SlideShare a Scribd company logo
1 of 30
McKinsey & Company 1
We have seen four fundamental shifts to consumer behavior, some
of which will have a lasting impact
Up to 70%
net increase in intent to
spend online even
post-COVID-19
2. Flight to digital
and omnichannel
Up to 50%
of consumers (net) say
they will decrease
spend on discretionary
categories
1. Shift to value
and essentials
80%
of consumers have
changed stores,
brands or the way
they shop
3. Shock to
loyalty
73%
of Brazilian
consumers are not yet
resuming “normal”
out-of-home activities
4. Homebody
economy
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/09-11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 2
Confidence in own country’s economic recovery after COVID-191
% of respondents
1 Q: How is your overall confidence level in economic conditions after the COVID-19 situation? Rated from 1 very optimistic to 6 very pessimistic. Bars may not sum to 100% due to rounding.
Source: McKinsey & Company COVID-19 Consumer Pulse Survey
Spain
11/9–16
UK
11/9–16
Italy
11/9–16
China
11/9–22
Brazil
11/9–15
France
11/9–16
15
7 13 12 18
31
40
33 37 33
53
31 40
46 51
59
52
47 54 52 60
33
62 58
41 38
23 17 14 13 11 7
2
11/9–13
US Japan
11/9–15
India
11/9–20
Unsure: The economy will be
impacted for 6–12 months or
longer and will stagnate or
show slow growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show regression/
fall into lengthy recession
Optimistic: The economy will
rebound within 2–3 months and
grow just as strong as or
stronger than before COVID-19
Germany
11/9–16
Shift to value and essentials
Brazil is more optimistic than European countries but less so
than the US, China, or India
Mexico
11/9–17
McKinsey & Company 3
Confidence in own country’s economic recovery after COVID-191
% of respondents
1 Q: How is your overall confidence level in economic conditions after the COVID-19 situation? Rated from 1 “very optimistic” to 6 “very pessimistic”; figures may not sum to 100% because of rounding.
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/2020, n = 1,058; 6/11–6/14/2020, n = 1,020; 5/07–5/10/2020, n = 1,084; 4/23–4/26/2020,
n = 1,046; 4/16–4/19/2020, n = 1,019; 4/9–4/12/2020, n = 1,047; 4/2–4/5/2020, n = 1,013; 3/28–3/30/2020, n = 1,013; 3/21–3/24/2020, n = 1,311; sampled and weighted to match Brazil general population
18+ years
22% 22% 19% 21% 20%
25% 22% 20%
15%
53% 53% 59% 57% 57%
52% 57%
52%
53%
25% 25%
23% 22% 23% 23% 21%
28% 33%
Mar 21-24 Sept 21-25Mar 28-30 Apr 2-5 Apr 23-26Apr 16-19 May 07-10 Jun 11-14 Nov 9-15
Brazil
Unsure: The economy
will be impacted for 6–12
months or longer and will
stagnate or show slow
growth thereafter
Pessimistic: COVID-19
will have lasting impact
on the economy and
show regression / fall into
lengthy recession
Optimistic: The economy
will rebound within 2–3
months and grow just as
strong as or stronger than
before COVID-19
Shift to value and essentials
Optimism regarding Brazilian economic recovery is at its highest
since the start of the pandemic
McKinsey & Company 4
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.”
Confidence in own country’s economic recovery after COVID-191
% of respondents
Brazilians have become more optimistic over time, in line with
other Latin American countries
22 25 22 20
15
6 10 11 14
35
15
53
52 57
52
53
51
55 59
57
45
57
55
25 23 21
28 33
43
35 31 28
21
39
30
4
Sep 1-16Sep 1-16Sep 1-16 Sep 1-16
ColombiaPeru Chile
Sep 1-16
Argentina LatamBrazil
Mar 21-24
CAC
Sep 1-16May 7-10 June 11-14 Sep 21-25
Dominican
Republic
Unsure: The economy will be
impacted for 6–12 months or
longer and will stagnate or show
slow growth thereafter
Pessimistic: COVID-19 will have
lasting impact on the economy
and show regression/fall into
lengthy recession
Optimistic: The economy will
rebound within 2–3 months and
grow just as strong as or stronger
than before COVID-19
Nov 9-15
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/2020, n = 1,058; 6/11–6/14/2020, n = 1,020; 5/07–5/10/2020, n = 1,084; 3/21–3/24/2020,
n = 1,311; sampled and weighted to match Brazil general population 18+ years
Shift to value and essentials
McKinsey & Company 5
~76%
believe their routines
will return to normal
by June 2021
1 Q: When do you expect your routines will return to normal? Figures may not sum to 100% because of rounding.
2 Q: When do you expect your personal/household finances will return to normal? Figures may not sum to 100% because of rounding.
12%
4%
43%
28%
10%
4%
Already returned to normal
Jan–Mar 2021
Apr–Jun 2021
Jul–Sep 2021
Oct–Dec 2021
2022 or beyond
7%
40%
20%
11%
8%
11%
3%No impact
Jan–Mar 2021
Already returned to normal
Oct–Dec 2021
Apr–Jun 2021
Jul–Sep 2021
2022 or beyond
Expectations for routines returning to normal1
% of respondents
Expectations for finances returning to normal2
% of respondents
Shift to value and essentials
Most Brazilians believe that routines and finances will return to
normal within the first half of 2021
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
~70%
believe their finances
will return to normal
by June 2021
McKinsey & Company 6
Household income1,2
% of respondents
1 Q: How has the COVID-19 situation affected your (family’s) overall available income, spending, and savings in the past two weeks? Figures may not sum to 100% because of rounding.
2 Q: How do you think your overall available income, spending, and savings may change in the next two weeks? Figures may not sum to 100% because of rounding.
Household spending1,2
% of respondents
June 11–14 November 9–15 June 11–14 November 9–15
Household savings1,2
% of respondents
June 11–14 November 9–15
Shift to value and essentials
Reduce slightly / reduce a lot About the same Increase slightly / increase a lot
Past 2 weeks
7%3%
28%
32%
69%
61%
Past 2 weeks
15%
57%
Next 2 weeks
28%
28%
7%
22%
Past 2 weeks
50%
23%
Next 2 weeksPast 2 weeks
71%
11%
42%
46%
While most Brazilians are still seeing reductions in household
income and savings, spending has increased
21%
33%
35%
43%
22%
Past 2 weeks Past 2 weeks
54%
25%
49%
18%
Next 2 weeks
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 6/11–6/14/2020, n = 1,020; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 7
Change in shopping mindset since COVID-191
% of respondents
1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started”; figures
may not sum to 100% because of rounding.
Shift to value and essentials
10%
10%
12%
11%
13%
33%
35%
41%
46%
50%
57%
55%
47%
43%
37%
100%
Researching brand and product choices before buying
Becoming more mindful of where I spend my money
Changing to less-expensive products to save money
Looking for ways to save money when shopping
Spending time planning / making lists for shopping trips
Doing less Doing moreDoing about the same
Since COVID-19, Brazilians have become more mindful of how they
spend their money and are adopting new habits to save money
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 8
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 Not included or insufficient sample (n = < 75) in first survey.
4 Based on small subset (n < 100) of sample population.
44
42
43
47
56
64
63
56
77
73
28
15
14
44
64
36
32
12
6
15
11
8
8
13
6
15
18
14
11
11
Tobacco products
10
Skin care & makeup
Groceries
Quick-service restaurant
Snacks
Food takeout & delivery
10
Alcohol
10
Accessories
Restaurant
Footwear
Apparel
Jewelry
5
Non-food child products
Household supplies
Personal-care products
Furnishing & appliances
OTC medicines
IncreaseDecrease
Stay the same
35
24
51
62
71
32
43
44
28
59
61
58
65
72
76
77
14
12
9
7
8
8
17
7
14
11
7
9
7
Books/magazines/newspapers
Vitamins/supplements
10
Consumer electronics
Entertainment at home
10
Gasoline
10
Out-of-home entertainment
Pet-care services
Fitness & wellness
Personal-care services
Hotel/resort stays
Vehicle purchases4
Short-term home rentals
Travel by car
Cruises4
Adventures & tours
International flights
Domestic flights
Net intent2Net intent2
+22
-13
+3
-53
-32
-36
-28
-36
-46
-56
-55
-43
-71
-68
0
-34
-25
-12
-41
-53
-64
-22
-35
-36
-9
N/A3
-52
-47
-47
-58
-62
-67
-70
-21
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
Change since
first survey, pp
Change since
first survey
Shift to value and essentials
Although consumers still expect to cut back on discretionary spending,
spending intent has improved since the beginning of COVID-19
-3
-7
+7
-9
+24
+14
+21
+29
+28
+13
+13
-7
-5
-1
+28
+20
N/A3
N/A3
-18
+2
-19
+20
+18
+43
+42
+46
N/A3
+19
+32
+23
+24
+23
+20
+12
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 3/21–3/24/2020, n = 1,311; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 9
Shift to value and essentials
Essential spending has remained stable throughout the pandemic;
discretionary spending is negative but gradually recovering
-60
10
-20
-80
-70
30
-30
-50
0
-40
20
-10
Apr23-26
May20-24
Mar21-24
Apr16-19
Jun11-14
Sep21-25
Nov9-15
Groceries
Household supplies
Skin care & makeup
Fitness & wellness
Personal-care products
Apr2-5
Consumer electronics
Apparel
Apr9-12
Alcohol
May7-10
OTC
Mar28-30
Expected spending per category over the next two weeks compared to usual1
Net intent2
1 Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–09/25/2020, n = 1,058; 6/11–6/14/2020, n = 1,020; 5/7–5/10/2020, n = 1,084; 4/23–4/26/2020,
n = 1,046; 4/16–4/19/2020, n = 1,019; 4/9–4/12/2020, n = 1,047; 4/2–4/5/2020, n = 1,013; 3/28–3/30/2020, n = 1,013; 03/21-03/24/2020, n = 1,311; sampled and weighted to match Brazil general population
18+ years
McKinsey & Company 10
More people expect to make a portion of their purchases online
post-COVID-19 than before…
Consumers’ use of online channel before and expected use after COVID-191,2
% of respondents purchasing online3
1 Q: Before the coronavirus (COVID-19) situation started, what proportion of your purchases in this category were online vs from a physical store/in person?
2 Q: Once the coronavirus (COVID-19) situation has subsided, tell us what proportion of your purchases in this category you think will be online vs from a physical store/in person?
3 Includes respondents who chose “some online,” “most online,” and “all online.” Respondents who indicated that they have not bought the category online and do not intend to do so in the next two weeks are classified as not purchasing online.
4 Expected growth after COVID-19 compared to pre-COVID-19 slightly lower than previous waves due to respondents reporting higher online activity in pre-COVID-19 situation.
16
21
14
19
33
23
21
32
28
34
38
41
40
22
55
41
47
64
74
75
Fitness & wellness
Footwear
+14
+10
Household supplies
Personal-care products
+10
+16
Consumer electronics
+12
+12
Food takeout & delivery
Entertainment at home
Tobacco
+20
+13
Skin care & makeup
+6
+12
Over-the-counter medicine
Alcohol
+11
+13
+10
+15Non-food child products
Snacks
Jewelry
+14Apparel
Accessories
Vitamins / supplements
Groceries
+14Books/magazines/newspapers
+9
+6
+7
+5
Furnishing & appliances
Pre-COVID-19 Expected growth after COVID-19
