consumer savings and non-food spend, the top reasons given by survey participants for economic anxiety are the gas supply, supply-chain shortages, and energy issues. Consumers report the highest perceived price increases in groceries and household supplies, with two-thirds becoming more conscious about energy usage. Half of consumers changed their grocery brands in the last four to six weeks, with trading down a clear trend: price and value were the strongest drivers here.
Rising prices and the Ukraine invasion are top concerns for German consumers, fueling a general slide into economic pessimism.
German consumers are experiencing intense unease regarding the state of the economy and its future outlook—with public sentiment sinking lower than at any time during the COVID-19 pandemic. Survey participants felt the greatest concern about rising prices and the invasion of Ukraine. Spend on groceries and gasoline has soared, even as consumers cut spending in non-essential categories. Almost two-thirds have assumed new shopping behaviors in the last four to six weeks, with more than forty percent trying private-label brands. There’s a clear trade-down trend in stores visited and brands chosen, with prices and value for money as key drivers.
Across the continent, the pattern holds: Europeans are anxious about the state of their countries’ economies, and worried about the future. Russia’s invasion of Ukraine and price inflation overshadow other concerns, and consumer anxieties in turn are impacting confidence in household finances and national economies, especially among vulnerable populations.
Worried about spending more on food, transport and fuel, consumers report cutting back on less essential items. Most say they’ve changed their shopping behaviors in recent months, trading down to more affordable brands and retailers. With no relief clearly in sight, 2022 continues to prove a challenging year for the continental consumer.
Spanish consumers are primarily concerned about inflation and the invasion of Ukraine, and are becoming increasingly pessimistic about the economy.
Only 14 percent of Spanish consumers are optimistic about economic recovery, with concerns focused on inflation and the invasion of Ukraine. Four in ten have an increasingly negative sense of the economic outlook—mostly due to petrol and supply-chain shortages, as well as unemployment. Price-increase Perceptions of price increases are particularly high regarding groceries (at 95 percent) and other household products. In these categories, more than half of respondents have reacted to inflation by trying less costly brands. Over the last six weeks, half have tried a private-label brand, 30 percent have switched brands, and a quarter have tried out a different retailer.
Italian consumers are increasingly pessimistic about the economy, with many aiming to reduce spending and modify consumption habits.
Italian consumers are increasingly worried about the effects of rising prices, as well as the invasion of Ukraine. Of Italians surveyed, six in ten expressed a negative view of the current economy; hopes for an economic recovery are lower than they were throughout the entire COVID-19 pandemic. Consumers perceived the highest price increases in groceries and fuel, along with strong increase in spend. These sentiments have translated into reduced consumption. Changed consumer behavior is also apparent, with a shift towards discounters and private-label brands. Price, value for money and availability are the biggest drivers of these choices.
Rising prices and the Ukraine invasion are top concerns for German consumers, fueling a general slide into economic pessimism.
German consumers are experiencing intense unease regarding the state of the economy and its future outlook—with public sentiment sinking lower than at any time during the COVID-19 pandemic. Survey participants felt the greatest concern about rising prices and the invasion of Ukraine. Spend on groceries and gasoline has soared, even as consumers cut spending in non-essential categories. Almost two-thirds have assumed new shopping behaviors in the last four to six weeks, with more than forty percent trying private-label brands. There’s a clear trade-down trend in stores visited and brands chosen, with prices and value for money as key drivers.
As inflation rises, French consumer hopes for economic recovery wane, with optimism sinking back to the lows of lockdown. Optimism regarding the economic recovery has decreased to 14 percent in France—levels last seen in the depths of COVID-19 lockdown. Top sources of concern are rising prices, the invasion of Ukraine, and political uncertainty. Nine out of ten survey respondents perceive high price inflation in the country, and 60 percent expect prices to rise further over the next year. These trends have implications for loyalty: in the search for higher purchasing power, 69 percent of respondents have tried new shopping behaviors in the last four to six weeks. Household products remain the most impacted category, with 65 percent of consumers switching for cheaper options.
Pessimism about recovery is at an all-time high in the United Kingdom. Rising prices are the top concern, with consumers significantly trading down in stores and products. UK consumers are feeling great economic uncertainty. With energy and transport costs eating away at consumer savings and non-food spend, the top reasons given by survey participants for economic anxiety are the gas supply, supply-chain shortages, and energy issues. Consumers report the highest perceived price increases in groceries and household supplies, with two-thirds becoming more conscious about energy usage. Half of consumers changed their grocery brands in the last four to six weeks, with trading down a clear trend: price and value were the strongest drivers here.
Spanish consumers are primarily concerned about inflation and the invasion of Ukraine, and are becoming increasingly pessimistic about the economy.
