McKinsey & Company 1
More Canadians are feeling pessimistic about an economic recovery
compared to April and May
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 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032; 5/21–5/24/2020, n = 1,080; 5/6–5/10/2020, n = 1,058; 4/21–4/23/2020, n = 1,054; 4/8–4/11/2020,
n= 1,055; 4/3–4/5/2020, n = 1,034; sampled and weighted to match Canada’s general population 18+ years
20% 18% 18% 19% 19%
29%
58% 60% 62% 59% 62%
53%
21% 22% 20% 22% 20% 19%
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 3–5 April 8–11 April 21–23 May 6–10 May 21–24 Aug 14–19
Canada

McKinsey & Company 2
The majority of Canadians believe that financial impacts from
COVID-19 will continue to last well beyond another two months
8%
38%
20%
14%
19%
0–1 month
2–3 months
4–6 months
7–12 months
More than one year
34%
8%
14%
10%
29%
No impact
0–1 month
More than one year
2–3 months
4–6 months
7–12 months
4%
Adjustments to routines1
% of respondents
Impact on personal/household finances2
% of respondents
~92%
believe it will take
2+ months before
routines can return to
normal, the same as
in the last pulse
survey
~62%
believe their finances
will be impacted for
2+ months by the
COVID-19 situation,
down from 72% 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 Canada (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.
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032; 5/21–5/24/2020, n = 1,080, sampled and weighted to match Canada’s general population 18+ years

McKinsey & Company 3
Household income1,2
% of respondents
Increase slightly / increase a lotReduce slightly / reduce a lot About the same
6%
53%
Past 2 weeksPast 2 weeks
41%
6%
64%
31%
7%
75%
17%
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.
Canadians saw less of an impact to their income, spending, and
savings in August as compared to May
Household spending1,2
% of respondents
21%
43%29%
51%
16%
Past 2 weeks Past 2 weeks
41%
10%
67%
22%
Next 2 weeks
May 21–24 Aug 14–19
Household savings1,2
% of respondents
40%
43%
17%
48%
Past 2 weeks Past 2 weeks
16%
36%
10%
67%
23%
Next 2 weeks
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032; 5/21–5/24/2020, n = 1,808, sampled and weighted to match Canada’s general population 18+ years
May 21–24 Aug 14–19 May 21–24 Aug 14–19

McKinsey & Company 4
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.
But consumers remain mindful of how they spend and save money
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
5%
5%
6%
6%
8%
55%
59%
65%
66%
74%
40%
36%
29%
28%
18%
Becoming more mindful of where I spend my money
Spending time planning/making lists for shopping trips
Changing to less-expensive products to save money
Looking for ways to save money when shopping
Researching brand and product choices before buying
100%
Doing less Doing moreDoing about the same

McKinsey & Company 5
While spending on discretionary categories remains below
precrisis levels, it has started to rebound in almost all categories
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 sample size < 30.
8
16
16
27
24
29
39
48
41
54
54
16
13
14
31
52
25
13
8
11
7
9
9
6
11
7
6
Quick-service restaurant
Snacks
Accessories
Groceries
Food takeout & delivery
10
Restaurant
Tobacco products
Alcohol
5
Non-food child products
Jewelry
Footwear
Apparel
3
4
5
Household supplies
Personal-care products
Skin care & makeup
5Furnishing & appliances
5OTC medicines
Stay the same
Decrease Increase
20
11
30
45
49
24
36
33
19
41
46
26
58
48
65
57
58
7
9
8
8
12
6
6
8
13
18
11
11
7
Vitamins/supplements
Hotel/resort stays
Entertainment at home
Fitness & wellness
Consumer electronics
Books/magazines/newspapers
Out-of-home entertainment
10
Pet-care services
Personal-care services
Domestic flights
10Gasoline
Vehicle purchases
Short-term home rentals
Travel by car
Cruises
Adventures & tours
International flights
10
10
Net intent2
-2
-22
-37
-37
-18
-26
-28
-9
-33
-36
-12
-40
-37
-55
-50
-48
Net intent2
+5
-5
-5
-46
-6
-8
-16
-17
-20
-30
-43
-35
-51
-49
-10
-25
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
Change since
first survey
Change since
first survey
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032; first survey 4/3-4/5, n=1,034; sampled and weighted to match Canada’s general population 18+ years
-
+7
+7
+16
+10
+47
+58
+34
+43
+32
+33
+25
+2
+14
+33
+33
N/A3
N/A3
-8
+13
+29
+51
+45
+52
+54
+66
+43
+44
+67
+37
+57
+36
+40
+42-20
-13