% growth in customers
purchasing category online
Flight to digital and omnichannel
~25–70%
growth in consumers
who purchase online,
across many
categories4
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
87%
74%
70%
63%
61%
54%
49%
48%
45%
38%
36%
31%
28%
26%
25%
23%
21%
9%
9%
7%
McKinsey & Company 11
Consumers’ use of online channel before and expected use after COVID-191,2
% of respondents purchasing most or all online3
1 Q: Before the coronavirus (COVID-19) situation started, what proportion of your purchases in this category were online vs from a physical store/in person?
2 Q: Once the coronavirus (COVID-19) situation has subsided, tell us what proportion of your purchases in this category you think will be online vs from a physical store/in person?
3 Respondents who indicated that they have not bought the category online and do not intend to do so in the next two weeks are classified as not purchasing online.
4 Expected growth after COVID-19 compared to pre-COVID-19 slightly lower than previous waves due to respondents reporting higher online activity in pre-COVID-19 situation.
4
9
4
5
12
9
8
11
14
11
15
14
18
7
35
19
21
39
63
45
+10
+6
Food takeout & delivery
+8
+6
+15
+4
+14
Groceries
+5
+9
+5
+8
+5
+12
+9
+13
+11
+9
Non-food child products
+2
+7
Personal-care products
Fitness & wellness
Consumer electronics
Household supplies
Tobacco
Skin care & makeup
Jewelry
Alcohol
Over-the-counter medicine
Snacks
Apparel
Accessories
Furnishing & appliances
Vitamins / supplements
Books magazines newspapers
Footwear
Entertainment at home
+12
Pre-COVID-19 Expected growth after COVID-19
% growth in customers purchasing
category most or all online
~40–120%
growth in consumers who
purchase most or all
online, across many
categories4
…with many consumers planning to shift almost completely online
Flight to digital and omnichannel
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
127%
90%
136%
101%
124%
44%
110%
51%
39%
103%
59%
90%
60%
23%
44%
43%
48%
30%
14%
16%
McKinsey & Company 12
Have you used or done any of the
following since COVID-19 started1
% of respondents
1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “using more
since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.”
2 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase
this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
18%
6%
4%
6%
6%
6%
3%
9%
8%
7%
5%
28%
11%
8%
7%
5%
5%
11%
4%
16%
5%
10%
5%
11%
11%
4%
4%
4%
7%
8%
7%
12%
4%
5%
4%
Store curbside pickup
Restaurant delivery
Restaurant curbside pickup 2%
Meal-kit delivery
Quick-serve restaurant drive-thru
In-store self-checkout
Purchased directly from social media
Grocery delivery
Used a new store/restaurant app
Used deal-finding plug-ins
Purchased pre-owned products
Buy online for in-store pickup
Using moreJust started using Not usingUsing same/less
Intent to
continue,2 %
56%
50%
57%
58%
69%
40%
68%
43%
61%
57%
71%
66%
Flight to digital and omnichannel
Brazilians have acquired new habits during COVID-19, with
significant growth in restaurant delivery and store/restaurant apps
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 13
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
UsergrowthsinceCOVID-192
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.”
Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
Flight to digital and omnichannel
Brazilian consumers expect to continue most of their new habits
after the pandemic subsides
Accelerated shifts
Potentially here to stay
Works for now
880 6040 50 70 80
0
50
100
110
Restaurant delivery
New store/restaurant app
Purchased pre-owned products online
Grocery delivery
Meal-kit delivery
Quick-serve
restaurant
drive-thru
In-store self-checkout
Restaurant curbside pickup
Buy online for in-store pickup
Store curbside pickup
Purchased from social mediaDeal-finding plug-ins
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 14
New ways of buying in-store, such as self-checkout and buying
online for in-store pickup, are seeing accelerated shifts
Flight to digital and omnichannel
Intent to use after COVID-191
% of new or increased users who intend to keep doing activity after
COVID-19
Low Medium-high
UsergrowthsinceCOVID-192
Medium-highLow
Works for now Accelerated
shifts
Potentially here
to stay
Status quo/
plateauing
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; “will reduce this”; “will keep doing what I am doing now”;
“will increase this.”
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same or using less).
Accelerated shifts Potentially here to stay Works for now Status quo/plateauingData not available
September November
Meal-kit delivery
Restaurant delivery
Grocery delivery
Quick-serve restaurant drive-thru
Restaurant curbside pickup
Store curbside pickup (mostly grocery)
Used a new store/restaurant app
Buy online for in-store pickup
In-store self-checkout
Used deal-finding plug-ins
Purchased directly from social media
Purchased pre-owned products online
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/2020, n = 1,058; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 15
Have you used any of the following since COVID-19 started1
% of respondents
Most Brazilians have tried a new shopping behavior during the
pandemic, and have strong intentions to continue with them
1 Q: Since the coronavirus (COVID-19) situation started (i.e., within the past ~3 months), which of the following have you done? 20% consumers selected “none of these.”
2 Q: Which best describes whether or not you plan to continue with these shopping changes once the coronavirus (COVID-19) situation has subsided? Possible answers: “will go back to what I did before coronavirus”; ”will keep doing both this and
what I did before coronavirus”; ”will keep doing this and NOT go back to what I did before coronavirus.” Intent to continue includes respondents who selected “will keep doing both this and what I did before coronavirus” and “will keep doing this
and NOT go back to what I did before coronavirus.”
3 “New shopping method” includes curbside pickup and delivery apps.
43%
43%
35%
24%
21%
New digital shopping method
Different retailer/store/website
Different brand
Private label/store brand
New shopping method3
Intent to
continue2
83%
81%
77%
88%
79%
80%
Consumers have tried
a new shopping
behavior
Shock to loyalty
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 16
More than 60 percent of consumers mention value and convenience
as drivers for trying new places to shop
Reason for shopping at a new retailer/store/website since COVID-19 started1
% of respondents selecting reason in top three
1 Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) situation started. What was the main reason you decided to try this new retailer/store/website? Select up to 3.
50%
40%
37%
24%
22%
19%
17%
15%
5%
12%
5%
9%
9%
Better prices/promotions
Offers good delivery/pickup options
More easily accessible from my home
Better shipping/delivery costs
Better value
Can get all the items I need from one place
Supporting local businesses
Less crowded / has shorter lines
Products are in stock
The company treats its employees well
Better quality
Offers natural/organic options
Cleaner / has better hygiene measures
x% Net % of respondents per
category
Value 83%
Convenience 61%
Availability 9%
Quality/organic 19%
Purpose-driven 16%
Health/hygiene 9%
Shock to loyalty
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 17
More than 80 percent of consumers who tried a new brand mention
value as a key driver of their choices
Reason for trying a new brand since COVID-19 started1
% of respondents selecting reason in top three
1 Q: You mentioned you tried a new/different brand than what you normally buy. What was the main reason that drove this decision? Select up to 3. “Brand” includes different brand, new private label/store brand.
Value
x% Net % of respondents per
category
Availability 12%
84%
Convenience 14%
Quality/organic 30%
Purpose-driven 20%
Health/hygiene 10%
Shock to loyalty
51%
49%
31%
5%
23%
9%
16%
6%
14%
12%
10%
The company treats its employees well
Larger package sizes
Better shipping/delivery costs
Better prices/promotions
Supporting local businesses
Better value
Better quality
Is natural/organic
Is available where I’m shopping
Products are in stock
Cleaner / has better hygiene measures
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 18
Consumers buying based on company behavior1
% of respondents
1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started.”
Figures may not sum to 100% because of rounding.
Consumers are paying increased attention to how a company deals
with health, sustainability, and safety of employees
16%
13%
14%
17%
20%
54%
58%
59%
57%
57%
31%
29%
27%
27%
24%
Healthy and hygienic packaging
Company’s purpose/values
How companies take care of the safety of their employees
Retailers promotion of sustainable solutions
Sustainable/eco-friendly products
100%
Doing less Doing about the same Doing more
Shock to loyalty
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 19
Milestones for Brazil population not yet engaging with out-of-home activities1
% of respondents awaiting each milestone before engaging
Most Brazilians are still not engaging in ‘normal’ out-of-home
activities, and expect more than government guidance before doing so
1 Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart rebased to exclude those already participating in these activities and those who do not deem any of these items important.
Figures may not sum to 100% because of rounding.
39
33
28
Only once there’s a
vaccine or treatment
Government lifts
restrictions + other
requirementGovernment lifts restrictions
Medical authorities deem safe 21%
Stores, restaurants, and other indoor
places start taking safety measures 11%
I see other people returning 7%
Government lifts restrictions and…
73%
of people are not
currently engaging
in “normal” out-of-
home activities,
down from 77% in
the last survey
Homebody economy
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/2020, n = 1,058; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 20
Most Brazilians are concerned about traveling and attending large
events, but less so about shopping
Consumers’ level of concern undertaking various activities1
% of respondents
1 Q: How worried would you be if you were to do the following activities in the next two weeks? Possible answers: “not worried at all”; “not very worried”; “somewhat worried”; “very worried”; “extremely worried.”; figures may not sum to 100%
because of rounding.
2 Level of concern is calculated by subtracting the % of respondents stating they “not worried at all” and “not very worried” from “very worried” and “extremely worried.”
Level of concern2
48%
40%
37%
27%
34%
19%
24%
19%
11%
7%
18%
14%
11%
-2%
-12%
-22%
-10%
-28%46%
43%
38%
42%
33%
33%
29%
27%
29%
27%
25%
25%
25%
23%
23%
20%
18%
17%
16%
37%
37%
34%
28%
37%
31%
35%
35%
32%
32%
32%
31%
31%
30%
27%
26%
27%
26%
20%
18%
21%
28%
30%
31%
35%
36%
38%
40%
