McKinsey Survey: European consumer sentiment during the coronavirus crisis

McKinsey & Company 1
Five emerging consumer themes in October 2021
1 2
Source: McKinsey & Company COVID-19 Consumer Pulse Surveys
5
4
3
Optimism and spend
intent returning
Consumer optimism
regarding economic
conditions after
COVID-19 up by more
than 50% since February
(from 21% to 34%);
strongest growth in spend
intent for out-of-home
entertainment and travel,
but most categories are
increasing
Omnichannel is the
new reality
For more than half of
European consumers,
omnichannel shopping is
reality across product
categories; consumers
empower themselves
with apps and shift to
remote/digital delivery
where they used to
use/shop on-site
Holiday season to
see return to stores
Rather neutral feelings
toward holiday season
dominate (48%), followed
by equal mix of
excitement and stress
(26%); almost half of
consumers (48%) plan a
return to stores for holiday
shopping, and younger
ones expect to be strongly
influenced by social media
Out-of-home activi-
ties rebounding
Engagement in normal
out-of-home activities
surged from 11% in
February to 51% in
October, driven by
work, day-to-day
necessities, and
meeting friends and
family; however, 74%
cautious due to Delta
variant
Loyalty is under
threat
In case of unavailability
of a product sought,
more than half of
consumers went to
another retailer to shop
there; overall shift in
shopping behavior as
66% tried new behaviors
since COVID-19 started
and 37% tried new
brands

Confidence in own country’s economic recovery after COVID-191
% of respondents
15 14 13 17 17 22 21
22 32
41
49 52
50 50
46
65
74
67
44
37 35 33 33 32
14
5 1
Mixed The economy will be
impacted for 6–12 months or
longer and will stagnate or show
slow growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show regression
or 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
Optimism at similar levels across 5 European countries
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.” Bars may not sum to
100% due to rounding.
Optimism and spend intent returning | Current as of October 2021
US Germany
10/15–22
UK
10/15–22
10/9–15
Italy
10/15–22
France
10/15–22
Change in % optimistic vs
Feb survey, percentage points
+3 +3
+13 +14
+18
Spain
10/15–22
+16
India
10/18–25
+3
Source: McKinsey & Company COVID-19 Consumer Pulse Survey
China
10/17–22
+6 +2
Japan
10/18–20

30 30 32 30 31 31
24
17
52 55 53 55 54 53
55
49
18 15 15 15 14 16
21
34
Oct 2021
Feb 2021
May 2020 June 2020
Mar 2020 Sept 2020
Apr 2020 Nov 2020
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.” Figures may not sum to
100% because of rounding.
2. Average of bi-weekly pulse surveys shown for March through May 2020.
Optimistic: The
economy will rebound
within 2–3 months and
grow just as strong as or
stronger than before
COVID-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 or
fall into lengthy recession
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK); 2/23–2/27/2021, n = 5,139 (France, Germany, Italy, Spain, UK); 11/9–11/16/2020, n = 5,232; 9/24–
9/27/2020, n = 5,338 (France, Germany, Italy, Spain, UK); 6/18–6/21/2020, n = 5,645; 5/21–5/24/2020, n = 5,641; 4/30–5/03/2020, n = 5,631; 4/16–4/19/2020, n = 5,623; 4/2–4/5/2020, n = 5,645, 3/26–3/29/2020, n = 5,614; 3/20–3/23/2020, n =
5,035 (Italy, France, Germany, Spain, UK, Portugal), sampled to match European general population 18+ years
Overall optimism has significantly increased since February 2021,
rising from 21 percent to 34 percent
Confidence in own country’s economic recovery after COVID-19,1 % of respondents
20202 2021

Increased confidence across markets in October; UK levels out
since February
t pulse from week 23rd March, 2020 next pulse insights coming April 1, 2020
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Rated from 1 “very optimistic” to 6
“very pessimistic.” Figures may not sum to 100% because of rounding. Last weekly survey conducted in Apr 2020 covered first 3 days of May.
37 40 34 35 37
32
22
51 49
49 53 52
50
46
12 11 17 12 11
18
32
Apr
2020
May
2020
June
2020
Oct
2021
Sept
2020
Nov
2020
Feb
2021
17 16 16 17 18 17 14
60 64 63 66 59
49
23 20 21 17
23 24
37
Apr
2020
59
Sept
2020
May
2020
June
2020
Nov
2020
Feb
2021
Oct
2021
35 37
31 26
33
21
14
51 49 57
60
54
62
51
14 14 12 14 13 17
35
June
2020
Apr
2020
Feb
2021
May
2020
Oct
2021
Sept
2020
Nov
2020
42 39 39 42 40
31
17
43 47 48
47 47
52
50
15 13 13 11 14 17
33
Oct
2021
June
2020
Sept
2020
May
2020
Apr
2020
Nov
2020
Feb
2021
24
35 30
37
31
18 17
58
50 55 47
52
53 50
18 15 15 17 17
30 33
June
2020
Oct
2021
May
2020
Apr
2020
Sept
2020
Nov
2020
Feb
2021
Optimistic Pessimistic
Mixed
% of respondents
UK France
Germany Italy
Spain
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081; 2/18–2/22/2021, n = 2,076; 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 to match European general population 18+ years

