McKinsey Survey: British consumer sentiment during the coronavirus crisis

McKinsey & Company 1
We have seen four fundamental shifts to consumer behavior, some
of which will have a lasting impact, as a a result of the pandemic
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089; sampled and weighted to match the UK’s general population 18+ years
Up to 40%
net increase in intent to
spend online even
post-COVID-19
2. Flight to digital
and omnichannel
Up to 65%
consumers (net) say
they will decrease
spend on discretionary
categories
1. Shift to value
and essentials
61%
of consumers have
changed stores,
brands or the way
they shop
3. Shock to
loyalty
90%
of UK consumers are
not yet resuming
“normal” out-of-home
activities
4. Homebody
economy

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
7 13 12 15 18
31
40
33 37 33
31 40
46 51
53
59
52
47 54 52 60
62 58
41 38 33
23 17 14 13 11 7
2
Mexico
11/9–17
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
Europe is less optimistic than other countries except for Japan
US
11/9–13

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 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089; 9/24–9/27/2020, n = 1,053; 6/18–6/21/2020, n = 1,011; 5/21–5/24/2020, n = 1,008; 4/30–5/3/2020,
n = 1,002; 4/16–4/19/2020, n = 1,005; 4/2–4/5/2020, n = 1,010; 3/28–3/29/2020, n = 1,002; 3/24–3/25/2020, n = 1,014, sampled and weighted to match UK’s general population 18+ years
UK
Mixed: The economy will
be impacted for 6–12
months or longer and will
stagnate or show slow
growth thereafter
Pessimistic: COVID-19
will have lasting impact
on the economy and
show regression / fall into
lengthy recession
Optimistic: The economy
will rebound within 2–3
months and grow just as
strong as or stronger than
before COVID-19
Consumers are less pessimistic regarding the United Kingdom’s
economic recovery compared to levels witnessed in September
24% 26% 27% 25% 24%
35%
30%
37%
31%
54%
55%
58% 59% 58%
50%
55%
47%
52%
23% 19%
15% 16% 18% 15% 15% 17% 17%
May 21-24Mar 21-22 Mar 28-29 Apr 2- 5 Sept 24-27
100%
April 16-19 June 18-21April 30- May 3 Nov 9-16
100% 100% 100%100% 100% 100% 100% 100%

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.
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089; sample and weighted to match the UK’s general population 18+ years
5%
20%
25%
Already returned to normal
10%
27%
2022 or beyond
15%
Jan–Mar 2021
Apr–Jun 2021
Jul–Sep 2021
Oct–Dec 2021
35%
8%
8%
15%
10%
9%
9%
Oct–Dec 2021
Apr–Jun 2021
No impact
Already returned to normal
Jan–Mar 2021
Jul–Sep 2021
2022 or beyond
Expectations on routines returning to normal1
% of respondents
Expectations on finances returning to normal2
% of respondents
~60%
believe their routines
will not return to
normal until the second
half of 2021 or beyond
~28%
believe their finances will
not return to normal until
the second half of 2021 or
beyond
UK consumers believe that the impact of COVID-19 will last longer
on their routines than on finances

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
September 24–27 November 17–21 September 24–27 November 17–21
Household savings1,2
% of respondents
September 24–27 November 17–21
Reduce slightly / reduce a lot About the same Increase slightly / increase a lot
69%
5%
28%26%
Past 2 weeks
68%
4%
Past 2 weeks
5%
76%
19%
Next 2 weeks
54%
15% 15%
Past 2 weeks
31%
52%
33%
Past 2 weeks
10%
65%
25%
Next 2 weeks
About one-third of consumers indicate that they continue to see
reduced household income, spending, and savings
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089; 9/24–9/27/2020, n = 1,083, sample weighted to match the UK’s general population 18+ years
14% 15%
34% 33%
52%
Past 2 weeks Past 2 weeks
52%
12%
65%
23%
Next 2 weeks