41%
43%
44%
44%
47%
50%
54%
55%
57%
64%
Get together with family
Shop for groceries/necessities
Drive more than 2 hours from home
Shop for non-necessities
Work outside my home
Rent a short-term home
Go to a hair or nail salon
Dine-in at a restaurant or bar
Get together with friends
Use ride-sharing service
Go out for family entertainment
Go to a shopping mall
Visit a crowded outdoor public place
Stay in a hotel
Go to the gym or fitness studio
Use a clothing rental service
Travel by airplane
Use public transportation
Attend a large event
WorriedSomewhat worriedNot worried
Homebody economy
2%
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 21
Cleaning and sanitation, as well as masks and barriers, have been a
growing a priority for 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
pick-up, cashier-less checkout, no-contact delivery, buy online for pickup in store; Physical distancing—customer number limit, distancing in customer line, reduced employee activity during shopping hours; Store regulations—no customer product
testing, one-way store aisles, special hours for high-risk shoppers.
Homebody economy
Change since
September, p.p.
-1
0
0
+1
-2
0
29%
27%
16%
10%
9%
8%Store regulations
No-contact purchasing
Health checks
Cleaning and sanitization
Masks and barriers
Physical distancing
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–09/25/2020, n = 1,058; 6/11–6/14/2020, n = 1,020; sampled and weighted to match Brazil general
population 18+ years
Change since
June, p.p.
+9
+10
-5
-1
-8
-5
McKinsey & Company 22
Brazilians increasing intend to participate in some non-essential
activities outside the home, such as going to the gym and family events
Consumers’ engagement with activities outside home1,2
% of respondents
1 Q: Did you leave your house for the following activities over the past two weeks? Chart represents the percentage of respondents who indicated that they left home at least once during the past week to do this activity.
2 Q: For which of the following activities do you intend to leave your home to do in the next two weeks? Chart represents % of respondents who intend to leave their home to do this activity during the next two weeks.
79%
58%
48%
48%
33%
34%
33%
33%
29%
28%
25%
19%
20%
10%
7%
Past 2 weeks Next 2 weeks
Homebody economy
83%
59%
47%
44%
36%
36%
30%
30%
26%
26%
26%
14%
12%
7%
5%
Get together with friends
Dine at a restaurant or bar
Use ride-sharing service
Work outside my home
Shop for groceries/necessities
Shop for non-necessities
Get together with family
Visit a crowded outdoor public place
Travel on public transportation
Go to a hair or nail salon
Drive more than 2 hours away from home
Go to the gym or fitness studio
Go out for family entertainment
Attend a large event
Travel by airplane
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 23
51%
Feel unsafe
12%
37%
Feel safe
Somewhat
unsafe
Top activities eager to get back to2
% of respondents for whom the activity is in their top 3 choices
41%
38%
Get together with friends
Get together with family
8%
Dine indoors at a restaurant or bar
36%
Attend a concert, sporting event, movies, etc.
Visit a crowded outdoor public place
34%
Go out for family entertainment 24%
23%
15%Travel by airplane
13%Interact with coworkers in person
13%
Shop for non-necessities
at shopping mall/department store
13%Go to gym or fitness studio
Go to a hair or nail salon
Brazilians are most eager to return to getting together with friends
and family and visiting outdoor public spaces
Level of comfort with out-of-home
activities,1 % of respondents
1 Q: What best describes your comfort participating in activities you did prior to COVID? Figures may not sum to 100% because of rounding.
2 Q: What best describes your comfort participating in activities you did prior to COVID? If answered somewhat unsafe or unsafe, Q: Which of the following activities are you most eager to get back to on a regular basis? Select up to 3.
Homebody economy
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 24
Brazilians have acquired at-home alternatives to out-of-home
activities, such as online streaming and cooking at home
21%
3%
11%
8%
4%
2%
5%
6%
31%
12%
10%
7%
15%
15%
34%
11%
21%
14%
8%
2%
5%
7%
3%
42%
19%
15%
15%
35%
18%
9%
11%
12%
13%
10%
5%
7%
6%
5%
7%
7%
16%
7%
12%
10%
Wellness app
Video chat: personal
Online fitness
Digital exercise machine
Playing online games
Remote learning: my children
Telemedicine: mental
Telemedicine: physical
Watching e-sports
Online streaming
Social media
Videoconferencing: professional
Remote learning: myself
2%
0%0%
0%
TikTok
Cooked regularly for myself/my family
Personal care/grooming at home
Using moreNot using Using less/the same Just started usingHave you used or done any of the
following since COVID-19 started1
% of respondents
Intent to
continue,2 %
71%
55%
57%
61%
51%
44%
73%
75%
40%
65%
53%
76%
0%
59%
58%
70%
1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “using more
since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.”
2 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase
this.” Number indicates respondents who chose “will keep doing what I am doing now” and “ will increase this” among new or increased users.
Homebody economy
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 25
430 5941 797345 7842 48 767244 46 47
50
80
100
150
200
49 5150 52 53 54 5655 57
0
58 60 6261 6963 64 65 66 67 68 70 71 74 75 77
Online fitness
Online streaming
Remote learning: my children
Video chat: personal
Watching e-sports
Telemedicine: mental Videoconferencing: professional
Remote learning: myself
Telemedicine: physical
Wellness app
Used social media
Playing online games
TikTok
Personal care/grooming at home
Cooked regularly
UsergrowthsinceCOVID-192
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.”
Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
Online fitness and remote learning habits adopted during the crisis
are accelerating and likely to remain as the pandemic subsides
Homebody economy
Works for now
Accelerated shifts Potentially here to
stay
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 26
Video alternatives to communication seem to work for now, while
other at-home alternatives seem to be shifting more decisively
Homebody economy
1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase
this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less).
Intent to use after COVID-191
% of new or increased users who intend to keep doing activity once
pandemic subsides
Low Medium-high
UsergrowthsinceCOVID-192
Medium-highLow
Works for now Accelerated
shifts
Potentially here
to stay
Status quo/
plateauing
Accelerated shifts Potentially here to stay Works for now Status quo/plateauingData not available4
September November
Online fitness
Wellness app
Online streaming
TikTok
Used social media
Cooked regularly
Videoconferencing: professional
Video chat: personal
Telemedicine: physical
Telemedicine: mental
Remote learning: myself
Remote learning: my children
Watching e-sports
Playing online games
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 09/21–9/25/2020, n = 1,058; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 27
Online streaming, restaurant delivery, and video chats saw the largest
increase in users, but have declined slightly since September
1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “using more
since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.”
2 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase
this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
3 Change since first survey is calculated by subtracting new/increased users in June from new/increased users in November.
4 Change since first survey is calculated by subtracting new/increased users in September from new/increased users in November. 5 Not included or insufficient sample (n = < 75) in first survey.
Have you started/increased usage since COVID-19 started1
% of respondents
43
39
22
33
27
22
18
31
26
22
20
12
12
11
10
13
12
8
8
Buy online for in-store pickup
Remote learning: my children
Online streaming
Videoconferencing: professional
Grocery delivery
Wellness app
Restaurant delivery
Remote learning: myself
Video chat: personal
Restaurant curbside pickup
TikTok
Playing online games
Watching e-sports
Quick-serve restaurant drive-thru
Store curbside pickup
In-store self-checkout
Online fitness
Telemedicine: mental
Telemedicine: physical
Change since
September
survey,4 p.p.New/increased users
-4
+1
+1
-5
+1
-3
-3
-6
-3
-2
-2
-1
-3
+1
-2
-2
-2
-1
-3
Homebody economy
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/202, n = 1,058; 6/11–6/14/2020, n = 1,020; sampled and weighted to match Brazil general
population 18+ years
Change since
June survey,3 p.p.
-15
N/A5
N/A5
+2
+8
0
+3
-12
-18
-10
N/A5
-4
N/A5
N/A5
N/A5
-6
-3
N/A5
-7
McKinsey & Company 28
86%
4%
10%
In-person only
Hybrid
Online only
1 Q: What education format is your child/children’s school primarily using today? Figures may not sum to 100% because of rounding.
2 Q: Please indicate how strongly you agree or disagree with each of the following statements. Statements include: “I expect remote learning to be a key education format for formal and/or informal education for the next 3 months”; “given
the uncertainty of school openings, I am planning to spend more on at-home learning tools and equipment (e.g., tutoring services, desk equipment, electronics)”; “I have cut back my work hours given my child/children’s at-home
learning needs.” Rated from 1 “strongly disagree” to 6 “strongly agree.” Figures may not sum to 100% because of rounding.
Remote learning is widespread and families expect it to continue,
therefore many are making changes to adapt
Education format1
% of respondents
Homebody economy
43
37
33
Expect online to
continue for 3+ months
Reduce work hours
Invest in at-home
learning tools
Agree/Strongly agree
Change in beliefs/behaviors for those with children in remote
learning,2 % of respondents
~96%
of children in
some form of
remote learning
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
High-income (SEL A,
B1) parents are 17%
more likely to have
children in online-only
programs than low
income (SEL C2, D–E)
McKinsey & Company 29
1 Q: Please indicate how strongly you agree or disagree with each of the following statements: “I have cut back my work hours given my child/children’s at-home
learning needs”. Rated from 1 “strongly disagree” to 6 “strongly agree.” Figures may not sum to 100% because of rounding.
33Overall
Agree/Strongly agree
C2, and D–E
A, B1
B2, C1
30
30
40
Reduction in work hours for those with children in remote learning1
% of respondents
A third of families with children have reduced work hours to meet
at-home learning needs; low-income parents are most impacted
Homebody economy
40%
of high-income
families have reduced
work hours
Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
McKinsey & Company 30
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.

