Consumer optimism is improving in India, China, and Indonesia but remains stagnant in Japan and Australia. Consumers in most Asian countries expect decreases in personal income and savings over the next two weeks, though optimism has increased steadily since May. Chinese consumers believe routines and finances will recover faster than other Asian consumers, with most expecting impacts over four months except in China.

1. 1
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities

2. 2
Consumer optimism in China, India, and Indonesia continues to be
the highest in APAC and beyond
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 a long-lasting impact
on the economy and show
regression / fall into lengthy
recession
Optimistic: The economy
will rebound within 2–3
months and grow to be just
as strong or stronger than
before COVID-19
UK
Sep 24–27
US
Sep 18–24
Italy
Sep 24–27
Brazil
Sep 21–25
1 Q: How is your overall confidence level on economic conditions after the COVID-19 situation? Rated from 1 “very optimistic” to 6 “very pessimistic.”
Percent of respondents1
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051; 6/19–6/22/2020 n = 624 | Indonesia 9/21–9/30/2020, n = 1,034, 6/19–6/21/2020, n = 726 | Australia 9/4–9/7/2020, n = 814, 6/19–6/21/2020, n = 799 | Japan 9/22–9/28/2020,
n = 1,036, 6/19–6/22/2020, n = 664 | China 9/16–9/24/2020, n = 1,213, 6/15–6/21/2020, n = 1,249 | US 9/18–9/24/2020, n = 1,026; 6/15–6/21/2020, n = 2,006 | Brazil 9/21–9/25/2020, n = 1,058; 5/7–5/10/2020, n = 1,084 | UK 9/18–9/27/2020, n = 1,083; 6/18–6/21/2020,
n = 1,001 | Italy 9/21–9/27/2020, n = 1,071; 5/21–5/24/2020, n = 1,000)
26
4 10 8
31
17 20
37
26
52
38
32 38
62
45
52
47
60
22
58 58 53
7
39
28
17 14
Indonesia
Sep 21–30
Japan
Sep 22–28
India
Sep 18–27
China
Sep 16–24
Australia
Sep 4–7

3. 3
Economic optimism is improving in India, China, and Indonesia,
but remains stagnant in Japan and Australia
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051; 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 9/21–9/30/2020, n = 1,034; 6/19–6/21/2020, n = 726; 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–4/12/2020, n = 722;
4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 9/4–9/7/2020, n = 814; 6/19–6/21/2020, n = 799; 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | S. Korea 6/19–6/21/2020, n = 606, 5/22–5/24/2020, n = 606; 5/1–5/3/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/6/2020, n = 596; 3/28–3/29/2020, n = 600 | Japan 9/22–9/28/2020,
n = 1036; 6/19–6/22/2020, n = 664; 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/5/2020, n = 600; 3/28–3/29/2020, n = 600 | China 9/16–9/24/2020, n = 1,213; 6/15–6/21/2020, n = 1,249, 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)
1 Q: How is your overall confidence level on economic conditions after the COVID-19 situation? Rated from 1 “very optimistic” to 6 “very pessimistic.”
Optimism in own country’s economic recovery after-COVID-191
47
5652
57
53 52
58
14
11
13 14
9 8
6 5 6
4
5
7
21 22 22
20 20
22
49
45
39
40
53
52
56 58 57
42
51
58
Apr 5
0
May 3
40
Mar 22 Jun 28May 17Apr 19
50
May 31 Jun 14
55
Jul 12 Jul 26
30
Aug 9 Aug 23
60
Sep 6 Sep 20 Oct 4
5
10
15
20
25
35
45
China
5
51
53
53
Japan
Indonesia
India
% of respondents
South Korea
Australia

4. 4
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities

5. 5
1 Q: How is your overall confidence level on economic conditions after the COVID-19 situation? Rated from 1 “very optimistic” to 6 “very pessimistic.”
2 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.
3 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.
Net confidence in own
country’s economic recovery
post-COVID-191
(+ve: optimistic; -ve: pessimistic)
Net expectations on household
finances in next 2 weeks2,3
(+ve: expect to increase;
-ve: expect to decrease)
Income
Spending
Savings
54
-12
3
-13
-4
-15
-15
-11
-24
-9
-9
0
45
-23
28
-32
48
-2
6
-11
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1051; 6/19–6/22/2020 n = 624 | Indonesia 9/21–9/30/2020, n = 1,034; 6/19–6/21/2020, n = 726 | Australia 9/4–9/7/2020, n=814;
6/19–6/21/2020, n = 799 | Japan 9/22–9/28/2020, n = 1036; 6/19–6/22/2020, n = 664 | China 9/16–9/24/2020, n = 1,213; 6/15–6/21/2020, n = 1,249)
Consumers with higher confidence in their country’s economic
recovery expect to spend more in the next two weeks