McKinsey & Company 6
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.”
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).
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
Consumers have adopted contactless self-serve habits that they
intend to continue even after the pandemic has subsided
0 453015 10560
0
75 90
50
100
150
200
Self-checkout or scan-and-go at a physical store
Grocery delivery
Curbside pickup from a restaurant
Meal-kit delivery
Restaurant food delivery
Drive-through for fast-food restaurant
Curbside pickup from a store
Buy online, pick-up in store
Accelerated shift
Works for now
Potentially here to stay

McKinsey & Company 7
Have you used any of the following since COVID-19 started1
% of respondents
Many consumers have discovered new shopping behaviors, and
most intend to continue the usage beyond the crisis
1 Q: Since the coronavirus (COVID-19) situation started (i.e., in the past ~3 months), which of the following have you done? 32% consumers selected “none of these.”
2 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
that 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.
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
57%
47%
45%
29%
27%
New shopping method3
New digital shopping method
Different brand
Private label/store brand
Different retailer/store/website
Intent to
continue2
68%
Consumers have tried
a new shopping
behavior
86%
85%
87%
70%
88%

McKinsey & Company 8
Value, convenience, and availability are key drivers for consumers
trying new places to shop
Reason for shopping at a new retailer/store/website in the past three months1
% 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.
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
28%
19%
19%
26%
22%
19%
17%
24%
19%
4%
9%
5%
9%
Better quality
Better shipping/delivery cost
Better prices/promotions
Better value
Can get all the items I need from one place
Cleaner/has better hygiene measures
Offers good delivery/pickup options
Products are in stock
More easily accessible from my home
Less crowded/has shorter lines
Supporting local businesses
The company treats its employees well
Offers natural/organic options
Convenience
Purpose-driven
Quality/organic
Health/hygiene
Value
Availability

McKinsey & Company 9
Value, convenience, and availability are also the main reasons why
consumers try new brands
Reason for trying a new brand in the past three months1
% 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 or store brand.
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
41%
32%
14%
11%
31%
28%
18%
11%
16%
8%
10%
Products are in stock
Better prices/promotions
Better value
Better shipping/delivery cost
Larger package sizes
Better quality
Is available where I’m shopping
Is natural/organic
Supporting local businesses
The company treats its employees well
Cleaner/has better hygiene measures
Availability
Convenience
Purpose driven
Quality/organic
Health/hygiene
Value

McKinsey & Company 10
Source of uncovering new retailer/store/website1
% of respondents
Digital channels are a key trigger for finding new places to shop,
with 63 percent of respondents citing them as sources of insight
1 Q: You mentioned you shopped from a different retailer/store/website since the coronavirus (COVID-19) situation started. How did you initially come across this new retailer/store/website? Select one. Chart rebased to exclude those knew about it
already and just decided to give it a try.
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
6
28
14
21
31
Advertisement on TV/print/radio
Heard from a friend/family member
Proactively researched
Someone talking about it on social media
Advertisement online

McKinsey & Company 11
Masks, barriers, and cleaning procedures are most important to
consumers as they decide where to shop in-store
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
pickup, cashierless 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.
32%
24%
18%
10%
9%
7%Health checks
Masks and barriers
Cleaning and sanitization
Physical distancing
No-contact purchasing
Store regulations
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years

McKinsey & Company 12
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.
Consumers are paying increased attention to how a company treats
its employees
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
5%
7%
8%
8%
7%
73%
76%
76%
76%
79%
22%
16%
16%
16%
14%Company’s purpose/values
Retailer’s promotion of sustainable solutions
Sustainable/eco-friendly products
How companies take care of the safety of their employees
Healthy and hygienic packaging
100%
Doing less Doing moreDoing about the same
Buying based on…