More Related Content

More from McKinsey on Marketing & Sales

McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey Survey: European consumer sentiment during the coronavirus crisis
McKinsey Survey: European consumer sentiment during the coronavirus crisisMcKinsey Survey: European consumer sentiment during the coronavirus crisis
McKinsey Survey: European consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisisMcKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisisMcKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Chinese consumer sentiment during the coronavirus crisis
McKinsey Survey: Chinese consumer sentiment during the coronavirus crisisMcKinsey Survey: Chinese consumer sentiment during the coronavirus crisis
McKinsey Survey: Chinese consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 

More from McKinsey on Marketing & Sales (20)

McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...
 
McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...
 
McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey Survey: European consumer sentiment during the coronavirus crisis
McKinsey Survey: European consumer sentiment during the coronavirus crisisMcKinsey Survey: European consumer sentiment during the coronavirus crisis
McKinsey Survey: European consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisisMcKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisis
 
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisisMcKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Chinese consumer sentiment during the coronavirus crisis
McKinsey Survey: Chinese consumer sentiment during the coronavirus crisisMcKinsey Survey: Chinese consumer sentiment during the coronavirus crisis
McKinsey Survey: Chinese consumer sentiment during the coronavirus crisis
 
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
 

Recently uploaded

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 

Recently uploaded (20)