Significant increase in optimism across consumer income groups
13
18
27
13
21
34
18
27
43
15
0
5
30
10
20
25
35
40
45
Sept 2020 Feb 2021 Oct 2021
Low (<25k) High (>50k)
Medium (25k–50k)
34
28
22
32
22
16
26
20
11
20
5
0
30
45
10
25
15
35
40
Sept 2020 Feb 2021 Oct 2021
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.”
2. Income brackets shown in € apply for France, Germany, Italy, Spain, for UK same brackets were used with £.
Optimism by income Pessimism by income
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK); 2/23–2/27/2021, n = 5,139 (France, Germany, Italy, Spain,
UK); 9/24–9/27/2020, n = 5,338 (France, Germany, Italy, Spain, UK); sampled to match European general population 18+ years
Confidence in own country’s economic recovery after
COVID-19 by income level,1,2 % of respondents

Gen Z and millennials show greater optimism about recovery
% of respondents
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.”
2. Baby boomers includes silent generation.
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK), sampled to match European general population 18+ years
By generation By vaccination status
15
23
50
46
35 31
Unvaccinated
Vaccinated
8
15 19 19
45
48
51 51
47
37
30 30
Gen Z Gen X
Millennials Baby boomers2
Optimistic Mixed Pessimistic

29 29 31
37
13 11 7
6
58 60 62
57
Gen Z Millennials Gen X Baby boomers3
32 32
9 7
59 61
Unvaccinated
Vaccinated
32
8
59
Overall
1. Q: When do you expect your routines will return to normal? Figures may not sum to 100% because of rounding.
2. Q: Which best describes your vaccination status?
In or after 2022 In 2021 Not affected/already returned
By generation By vaccination status2
Gen Z and millennials
have the highest
expectations of
returning from non-
normal routines to
normal this year (13%
and 11%, respectively)
Gen X respondents
are the likeliest age
group to expect their
routines back to
normal in 2022 or after
A larger share of
vaccinated than
unvaccinated
respondents is
optimistic about
getting back to normal
in 2021 (9% vs 7%)
Majority of consumers across the 5 European countries expect a
return to normalcy in or after 2022
Expectations on routines returning to normal,1 % of respondents

Household income and spending less negatively affected by COVID-
19 in past 2 weeks
Reduced slightly/a lot About the same Increased slightly/a lot
4
33
3
64 63
33
Past 2 weeks Past 2 weeks
5
69
Past 2 weeks
26
37
16
13
36
48
50
Past 2 weeks
Past 2 weeks
12
54
34
Past 2 weeks
Past 2 weeks
49
17
33
19
50
32
Past 2 weeks
24
53
23
Past 2 weeks
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK); 2/23–2/27/2021, n = 5,139 ; 11/9–11/16/2020,
n = 5,232 (France, Germany, Italy, Spain, UK), sampled to match European general population 18+ years
1. Q: How has the coronavirus (COVID-19) crisis affected the following over the past two weeks? Figures may not sum to 100% because of rounding.
Household income Household spending Household savings
Nov 9–16 Feb 23–27 Oct 15–20
Nov 9–16 Feb 23–27 Oct 15–20
Nov 9–16 Feb 23–27 Oct 15–20
COVID-19 impact on household finances,1 % of respondents

Half of consumers report finances are already back to normal; this
normalization increases by age
1. Q: When do you expect your personal/household finances will return to normal? Figures may not sum to 100% because of rounding.
2. Q: Which best describes your vaccination status?
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK), sampled to match European
general population 18+ years
By generation By vaccination status2
Unvaccinated
consumers are less
likely than
vaccinated
consumers to have
returned to normal
finances (46% vs
50%)
62% of baby
boomers say their
finances either
were not affected
or are back to
normal, vs 37% of
Gen Z
Expectations on personal/household finances
returning to normal,1 % of respondents
37
42
47
62
11
9
5
52 49 48
35
Millennials
3
Gen Z Gen X Baby boomers3
50 46
6
7
44 47
Vaccinated Unvaccinated
In or after 2022 Not affected/already returned
In 2021
50
6
44
Overall