Only 14 percent of Spanish consumers are optimistic about economic recovery, with concerns focused on inflation and the invasion of Ukraine. Four in ten have an increasingly negative sense of the economic outlook—mostly due to petrol and supply-chain shortages, as well as unemployment. Price-increase Perceptions of price increases are particularly high regarding groceries (at 95 percent) and other household products. In these categories, more than half of respondents have reacted to inflation by trying less costly brands. Over the last six weeks, half have tried a private-label brand, 30 percent have switched brands, and a quarter have tried out a different retailer.
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McKinsey Survey: US consumer sentiment during the coronavirus crisis
1. McKinsey & Company 1
We have seen four fundamental shifts to consumer behavior, some
of which will have a lasting impact
Up to 40%
net increase in intent to
spend online even
post-COVID-19
2. Flight to digital
and omnichannel
Up to 40%
of consumers (net) say
they will decrease
spend on discretionary
categories
1. Shift to value
and essentials
76%
of consumers have
changed stores,
brands or the way
they shop
3. Shock to
loyalty
64%
of US consumers are
not yet resuming
“normal” out-of-home
activities
4. Homebody
economy
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
2. McKinsey & Company 2
Confidence in own country’s economic recovery after COVID-191
% of respondents
1 Q: How is your overall confidence level in economic conditions after the COVID-19 situation? Rated from 1 “very optimistic” to 6 “very pessimistic.” Bars may not sum to 100% due to rounding.
Source: McKinsey & Company COVID-19 Consumer Pulse Survey
Spain
11/9–16
UK
11/9–16
Italy
11/9–16
China
11/9–22
Brazil
11/9–16
France
11/9–16
7 12 15 18
31
40
33 37 33
31 40
51
53
59
52
47
54 52 60
62 58
38 33
23 17 14 13 11 7
2
US
11/9–13
Mexico
11/9–17
Japan
11/9–15
India
11/9–20
13
46
41
Unsure: The economy will be
impacted for 6–12 months or
longer and will stagnate or
show slow growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show regression/
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
11/9–13
Shift to value and essentials
The US is more optimistic than European countries but less so than
India or China
3. McKinsey & Company 3
Confidence in own country’s economic recovery after COVID-191
% of respondents
1 Q: How is your overall confidence level in economic conditions after the COVID-19 situation? Rated from 1 “very optimistic” to 6 “very pessimistic”; figures may not sum to 100% because of rounding.
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/27/2020, n = 2,021; 9/18–9/24/2020, n = 1,026 8/19–8/23/2020, n = 2,026; 7/30–8/2/2020, n = 2,024;
7/7–7/12/2020, n = 1,923; 6/15–6/21/2020, n = 2,006; 6/1–6/7/2020, n = 1,966; 5/18–5/24/2020, n = 1,975; 5/11–5/17/2020, n = 2,002; 5/4–5/10/2020, n = 1,993; 4/27–5/3/2020, n = 2,105; 4/20–4/26/2020, n =
1,052; 4/13–4/19/2020, n = 1,052; 4/6–4/12/2020, n = 1,063; 3/30–4/5/2020, n = 1,484; 3/23–3/29/2020, n = 1,119; 3/20–3/22/2020, n = 1,073; 3/16–3/17/2020, n = 1,042; sampled and weighted to match the US general population 18+ years
13% 16% 14% 15% 16% 16% 16% 15% 15%
20% 18% 17% 18% 19% 21%
17% 17% 14% 13%
43%
45%
45%
47% 46%
48% 48% 52% 52%
49% 49% 49% 47% 46%
46%
46% 45%
44% 46%
44%
39% 41%
37% 39%
35% 36% 33% 34% 32% 33% 34% 36% 35% 32%
36% 39% 42% 41%
Mar
16–17
Mar
20–22
Mar
23–29
Apr
13–19
April
6–12
Apr 27–
May 3
Apr
20–26
May
4–10
May
11–17
May
18–24
Jun
1–7
Jun
15–21
Jul
7–12
Jul 30–
Aug 2
Aug
19–23
Sep
18–24
Oct
23–27
Nov
9–13
Mar 30–
Apr 5
US
Unsure: The economy
will be impacted for 6–12
months or longer and will
stagnate or show slow
growth thereafter
Pessimistic: COVID-19
will have lasting impact
on the economy and
show regression / 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
Shift to value and essentials
Optimism regarding US economic recovery has improved steadily
since summer
4. McKinsey & Company 4
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.
38%
11%
Jul–Dec 2021
Jan–Jun 2021 36%
15%
Already returned to normal
2022 or beyond
22%
10%
30%
24%
15%
No impact
Already returned to normal
Jan–Jun 2021
Jul–Dec 2021
2022 or beyond
Expectations on routines returning to normal1
% of respondents
Expectations on finances returning to normal2
% of respondents
~53%
believe their routines
will not return to
normal until the second
half of 2021 or beyond
~39%
believe their finances will
not return to normal until
the second half of 2021
or beyond
Shift to value and essentials
Americans believe that their routines will take longer to return to
normal than their finances
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
5. McKinsey & Company 5
Household income1,2
% of respondents
1 Q: How has the COVID-19 situation affected your (family’s) overall available income, spending, and savings in the past two weeks? Figures may not sum to 100% because of rounding.
