McKinsey Survey: Belgian consumer sentiment during the coronavirus crisis

McKinsey & Company 1
Most Belgian consumers still believe it will take more than another
six months for an economic recovery
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 Belgium Consumer Pulse 6/18–6/21/2020, n = 605; 5/21–5/24/2020, n = 604; 4/30–5/3/2020, n = 603; 4/16–4/19/2020, n = 604; 4/2–4/5/2020, n = 604, sampled and
weighted to match Belgium’s general population 18+ years
35% 31% 32% 31% 30%
55% 57% 55% 59% 58%
10% 11% 13% 10% 13%
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
April 2–5
Belgium
April 30–May 3 May 21–24April 16–19 June 18–23

Concerns about the impact of COVID-19 on Belgians’ jobs and
finances are decreasing
Overall sentiment in the general population in Belgium1
% of respondents
1 Q: Please indicate how strongly you agree or disagree with each of the following statements. Please select only one response for each statement; figures may not sum to 100% because of rounding.
2 Measures difference in “strongly agree/agree” between current and last pulse survey.
41%
47%
44%
53%
41%
39%
38%
29%
50%
39%
41%
32%
44%
45%
43%
47%
9%
14%
14%
15%
15%
16%
18%
25%
Strongly disagree / disagree Somewhat disagree / agree Strongly agree / agree
Strongly agree/
agree difference
since last survey2
+3
-2
-4
-2
-2
-2
+1
Source: McKinsey & Company COVID-19 Belgium Consumer Pulse 6/18–6/21/2020, n = 605; 5/21–5/24/2020, n = 604, sampled and weighted to match Belgium’s general population 18+ years
I or someone in my family or a close friend have had negative health
effects by COVID-19
My ability to make financial ends meet has been negatively impacted by
COVID-19
I am living paycheck-to-paycheck
My ability to work has been reduced by COVID-19
My job feels less secure because of COVID-19
My income has been negatively impacted by COVID-19
Given my current economic situation, I am delaying some purchases that I
had planned to make
I am optimistic about our country’s economy
+2

Household income1,2
% of respondents
Increase slightly / increase a lotReduce slightly / reduce a lot About the same
5%
65%
16%
27%31%
Past 2 weeks
2% 5%
Past 2 weeks
71%
78%
Next 2 weeks
1 Q: How has the COVID-19 situation affected your (family’s) overall available income, spending, and savings in the past two weeks? Figures may not sum to 100% because of rounding.
2 Q: How do you think your overall available income, spending, and savings may change in the next two weeks? Figures may not sum to 100% because of rounding.
The number of Belgians reporting a decline in household income
and spending is decreasing
Household spending1,2
% of respondents
Past 2 weeks
31%
35%
Past 2 weeks
34% 41%
32%
27%
22%
65%
13%
Next 2 weeks
May 21–24 June 18–21 May 21–24 June 18–21
Household savings1,2
% of respondents
Past 2 weeksPast 2 weeks
17%
30%
53%
19%
33%
49%
10%
63%
26%
Next 2 weeks
May 21–24 June 18–21

Most Belgians expect routines to be impacted for more than two
months, and many expect a similar timescale for financial impact
4–6 months
7%
16%
28%
21%
0–1 month
28%
2–3 months
7–12 months
More than one year
31%
9%
13%
14%
13%
20%
7–12 months
4–6 months
No impact
0–1 month
2–3 months
More than one year
Adjustments to routines1
% of respondents
Impact on personal/household finances2
% of respondents
~93%
believe it will take
another 2+ months
before routines can
return to normal,
down from 95% in the
last pulse survey
~59%
believe their finances
will be impacted for
2+ months by the
COVID-19 situation,
down from 61% in the
last pulse survey
1 Q: How long do you believe you need to adjust your routines, given the current COVID-19 situation, before things return back to normal in Belgium (e.g., government lifts restrictions on events/travel)? Figures may not
sum to 100% because of rounding.
2 Q: How long do you believe your personal/household finances will be impacted by the COVID-19 situation? Figures may not sum to 100% because of rounding.