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 

McKinsey Survey: Brazilian consumer sentiment during the coronavirus crisis

  • 1. McKinsey & Company 1 We have seen four fundamental shifts to consumer behavior, some of which will have a lasting impact Up to 70% net increase in intent to spend online even post-COVID-19 2. Flight to digital and omnichannel Up to 50% of consumers (net) say they will decrease spend on discretionary categories 1. Shift to value and essentials 80% of consumers have changed stores, brands or the way they shop 3. Shock to loyalty 73% of Brazilian consumers are not yet resuming “normal” out-of-home activities 4. Homebody economy Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/09-11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 2. McKinsey & Company 2 Confidence in own country’s economic recovery after COVID-191 % of respondents 1 Q: How is your overall confidence level in economic conditions after the COVID-19 situation? Rated from 1 very optimistic to 6 very pessimistic. Bars may not sum to 100% due to rounding. Source: McKinsey & Company COVID-19 Consumer Pulse Survey Spain 11/9–16 UK 11/9–16 Italy 11/9–16 China 11/9–22 Brazil 11/9–15 France 11/9–16 15 7 13 12 18 31 40 33 37 33 53 31 40 46 51 59 52 47 54 52 60 33 62 58 41 38 23 17 14 13 11 7 2 11/9–13 US Japan 11/9–15 India 11/9–20 Unsure: The economy will be impacted for 6–12 months or longer and will stagnate or show slow growth thereafter Pessimistic: COVID-19 will have lasting impact on the economy and show regression/ fall into lengthy recession Optimistic: The economy will rebound within 2–3 months and grow just as strong as or stronger than before COVID-19 Germany 11/9–16 Shift to value and essentials Brazil is more optimistic than European countries but less so than the US, China, or India Mexico 11/9–17
  • 3. McKinsey & Company 3 Confidence in own country’s economic recovery after COVID-191 % of respondents 1 Q: How is your overall confidence level in economic conditions after the COVID-19 situation? Rated from 1 “very optimistic” to 6 “very pessimistic”; figures may not sum to 100% because of rounding. Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/2020, n = 1,058; 6/11–6/14/2020, n = 1,020; 5/07–5/10/2020, n = 1,084; 4/23–4/26/2020, n = 1,046; 4/16–4/19/2020, n = 1,019; 4/9–4/12/2020, n = 1,047; 4/2–4/5/2020, n = 1,013; 3/28–3/30/2020, n = 1,013; 3/21–3/24/2020, n = 1,311; sampled and weighted to match Brazil general population 18+ years 22% 22% 19% 21% 20% 25% 22% 20% 15% 53% 53% 59% 57% 57% 52% 57% 52% 53% 25% 25% 23% 22% 23% 23% 21% 28% 33% Mar 21-24 Sept 21-25Mar 28-30 Apr 2-5 Apr 23-26Apr 16-19 May 07-10 Jun 11-14 Nov 9-15 Brazil Unsure: The economy will be impacted for 6–12 months or longer and will stagnate or show slow growth thereafter Pessimistic: COVID-19 will have lasting impact on the economy and show regression / fall into lengthy recession Optimistic: The economy will rebound within 2–3 months and grow just as strong as or stronger than before COVID-19 Shift to value and essentials Optimism regarding Brazilian economic recovery is at its highest since the start of the pandemic
  • 4. McKinsey & Company 4 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.” Confidence in own country’s economic recovery after COVID-191 % of respondents Brazilians have become more optimistic over time, in line with other Latin American countries 22 25 22 20 15 6 10 11 14 35 15 53 52 57 52 53 51 55 59 57 45 57 55 25 23 21 28 33 43 35 31 28 21 39 30 4 Sep 1-16Sep 1-16Sep 1-16 Sep 1-16 ColombiaPeru Chile Sep 1-16 Argentina LatamBrazil Mar 21-24 CAC Sep 1-16May 7-10 June 11-14 Sep 21-25 Dominican Republic Unsure: The economy will be impacted for 6–12 months or longer and will stagnate or show slow growth thereafter Pessimistic: COVID-19 will have lasting impact on the economy and show regression/fall into lengthy recession Optimistic: The economy will rebound within 2–3 months and grow just as strong as or stronger than before COVID-19 Nov 9-15 Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/2020, n = 1,058; 6/11–6/14/2020, n = 1,020; 5/07–5/10/2020, n = 1,084; 3/21–3/24/2020, n = 1,311; sampled and weighted to match Brazil general population 18+ years Shift to value and essentials
  • 5. McKinsey & Company 5 ~76% believe their routines will return to normal by June 2021 1 Q: When do you expect your routines will return to normal? Figures may not sum to 100% because of rounding. 2 Q: When do you expect your personal/household finances will return to normal? Figures may not sum to 100% because of rounding. 12% 4% 43% 28% 10% 4% Already returned to normal Jan–Mar 2021 Apr–Jun 2021 Jul–Sep 2021 Oct–Dec 2021 2022 or beyond 7% 40% 20% 11% 8% 11% 3%No impact Jan–Mar 2021 Already returned to normal Oct–Dec 2021 Apr–Jun 2021 Jul–Sep 2021 2022 or beyond Expectations for routines returning to normal1 % of respondents Expectations for finances returning to normal2 % of respondents Shift to value and essentials Most Brazilians believe that routines and finances will return to normal within the first half of 2021 Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years ~70% believe their finances will return to normal by June 2021
  • 6. McKinsey & Company 6 Household income1,2 % of respondents 1 Q: How has the COVID-19 situation affected your (family’s) overall available income, spending, and savings in the past two weeks? Figures may not sum to 100% because of rounding. 2 Q: How do you think your overall available income, spending, and savings may change in the next two weeks? Figures may not sum to 100% because of rounding. Household spending1,2 % of respondents June 11–14 November 9–15 June 11–14 November 9–15 Household savings1,2 % of respondents June 11–14 November 9–15 Shift to value and essentials Reduce slightly / reduce a lot About the same Increase slightly / increase a lot Past 2 weeks 7%3% 28% 32% 69% 61% Past 2 weeks 15% 57% Next 2 weeks 28% 28% 7% 22% Past 2 weeks 50% 23% Next 2 weeksPast 2 weeks 71% 11% 42% 46% While most Brazilians are still seeing reductions in household income and savings, spending has increased 21% 33% 35% 43% 22% Past 2 weeks Past 2 weeks 54% 25% 49% 18% Next 2 weeks Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 6/11–6/14/2020, n = 1,020; sampled and weighted to match Brazil general population 18+ years
  • 7. McKinsey & Company 7 Change in shopping mindset since COVID-191 % of respondents 1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started”; figures may not sum to 100% because of rounding. Shift to value and essentials 10% 10% 12% 11% 13% 33% 35% 41% 46% 50% 57% 55% 47% 43% 37% 100% Researching brand and product choices before buying Becoming more mindful of where I spend my money Changing to less-expensive products to save money Looking for ways to save money when shopping Spending time planning / making lists for shopping trips Doing less Doing moreDoing about the same Since COVID-19, Brazilians have become more mindful of how they spend their money and are adopting new habits to save money Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 8. McKinsey & Company 8 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 Not included or insufficient sample (n = < 75) in first survey. 4 Based on small subset (n < 100) of sample population. 44 42 43 47 56 64 63 56 77 73 28 15 14 44 64 36 32 12 6 15 11 8 8 13 6 15 18 14 11 11 Tobacco products 10 Skin care & makeup Groceries Quick-service restaurant Snacks Food takeout & delivery 10 Alcohol 10 Accessories Restaurant Footwear Apparel Jewelry 5 Non-food child products Household supplies Personal-care products Furnishing & appliances OTC medicines IncreaseDecrease Stay the same 35 24 51 62 71 32 43 44 28 59 61 58 65 72 76 77 14 12 9 7 8 8 17 7 14 11 7 9 7 Books/magazines/newspapers Vitamins/supplements 10 Consumer electronics Entertainment at home 10 Gasoline 10 Out-of-home entertainment Pet-care services Fitness & wellness Personal-care services Hotel/resort stays Vehicle purchases4 Short-term home rentals Travel by car Cruises4 Adventures & tours International flights Domestic flights Net intent2Net intent2 +22 -13 +3 -53 -32 -36 -28 -36 -46 -56 -55 -43 -71 -68 0 -34 -25 -12 -41 -53 -64 -22 -35 -36 -9 N/A3 -52 -47 -47 -58 -62 -67 -70 -21 Net intent: Above +1 Net intent: -15 to 0 Net intent: Below -15 Change since first survey, pp Change since first survey Shift to value and essentials Although consumers still expect to cut back on discretionary spending, spending intent has improved since the beginning of COVID-19 -3 -7 +7 -9 +24 +14 +21 +29 +28 +13 +13 -7 -5 -1 +28 +20 N/A3 N/A3 -18 +2 -19 +20 +18 +43 +42 +46 N/A3 +19 +32 +23 +24 +23 +20 +12 Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 3/21–3/24/2020, n = 1,311; sampled and weighted to match Brazil general population 18+ years