2 Q: How do you think your overall available income, spending, and savings may change in the next two weeks? Figures may not sum to 100% because of rounding.
Household spending1,2
% of respondents
October 23–27 November 9–13 October 23–27 November 9–13
Household savings1,2
% of respondents
October 23–27 November 9–13
Shift to value and essentials
Increase slightly / increase a lotReduce slightly / reduce a lot About the same
34%
9%
35%
56%
Past 2 weeks
9%
57%
Past 2 weeks
11%
71%
18%
Next 2 weeks
16%
41%
42%
14%
42%
Past 2 weeks
45%
Past 2 weeks
14%
58%
27%
Next 2 weeks
Household income, spending, and savings have held steady in the
past two weeks
24%
40%
36%
21%
Past 2 weeks
42%
37%
Past 2 weeks
15%
61%
23%
Next 2 weeks
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/27/2020, n = 2,021, sampled and weighted to match the US general population 18+ years
6. McKinsey & Company 6
Change in shopping mindset since COVID-191
% of respondents
1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started”; figures
may not sum to 100% because of rounding.
Shift to value and essentials
6%
7%
9%
10%
11%
54%
55%
61%
62%
69%
40%
39%
30%
28%
20%
Becoming more mindful of where I spend my money
Looking for ways to save money when shopping
Changing to less expensive products to save money
100%
Researching brand and product choices before buying
Spending time planning / making lists for shopping trips
Doing less Doing about the same Doing more
Americans are becoming more mindful of how they spend their
money, and adopting new saving habits
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
7. McKinsey & Company 7
Expected spending per category over the next two weeks compared to usual1
% of respondents
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 = < 75) in first survey.
4 Based on small subset (n < 100) of sample population.
9
19
25
29
28
34
46
46
45
58
55
27
13
15
34
51
21
27
16
13
17
14
11
9
7
8
8
13
16
12
11
Alcohol
Footwear
Groceries
Snacks
Quick-service restaurant
Tobacco products
Food takeout & delivery
Restaurant
Apparel
Jewelry
Accessories
Non-food child products
Household supplies
Personal-care products
10Skin care & makeup
Furnishing & appliances
OTC medicines
10
10
Decrease
Stay the same
Increase
17
19
36
48
58
32
35
39
25
50
34
56
60
66
64
65
15
18
11
11
15
12
9
12
15
13
12
7
8
Fitness & wellness
Vitamins/supplements
Pet-care services
Entertainment at home
10
Books/magazines/newspapers
Consumer electronics
Out-of-home entertainment
Personal-care services
Gasoline
Vehicle purchases
Short-term home rentals
International flights
Travel by car
Hotel/resort stays
Cruises4
Adventures & tours
Domestic flights
10
10
Net intent2Net intent2
+18
-14
+3
-39
-3
-12
-17
-14
-23
-37
-39
-35
-50
-47
-5
-24
-11
-1
-26
-37
-47
-22
-20
-29
-13
N/A3
-41
-22
-41
-47
-54
-57
-57
-2
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
Change since
first survey
Change since
first survey
Shift to value and essentials
Consumers report negative spending net intent across all categories
except household essentials
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 3/16–3/172020, n = 1,042, sampled and weighted to match the US general population 18+ years
+4
+4
+2
+5
+9
+26
+27
+8
+16
+3
+7
-17
+2
+7
+13
+15
N/A3
N/A3
-4
-15
-1
+15
+13
+20
+21
+24
N/A3
-11
+27
+10
+5
-1
+5
+7
8. McKinsey & Company 8
Shift to value and essentials
Spending net intent in discretionary categories is trending down as
COVID-19 cases rise
-70
20
-60
-30
-20
-40
10
-50
-10
0
Household supplies
May3
Jun7
Mar17
Nov9
Mar22
May10
Mar29
Apr5
Apr12
Apr19
Apr26
May24
May17
Jun21
Jul12
Aug2
Aug23
Sep24
Personal care products
Groceries
Skin care & makeup
Consumer electronics
Fitness & wellness
Apparel
Oct23
Expected spending per category over the next two weeks compared to usual1
Net intent2
1 Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/27/2020, n = 2,021; 9/18–9/24/2020, n = 1,026 8/19–8/23/2020, n = 2,026; 7/30–8/2/2020, n = 2,024;
7/7–7/12/2020, n = 1,923; 6/15–6/21/2020, n = 2,006; 6/1–6/7/2020, n = 1,966; 5/18–5/24/2020, n = 1,975; 5/11–5/17/2020, n = 2,002; 5/4–5/10/2020, n = 1,993; 4/27–5/3/2020, n = 2,105; 4/20–4/26/2020, n =
1,052; 4/13–4/19/2020, n = 1,052; 4/6–4/12/2020, n = 1,063; 3/30–4/5/2020, n = 1,484; 3/23–3/29/2020, n = 1,119; 3/20–3/22/2020, n = 1,073; 3/16–3/17/2020, n = 1,042; sampled and weighted to match the US general population 18+ years
9. McKinsey & Company 9
More people expect to make a portion of their purchases online
post-COVID-19 than before…
Consumers’ use of online channel before and expected use after COVID-191,2
% of respondents purchasing online3
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?