Which best describes how often you are doing each of the following items1
% 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.”
Belgians are becoming more mindful of how they spend their
money, and adopting habits like making lists and researching
3%
5%
5%
5%
9%
65%
66%
70%
72%
79%
32%
29%
25%
23%
12%
100%
Becoming more mindful of where I spend my money
Researching brand and product choices before buying
Looking for ways to save money when shopping
Spending time planning/making lists for shopping trips
Changing to less expensive products to save money
Doing less Doing moreDoing about the same
Source: McKinsey & Company COVID-19 Belgium Consumer Pulse Survey 6/18–6/21/2020, n = 605 , sampled and weighted to match Belgium’s general population 18+ years

Consumers expect to decrease spending across categories, with the
exception of groceries
6
20
13
30
17
37
37
33
34
40
38
19
13
10
21
39
13
7
7
8
7
8
20
8
6
12
7
8
Alcohol
Snacks
Groceries
Food takeout & delivery
Tobacco products
4
Quick-service restaurant
Restaurant
4
Footwear
Apparel
Jewelry
Non-food child products
Accessories
3Household supplies
4Personal-care products
Skin care & makeup
Furnishings & appliances
Expected spending per category over the next two weeks compared to usual1
% of respondents
Decrease Stay the same Increase
14
15
39
51
22
25
16
22
49
49
32
33
45
65
49
47
8
14
12
8
12
10
14
11
16
7
9
6
Entertainment at home
Pet-care services
4
Travel by car
Consumer electronics
Books/magazines/newspapers
Vehicle purchases
Out-of-home entertainment
3
4
Fitness & wellness
Personal-care services
Short-term home rentals
Gasoline
4
Cruises3
International flights
Adventures & tours
Hotel/resort stays
Domestic flights
Net intent2
1 Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
3 Small sample (n < 30).
-6
-11
-36
-37
-18
-13
-8
-10
-39
-45
-18
-29
-59
-40
-41
Net intent2
+7
-7
-10
-31
-13
-6
-22
-10
-29
-17
-29
-26
-34
-34
-6
-14
-22

Consumers plan to shop in-store for groceries and online for
at-home entertainment
1 Q: Over the next two weeks, where do you expect you’ll buy these categories? Tell us if you will shop in the following places more, about the same, or less in the next two weeks; please note, if you don’t buy
in one of these places today and won’t in next two weeks, please select “N/A.”
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease shopping frequency from the % of respondents stating they expect to increase shopping frequency.
Expected change in shopping channel per category over the next two weeks1
Axes show net intent,2 bubble size relative to share of respondents that have purchased category in last six months
-15 -10-20 5-5 0 10
-30
10
-20
-10
0
20
Tobacco
(e.g., diapers)
Groceries
Household supplies
(e.g., cleaning, laundry)
Snacks
Alcohol
Skin care & makeup
Apparel
Footwear
Fitness &
wellness
Furnishing &
appliances
Accessories
Jewelry
Entertainment
at home (e.g., Netflix)
Books, magazines, newspapers
Consumer
electronics
Personal-care products
(e.g., soap, shampoo)
Household essentials
Discretionary
In-store
Online

Belgian consumers expect the move to online channel to continue
post-COVID-19 across categories
Consumers’ use of online channel before and 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 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.
31
37
49
73
19
48
65
92
64
73
22
61
61
28
62
66
77
67
77
63
7
4
8
8
2
Household supplies
Personal-care products
Skin care & makeup +13
Snacks
+9
+1
Over-the-counter medicines
+8Vitamins/supplements
Apparel
+2
Furnishing & appliances
Alcohol
Consumer electronics
+15Books/magazines/newspapers
+
Groceries
+2Tobacco
+7
+7
+9Fitness & wellness
Footwear
+1
+11
+10
Accessories
+14Jewelry
Pre-COVID-19 Expected growth after COVID-19
% growth in customers
purchasing category online
+23%
+12%
+17%
+14%
+43%
+18%
+12%
+2%
+23%
+4%
+9%
+4%
+21%
+25%
+14%
+11%
+1%
+16%
+2%
+23%

Have you used any of the following since COVID-19 started1
% of respondents
Many consumers have discovered new shopping behaviors,
including new stores and brands
24%
22%
20%
20%
14%
Different retailer/store/website
New digital shopping method
New shopping method2
Private label/store brand
Different brand
61%
Consumers have tried
a new shopping
behavior
1 Q: Since the coronavirus (COVID-19) situation started (i.e., in the past ~3 months), which of the following have you done? 39% consumers selected “none of these.”
2 “New shopping method” includes curbside pickup and delivery apps.