6. 6
Consumers in APAC continue to expect decreases in personal income
and savings, but have become steadily more optimistic since May
Net expectations on household finances in next 2 weeks1,2
Income
Spending
Savings
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.
-39
-24
-30 -29 -30
-4
-11
-27 -24
-17 -12 -7 -11
-29 -34 -35 -37 -32
-23
-9
-29 -32
-40 -42 -37 -37 -36
-13
4 3
-1 -4 -2
15
6
-19 -24
-14 -16
-9
-15
2
-4
-15
-4 -6 -8
0
11
20
3 5 5 3 1 3
-38
-28
-37 -34 -32
-9
-2
-23 -28
-19
-13 -8
-15
-23 -28
-36 -35
-26 -21
-9
-16
-7 -10
-22 -21 -22 -27
-12
Expect to increase Expect to decrease
Calculated net intent
-54 -54 -56 -54 -51
-36 -32
41
30 29 30 27
14
28
-43 -48 -51 -47
-41
-25 -23
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051; 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 9/21–9/30/2020, n = 1,034; 6/19–6/21/2020, n = 726, 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–4/12/2020, n =
722; 4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 9/4–9/7/2020, n=814; 6/19–6/21/2020, n = 799; 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | Japan 9/22–9/28/2020, n = 1,036; 6/19–6/22/2020, n = 664, 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/5/2020, n = 600; 3/28–3/29/2020, n =
600 | China 9/16–9/24/2020, n = 1,213; 6/15–6/21/2020, n = 1,249; 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)
Apr Sep Mar Sep Mar Sep Mar Sep Mar Sep
Apr Sep
Apr Sep
Mar Sep
Mar Sep
Mar SepMar Sep
Mar Sep
Mar Sep Mar Sep Mar Sep

7. 7
% of respondents
Chinese consumers expect their routines and finances to recover
faster than consumers in other APAC countries
1 Q: How long do you believe you need to adjust your routines, given the current coronavirus (COVID-19) situation, before things return back to normal (e.g., government lifts restrictions on events/travel)?
2 Q: How long do you believe your personal/household finances will be impacted by the coronavirus (COVID-19) situation?
Adjustments to routines1 Impact to personal/household finances2
% of respondents
7
33
6
15
1
33
61
67
58
20
60
6
27 28
79
China IndiaAustralia Indonesia Japan
23
1
26
61
57
45
13
38
11
34
41
45
33
6 5 9
41
Australia China JapanIndia Indonesia
544
2–6 monthsI don’t believe my personal/household finances will be impacted 7 months or more 1 month or less
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1051 | Indonesia 9/21–9/30/2020, n = 1034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1036 | China 9/16–9/24/2020, n =
1,213)

8. 8
Adjustments
to routines1
% of
respondents
Impact to
personal/
household
finances2
% of
respondents
Except for China, a growing portion of APAC consumers expect the
impact on routines and finances to last more than four months
12 12 14 12 10 8
61 64 56
55 55 56
Sep
07
Jun
21
May
11
Apr
05
Apr
13
Apr
26
11 10 11 10 10 6 3
62 65 64 67
54
54
55
Mar
29
Apr
05
Apr
12
Jun
22
May
24
Apr
19
Sep
22
34 37 39 37 37
30 30
37
51
55 54
52 52
60 59
34
Jun
21
Apr
06
Mar
30
Sep
24
Apr
13
Apr
19
May
25
May
11
18 19 20 20
13 11
78 76 72 75
82 82
12 12 11 11 8
87 87 86 88 90 93 94
5 5
1 Q: How long do you believe you need to adjust your routines, given the current coronavirus (COVID-19) situation, before things return back to normal (e.g., government lifts restrictions on events/travel)?
2 Q: How long do you believe your personal/household finances will be impacted by the coronavirus (COVID-19) situation?
45 45
39 36 31
24
18
37 39 47 54
56
62
68
Apr
06
Sep
30
Mar
29
Apr
12
May
22
Apr
26
Jun
21
54 56
50
43 39
32 27
25 26
30 41 45 55
59
47 51 49 54 52
58 60 61
42 39 40
37 36
30 30
20
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1051; 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 9/21–9/30/2020, n = 1034; 6/19–6/21/2020, n = 726, 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–4/12/2020, n =
722; 4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 9/4–9/7/2020, n=814; 6/19–6/21/2020, n = 799, 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | Japan 9/22–9/28/2020, n = 1036; 6/19–6/22/2020, n = 664, 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/5/2020, n = 600; 3/28–3/29/2020, n
= 600 | China 9/16–9/24/2020, n = 1,213; 6/15–6/21/2020, n = 1,249, 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)
38 34 39 35
24 22 25
43 52
48 56
67 68 66
May
04
Apr
06
Mar
30
Sep
27
Apr
13
May
25
Jun
22
52 48 48
40
30 30 28
34 40 41 52
65 65 66
4+ months 2–3 months