Majority of Gen Z consumers still plan to splurge or treat
themselves in 2021
1. Q: With regard to products and services you will spend money on, do you plan to splurge/treat yourself in 2021? For example, are there categories of products or services you have spent less on over the last year and half which you feel you
will spend more on now?
3. Baby Boomers includes silent generation.
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK), 2/23–2/27/2021, n = 5,139 sampled to match European
general population 18+ years
Do not plan
on splurging
Plan on
splurging
42
58
37
Feb 2021
63
Oct 2021
Millennials
Gen X
Baby boomers3
55%
−3
53%
−7
Gen Z 58%
−15
42%
−1
44%
+5
59%
0
18%
−7
22%
−9
32%
−5
24%
−4
38%
−4
43%
−4
Generation
Respondents who plan/do not plan to
splurge/treat themselves in 20211
% of respondents
<30% >50%
30–50% p.p. change from Feb 21
XX
Respondents who plan to splurge, by household income2, %
Low
(<25k/year)
Middle
(25k–50k/year)
High
(>50k/year)
Change < −10 pp

Splurges most often planned for restaurants and travel, driven by
older consumers; apparel splurge strong with young consumers
Categories where consumers intend to treat themselves1
% of all respondents with intent to splurge
1. Q: You mentioned that you plan to splurge/treat yourself in next 6 months. Which categories do you intend to treat yourself to? Please select all that apply.
42
41
35
28
25
22
19
18
17
15
13
11
10
Items for your home (eg, home decor)
Out-of-home entertainment (eg, movies, concerts)
Restaurants, dining out, bars
Apparel, shoes, and accessories
Travel, lodging, and vacation (eg, flights, hotels)
Sports, apparel, and equipment
Personal services (eg, spa, haircut)
Fitness, sports, and outdoors
Electronics
Makeup and skin-care products
Household essentials
Pets
Outdoor living (furniture, accessories, grills)
Millennials Gen X
Gen Z
Baby
boomers2
41 37 45 48
31 36 43 58
45 37 32 26
26 32 28 22
27 25 24 24
20 26 20 20
14 23 19 14
24 21 18 8
26 20 13 10
Generational cut
18 19 12 10
14 17 10 11
14 14 8 5
10 13 9 8
Change from
Feb 2021,
percentage points
Between −3 and +3
< −3 > +3
−8
−16
−1
0
−5
−9
−5
N/A
N/A
−4
−3
N/A
N/A
Categories
Difference from all respondents,
percentage points

Majority of consumers expect to spend less than usual across most
categories; groceries and gasoline are exceptions
Net intent >1
Net intent −15 to 0
Net intent: < −15
8
21
30
27
33
30
29
27
44
43
25
9
8
20
41
34
36
27
18
7
11
8
17
8
11
9
6
17
7
7
8
12
10
9
Sports and outdoors
Household supplies
Groceries
Tobacco products
Restaurant
Alcohol
Food takeout and delivery
10
Quick-service restaurant
Apparel
Footwear
Accessories
Jewelry
Toys and baby
Personal-care products
Skin care and makeup
Home and furniture
10
Home improvement, garden
Kitchen and dining
Decrease Increase
Stay the same
17
12
23
35
32
19
24
22
16
32
36
24
37
35
41
41
38
8
11
9
7
19
14
8
30
12
14
19
20
17
19
16
15
Gasoline
Books/magazines/newspapers
International flights
Consumer electronics
10
Pet food and supplies
Out-of-home entertainment
Vitamins and OTC medicine
Entertainment at home
10
10
Pet-care services
Fitness and wellness
Personal-care services
Short-term home rentals
Vehicles
Travel by car
Cruises
Adventures and tours
Hotel/resort stays
Domestic flights
Net
intent2
−3
−16
−25
−13
−9
−10
−14
14
−22
−5
−17
−18
−22
−25
−6
−20
1. Q: Over the next 2–3 months, 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.
Expected spending per category over the next 2–3 months vs usual1
% of respondents who bought these categories at least once since 2019
+2
−3
−4
+4
+17
+47
+21
+22
+16
+13
+22
+3
+2
+9
+8
+11
−7
+9
Change since
Feb 2021
Change since
Feb 2021
−2 +1
+6
−3
+1
+10
+49
+13
+32
+20
+40
+15
+38
+35
+41
+42
+49
+44
−23 +43
Net
intent2
−35
10
−8
−2
−29
−14
−19
−19
−23
−13
−21
−16
−37
−1
−12
−24
−26
−18

−20
−80
−50
−70
−60
−40
−10
−30
0
10
20
Oct 2021
Feb 2021
Mar 2020 June 2020
May 2020 Sept 2020 Nov 2020
Expected spending per category over the next 2–3 months vs usual1
Net intent2
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK); 2/23–2/27/2021, n = 5,139 (France, Germany, Italy, Spain, UK); 11/9–11/16/2020, n = 5,232; 9/24–
9/27/2020, n = 5,338 (France, Germany, Italy, Spain, UK); 6/18–6/21/2020, n = 5,645; 5/21–5/24/2020, n = 5,641; 4/30–5/03/2020, n = 5,631; 4/16–4/19/2020, n = 5,623; 4/2–4/5/2020, n = 5,645, 3/26–3/29/2020, n = 5,614; 3/20–3/23/2020, n
= 5,035 (Italy, France, Germany, Spain, UK, Portugal), sampled to match European general population 18+ years
Overall stable or increasing spending intent, with strong increases
for out-of-home entertainment and travel
1. Q: Over the next 2–3 months, 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.
2020 2021
Groceries
OOH entertainment
Household supplies
Fitness and wellness
International flights
Apparel
Domestic flights