  • 9. McKinsey & Company 9 Shift to value and essentials Essential spending has remained stable throughout the pandemic; discretionary spending is negative but gradually recovering -60 10 -20 -80 -70 30 -30 -50 0 -40 20 -10 Apr23-26 May20-24 Mar21-24 Apr16-19 Jun11-14 Sep21-25 Nov9-15 Groceries Household supplies Skin care & makeup Fitness & wellness Personal-care products Apr2-5 Consumer electronics Apparel Apr9-12 Alcohol May7-10 OTC Mar28-30 Expected spending per category over the next two weeks compared to usual1 Net intent2 1 Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding. 2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending. Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–09/25/2020, n = 1,058; 6/11–6/14/2020, n = 1,020; 5/7–5/10/2020, n = 1,084; 4/23–4/26/2020, n = 1,046; 4/16–4/19/2020, n = 1,019; 4/9–4/12/2020, n = 1,047; 4/2–4/5/2020, n = 1,013; 3/28–3/30/2020, n = 1,013; 03/21-03/24/2020, n = 1,311; sampled and weighted to match Brazil general population 18+ years
  • 10. McKinsey & Company 10 More people expect to make a portion of their purchases online post-COVID-19 than before… Consumers’ use of online channel before and expected use after COVID-191,2 % of respondents purchasing online3 1 Q: Before the coronavirus (COVID-19) situation started, what proportion of your purchases in this category were online vs from a physical store/in person? 2 Q: Once the coronavirus (COVID-19) situation has subsided, tell us what proportion of your purchases in this category you think will be online vs from a physical store/in person? 3 Includes respondents who chose “some online,” “most online,” and “all online.” Respondents who indicated that they have not bought the category online and do not intend to do so in the next two weeks are classified as not purchasing online. 4 Expected growth after COVID-19 compared to pre-COVID-19 slightly lower than previous waves due to respondents reporting higher online activity in pre-COVID-19 situation. 16 21 14 19 33 23 21 32 28 34 38 41 40 22 55 41 47 64 74 75 Fitness & wellness Footwear +14 +10 Household supplies Personal-care products +10 +16 Consumer electronics +12 +12 Food takeout & delivery Entertainment at home Tobacco +20 +13 Skin care & makeup +6 +12 Over-the-counter medicine Alcohol +11 +13 +10 +15Non-food child products Snacks Jewelry +14Apparel Accessories Vitamins / supplements Groceries +14Books/magazines/newspapers +9 +6 +7 +5 Furnishing & appliances Pre-COVID-19 Expected growth after COVID-19 % growth in customers purchasing category online Flight to digital and omnichannel ~25–70% growth in consumers who purchase online, across many categories4 Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years 87% 74% 70% 63% 61% 54% 49% 48% 45% 38% 36% 31% 28% 26% 25% 23% 21% 9% 9% 7%
  • 11. McKinsey & Company 11 Consumers’ use of online channel before and expected use after COVID-191,2 % of respondents purchasing most or all online3 1 Q: Before the coronavirus (COVID-19) situation started, what proportion of your purchases in this category were online vs from a physical store/in person? 2 Q: Once the coronavirus (COVID-19) situation has subsided, tell us what proportion of your purchases in this category you think will be online vs from a physical store/in person? 3 Respondents who indicated that they have not bought the category online and do not intend to do so in the next two weeks are classified as not purchasing online. 4 Expected growth after COVID-19 compared to pre-COVID-19 slightly lower than previous waves due to respondents reporting higher online activity in pre-COVID-19 situation. 4 9 4 5 12 9 8 11 14 11 15 14 18 7 35 19 21 39 63 45 +10 +6 Food takeout & delivery +8 +6 +15 +4 +14 Groceries +5 +9 +5 +8 +5 +12 +9 +13 +11 +9 Non-food child products +2 +7 Personal-care products Fitness & wellness Consumer electronics Household supplies Tobacco Skin care & makeup Jewelry Alcohol Over-the-counter medicine Snacks Apparel Accessories Furnishing & appliances Vitamins / supplements Books magazines newspapers Footwear Entertainment at home +12 Pre-COVID-19 Expected growth after COVID-19 % growth in customers purchasing category most or all online ~40–120% growth in consumers who purchase most or all online, across many categories4 …with many consumers planning to shift almost completely online Flight to digital and omnichannel Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years 127% 90% 136% 101% 124% 44% 110% 51% 39% 103% 59% 90% 60% 23% 44% 43% 48% 30% 14% 16%
  • 12. McKinsey & Company 12 Have you used or done any of the following since COVID-19 started1 % of respondents 1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “using more since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.” 2 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users. 18% 6% 4% 6% 6% 6% 3% 9% 8% 7% 5% 28% 11% 8% 7% 5% 5% 11% 4% 16% 5% 10% 5% 11% 11% 4% 4% 4% 7% 8% 7% 12% 4% 5% 4% Store curbside pickup Restaurant delivery Restaurant curbside pickup 2% Meal-kit delivery Quick-serve restaurant drive-thru In-store self-checkout Purchased directly from social media Grocery delivery Used a new store/restaurant app Used deal-finding plug-ins Purchased pre-owned products Buy online for in-store pickup Using moreJust started using Not usingUsing same/less Intent to continue,2 % 56% 50% 57% 58% 69% 40% 68% 43% 61% 57% 71% 66% Flight to digital and omnichannel Brazilians have acquired new habits during COVID-19, with significant growth in restaurant delivery and store/restaurant apps Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 13. McKinsey & Company 13 Intent to use after COVID-191 Percent of new or increased users who intend to keep doing activity after COVID-19 UsergrowthsinceCOVID-192 1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users. 2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less). Flight to digital and omnichannel Brazilian consumers expect to continue most of their new habits after the pandemic subsides Accelerated shifts Potentially here to stay Works for now 880 6040 50 70 80 0 50 100 110 Restaurant delivery New store/restaurant app Purchased pre-owned products online Grocery delivery Meal-kit delivery Quick-serve restaurant drive-thru In-store self-checkout Restaurant curbside pickup Buy online for in-store pickup Store curbside pickup Purchased from social mediaDeal-finding plug-ins Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 14. McKinsey & Company 14 New ways of buying in-store, such as self-checkout and buying online for in-store pickup, are seeing accelerated shifts Flight to digital and omnichannel Intent to use after COVID-191 % of new or increased users who intend to keep doing activity after COVID-19 Low Medium-high UsergrowthsinceCOVID-192 Medium-highLow Works for now Accelerated shifts Potentially here to stay Status quo/ plateauing 1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; “will reduce this”; “will keep doing what I am doing now”; “will increase this.” 2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same or using less). Accelerated shifts Potentially here to stay Works for now Status quo/plateauingData not available September November Meal-kit delivery Restaurant delivery Grocery delivery Quick-serve restaurant drive-thru Restaurant curbside pickup Store curbside pickup (mostly grocery) Used a new store/restaurant app Buy online for in-store pickup In-store self-checkout Used deal-finding plug-ins Purchased directly from social media Purchased pre-owned products online Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/2020, n = 1,058; sampled and weighted to match Brazil general population 18+ years