Product availability and value are key drivers for consumers to try
new places to shop, along with supporting local businesses
Reason for shopping at a new retailer/store/website in the past three months1
% of respondents selecting reason as topC-three
31%
26%
21%
16%
26%
2%
23%
22%
19%
10%
13%
8%
9%
Better shipping/delivery cost
Products are in stock
More easily accessible from my home
Supporting local businesses
Better value
Better prices/promotions
The company treats its employees well
Less crowded/has shorter lines
Offers natural/organic options
Offers good delivery/pickup options
Cleaner/has better hygiene measures
I can get all the items I need from one place
Better quality
1 Q: You mentioned you shopped from a new retailer/store/website since coronavirus (COVID-19) situation started. What was the main reason you decided to try this new retailer/store/website?
Value
Health/Hygiene
Convenience
Quality/Organic
Purpose-driven
Availability

Consumers have tried new brands based on value and availability
Reason for trying a new brand in the past three months1
% of respondents selecting reason as top three
36%
27%
12%
5%
36%
23%
22%
4%
16%
16%
7%
Larger package sizes
Products are in-stock
The company treats its employees well
Better prices/promotions
Better value
Is available where I’m shopping
Better shipping/delivery cost
Supporting local businesses
Better quality
Is natural/organic
Is cleaner/safer
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.
Value
Convenience
Health/Hygiene
Purpose-driven
Quality/Organic
Availability

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 Small sample (n < 30).
Activities like online streaming and spending time outdoors show
increased usage; video chat has been used by many for the first time
17%
15%
14%
3%
7%
23%
5%
6%
5%
8%
17%
5%
7%
3%
3%
2%
2%
Telemedicine: mental2
3%
Remote learning: myself
Telemedicine: physical2
1%
Spending time outdoors
2%
2%
Wellness app 4%
1%
2%
TikTok
Watching e-sports
Online fitness
Remote learning: my children
2%
2%Playing online games
Videoconferencing: professional
3%
1%
Video chat: personal
Online streaming
Digital exercise machine
9%
8%
10%
6%
5%
4%
4%
8%
4%
Store curbside pickup
1%
Grocery delivery
1%
Restaurant curbside pickup
5%
Meal-kit delivery
Restaurant delivery
2%
2%
Buy online for in-store pickup
2%Quick-serve restaurant drive-thru
In-store self-checkout
3%
Not using Using moreUsing less / the same Just started using
Consumers have intensified their behaviors with many of
these activities, including online streaming, time spent
outdoors, personal and professional video chat, and
restaurant delivery/pickup

Consumer changes to digital and low-touch activities fall into four
primary buckets
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 either: increased usage users, same usage users, or reduced usage users.
UsergrowthsinceCOVID-192
High(>40%)Low(<40%)
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
Low (<45%) Medium-high (>45%)
 User growth is defined as the percent of
respondents who replied that they are new
users over the percent of respondents who
replied that they were using this service
pre-COVID-19
 Intent to continue is defined as the percent of
respondents who replied that, after COVID-19,
they will keep their usage at the same level or
will increase usage
Works for now
Activities necessitated by
COVID-19 that are poor
substitutes for in-person
counterparts, and
consequently have lower
intent to continue
Accelerated shifts
Satisfactory digital replacements for
in-person activities and connectivity,
with growing adoption
Here to stay
New and familiar forms of
entertainment and interaction with
medium-high intent to continue
Limited interest
Activities with limited
engagement during
COVID-19 and low intent to
use after

UsergrowthsinceCOVID-192
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
Consumers have adopted many digital replacements for everyday
activities and plan to continue some of them after the crisis
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).
High(>40%)Low(<40%)
Low (<45%) Medium-high (>45%)
User
growth
Intent to
continue
Works for now Accelerated shifts
Here to stay
User
growth
Intent to
continue
User
growth
Intent to
continue
Limited interest
Restaurant curbside pickup
Virtual hangouts: personal use
Meal-kit delivery
Watching online gaming
31%
33%
30%
20%
39%
45%
44%
32%
Remote learning for my kids
Remote learning for myself
57%
53%
41%
44% Video conferencing: professional 57% 48%
Spending time outdoors 87%8%
In-store self-checkout 74%9%
Used TikTok 51%38%
Buy online, pick-up in store 63%22%
Grocery delivery 58%32%
Fast-food drive-thru 58%13%
Online streaming 59%8%
Playing online gaming 56%17%
Online personal training/fitness 57%
Wellness app 72%22%
Digital workout bike or machine 65%19%
27%
Store curbside pickup 52%23%
Restaurant food delivery 51%19%