1. Q: Which best describes how you have purchased the following categories over the last 3 months?
2. Q: Which best described how you have researched the following categories over the last 3 months?
46
44
40
36
35
31
29
29
28
28
24
24
23
23
21
19
19
18
15
15
11
54
52
55
57
54
61
61
55
61
60
59
55
66
58
61
63
57
67
67
66
57
4
5
7
11
8
10
16
11
12
17
21
11
19
18
18
24
15
18
19
32
46
44
40
36
35
31
29
29
28
28
24
24
23
23
21
19
19
18
15
15
11
54
52
55
57
54
61
61
55
61
60
59
55
66
58
61
63
57
67
67
66
57
4
5
7
11
8
10
16
11
12
17
21
11
19
18
18
24
15
18
19
32
Vehicles
Toys and baby supplies
Meal at restaurant
Groceries/food for home
Kitchen and dining
Vitamins, supplements, and OTC medicine
Pet food and supplies
Meal at quick-service restaurants
Fitness and wellness services
Books, magazines, and newspapers
Footwear
Home improvement, gardening supplies
Jewelry
Accessories (eg, handbags, sunglasses)
Sports and outdoors equipment, supplies
Apparel
Home decoration, furniture
Omnichannel
Research and purchase only in-store Research and purchase only online
Omnichannel shopping is reality for more than half of consumers
in all categories, with home-related, sports, and apparel strongest
Omnichannel is the new reality | Current as of October 2021
Product searches and purchases by channel1,2
% of respondents who purchased in these categories in the last 3 months
Source: McKinsey & Company COVID-19 EU Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK), sampled and weighted to match
the Europe general population 18+ years

Across all shopping categories, there is a much stronger influence
of social media on Gen Z and millennials than on older consumers
1. Q: Think about the purchases you have made in the following categories over the past 3 months. Were you influenced toward a certain brand by a post on social media in the following categories?
35
33
32
31
30
29
29
29
28
25
24
24
22
21
21
19
35
33
32
31
30
29
29
29
28
25
24
24
22
21
21
19
Jewelry
Accessories (eg, handbags, sunglasses)
Fitness and wellness services (eg, gym, workout classes)
Home decoration and furniture
Toys and baby supplies
Sports and outdoors equipment and supplies
Apparel
Footwear
Vehicles
Books, magazines, and newspapers
Kitchen and dining
Home improvement and gardening supplies
Meal at restaurant
Millennials Gen X
Gen Z
Baby
boomers2
40 24 19
55 41 24 14
40 42 24 13
57 44 24 12
52 39 25 17
47 39 23 13
41 36 23 17
41 36 23 16
59 41 21 10
Generational cut
52 36 19 10
28 35 21 12
53 36 18 11
35 31 17 11
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK), sampled to match
European general population 18+ years
Between −3 and +3
< −3 > +3
Categories
Categories where respondents were influenced by social media1
% of respondents who purchased in these categories in the last 3 months
31
37
53
34
27
33
26
16
17
17
10
11
8
percentage points

9
34
46
10
59
40
49
31
9
10
13
61
11
44
51
37
38
61
12
40
51
40
33
49
50
48
6
10
45
43
12
48
41
31
11
45
58
8
41
44
52
11
10
46
42
66
29
5
43
8
10
1. Q: And have you used or done any of the following in the last 3 months? If yes, Q: Which best describes when you have done or used each of these items?
Using less Using more
Using same
Home-related activities like cooking and DIY work are among those
growing the strongest during COVID-19
19
12
23
24
7
14
9
22
7
11
8
18
25
6
19
24
55
Frequency of using/doing1
% shown among consumers who have participated in the activity in the last 3 months
Drive-thru line for a fast-food restaurant
Curbside pickup from a restaurant
Used a food delivery provider
Self checkout or scan-and-go at a physical store
Buy online, pick up in store
Curbside delivery at a store
Purchased secondhand products online
Downloaded/used deal-finding plug-ins
Downloaded/used a new store/restaurant app
Purchased directly from social media
Used an app/website for same-day delivery
Used an app/website for delivery within 1 hour
Shopped at a store I had not shopped at before for groceries
Changed my primary grocery store
Cooked regularly for myself/my family
Personal care/grooming at home
Tried making something myself/DIY project
Used or did in last 3 months
% of total respondents