  • 15. McKinsey & Company 15 Have you used any of the following since COVID-19 started1 % of respondents Most Brazilians have tried a new shopping behavior during the pandemic, and have strong intentions to continue with them 1 Q: Since the coronavirus (COVID-19) situation started (i.e., within the past ~3 months), which of the following have you done? 20% consumers selected “none of these.” 2 Q: Which best describes whether or not you plan to continue with these shopping changes once the coronavirus (COVID-19) situation has subsided? Possible answers: “will go back to what I did before coronavirus”; ”will keep doing both this and what I did before coronavirus”; ”will keep doing this and NOT go back to what I did before coronavirus.” Intent to continue includes respondents who selected “will keep doing both this and what I did before coronavirus” and “will keep doing this and NOT go back to what I did before coronavirus.” 3 “New shopping method” includes curbside pickup and delivery apps. 43% 43% 35% 24% 21% New digital shopping method Different retailer/store/website Different brand Private label/store brand New shopping method3 Intent to continue2 83% 81% 77% 88% 79% 80% Consumers have tried a new shopping behavior Shock to loyalty Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 16. McKinsey & Company 16 More than 60 percent of consumers mention value and convenience as drivers for trying new places to shop Reason for shopping at a new retailer/store/website since COVID-19 started1 % of respondents selecting reason in top three 1 Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) situation started. What was the main reason you decided to try this new retailer/store/website? Select up to 3. 50% 40% 37% 24% 22% 19% 17% 15% 5% 12% 5% 9% 9% Better prices/promotions Offers good delivery/pickup options More easily accessible from my home Better shipping/delivery costs Better value Can get all the items I need from one place Supporting local businesses Less crowded / has shorter lines Products are in stock The company treats its employees well Better quality Offers natural/organic options Cleaner / has better hygiene measures x% Net % of respondents per category Value 83% Convenience 61% Availability 9% Quality/organic 19% Purpose-driven 16% Health/hygiene 9% Shock to loyalty Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 17. McKinsey & Company 17 More than 80 percent of consumers who tried a new brand mention value as a key driver of their choices Reason for trying a new brand since COVID-19 started1 % of respondents selecting reason in top three 1 Q: You mentioned you tried a new/different brand than what you normally buy. What was the main reason that drove this decision? Select up to 3. “Brand” includes different brand, new private label/store brand. Value x% Net % of respondents per category Availability 12% 84% Convenience 14% Quality/organic 30% Purpose-driven 20% Health/hygiene 10% Shock to loyalty 51% 49% 31% 5% 23% 9% 16% 6% 14% 12% 10% The company treats its employees well Larger package sizes Better shipping/delivery costs Better prices/promotions Supporting local businesses Better value Better quality Is natural/organic Is available where I’m shopping Products are in stock Cleaner / has better hygiene measures Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 18. McKinsey & Company 18 Consumers buying based on company behavior1 % of respondents 1 Q: Which best describes how often you are doing each of the following items? Possible answers: “doing less since coronavirus started”; “doing about the same since coronavirus started”; “doing more since coronavirus started.” Figures may not sum to 100% because of rounding. Consumers are paying increased attention to how a company deals with health, sustainability, and safety of employees 16% 13% 14% 17% 20% 54% 58% 59% 57% 57% 31% 29% 27% 27% 24% Healthy and hygienic packaging Company’s purpose/values How companies take care of the safety of their employees Retailers promotion of sustainable solutions Sustainable/eco-friendly products 100% Doing less Doing about the same Doing more Shock to loyalty Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 19. McKinsey & Company 19 Milestones for Brazil population not yet engaging with out-of-home activities1 % of respondents awaiting each milestone before engaging Most Brazilians are still not engaging in ‘normal’ out-of-home activities, and expect more than government guidance before doing so 1 Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart rebased to exclude those already participating in these activities and those who do not deem any of these items important. Figures may not sum to 100% because of rounding. 39 33 28 Only once there’s a vaccine or treatment Government lifts restrictions + other requirementGovernment lifts restrictions Medical authorities deem safe 21% Stores, restaurants, and other indoor places start taking safety measures 11% I see other people returning 7% Government lifts restrictions and… 73% of people are not currently engaging in “normal” out-of- home activities, down from 77% in the last survey Homebody economy Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/2020, n = 1,058; sampled and weighted to match Brazil general population 18+ years
  • 20. McKinsey & Company 20 Most Brazilians are concerned about traveling and attending large events, but less so about shopping Consumers’ level of concern undertaking various activities1 % of respondents 1 Q: How worried would you be if you were to do the following activities in the next two weeks? Possible answers: “not worried at all”; “not very worried”; “somewhat worried”; “very worried”; “extremely worried.”; figures may not sum to 100% because of rounding. 2 Level of concern is calculated by subtracting the % of respondents stating they “not worried at all” and “not very worried” from “very worried” and “extremely worried.” Level of concern2 48% 40% 37% 27% 34% 19% 24% 19% 11% 7% 18% 14% 11% -2% -12% -22% -10% -28%46% 43% 38% 42% 33% 33% 29% 27% 29% 27% 25% 25% 25% 23% 23% 20% 18% 17% 16% 37% 37% 34% 28% 37% 31% 35% 35% 32% 32% 32% 31% 31% 30% 27% 26% 27% 26% 20% 18% 21% 28% 30% 31% 35% 36% 38% 40% 41% 43% 44% 44% 47% 50% 54% 55% 57% 64% Get together with family Shop for groceries/necessities Drive more than 2 hours from home Shop for non-necessities Work outside my home Rent a short-term home Go to a hair or nail salon Dine-in at a restaurant or bar Get together with friends Use ride-sharing service Go out for family entertainment Go to a shopping mall Visit a crowded outdoor public place Stay in a hotel Go to the gym or fitness studio Use a clothing rental service Travel by airplane Use public transportation Attend a large event WorriedSomewhat worriedNot worried Homebody economy 2% Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 21. McKinsey & Company 21 Cleaning and sanitation, as well as masks and barriers, have been a growing a priority for 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 pick-up, cashier-less checkout, no-contact delivery, buy online for pickup in store; Physical distancing—customer number limit, distancing in customer line, reduced employee activity during shopping hours; Store regulations—no customer product testing, one-way store aisles, special hours for high-risk shoppers. Homebody economy Change since September, p.p. -1 0 0 +1 -2 0 29% 27% 16% 10% 9% 8%Store regulations No-contact purchasing Health checks Cleaning and sanitization Masks and barriers Physical distancing Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–09/25/2020, n = 1,058; 6/11–6/14/2020, n = 1,020; sampled and weighted to match Brazil general population 18+ years Change since June, p.p. +9 +10 -5 -1 -8 -5
  • 22. McKinsey & Company 22 Brazilians increasing intend to participate in some non-essential activities outside the home, such as going to the gym and family events Consumers’ engagement with activities outside home1,2 % of respondents 1 Q: Did you leave your house for the following activities over the past two weeks? Chart represents the percentage of respondents who indicated that they left home at least once during the past week to do this activity. 2 Q: For which of the following activities do you intend to leave your home to do in the next two weeks? Chart represents % of respondents who intend to leave their home to do this activity during the next two weeks. 