9. 9
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities

10. 10
Across most countries in Asia, consumers are becoming more
mindful of their spending and adopting new habits to save money
Which best describes how often you are doing each of the following1
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.”
2 Net sentiment is calculated by subtracting the % of respondents stating they are “Doing less since coronavirus started” from “Doing more since coronavirus started.”
Becoming more mindful of where I spend
my money
Spending time planning / making lists for
shopping trips
Researching brand and product choices
before buying
Looking for ways to save money when
shopping
Changing to less expensive products to
save money
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 6/19–6/21/2020, n = 799 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
Net sentiment2
0–9% 10–19% 20–29% 30–39% >40%

11. 11
Except for China, intent to spend on discretionary categories
remains mostly negative across APAC countries
1 Q: Over the next 2 weeks, do you expect that you will spend more, about the same, or less money on these categories than usual?
2 Net intent is calculated by subtracting the percent of respondents stating they expect to decrease spend from the % of respondents stating they expect to increase spend.
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+
Expected spend per category over the next 2 weeks compared to usual1
Net intent2
Household supplies
Groceries
Skin care & makeup
Entertainment at home
Quick-service restaurant
Apparel
Consumer electronics
Hotel/resort stays
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1051; 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 9/21–9/30/2020, n = 1034; 6/19–6/21/2020, n = 726, 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–4/12/2020, n =
722; 4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 9/4–9/7/2020, n=814; 6/19–6/21/2020, n = 799, 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | Japan 9/22–9/28/2020, n = 1036; 6/19–6/22/2020, n = 664, 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600; 4/3–4/5/2020, n = 600; 3/28–3/29/2020, n
= 600 | China 9/XX–9/XX/2020, n = 1,213; 6/15–6/21/2020, n = 1,249, 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)

12. 12
However, in India, Indonesia, and Japan, net intent to spend on
discretionary categories has been improving
1 Q: Over the next 2 weeks, do you expect that you will spend more, about the same, or less money on these categories than usual?
2 Net intent is calculated by subtracting the percent of respondents stating they expect to decrease spend from the % of respondents stating they expect to increase spend.
3 Q: And 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 2 weeks. Please note, if you don’t buy in one of these places today and won’t in the next 2 weeks,
please select “N/A.”
4 Net intent is calculated by subtracting the percent of respondents stating they expect to decrease frequency from the % of respondents stating they expect to increase frequency.
5 Not asked in country’s version of the survey.
Net intent decline by 5pt or
more since last survey
Net intent increase by 5pt or
more since last survey
Expected spend per category over the next 2 weeks
compared to usual1
Net intent2
Expected change in online shopping per category
over the next 2 weeks3
Net intent to shop online4
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+
Household supplies
Groceries
Quick-service restaurant5
Hotel/resort stays5
Apparel
Consumer electronics
Entertainment at home
Skin care & makeup
n/a5
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051; 6/19–6/22/2020 n = 624 | Indonesia 9/21–9/30/2020, n = 1,034, 6/19–6/21/2020, n = 726 | Australia 9/4–9/7/2020, n = 814,
6/19–6/21/2020, n = 799 | Japan 9/22–9/28/2020, n = 1,036, 6/19–6/22/2020, n = 664 | China 9/16–9/24/2020, n = 1,213, 6/15–6/21/2020, n = 1,249)