Belgians are planning to get together with friends and dine in at
restaurants or bars more in the coming weeks
Consumers’ engagement with activities outside home1
% 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. 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.
93%
68%
54%
43%
41%
41%
33%
31%
28%
20%
20%
12%
9%
6%
6%
Get together with family
Work outside my home
Shop for groceries/necessities
Shop for non-necessities
Get together with friends
Dine in at a restaurant
Use public transportation
Use ride-sharing service
Go to a hair or nail salon
Visit a crowded outdoor public place
Go to the gym or fitness studio
Drive more than 2 hours from home
Go out for family entertainment
Attend a large event
Travel by airplane
Past 2 weeks Next 2 weeks
91%
70%
57%
44%
58%
31%
52%
33%
28%
21%
24%
16%
6%
9%
4%

Many Belgians have are concerned about shared services and
attending large events
Consumers’ worries about out-of-home activities in the next two weeks1
% 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.”
3 Level of concern is calculated by subtracting the % of respondents stating they are “not worried at all” and “not very worried” from “very worried” and “extremely worried.”
Level of concern2
63%
69%
54%
63%
57%
58%
51%
48%
43%
46%
37%
44%
34%
36%
35%
29%
27%
25%
28%
30%
22%
36%
24%
30%
26%
32%
34%
34%
30%
37%
30%
31%
29%
28%
33%
29%
28%
22%
7%
9%
10%
13%
13%
16%
17%
19%
23%
23%
26%
26%
35%
35%
37%
38%
44%
47%
50%
Visit a crowded outdoor public place
Get together with friends
Work outside my home
Shop for groceries/necessities
Get together with family
Shop for non-necessities
Go to a hair or nail salon
Drive more than 2 hours from home
Attend a large event
Dine in at a restaurant or bar
Stay in a hotel
Go out for family entertainment
Go to a shopping mall
Rent a short-term home
Go to the gym or fitness studio
Use ride-sharing service
Use public transportation
Use a clothing rental service
Travel by airplane
Not worried Somewhat worried Worried
-56
-60
-44
-50
-42
-44
-34
-29
-20
-18
-1
-23
-11
+1
+2
+9
+22
+17
+22

Looking beyond COVID-19, consumers expect to reduce
trips to the mall, international travel, and attending events
1 Q: Once the coronavirus (COVID-19) situation has subsided, which of the following do you think you will do more or less compared to before the coronavirus (COVID-19) situation started? Possible answers: “will reduce this”; “will do the same
as before coronavirus”; “will increase this.”
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease time spent from the % of respondents stating they expect to increase time spent.
21%
16%
9%
16%
21%
18%
29%
32%
33%
47%
62%
80%
67%
61%
71%
57%
56%
57%
32%
21%
11%
16%
19%
11%
14%
11%
10%
Go to movies, concerts, etc.
Domestic travel
Shop in physical stores other than grocery stores
Work from home
Shop in physical grocery stores
International travel
Shop online for items other than groceries
Shop online for groceries
Go to the mall
Stay the sameDecrease IncreaseExpectations for consumer behavior after COVID-19, relative to pre-crisis1
% of respondents
+11
0
-2
-7
-15
-21
+5
+2
Net intent2
-23

Milestones for the Belgian population not yet engaging with out-of-home activities1
% of respondents awaiting each milestone before engaging
Of consumers waiting to restart out-of-home activities, 76 percent
want to see milestones beyond the lifting of restrictions
1 Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart rebased to exclude those already participating in these activities and those who do not deem any of these items important.
Figures may not sum to 100% because of rounding.
6214
25
Government lifts
restriction + other
requirement
Only once there’s a
vaccine or treatment
Government lifts restrictions
Medical authorities determine it is
safe 28%
Stores, restaurants, and other indoor
places start taking safety measures 22%
I see other people returning 12%
Government lifts restrictions and…
70%
of people
are not
currently
engaging in
out-of-home
activities

Physical distancing, cleaning and sanitation, and masks and
barriers are most important to consumers deciding where to shop
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.
31%
25%
23%
9%
6%
6%
Physical distancing
Cleaning and sanitation
Masks and barriers
Health checks
Store regulations
No-contact purchasing

Which best describes how often you are doing each of the following items1
% 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.
Belgians have started focusing more on sustainability since the
crisis started
8%
7%
6%
6%
8%
77%
78%
80%
80%
84%
16%
15%
14%
14%
9%
Sustainable/eco-friendly products
Retailers promotion of sustainable solutions
Healthy and hygienic packaging
How companies take care of the safety of their employees
100%
Company’s purpose/values
Doing about the same Doing moreDoing less
Buying based on…

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
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expressly disclaims any liability with respect thereto.

McKinsey Survey: Belgian consumer sentiment during the coronavirus crisis

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McKinsey Survey: Belgian consumer sentiment during the coronavirus crisis