79% 58% 48% 48% 33% 34% 33% 33% 29% 28% 25% 19% 20% 10% 7% Past 2 weeks Next 2 weeks Homebody economy 83% 59% 47% 44% 36% 36% 30% 30% 26% 26% 26% 14% 12% 7% 5% Get together with friends Dine at a restaurant or bar Use ride-sharing service Work outside my home Shop for groceries/necessities Shop for non-necessities Get together with family Visit a crowded outdoor public place Travel on public transportation Go to a hair or nail salon Drive more than 2 hours away from home Go to the gym or fitness studio Go out for family entertainment Attend a large event Travel by airplane Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 23. McKinsey & Company 23 51% Feel unsafe 12% 37% Feel safe Somewhat unsafe Top activities eager to get back to2 % of respondents for whom the activity is in their top 3 choices 41% 38% Get together with friends Get together with family 8% Dine indoors at a restaurant or bar 36% Attend a concert, sporting event, movies, etc. Visit a crowded outdoor public place 34% Go out for family entertainment 24% 23% 15%Travel by airplane 13%Interact with coworkers in person 13% Shop for non-necessities at shopping mall/department store 13%Go to gym or fitness studio Go to a hair or nail salon Brazilians are most eager to return to getting together with friends and family and visiting outdoor public spaces Level of comfort with out-of-home activities,1 % of respondents 1 Q: What best describes your comfort participating in activities you did prior to COVID? Figures may not sum to 100% because of rounding. 2 Q: What best describes your comfort participating in activities you did prior to COVID? If answered somewhat unsafe or unsafe, Q: Which of the following activities are you most eager to get back to on a regular basis? Select up to 3. Homebody economy Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 24. McKinsey & Company 24 Brazilians have acquired at-home alternatives to out-of-home activities, such as online streaming and cooking at home 21% 3% 11% 8% 4% 2% 5% 6% 31% 12% 10% 7% 15% 15% 34% 11% 21% 14% 8% 2% 5% 7% 3% 42% 19% 15% 15% 35% 18% 9% 11% 12% 13% 10% 5% 7% 6% 5% 7% 7% 16% 7% 12% 10% Wellness app Video chat: personal Online fitness Digital exercise machine Playing online games Remote learning: my children Telemedicine: mental Telemedicine: physical Watching e-sports Online streaming Social media Videoconferencing: professional Remote learning: myself 2% 0%0% 0% TikTok Cooked regularly for myself/my family Personal care/grooming at home Using moreNot using Using less/the same Just started usingHave you used or done any of the following since COVID-19 started1 % of respondents Intent to continue,2 % 71% 55% 57% 61% 51% 44% 73% 75% 40% 65% 53% 76% 0% 59% 58% 70% 1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “using more since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.” 2 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “ will increase this” among new or increased users. Homebody economy Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 25. McKinsey & Company 25 430 5941 797345 7842 48 767244 46 47 50 80 100 150 200 49 5150 52 53 54 5655 57 0 58 60 6261 6963 64 65 66 67 68 70 71 74 75 77 Online fitness Online streaming Remote learning: my children Video chat: personal Watching e-sports Telemedicine: mental Videoconferencing: professional Remote learning: myself Telemedicine: physical Wellness app Used social media Playing online games TikTok Personal care/grooming at home Cooked regularly UsergrowthsinceCOVID-192 Intent to use after COVID-191 Percent of new or increased users who intend to keep doing activity after COVID-19 1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users. 2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less). Online fitness and remote learning habits adopted during the crisis are accelerating and likely to remain as the pandemic subsides Homebody economy Works for now Accelerated shifts Potentially here to stay Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 26. McKinsey & Company 26 Video alternatives to communication seem to work for now, while other at-home alternatives seem to be shifting more decisively Homebody economy 1 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users. 2 User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less). Intent to use after COVID-191 % of new or increased users who intend to keep doing activity once pandemic subsides Low Medium-high UsergrowthsinceCOVID-192 Medium-highLow Works for now Accelerated shifts Potentially here to stay Status quo/ plateauing Accelerated shifts Potentially here to stay Works for now Status quo/plateauingData not available4 September November Online fitness Wellness app Online streaming TikTok Used social media Cooked regularly Videoconferencing: professional Video chat: personal Telemedicine: physical Telemedicine: mental Remote learning: myself Remote learning: my children Watching e-sports Playing online games Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 09/21–9/25/2020, n = 1,058; sampled and weighted to match Brazil general population 18+ years
  • 27. McKinsey & Company 27 Online streaming, restaurant delivery, and video chats saw the largest increase in users, but have declined slightly since September 1 Q: Have you used or done any of the following since the COVID-19 situation started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “using more since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.” 2 Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) situation has subsided? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users. 3 Change since first survey is calculated by subtracting new/increased users in June from new/increased users in November. 4 Change since first survey is calculated by subtracting new/increased users in September from new/increased users in November. 5 Not included or insufficient sample (n = < 75) in first survey. Have you started/increased usage since COVID-19 started1 % of respondents 43 39 22 33 27 22 18 31 26 22 20 12 12 11 10 13 12 8 8 Buy online for in-store pickup Remote learning: my children Online streaming Videoconferencing: professional Grocery delivery Wellness app Restaurant delivery Remote learning: myself Video chat: personal Restaurant curbside pickup TikTok Playing online games Watching e-sports Quick-serve restaurant drive-thru Store curbside pickup In-store self-checkout Online fitness Telemedicine: mental Telemedicine: physical Change since September survey,4 p.p.New/increased users -4 +1 +1 -5 +1 -3 -3 -6 -3 -2 -2 -1 -3 +1 -2 -2 -2 -1 -3 Homebody economy Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; 9/21–9/25/202, n = 1,058; 6/11–6/14/2020, n = 1,020; sampled and weighted to match Brazil general population 18+ years Change since June survey,3 p.p. -15 N/A5 N/A5 +2 +8 0 +3 -12 -18 -10 N/A5 -4 N/A5 N/A5 N/A5 -6 -3 N/A5 -7
  • 28. McKinsey & Company 28 86% 4% 10% In-person only Hybrid Online only 1 Q: What education format is your child/children’s school primarily using today? Figures may not sum to 100% because of rounding. 2 Q: Please indicate how strongly you agree or disagree with each of the following statements. Statements include: “I expect remote learning to be a key education format for formal and/or informal education for the next 3 months”; “given the uncertainty of school openings, I am planning to spend more on at-home learning tools and equipment (e.g., tutoring services, desk equipment, electronics)”; “I have cut back my work hours given my child/children’s at-home learning needs.” Rated from 1 “strongly disagree” to 6 “strongly agree.” Figures may not sum to 100% because of rounding. Remote learning is widespread and families expect it to continue, therefore many are making changes to adapt Education format1 % of respondents Homebody economy 43 37 33 Expect online to continue for 3+ months Reduce work hours Invest in at-home learning tools Agree/Strongly agree Change in beliefs/behaviors for those with children in remote learning,2 % of respondents ~96% of children in some form of remote learning Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years High-income (SEL A, B1) parents are 17% more likely to have children in online-only programs than low income (SEL C2, D–E)
  • 29. McKinsey & Company 29 1 Q: Please indicate how strongly you agree or disagree with each of the following statements: “I have cut back my work hours given my child/children’s at-home learning needs”. Rated from 1 “strongly disagree” to 6 “strongly agree.” Figures may not sum to 100% because of rounding. 33Overall Agree/Strongly agree C2, and D–E A, B1 B2, C1 30 30 40 Reduction in work hours for those with children in remote learning1 % of respondents A third of families with children have reduced work hours to meet at-home learning needs; low-income parents are most impacted Homebody economy 40% of high-income families have reduced work hours Source: McKinsey & Company COVID-19 Brazil Consumer Pulse Survey 11/9–11/15/2020, n = 1,005; sampled and weighted to match Brazil general population 18+ years
  • 30. McKinsey & Company 30 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.

Editor's Notes

  1. Q.CONFIDENCE
  2. % who started using/increased usage that intend to continue