13. 13
India and Indonesia continue to shift to online shopping, whereas
online growth has decelerated in China and Australia
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 online shopping per category over the next 2 weeks1
Net intent to shop online2
Household
essentials
Discretionary
Entertain-
ment at home
Personal-care products
Apparel
Entertainment at home (e.g., Netflix)
Books/magazines/newspapers
Snacks
Groceries
Non-food child products (e.g., diapers)
Consumer electronics
Food takeout & delivery
Footwear
Household supplies (e.g., cleaning, laundry)
Skin care & makeup
`
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)

14. 14
India and Indonesia have sustained a shift toward online shopping,
while China shows early signs of returning to offline channels
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+n/a3
Expected change in online shopping per category over the next 2 weeks1
Net intent to shop online2
1 Q: And 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 2 weeks. Please note, if you don’t buy
in one of these places today and won’t in next 2 weeks, please select “N/A.” Did not ask this question for categories not shown.
2 Net intent is calculated by subtracting the percent of respondents stating they expect to decrease frequency from the % of respondents stating they expect to increase frequency.
3 Insufficient responses (sample size <30) or not asked in country’s version of the survey.
Household supplies
Groceries
Skin care & makeup
Entertainment at home
Quick-service restaurant3
Apparel
Consumer electronics
Hotel/resort stays3
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 06/19–06/22/2020 n = 624; 5/22–5/25/2020, n = 614; 5/1–5/4/2020, n = 648; 4/10–4/13/2020, n = 631; 4/3–4/6/2020, n = 601; 3/27–3/30/2020, n = 582 | Indonesia 6/19–6/21/2020, n = 726, 5/20–5/22/2020, n = 715; 4/25–4/26/2020, n = 711; 4/10–
4/12/2020, n = 722; 4/3–4/6/2020, n = 718; 3/28–3/29/2020, n = 691 | Australia 6/19–6/21/2020, n = 799, 5/8–5/11/2020, n = 704; 4/24–4/26/2020, n = 585; 4/10–4/13/2020, n = 640; 4/3–4/5/2020, n = 669 | Japan 6/19–6/22/2020, n = 664, 5/22–5/24/2020, n = 600; 4/17–4/19/2020, n = 600; 4/10–4/12/2020, n = 600;
4/3–4/5/2020, n = 600; 3/28–3/29/2020, n = 600 | China 5/19–5/25/2020, n = 1,285; 5/5–5/11/2020, n = 1,257; 4/15–4/19/2020, n = 1,220; 4/8–4/13/2020, n = 1,216; 4/1–4/6/2020, n = 1,896; 3/25–3/30/2020, n = 1,048)
Apr Sep Mar Sep Mar Sep Mar Sep Mar Sep

15. 15
Consumers in APAC have recently tried new shopping behaviors,
including new shopping methods and different brands and retailers
% of respondents
1 Q: Since the coronavirus (COVID-19) situation started (i.e., in the past ~3 months), which of the following have you done?
Have you used any of the following since COVID-19 started1
Different retailer/store/website
Private label/store brand
New digital shopping method
Different brand
20–29% 30–39% >40%
New shopping method
New shopping behavior
10–19%0–9%
57% 92% 30%86% 96%
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)

16. 16
Top 5 reasons for shopping at a new retailer/store/website in the past three months1
Convenience Health/Hygiene Value Availability Quality/Organic Purpose-driven
3
5
2
4
1
Better value
Better
prices/promotions
Supporting local
businesses
Products are in
stock
Better value
Better prices/
promotions
Better quality
More easily
accessible from my
home
Better prices/
promotions
Products are in
stock
Better shipping/
delivery cost
Products are in
stock
Better
prices/promotions
Better shipping/
delivery costs
Better qualityProducts are in
stock
Better
prices/promotions
Better value
Can get all the
items I need from
one place
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
Value is the most important driver for consumers to try new places
to shop across countries in APAC
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.
Better shipping/
delivery cost
Offers good
delivery/pickup
options
Products are in
stock
More easily
accessible from my
home
Offers good
delivery/pickup
options
More easily
accessible from my
home