2 Q: Once the coronavirus (COVID-19) situation has subsided, tell us what proportion of your purchases in this category you think will be online vs from a physical store/in person?
3 Includes respondents who chose “some online,” “most online,” and “all online.” Respondents who indicated that they have not bought the category online and do not intend to do so in the next two weeks are classified as not purchasing online.
4 Expected growth after COVID-19 compared to pre-COVID-19 slightly lower than previous waves due to respondents reporting higher online activity in pre-COVID-19 situation.
27
22
28
27
40
44
33
40
43
29
29
45
50
54
45
48
57
52
59
73
11
+9
Groceries
+7
+9
Accessories
Alcohol
+10
+6
Over-the-counter medicine
Non-food child products
Snacks
+13Fitness & wellness
+13
Food takeout & delivery
+10Personal-care products
Jewelry
+11
+12
Books, magazines, newspapers
Footwear
Vitamins/supplements
+8
+7Household supplies
Tobacco
+9
+10Furnishings & appliances
+11
+11Apparel
+8Skin care & makeup
+9
+8
Consumer electronics
Entertainment at home
Before Expected growth after COVID-19
% growth in customers
purchasing category online
42%
41%
36%
34%
32%
30%
30%
27%
27%
24%
23%
22%
22%
20%
19%
17%
16%
15%
15%
9%
Flight to digital and omnichannel
~20–40%
growth in consumers
who purchase online for
most categories4
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; sampled and weighted to match the US general population 18+ years
10. McKinsey & Company 10
Consumers’ use of online channel before and expected use after COVID-191,2
% of respondents purchasing most or all online3
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?
2 Q: Once the coronavirus (COVID-19) situation has subsided, tell us what proportion of your purchases in this category you think will be online vs from a physical store/in person?
3 Respondents who indicated that they have not bought the category online and do not intend to do so in the next two weeks are classified as not purchasing online.
4 Expected growth after COVID-19 compared to pre-COVID-19 slightly lower than previous waves due to respondents reporting higher online activity in pre-COVID-19 situation.
9
8
9
9
18
15
11
17
21
10
14
17
23
24
17
24
33
26
34
54
Groceries
+6
+9
+7Alcohol
+7
Jewelry
Over-the-counter medicine
Snacks
+14
+9
Fitness & wellness
+12
+12
Non-food child products
+8Personal-care products
Books, magazines, newspapers
+12
+5
Food takeout & delivery
+9Vitamins/supplements
+10
+7Household supplies
+10
+7Tobacco
Furnishings & appliances
+9Accessories
Apparel
Skin care & makeup +11
Entertainment at home
Footwear
Consumer electronics
+9
+10
Pre-COVID-19 Expected growth after COVID-19
% growth in customers purchasing
category most or all online
51%
83%
91%
81%
76%
75%
77%
70%
43%
71%
48%
56%
39%
41%
68%
40%
31%
45%
18%
17%
~30–80%
growth in consumers who
purchase most or all
online for most
categories4
…with many consumers planning to shift almost completely online
Flight to digital and omnichannel
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; sampled and weighted to match the US general population 18+ years
11. McKinsey & Company 11
Have you used or done any of the
following since COVID-19 started1
% of respondents
1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “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) situation has subsided? 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.
7%
6%
3%
24%
17%
4%
8%
4%
5%
7%
5%
3%
19%
16%
5%
25%
19%
16%
19%
11%
15%
7%
8%
5%
8%
10%
4%
3%
4%
13%
9%
12%
8%
2%
4%
3%
Store curbside pickup
Purchased directly from social media
Purchased pre-owned products
Used deal-finding plug-ins
In-store self-checkout
Quick-serve restaurant drive-thru
Meal-kit delivery
Restaurant delivery
Used a new store/restaurant app
Restaurant curbside pickup
Buy online for in-store pickup
Grocery delivery
Just started using Using more Using same/less Not using
Intent to
continue,2 %
46%
55%
58%
62%
79%
51%
65%
57%
62%
71%
57%
83%
Flight to digital and omnichannel
Americans continue to try pickup and delivery services for the first
time, and to intensify their usage of them
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
12. McKinsey & Company 12
0 59 63 775150 706143
50
53 60 80
0
100
45 67 69 73 853 81 8765 79751 47 7149 55 57 83
Purchased from social media
Restaurant delivery
In-store self-checkout
Grocery delivery
Meal-kit delivery
Quick-serve
restaurant
drive-thru
Deal-finding plug-ins
Restaurant curbside pickup
Buy online for in-store pickup
Store curbside pickup
New store/restaurant app
Purchased pre-owned products online
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.”
Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
Flight to digital and omnichannel
Consumers say most food-related pickup and delivery habits work
for now; just over half report intending to continue after COVID-19
Accelerated shifts
Potentially here to stay
Works for now
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
UsegrowthsinceCOVID-192
13. McKinsey & Company 13
Trends during COVID-19 suggest that digital delivery for food seems
to work for now, while digital retail has more staying power
Flight to digital and omnichannel
Intent to use after COVID-191
% of new or increased users who intend to keep doing activity after
COVID-19
Low Medium-high
UsergrowthsinceCOVID-192
Medium-highLow
Works for now Accelerated
shifts
Potentially here
to stay
Status quo/
plateauing
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; “will reduce this”; “will keep doing what I am doing now”;
“will increase this.”
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same or using less).
Accelerated shifts Potentially here to stay Works for now Status quo/plateauingData not available
Jun Jul Aug Sep Oct Nov
Meal-kit delivery
Restaurant delivery
Grocery delivery
Quick-serve restaurant drive-thru
Restaurant curbside pickup
Store curbside pickup (mostly
grocery)
Used a new store/restaurant app N/A
Buy online for in-store pickup
In-store self-checkout
Used deal-finding plug-ins
N/APurchased directly from social media
Purchased pre-owned products online
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/272020, n = 2,021; 9/18–9/24/2020, n = 1,026; 8/19–8/23/2020, n = 2,026; 7/7–7/12/2020, n = 1,923;
6/15–6/21/2020, n = 2,006, sampled and weighted to match the US general population 18+ years
14. McKinsey & Company 14
Have you used any of the following since COVID-19 started1
% of respondents
Three out of four Americans have tried a new shopping behavior
and most intend to continue beyond the crisis
1 Q: Since the coronavirus (COVID-19) situation started (i.e., within the past ~3 months), which of the following have you done? 23% 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) situation has subsided? 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.” 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.”
3 “New shopping method” includes curbside pickup and delivery apps.
41%
37%
34%
29%
26%
Different brand
New shopping method3
New digital shopping method
Different retailer/store/website
Private label/store brand
Intent to
continue2
82%
80%
84%
75%
82%
76%
Consumers have tried
a new shopping
behavior
Shock to loyalty
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
15. McKinsey & Company 15
More than 50 percent of consumers cite convenience and value as top
drivers for trying new places to shop
Reason for shopping at a new retailer/store/website since COVID-19 started1
% of respondents selecting reason in top three
1 Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) situation started. What was the main reason you decided to try this new retailer/store/website? Select up to 3.
24%
22%
21%
19%
28%
22%
22%
29%
18%
6%
18%
6%
12%
Better prices/promotions
Offers good delivery/pickup options
More easily accessible from my home
Less crowded / has shorter lines
Can get all the items I need from one place
Better value
Better shipping/delivery costs
Products are in stock
Better quality
Offers natural/organic options
Supporting local businesses
The company treats its employees well
Cleaner/ has better hygiene measures
Convenience
Purpose-driven
Quality/organic
Health/hygiene
Availability
Value
x% Net % of respondents per
category
57%
64%
29%
23%
22%
12%
Shock to loyalty
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
16. McKinsey & Company 16
More than two-thirds of consumers who tried a new brand cite
value as a driver
Reason for trying a new brand since COVID-19 started1
% of respondents selecting reason in top three
1 Q: You mentioned you tried a new/different brand than what you normally buy. What was the main reason that drove this decision? Select up to 3. “Brand” includes different brand, new private label/store brand.
Availability
Value
Health/hygiene
Quality/organic
Purpose-driven
Convenience
x% Net % of respondents per
category
39%
67%
30%
30%
20%
14%
Shock to loyalty
36%
33%
14%
12%
39%
30%
19%
16%
16%
5%
14%
Is available where I’m shopping
Larger package sizes
Better shipping/delivery costs
Better value
Better prices/promotions
Products are in stock
Better quality
Is natural/organic
Supporting local businesses
The company treats its employees well
Cleaner/ has better hygiene measures
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
17. McKinsey & Company 17
Consumer buying based on company behavior1
% of respondents
1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started.”
Figures may not sum to 100% because of rounding.