Remote fitness/wellness and online streaming both show high
growth rates during COVID-19
53
14 54
56
32
48
11
35
9
35
51
37
12
35
28
46
9
43
9
46
43
25
11
45
48
36
7
49
62
32
11
13
32
19
11
57
34
9
12
18
43
9
56
41
55
54
57
36
57
7
48
11
10
6
6
32
28
54
21
20
3
21
8
7
14
14
21
58
Using more
Using less Using same
1. Q: Have you used or done any of the following in the last 3 months? Q: Which best describes how often you have used each of the following items in the past 3 months?
Frequency of using/doing1
% shown among consumers who have participated in the activity in the last 3 months
Wellness app
Digital workout bike or machine
Online personal training/fitness
Grocery delivery
Restaurant food delivery
Meal kit delivery
Online streaming
Video conferencing for professional use
Virtual hangouts and video chats for personal use
Telemedicine for physical health care
Telemedicine for mental health care
Playing online games
Watching online games
Remote learning for myself
Remote learning for my kids
Used social media
Used TikTok
Used or did in last 3 months
% of total respondents

Many consumers switched retailer or brand if they could not make
a purchase as planned
Loyalty under threat | Current as of October 2021
1. Q: Over the last 3 months, have you wanted to buy something and not been able to purchase it because it was out of stock or otherwise not available?
2. Q: The most recent time this happened (when you wanted to buy something and it was not available), what did you do?
Respondents who planned to purchase
something but could not, due to unavailability1
% of respondents
32
26
20
15
7
Bought a different brand or similar
product at a different retailer
Bought the product at
a different retailer
Did not buy anything
Waited until product was
availabile at the same retailer
Bought a different product
at the same retailer
Consumer responses to stockouts2
% of respondents who could not make a planned purchase
55
45
Oct 2021
Could not purchase
at least 1 item
Able to purchase
all items

66
37
34
31
18
14
Different retailer/store/website
Any new shopping behavior
Different brand
New digital shopping method
Private label/store brand
New shopping method2
Gen Z Millennials
84 82
49 45
43 46
40 38
26 28
23 23
Generational cut
All consumers
Between −3 and +3
< −3 > +3
1. Q: Over the past 3 months, which of the following have you done? 34% replied “None of these.”
2. “New shopping method” includes curbside pickup and delivery apps.
Behaviors in the past 3 months1
% of respondents
Two-thirds of consumers have tried out a new shopping behavior in
the past 3 months
percentage points
Gen X Baby boomers
66 47
36 26
33 21
31 22
18 8
12 5

Reason for trying a new brand since COVID-19 began1
% of respondents who tried a new brand since COVID-19 began
1. Q: You mentioned you tried a new/different brand than what you normally buy. What were the main reasons that drove this decision? Select up to 3 relevant reasons. “Brand” includes different brand, new
private label/store brand. Overarching reason based on % of individual respondents responding to at least 1 reason in the group.
Better shipping, delivery cost
Better value
Wanted to try a type of product I’ve never tried before
Better prices, promotions
12
Shares my values
Larger package sizes
6
Products are in stock
Supporting local businesses
21
More sustainable, better for the environment
21
The company treats its employees well 5
Better quality
Natural, organic
Wanted to try a new brand I found
Wanted to treat myself
Wanted variety, change from my normal routine
Available where I’m shopping (ie, in store or online) 12
Cleaner, safer
33
32
11
7
8
13
13
11
18
16
7
Novelty
Personal choice
Purpose-driven
Quality/organic
Convenience
Health/hygiene
Availability 13
Value 61
28
27
38
12
7
27
Baby
boomers2
Gen Z/
millennials Gen X
29 33
38
29 37
33
9 3
7
10 4
8
12 14
13
9 15
12
10 12
10
8 4
5
7 2
4
19 16
16
14 11
9
19 24
20
18 27
22
19 13
12
14 14
12
12 12
12
9 4
6
All consumers
Between −2 and +2
< −2 > +2
Value and price are strongest drivers of brand trial across age
groups; boomers pursue novelty more than other generations
x Net % of respondents per category
percentage points

Out-of-home activities rebounding | Current as of October 2021
51
11
12
37
27
11
May 2020
Oct 2021
Sept 2020
Nov 2020
Feb 2021
June 2020
Overall
Vaccinated
52
Unvaccinated
37
53 50
48
Gen X
Gen Z Baby boomers3
Millennials
52
High (>50k)
Low (<25k) Medium
(25k–50k)
49 50 54
1. Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart shows those already participating in these activities.
2. Gen Z are people under 25 years old, millennials are 25–44 years old, Gen X are people 45–54 years old, baby boomers are 55 years old and above.
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK); 2/23–2/27/2021, n = 5,139 (France, Germany, Italy, Spain, UK);
11/9–11/16/2020, n = 5,232; 9/24–9/27/2020, n = 5,338 (France, Germany, Italy, Spain, UK); 6/18–6/21/2020, n = 5,645; 5/21–5/24/2020, n = 5,641; sampled to match European general population 18+ years
By
generation2
By
vaccination
adoption
By income4
53%
of Gen Z are doing out-
of-home activities
54%
of higher-income
households are doing
52%
of people who are
vaccinated are doing
Consumers engaging in ‘normal’ out-of-home activities,1 % of respondents
Even with the Delta variant present, more than half of European
consumers say they are engaging in ‘normal’ out-of-home activities