17. 17
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.
Top 5 reasons for trying a new brand in the past three months1
Convenience Health/Hygiene Value Availability Quality/Organic Purpose-driven
3
5
2
4
1
Better value
Better
prices/promotions
Is available where
I’m shopping
Products are in
stock
Better quality
Better value
Better prices/
promotions
Better quality
Cleaner/has better
hygiene measures
Is natural/organic
Better prices/
promotions
Products are in
stock
Better quality
Better shipping/
delivery cost
Better value
Products are in
stock
Better
prices/promotions
Better shipping/
delivery costs
Cleaner/has better
hygiene measures
Better quality
Products are in
stock
Better value
Better
prices/promotions
Cleaner/better
hygiene measures
Better quality
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
Value is the also the top driver for consumers to try new brands

18. 18
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities

19. 19
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”;
2 Insufficient responses (n < 30) or not asked in country’s version of the survey.
10%
8%
12%
11%
10%
11%
10%
8%
8%
8%
10%
8%
12%
40%
22%
30%
15%
18%
15%
16%
10%
8%
19%
34%
12%
21%
Just started using Using more
8%
2%
2%
2%
7%
4%
2%
4%
1%
10%
2%
2%
7%
2%
1%
1%
2%
1%
2%
1%
1%
3%
0%
1%
1%
1%
5%
11%
10%
28%
13%
29%
39%
11%
8%
31%
24%
33%
3%
3%
1%
5%
10%
6%
6%
6%
4%
1%
2%
2%
3%
2%
6%
5%
2%
7%
21%
25%
17%
10%
8%
8%
43%
21%
21%
15%
17%
6%
10%
13%
8%
11%
42%
36%
11%
6%
6%
8%
5%
6%
6%
4%
3%
6%
7%
28%
11%
10%
14%
15%
2%
6%
Telemedicine: mental
2%
7%
Video chat: personal
In-store self-checkout
3%
Remote learning: myself
Online streaming
0%
4%
3%
Videoconferencing: professional
3%Remote learning: my children
2%
6%
4%
6%
Online fitness
6%Wellness app
5%
11%Telemedicine: physical
3%
2%
3%
4%Tiktok
Restaurant delivery
11%Grocery delivery
3%
Buy online for in-store pickup
% of respondents
Have you used or done any of the following since COVID-19 started1,2
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
n/a 2
Consumers in APAC have increased their digital activity engagement,
particularly in online streaming, food delivery, and remote learning

20. 20
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 calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same or using less)
3 For activities which did not have sufficient responses (n<30) or are not asked in the country’s version of the survey
0–25 26–50 50–5 75–100 >100 n/a3
User growth since COVID-19 (%)2
Have you used or done any of the following since COVID-19 started1
% of user growth since COVID-192 At least 60% intent to use post-COVID-191
In-store self-checkout
Online streaming
Tiktok3
Watching e-sports
Digital exercise machine3
Telemedicine: mental
Wellness app
Online fitness
Telemedicine: physical
Grocery delivery
Restaurant delivery
Remote learning: my children
Videoconferencing: professional
Remote learning: myself
Video chat: personal
Store curbside pickup3
Restaurant curbside pick-up
QSR drive-thru
Buy online, pick-up in store
Meal-kit delivery3
Playing online games
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1036 | China 9/16–9/24/2020,
n = 1,213)
Intent to continue using new digital activities after COVID-19 is
strongest in India and Japan

21. 21
Digital health applications such as online fitness and telemedicine
show strong growth and intent to continue usage after COVID-19
Intent to use after COVID-191,3
% of new or increased users who intend to keep
doing activity after COVID-19
Low Medium-high
UsergrowthsinceCOVID-192,3
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).
3 Thresholds are unique to each surveyed country.
4 Not asked in country’s version of the survey.
Accelerated shifts Potentially here to stay Works for now Status quo/plateauingData not available4
Online fitness
Wellness app
Restaurant delivery
Grocery delivery
Online streaming
Videoconferencing: professional
Video chat: personal
Telemedicine: physical
Telemedicine: mental
Playing online games
Remote learning: myself
Remote learning: my children
TikTok4
Buy online for in-store pickup
In-store self-checkout
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)