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.
4%
5%
6%
8%
12%
59%
60%
63%
69%
73%
37%
35%
31%
23%
15%
Spending time planning / making lists for shopping trips
Looking for ways to save money when shopping
100%
Becoming more mindful of where I spend my money
Investing in new ways of shopping online
Changing to less expensive products to save money
Doing less Doing moreDoing about the same
UK consumers are adopting new habits to save money when
shopping and becoming more mindful of how they spend
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089, sampled and weighted to match the UK’s general population 18+ years

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.
9
22
25
43
33
58
79
57
58
65
67
27
12
15
40
57
24
16
11
12
10
5
3
4
2
14
8
5
5
7
4
Groceries
Tobacco products
Snacks
Take out/delivery
Alcohol
Quick service restaurant
1Restaurant
3
Accessories
Footwear
Apparel
Jewelry
Non-food child products
Household supplies
Personal care products
4Skincare & make up
Furnishings & appliances
OTC medicines
Stay the same
Decrease Increase
23
16
31
51
70
34
62
63
50
71
52
76
77
81
79
77
7
11
6
6
4
8
6
4
4
4
6
4
1
1
2
Consumer electronics
International flights
Entertainment at home
2
Books/magazines/newspaper
Fitness & wellness
Out of home entertainment
Petcare services
0
Gasoline
Short-term home rentals
Travel by car
Cruises
0
Adventures & tours
Personal care services
Hotel/resort stays
Vehicle purchases
Domestic flights
Vitamins/supplements
Net intent2Net intent2
8
-13
-4
-52
-12
-21
-31
-23
-53
-77
-55
-55
-61
-65
-11
-36
-18
-5
-26
-45
-66
-26
-56
-61
-46
0
-67
-48
-70
-73
-80
-78
-16
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
Change since
first survey
Change since
first survey
Despite the broadly positive trend since our first survey, net intent
remains negative at -20 to -70 percent for most categories
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089; 3/28–3/29/2020 n = 1,002 sampled and weighted to match the UK’s general population 18+ years
6
8
-4
13
6
29
10
15
17
15
12
15
6
7
20
17
N/A3
N/A3
-18
4
16
14
22
21
18
27
73
21
30
8
13
2
10
6
NA3

Essential spending remains robust; discretionary spending varies
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 United Kingdom Consumer Pulse Survey 11/9–11/16/2020, n = 1,089; 9/24–9/27/2020, n = 1,083; 6/18–6/21/2020, n=1001; 5/21–5/24/2020, n = 1,002; 4/30–
5/3/2020, n = 1,003; 4/16–4/19/2020, n = 998; 4/2–4/5/2020, n = 1,005; 3/28–3/29/2020, n = 1,000; 3/20–3/22/2020, n = 1,007; sampled and weighted to match the UK’s general population 18+ years
-80
-70
-60
-10
-40
-50
-20
-30
0
10
20
Household supplies
Fitness & wellness
Apparel
Apr2
Mar21
Mar26
Apr16
Apr30
May21
Jun18
Sep24
Nov9
Groceries
Personal-care products
Skin care & makeup

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.
33
24
30
44
38
32
22
33
44
43
33
43
54
54
52
57
59
65
54
83
+14Groceries
OTC medicine +9
+10Snacks
+9
Skin care & makeup
Apparel
+12Fitness & wellness
+9Personal-care products
+6Tobacco
+9Household supplies
+14
+12
Entertainment at home
+10
+8Alcohol
+7
Footwear
Jewelry
+8Accessories
+7Books/magazines/newspapers
Food takeout & delivery
+3
+5
+5
Furnishing & appliances
+5
+8
Pre-COVID-19 Expected growth after COVID-19
% growth in customers
purchasing category online
Flight to digital and omnichannel
~10–40%
growth in consumers
who purchase online for
most categories4
+42%
+39%
+34%
+32%
+30%
+29%
+29%
+29%
+29%
+23%
+23%
+17%
+16%
+14%
+13%
+13%
+8%
+8%
+6%
+5%