Out-of-home activities done in the past 2 weeks1
% shown for respondents who engaged in the activity at least once prior to COVID-19
1. Q: Did you leave your house for the following activities over the past two weeks?
Social
Personal
care
Entertain-
ment 58
25
28
26
50
43
51
68
65
Go out for family entertainment
Attend an outdoor event
Go to the gym or fitness studio
Attend an indoor cultural event
Dine indoors at a restaurant or bar
Visit a crowded outdoor public place
Get together with family
Go to a hair or nail salon
Get together with friends
78
93
75
64
39
55
37
13
31
22
19
Shop for groceries/necessities
Shop for non-necessities
Rent a short-term home
Work outside my home
Use a ride-sharing service
Go to a shopping mall
Travel more than 2 hours by car
Use public transportation
Travel by airplane
Travel by train
Stay in a hotel
Work
Shopping
Transport/
travel
50% and above
<50%
Consumers are returning to work, social gatherings, and shopping
trips; travel and some out-of-home entertainment lag

1. Q: With the rise of the Delta variant of COVID-19, how, if at all, has your out-of-home behavior changed?
2. Income brackets shown in € apply for France, Germany, Italy, Spain, for UK same brackets were used with £
Source: McKinsey & Company COVID-19 Consumer Pulse Survey, 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK), to match European general population 18+ years
24 23 23
36 37 37
36 37 37
4
Medium
(25k–50k)
Low (<25k)
3 3
High (>50k)
6
22
27
38
32
37 35
3
Vaccinated Unvaccinated
23
37
37
3
Overall
Engage less
Engage with
adjusted behavior
Engage same as
before Delta
Engage more
By income2 By vaccination status
Unvaccinated
consumers (67%)
report less cautious
behavior driven by
the Delta variant
than vaccinated
consumers (75%)
Adjustments to out-of-home behavior due to prevalence of Delta variant,1 % of respondents
74 percent of consumers have changed the way they engage in out-
of-home activities because of the Delta variant

1. Q: Which best describes how you are engaging in each of these activities? Possible answers: “Not doing this at all”; “Doing this in the same way as pre-COVID-19, but less often”; “Doing this in a modified way vs. pre-COVID-19”;
“Doing this just as much and in the same way as I did pre-COVID-19.”
Work
Shopping
Transport/
travel
Social
Personal
care
Entertain-
ment
40
63 37
Dine indoors at a restaurant or bar
60
Go out for family entertainment
39
61
Attend an indoor cultural event
40
60
Attend an outdoor event
33
33
67
Go to the gym or fitness studio
Visit a crowded outdoor public place
67
Go to a hair or nail salon
28
72
34
66
Get together with family
36
Get together with friends 64
37
Work outside my home
65
60
Shop for groceries/necessities
23
77
30
76 24
70
Shop for non-necessities
Use a ride-sharing service
34
66
Go to a shopping mall
Stay in a hotel
40
32
Travel more than 2 hours by car
35
Use public transportation
68
63
Travel by airplane
35
65
Travel by train
41
59
42
58
Rent a short-term home
Doing less, doing in a modified way Doing as much as and in the same way as pre-COVID-19
Out-of-home activities engagement1
% of respondents engaging in these activities today
Majority of consumers remain cautious about out-of-home
activities, though entertainment and travel show some return

Main life events done in the last 12 months as a result of COVID-19,1 % of respondents
Change >3 pp
24
8
3
15
11
10
9
4
3
4
3
Renovated/remodeled my home
Worked more from home
Moved into a smaller home
Set up a specific work-from-home space
Set up a gym at home
Decided to change jobs
Started homeschooling children3
Moved into a bigger home
Got a new pet at home (eg, dog, cat)
Bought a property
Sold a property
Work/study
change
Oct 2021
Pet adoption
House move
Home
renovation
Investments/
divestments
Total2
Change from
Feb 2021,
percentage points
−1
−1
+1
+1
+1
+1
+1
+1
−5
+2
N/A
9
31
7
29
6
1. Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis?
2. Total percentage of people who choose option(s) in the category.
Work from home is decreasing, while other main life events
resulting from COVID-19 remain at a stable level

Three themes are emerging among European consumers for the
2021 holiday shopping season
Consumers return to stores
Almost half of consumers (48%) plan
to go to stores in person for shopping,
though Gen Z plans to research even
more on social media (46%) than in
stores (45%)
Spend pulled forward Loyalty switching at play
Many consumers (37%) are spending
earlier than last year in light of
potential product shortages (45%),
shipping delays (36%), and concern
about unexpected COVID-19
challenges (39%)
76% of consumers say they will shop
differently than last year, with the
biggest switch to shopping more
online (33%); loyalty may be
challenged as consumers indicate
price is a key driver for determining
where they will shop
1 2 3