Consumers are paying increased attention to how companies treat
their employees
8%
9%
11%
11%
11%
69%
69%
72%
74%
73%
23%
22%
17%
15%
16%
Sustainable/eco-friendly products
How companies take care of the safety of their employees
Healthy and hygienic packaging
Company’s purpose/values
Retailers promotion of sustainable solutions
Doing less Doing moreDoing about the same
Shock to loyalty
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/27/2020, n = 2,021, sampled and weighted to match the US general population 18+ years
18. McKinsey & Company 18
Milestones for the US population not yet engaging with out-of-home activities1
% of respondents awaiting each milestone before engaging
Most Americans are still waiting to see indicators beyond lifting of
restrictions before fully reengaging with out-of-home activities
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.
50
31
19
Government lifts
restrictions + other
requirement
Only once there’s a
vaccine or treatment
Government lifts restrictions
Medical authorities deem safe 24%
Stores, restaurants, and other indoor
places start taking safety measures 18%
I see other people returning 9%
Government lifts restrictions and…
64%
of people are not
currently engaging
in “normal” out-of-
home activities,
same as the last
survey
Homebody economy
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
19. McKinsey & Company 19
Consumers engaging in “normal” out-of-home activities1
% of respondents
While more consumers have been engaging in ‘normal’ out-of-home
activities since May, the proportion has leveled off in recent months
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.
Homebody economy
20
27
30
32
36 36 36
12
18
24
30
36
Nov 13May 24 Jul 12Jun 21 Aug 23 Sep 24 Oct 27
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/27/2020, n = 2,021; 9/18–9/24/2020, n = 1,026; 8/19–8/23/2020, n = 2,026; 7/30–8/2/2020, n = 2,024;
7/7–7/12/2020, n = 1,923; 6/15–6/21/2020, n = 2,006; 6/1–6/7/2020, n = 1,966; 5/18–5/24/2020, n = 1,975; sampled and weighted to match the US general population 18+ years
20. McKinsey & Company 20
Most Americans are concerned about traveling by airplane or
public transit, and about attending large events
Consumers’ level of concern undertaking various activities1
% of respondents
1 Q: How worried would you be if you were to do the following activities in the next two weeks? Possible answers: “not worried at all”; “not very worried”; “somewhat worried”; “very worried”; “extremely worried.”; figures may not sum to 100%
because of rounding.
2 Level of concern is calculated by subtracting the % of respondents stating they “not worried at all” and “not very worried” from “very worried” and “extremely worried.”
Level of concern2
38
36
35
27
30
22
25
21
12
5
13
12
7
-3
-16
-23
-15
-2947%
44%
46%
42%
37%
34%
33%
32%
30%
31%
29%
26%
26%
25%
24%
24%
22%
21%
21%
35%
34%
24%
31%
29%
29%
30%
29%
28%
26%
29%
27%
25%
25%
25%
22%
21%
22%
20%
18%
21%
30%
27%
34%
37%
38%
39%
42%
43%
42%
47%
48%
50%
51%
54%
57%
57%
59%
Worried
Go to a hair or nail salon
Shop for non-necessities
Work outside my home
Shop for groceries/necessities
Drive more than 2 hours from home
Get together with family
Get together with friends
Dine at a restaurant or bar
Stay in a hotel
Rent a short-term home
Go to a shopping mall
Go out for family entertainment
Use a clothing rental service
Use a ride-sharing service
Go to the gym or fitness studio
Visit a crowded outdoor public place
Travel by airplane
Use public transportation
Attend a large event
Somewhat worriedNot worried
Homebody economy
3
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
21. McKinsey & Company 21
Masks and barriers continue to be a priority for consumers deciding
where to shop in-store, up eight percentage points since May
Top priorities when deciding where to shop in-store1
% of respondents for whom this criterion is the most important2
1 Q: Once restrictions lift, which of the following factors will be most important to you as you decide which of these places to visit in person? Respondents were asked to select the most important.
2 The following categories are included in each bucket: Cleaning and sanitization—increased cleaning, improved air filtration, availability of sanitizing supplies throughout the store; Health checks—customer wellness check (e.g., temperature) on
entry, employees' wellness check (e.g., temperature) on entry; Masks and barriers—customers and employees wear masks, customers and employees provided masks and gloves, plastic barrier with cashier; No-contact purchasing—curbside
pick-up, cashier-less checkout, no-contact delivery, buy online for pickup in store; Physical distancing—customer number limit, distancing in customer line, reduced employee activity during shopping hours; Store regulations—no customer product
testing, one-way store aisles, special hours for high-risk shoppers.