22. 22
Consumers in Australia and China have engaged in out-of-home
activities and plan to increase their engagement in the next two weeks
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.
2 Not asked in country’s version of the survey
Consumers’ engagement with activities outside home1
% of respondents
Next 2 weeksPast 2 weeks
Shop for groceries/necessities
Shop for non-necessities
Get together with family
Get together with friends
Work outside my home
Use public transportation
Use ride-sharing service2
Drive more than 2 hours from home2
Dine at a restaurant or bar
Visit a crowded outdoor public place
Go to a hair or nail salon
Go to the gym or fitness studio
Travel by airplane2
Attend a large event
Go out for family entertainment
20–39% 40–59% 60–79%0–19% 80–100%n/a2
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)

23. 23
Consumers’ worried about out-of-home activities in the next two weeks,1 level of concern2
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.”
2 Level of concern is calculated by subtracting the % of respondents stating they are “not worried at all” and “not very worried” from those stating they are “very worried” and “extremely worried.”
3 Not asked in country’s version of the survey.
Below -50 -49 to -30 -29 to -15 -14 to -1 0 to 14 15 to 29 30 to 49 50+
Work outside my home
Shop for non-necessities
Dine-in at a restaurant or bar
Attend a large event
Visit a crowded outdoor public place
Get together with family
Use ride-sharing service3
Travel by airplane
Go to a shopping mall
Get together with friends
Shop for groceries/necessities
Go to the gym or fitness studio
Drive more than 2 hours from home3
Go to a hair or nail salon
Use public transportation
Rent a short-term home3
Go out for family entertainment
Stay in a hotel3
Use a clothing rental service3
n/a3
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)
Consumers in Indonesia and India remain concerned about almost
all out-of-home activities

24. 24
Consumers in APAC have become increasingly conscientious,
seeking options such as hygienic packaging and sustainable products
Which best describes how often you are doing each of the following items1
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.”
2 Net intent is calculated by subtracting the % of respondents stating they expect to “do less often” from the % of respondents stating they expect to “do more often.”
3 Not asked in country’s version of the survey.
Retailers promotion of sustainable solutions
Sustainable/eco-friendly products
Healthy and hygienic packaging
How companies take care of the safety of their employees
Company’s purpose/values
-14 to -1 0 to 14 15 to 29 30 to 49 50+
Net intent2
Buying from large, national brands more than smaller brands
Investing in new ways of shopping online
n/a3
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)

25. 25
Contents
Overall optimism & concerns
Impact on finances
Spending intent & shopping behavior
Digital & out-of-home activities
Milestones for returning to out-of-home activities

26. 26
Milestones for country’s population not yet
engaging with out-of-home activities1
% of respondents awaiting each milestone before engaging
Most consumers in APAC will only resume out-of-home activities if
additional criteria are met alongside lifted government 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.
21
12
28
19
9
21
4
14
20
28
58
83
58
61
63
Government lifts restrictions
Only once there’s a vaccine or treatment
Government lifts restriction + other requirement
Government lifts restrictions and…
25%
Stores, restaurants,
etc. start taking
safety measures
26%Medical authorities
deem safe
10%I see other people
returning
20%
Stores, restaurants,
etc. start taking
safety measures
24%I see other people
returning
19%Medical authorities
deem safe
21%Medical authorities
deem safe
24%
Stores, restaurants,
etc. start taking
safety measures
12%I see other people
returning
32%Medical authorities
deem safe
15%
Stores, restaurants,
etc. start taking
safety measures
11%I see other people
returning
35%Medical authorities
deem safe
28%
Stores, restaurants,
etc. start taking
safety measures
20%I see other people
returning
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)

27. 27
Cleaning, sanitization, masks, and barriers are top considerations
for APAC consumers when deciding where to shop in-store
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.
33
20
21
21
35
15
21
21
30
31
20
19
15
15
13
11
17
17
12
7
10
14
15
16
10
11
10
11
6
5
Cleaning and sanitization Health checks
Masks and barriers
Physical distancing
No-contact purchasing Store regulationsTop priorities when deciding where to shop in-store1
% of respondents for whom this criterion is the most important2
Source: McKinsey & Company COVID–19 Consumer Pulse Surveys (India 9/18–9/27/2020 n = 1,051 | Indonesia 9/21–9/30/2020, n = 1,034 | Australia 9/4–9/7/2020, n = 814 | Japan 9/22–9/28/2020, n = 1,036 | China 9/16–9/24/2020,
n = 1,213)

28. 28
Disclaimer
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based on information currently available and do not contain all of the
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