Overall, consumers indicate a rather neutral attitude toward the
holidays; younger consumers are polarized
Holiday season to see return to stores | Current as of October 2021
34 30 26
19
30 35 50 65
36 35
24
14
Gen Z Millennials Gen X Baby
boomers3
1. Q: Which best describes your general attitude toward the holiday shopping season? Selected from "Anxious," "Stressed," "Neutral," "Eager,“ "Excited," and "Other."
26
48
26
Neutral
Overall
Stressed/
anxious
Excited/
eager
Consumer attitudes toward the 2021 holiday shopping season1
% of respondents
By annual income2 By generation
27 25 26
51 49 45
22 26 29
High
(>50k/year)
Low
(<25k/year)
Medium (25k–
50k/year)

A majority of consumers plan to maintain the same holiday
spending levels as in 2020
16
Gifts (for
myself and
others)
Personal travel
12
72
69
17
14
Family travel Redecorate my
home, put out
seasonal items
23
64
61
20
68
Out-of-
home eating
12
16
10
26
14
29
57
Large
household
appliances
1. Q: If you compare the upcoming holidays 2021 with the ones last year, how much do you plan to change your spending level in the following categories?
Will spend more Will spend about the same Will spend less
2021 holiday spending plans vs spending in 20201
% of respondents who spent on the category during the holidays in 2020
Largest spend increase in 2021
holiday season vs 2020 holiday
season planned for family travel
(23%), followed by out-of-home
eating (20%)
Largest decrease planned for
large household appliances
(29%), followed by home
redecoration (26%)

Consumers indicate a strong desire to shop brick-and-mortar stores
this holiday season
48
33
25
24
23
22
15
10
6
Brand websites
Browsing in stores
Advertisements from TV or streaming media
Retailer websites
Emails from relevant retailers
Offline advertisements
Social media
Browsing through holiday markets
Browsing in pop-up stores
Generational cut
Gen Z
45
46
Millennials
46
36
Gen X
52
17
Baby
boomers3
46
11 9 6 3
22 20 15 9
23 22 21 22
28 34 31 32
8
31 29 27 18
11 12 11 9
19 23 26 26
Research channels
Between −3 and +3
< −3 > +3
Difference from all respondents, percentage points
1. Q: Which channels are you planning to use to get new ideas and do research for your holiday shopping? Please select top 3.
2. Offline advertisements include catalogs, fliers, magazines, and newspaper advertisements.
Consumer research plans by channel for holiday 20211
% of all respondents

Nearly 50 percent of consumers expect social media influence on
holiday purchases and outsize influence with younger consumers
1. Q: How much influence do you expect social media to have on your holiday purchase decisions this season? Selected from "Significant influence," "Some influence," and "Will not influence."
2. Q: Which channels do you think will influence your holiday purchase decisions? Asked of respondents indicating social media will influence their 2021 holiday purchases.
Expected influence of social media on 2021 holiday
purchases,1 % of respondents
54
21
35
60
78
46
79
65
40
22
Gen X
Overall
Gen Z
Millennials
Baby boomers3
Will not influence Will influence
31 76
46 46 23 23 23
50
59 62 30 22 14 22
47
65 44 19 19 7 16
45
59 30 8 12
48
55 55 27 20 12 20
Most influential social-media channels2
% of respondents
Top 3 platforms by %
3 19
Facebook YouTube Instagram TikTok Twitter Snapchat
Pinterest

Many consumers still plan to limit get-togethers to immediate
family, though caution is much lower than last year
1. Q: What best describes what you expect to do for the holidays this year [2021]? Figures may not sum to 100% because of rounding.
2. Q: What best describes your holiday get-togethers last year [2020]? Figures may not sum to 100% because of rounding.
Split by annual income3 Split by generation
13 13 8
+5 7 9 13 5
20 25 28 25 29 24
+7 19
22 22 23 33 25 21
+1 17
51 44 36 29 33 47
−13 59
Medium
(25k–50k)
Low
(<25k)
High
(>50k) Millennials Gen X
Gen Z
Baby
boomers4
Change
from 2020,2
percentage
points
Holiday plans in 20211
% of respondents
< −3 Between −3 and +3 > +3
9
24
22
45
Will travel to and attend a large get together
with family and friends
Will travel to a limited family get-together
Will not travel but will have a family/friends get
together outside my immediate family
Do not plan to travel and will limit getting together
to immediate family only

Fewer in-person holiday events are expected this year than pre-
COVID-19
1. Q: About how many in-person holiday-related events do you attend in a typical year without COVID-19?
2. Q: Compared with the number of in-person events you attended pre-COVID-19, about how many in-person events do you expect to attend over the holidays this coming year [2021]?
Parties with friends
5.0
Family gatherings
Work-related gatherings
2.8
1.7
Event type
Between −1 and +1
< −1 > +1
Millennials Gen X
Gen Z
Baby
boomers3
Generational cut
4.9 5.3 4.8 4.9
4.5 3.4 2.5 2.1
2.4 2.3 1.8 0.7
Difference in
number vs
pre-COVID-19
−1.5
−1.5
−0.6
Holiday-related events consumers attended1 or expect to attend2 in 2021
Number of events