Homebody economy
Change since the
first measure, pp
+8
-5
+2
-1
-1
-1
33%
25%
13%
12%
9%
8%
Cleaning and sanitization
Physical distancing
Masks and barriers
Store regulations
No-contact purchasing
Health checks
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 5/11–5/17/2020, n = 2,002, sampled and weighted to match the US general population 18+ years
22. McKinsey & Company 22
Americans intend to maintain their current level of engagement with
out-of-home activities for the next two weeks
Consumers’ engagement with activities outside home1,2
% of respondents
1 Q: Did you leave your house for the following activities over the past two weeks? Chart represents the percentage of respondents who indicated that they left home at least once during the past week to do this activity.
2 Q: For which of the following activities do you intend to leave your home to do in the next two weeks? Chart represents % of respondents who intend to leave their home to do this activity during the next two weeks.
78%
54%
43%
40%
36%
31%
23%
24%
16%
17%
15%
15%
15%
11%
10%
Past 2 weeks Next 2 weeks
Homebody economy
83%
54%
42%
42%
38%
32%
24%
23%
17%
16%
15%
15%
14%
10%
9%
Get together with family
Shop for groceries/necessities
Shop for non-necessities
Work outside my home
Go to a hair or nail salon
Drive more than 2 hours away from home
Dine at a restaurant or bar
Travel by airplane
Get together with friends
Visit a crowded outdoor public place
Go to the gym or fitness studio
Go out for family entertainment
Use ride-sharing service
Travel on public transportation
Attend a large event
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
23. McKinsey & Company 23
44%
Somewhat
unsafe
24%
32%Feel unsafe
Feel safe
Top activities eager to get back to2
% of respondents for whom the activity is in their top 3 choices
Get together with family 42%
39%Get together with friends
Attend a concert, sporting event, movie, etc.
36%Dine indoors at a restaurant or bar
15%
26%
Go out for family entertainment
22%Travel by airplane
22%
17%Visit a crowded outdoor public place
16%
Shop for non-necessities
at shopping mall/department store
12%
Go to gym or fitness studio
16%Go to a hair or nail salon
Interact with coworkers in person
Americans are most eager to return to indoor dining and getting
together with friends and family
Level of comfort with out-of-home
activities,1 % of respondents
1 Q: What best describes your comfort participating in activities you did prior to COVID-19? Figures may not sum to 100% because of rounding.
2 Q: What best describes your comfort participating in activities you did prior to COVID-19? If answered “somewhat unsafe” or “unsafe,” Q: Which of the following activities are you most eager to get back to on a regular basis? Select up to 3.
Homebody economy
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
24. McKinsey & Company 24
Compared to lower-income groups, higher-income consumers are
more eager to return to traveling and going to the gym or fitness studio
1 Q: Which of the following activities are you most eager to get back to on a regular basis when it feels totally safe?
2 Q: Difference between income group and overall % of respondents.
Homebody economy
Top activities consumers are eager to get back to1
% of respondents for whom the activity is in their top 3 choices
Income over/under index2
Low Medium High
+2% 0% -3%
2% -1% -1%
+4% -2% -9%
-3% +3% +2%
-9% 0% 12%
1% 0% -1%
-1% -2% 3%
+6% -5% +3%
+1% 0% -2%
-4% +0% +6%
-2% -1% 4%
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
Go out for family entertainment
42%
Dine indoors at a restaurant/bar
Get together with family
Attend a concert, sporting event, movie, etc.
Get together with friends 39%
36%
26%
22%Travel by airplane
22%
17%Visit a crowded outdoor public place
16%Shop for non-necessities at shopping mall/department store
16%Go to a hair or nail salon
15%Go to gym or fitness studio
12%Interact with coworkers in person
25. McKinsey & Company 25
Americans have acquired at-home alternatives to out-of-home
activities, such as telemedicine and video chat
18%
3%
4%
3%
2%
2%
3%
4%
2%
25%
7%
5%
4%
21%
12%
37%
16%
12%
8%
8%
6%
7%
8%
5%
4%
34%
14%
7%
10%
35%
14%
5%
9%
7%
6%
8%
14%
4%
4%
8%
2%
2%
4%
6%
3%
3%
6%
Watching e-sports
Remote learning: my children
Wellness app
Cooked regularly for myself/my family
Video chat: personal
Social media
Playing online games
Videoconferencing: professional
TikTok
Online streaming
Remote learning: myself
Digital exercise machine
Personal care/grooming at home
Online fitness
Telemedicine: physical
2%
Telemedicine: mental
Not using Using moreUsing less / the same Just started usingHave you used or done any of the
following since COVID-19 started1
% of respondents
Intent to
continue,2 %
74%
57%
47%
60%
49%
50%
66%
79%
53%
65%
65%
82%
69%
59%
65%
59%
1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “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) situation has subsided? 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.
Homebody economy
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
26. McKinsey & Company 26
UsergrowthsinceCOVID-192
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.”
Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
Online entertainment and wellness habits adopted during the crisis
are likely to remain for the medium to long term
Homebody economy
55
200
150
0 48
100
50 8260 8165 70 75 80
0
50
Video chat: personal Digital exercise machine
Remote learning: my children
Used social media
Playing online games
Remote learning: myself
Online fitness
Telemedicine: mental
Cooked regularlyPersonal care/grooming at home
Videoconferencing: professional
Wellness appWatching e-sports
Online streaming
Telemedicine: physical
TikTok
Works for now
Accelerated shifts
Potentially here to
stay
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
27. McKinsey & Company 27
Video alternatives to communication seem to work for now, while
other at-home alternatives seem stickier
Homebody economy
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase
this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
Intent to use after COVID-191
% of new or increased users who intend to keep doing activity once
pandemic subsides
Low Medium-high
UsergrowthsinceCOVID-192
Medium-highLow
Works for now Accelerated
shifts
Potentially here
to stay
Status quo /
plateauing
Accelerated shifts Potentially here to stay Works for now Status quo / plateauingData not available4
Jun Jul Aug Sep Oct Nov
Online fitness
Digital exercise machine
Wellness app
Online streaming
TikTok
Used social media
N/A
Cooked regularly
Videoconferencing: professional
Video chat: personal
Telemedicine: physical
Telemedicine: mental
Remote learning: myself
Remote learning: my children
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024; 10/23–10/272020, n = 2,021; 9/18–9/24/2020, n = 1,026; 8/19–8/23/2020, n = 2,026; 7/7–7/12/2020, n = 1,923;
6/15–6/21/2020, n = 2,006, sampled and weighted to match the US general population 18+ years
28. McKinsey & Company 28
Omnichannel and telemedicine activity continue to grow, but at-home
social interaction alternatives have declined since April
1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “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) situation has subsided? 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 Change since first survey is calculated by subtracting % new/increased users in April from % new/increased users in November.
Have you started/increased usage since COVID-19 started1,2
% of respondents
42
29
28
28
23
23
27
26
25
20
16
14
21
13
12
11
18
13
12
Online fitness
Online streaming
Wellness app
Quick-serve restaurant drive-thru
Restaurant curbside pickup
Store curbside pickup
Telemedicine: physical
Buy online for in-store pickup
In-store self-checkout
Remote learning: my children
Videoconferencing: professional
Video chat: personal
Remote learning: myself
Telemedicine: mental
Playing online games
TikTok
Watching e-sports
Restaurant delivery
Grocery delivery
Change from April,
(difference between November
and April %)3New/increased users
-4
-3
+4
+2
+2
+8
+9
+8
+8
+6
+8
+3
+7
+11
+0
+2
+2
+2
+4
Homebody economy
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
29. McKinsey & Company 29
17%
33%
50%
Hybrid
Online only
In-person only
1 Q: What education format is your child/children’s school primarily using today? Figures may not sum to 100% because of rounding.
2 Q: Please indicate how strongly you agree or disagree with each of the following statements. Statements include: “I expect remote learning to be a key education format for formal and/or informal education for the next 3 months”; “given
the uncertainty of school openings, I am planning to spend more on at-home learning tools and equipment (e.g., tutoring services, desk equipment, electronics)”; “I have cut back my work hours given my child/children’s at-home learning
needs.” Rated from 1 “strongly disagree” to 6 “strongly agree.” Figures may not sum to 100% because of rounding.
Remote learning is widespread and families expect it to continue,
therefore many are making changes to adapt
Education format1
% of respondents
Homebody economy
52
44
35
Expect online to
continue for 3+ months
Invest in at-home
learning tools
Reduce work hours
Agree/Strongly agree
Change in beliefs/behaviors for those with children in remote
learning,2 % of respondents
~83%
of children in
some form of
remote learning
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
30. McKinsey & Company 30
1 Q: Please indicate how strongly you agree or disagree with each of the following statements: “I have cut back my work hours given my child/children’s at-home
learning needs.” Rated from 1 “strongly disagree” to 6 “strongly agree.” Figures may not sum to 100% because of rounding.
$50K–$100K
Overall 35
30<$50K
>$100K
Agree/Strongly agree
27
43
Reduction in work hours for those with children in remote learning1
% of respondents
One-third of families with children have reduced work hours to
meet at-home learning needs
Homebody economy
43%
of high-income
families have reduced
work hours
Source: McKinsey & Company COVID-19 US Consumer Pulse Survey 11/9–11/13/2020, n = 2,024, sampled and weighted to match the US general population 18+ years
31. McKinsey & Company 31
Disclaimer
McKinsey does not provide legal, medical, or other regulated advice or
guarantee results. These materials reflect general insight and best practice
based on information currently available and do not contain all of the
information needed to determine a future course of action. Such information
has not been generated or independently verified by McKinsey and is
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Editor's Notes
% who started using/increased usage that intend to continue