McKinsey & Company 13
Canadians intend to maintain their current level of engagement in
most out-of-home activities, while increasing in social activities
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.
88%
60%
49%
36%
35%
34%
26%
21%
20%
16%
13%
10%
9%
7%
6%
Shop for grocery/ necessities
Go out for family entertainment
Visit a crowded outdoor public place
Shop for non-necessities
Get together with family (who don’t live in my household)
Work outside my home
Go to a hair or nail salon or receive other wellness treatment
Dine in at a restaurant or bar
Travel more than 2 hours away from home via car
Get together with friends (without social distancing)
Travel on public transportation
Go to the gym or fitness studio
Use ride-sharing service
Attend a large event
Travel by airplane
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
Past 2 weeks Next 2 weeks
85%
59%
37%
39%
49%
33%
24%
23%
19%
16%
14%
11%
9%
7%
5%

McKinsey & Company 14
Most Canadians are concerned about using shared services and going
to crowded spaces
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.”; 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.”
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
Level of concern2
54%
50%
44%
36%
34%
35%
22%
29%
20%
-1%
0%
15%
7%
-5%
-8%
-26%
-37%
-32%
-41%53%
51%
52%
50%
37%
30%
36%
36%
30%
27%
25%
23%
22%
19%
20%
19%
16%
14%
14%
35%
35%
29%
27%
34%
40%
32%
29%
33%
32%
30%
31%
28%
28%
25%
25%
23%
22%
19%
12%
14%
19%
24%
29%
30%
31%
35%
37%
42%
45%
45%
50%
53%
55%
55%
61%
64%
67%
Go out for family entertainment
Get together with friends
Work outside my home
Travel by car more than 2 hours away
Shop for groceries/necessities
Get together with family
Shop for non-necessities
Go to a shopping mall
Rent a short-term home
Go to a hair/nail salon
Dine in at arestaurant or bar
Stay in a hotel
Use a clothing rental service
Use ride-sharing service
Visit a crowded outdoor public place
Go to the gym or fitness studio
Travel on public transportation
Attend a concert, sporting event, movies, etc.
Travel by airplane
Not worried Somewhat worried Worried

McKinsey & Company 15
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.”
Canadians have adopted new digital and low-touch activities,
including curbside pickup, video chat, and telemedicine
32%
15%
12%
8%
23%
5%
11%
7%
11%
14%
6%
5%
5%
12%
6%
Remote learning: myself
Digital exercise machine
Wellness app
Telemedicine: physical
1%
5%
Online fitness
3%Online streaming
Video chat: personal
Videoconferencing: professional
2%
3%
3%
Remote learning: my children
Playing online games
4%
2%
Telemedicine: mental 2%
2%
Watching e-sports
6%
TikTok
1%
Spending time outdoors
5%
18%
8%
20%
15%
9%
14%
9%
8%
34%
12%
6%
9%
9%
11%
18%
7%
3%
In-store self-checkout
Restaurant delivery
Used deal-finding plug-ins
2%
Restaurant curbside pickup
4%
2%
3%
Grocery delivery
3%
1%Purchased pre-owned products
3%
Purchased directly from social media
2%
Personal care/grooming at home
Used a new store/restaurant app
Quick-serve restaurant drive-thru
5%
4%
Buy online for in-store pickup
3%
Store curbside pickup
Meal-kit delivery
Cooked regularly for myself/my family
Not using
Just started using
Using more
Using less/the same
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years

McKinsey & Company 16
706040 500 80
150
0
50
100
200
Telemedicine: physical
Watching e-sports
Telemedicine: mental
Remote learning: my children
Video chat: personal
Videoconferencing: professional
Remote learning: myself
Online fitness
Playing online games
TikTok
Digital exercise machine Wellness app
Online streaming
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.”
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).
Source: McKinsey & Company COVID-19 Canada Consumer Pulse Survey 8/14–8/19/2020, n = 1,032, sampled and weighted to match Canada’s general population 18+ years
Canadians intend to continue some at-home habits adopted during
the crisis, such as online fitness, wellness, and entertainment
Works for now
Potentially here to stay
Accelerated shifts

McKinsey & Company 17
Disclaimer
McKinsey does not provide legal, medical, or other regulated advice or
guarantee results. These materials reflect general insight and best practice
based on information currently available and do not contain all of the
information needed to determine a future course of action. Such information
has not been generated or independently verified by McKinsey and is
inherently uncertain and subject to change. McKinsey has no obligation to
update these materials and makes no representation or warranty and
expressly disclaims any liability with respect thereto.