1. Q: Do you plan to shop for the holidays earlier or later in 2021 compared with last year’s holiday season [2020]? Possible answers: “significantly earlier”; “slightly
earlier”; “starting at about the same time”; “slightly later”; “significantly later”; “I am not planning to do any holiday season shopping.” Figures may not sum to 100%
because of rounding; 10% of consumers surveyed indicated they do not plan on shopping for the holidays this year
2. Q: What are the primary reasons you plan to shop earlier for the holidays in 2021?
3. Income brackets used were Low < 25k, Medium 25k - 50k, High > 50k in € for France, Germany, Italy, Spain, for UK same brackets were used with £.
Medium
5
35
59
59
35
Low
6
38
57
5
High
About the
same time
37
58
6
Earlier
Overall
Later
Overall By income3 By generation
45
48
9
Gen Z
43
33
48
4
7
Millennials
63
4
Gen X
25
71
Baby
boomers4
More consumers, especially Gen Z and millennials, plan to start
holiday shopping earlier this year
Main reasons for consumers
to start shopping earlier2
% of respondents who plan to shop
earlier in 2021
45%
36%
24%
39%
Holiday shopping start vs last year1
% of respondents who plan to shop for the holidays this year
of European consumers
are concerned about
availability
are concerned about
shipping lead time
want to do something
fun right now
are concerned about
unexpected challenges
due to COVID-19

A quarter of consumers have already started their holiday shopping
but have largely done less than half of their shopping
25
49
25
1
In December
In November
I already started
In January
24
21
55
75–100% of my shopping
1. Q: When do you plan to start your shopping for the seasonal holidays this year? Excludes 10% of consumers who indicated they do not plan to shop for the holidays this year. Figures may not sum to 100% because of rounding.
2. Q: How much of your holiday season shopping have you done so far? Question asked of respondents who have indicated they already started.
Holiday shopping timing, 20211
% of respondents who plan to shop for the holidays this year
Holiday season shopping status, 20212
% of respondents having already started

Value for money is the biggest driver of changing shopping locations
Source: McKinsey & Company COVID-19 Europe Consumer Pulse Survey. 10/15–10/22/2021, n = 5,081 (France, Germany, Italy, Spain, UK), sampled to match European general population 18+ years
Check more things
off my list at once
More value for money
Safety
76
33
27
23
21
18
Shop more at local/independent stores
Any change of shopping behavior2
Shop earlier
Shop more online
Shop at a different place
Shop more in person
1. Q: Please select all the ways you anticipate your holiday shopping might be different from last year. Figures may not sum to 100% because of rounding.
2. All persons who picked at least 1 activity differing from how they shopped last year.
Anticipated different holiday shopping behaviors1
% of respondents who said they will do holiday shopping this year
Reasons to change place to shop
during holiday season
% of respondents who said they will do holiday shopping this year
15
9
9

Younger consumers are more likely to switch up shopping
behaviors this holiday season
33
23
21
Shop more in person
Shop more online
Shop earlier
Income cut2
Gen Z
Millen-
nials Gen X
Baby
boom-
ers3
Shopping behaviors
Between −3 and +3
< −3 > +3
1. Q: Please select all the ways you anticipate your holiday shopping might be different compared to last year. Figures may not sum to 100% because of rounding.
Anticipated shopping behavior change for holiday
2021,1 % of all respondents Generational cut
40 36
36 23
31 31 21 14
26 22 19 20
32 34 35
24 23 23
19 22 23
Medium
(25k–
50k)
Low
(<25k)
High
(>50)

Price is a key reason for choice of shopping location; quality is very
important for younger consumers, convenience for older ones
44
17
30
19
31
13
20
22
14
10
18
5
Better quality
Better prices, promotions
Product availability
Better shipping, delivery costs
Convenience
Easy to shop across store and online
Ability to purchase most gifts from 1 place
Ability to see products in person
Unique items offered
Cleaner, better hygiene measures
Supporting local businesses
Company treating its employees well
Generational cut
30
43
12
34
14
28
20
3
11
17
11
Gen Z
25
42
19
26
15
16
15
9
21
28
9
21
Millennials
32
44
20
27
12
14
18
7
16
27
10
19
Gen X
34
47
18
30
12
19
16
5
13
21
10
19
Baby
boomers2
20
1. Q: Please tell us what your primary considerations will be when deciding where to shop. Please select up to 3.
2. Baby boomers include traditional or silent generation.
Between −3 and +3
< −3 > +3
Primary considerations when deciding where to shop1
% of respondents
Availability
Value
Convenience
Quality
Health/hygiene
Purpose-driven
Uniqueness
45
53
x Net % of respondents per category
53
22
14
10
22

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