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.
13
13
13
17
23
14
14
18
24
17
15
24
31
24
32
36
24
43
24
73
Skin care & makeup
Groceries
+16
+6OTC medicine
Alcohol
Snacks
+9
+12
+13
Household supplies
Fitness & wellness
+10
+8
Personal-care products
+2Tobacco
+9
+12
+11
+12
Apparel
+5
+9Footwear
+11Jewelry
Accessories
Food takeout & delivery
+7Books/magazines/newspapers
+13
+6Furnishing & appliances
+6Entertainment at home
+11
Expected growth after COVID-19Pre-COVID-19
% growth in customers purchasing
category most or all online
~20–60%
growth in consumers who
purchase most or all
online for most
categories4
…with some consumers planning to shift almost completely online
+90%
+46%
+64%
+98%
+51%
+74%
+12%
+52%
+47%
+68%
+36%
+38%
+36%
+54%
+20%
+30%
+55%
+18%
+25%
+9%

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.
13%
13%
9%
15%
7%
3%
9%
4%
3%
17%
21%
8%
11%
11%
2%
7%
7%
4%
5%
4%
11%
2%
2%
3%
2%
4%
4%
5%
3%
Grocery delivery
Purchased directly from social media
Used deal-finding plug-ins
1%
Buy online for in-store pickup
Restaurant delivery
1%
2%
1%
2%Meal-kit delivery
In-store self-checkout
Quick-serve restaurant drive-thru
Used a new store/restaurant app
Restaurant curbside pickup
2%Store curbside pickup
1%
Purchased pre-owned products
Using same/lessJust started using Using more Not using
Intent to
continue,2 %
47%
56%
51%
44%
79%
36%
64%
47%
51%
74%
54%
74%
UK consumers have acquired new habits during COVID-19,
including restaurant and grocery delivery and pickup
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089; sampled and weighted to match the UK’s general population 18+ years

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).
Many consumers intend to continue these habits even after the
crisis is over
Accelerated shifts
Potentially here to stay
Works for now
6032 40340 364 50 70 80 88
0
50
100
New store/restaurant app
Store curbside pickup
Deal-finding plug-ins
Meal-kit delivery
Restaurant delivery
Grocery delivery
In-store self-checkoutPurchased from social media
Purchased pre-owned products online

Have you used any of the following since COVID-19 started1
% of respondents
More than half of UK consumers have tried a different retailer,
store, or website, and most intend to continue usage post-crisis
1 Q: Since the coronavirus (COVID-19) situation started (i.e., within the past ~3 months), which of the following have you done? 23% 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.
34%
29%
20%
18%
17%New shopping method3
New digital shopping method
Different retailer/store/website
Different brand
Private label/store brand
Intent to
continue2
87%
85%
83%
80%
77%
61%
Consumers have tried
a new shopping
behavior
Shock to loyalty

More than 55 percent of consumers cite convenience and value 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.
24%
22%
19%
14%
30%
24%
20%
24%
18%
3%
13%
5%
8%
Better prices/promotions
Products are in stock
Offers good delivery/pickup options
More easily accessible from my home
Less crowded / has shorter lines
Can get all the items I need from one place
Better value
Better shipping/delivery costs
Supporting local businesses
The company treats its employees well
Better quality
Offers natural/organic options
Cleaner / better hygiene measures
Convenience
Purpose-driven
Quality/organic
Health/hygiene
Availability
Value
x% Net % of respondents per
category
55%
61%
24%
21%
18%
8%
Shock to loyalty

When trying new brands, value is the key driver for more than
70 percent of consumers
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.
Availability
Value
Health/hygiene
Quality/organic
Purpose-driven
Convenience
x% Net % of respondents per
category
34%
72%
30%
23%
22%
13%
Shock to loyalty
The company treats its employees well
Better quality
Better value
Better prices/promotions
Supporting local businesses
Larger package sizes
Better shipping/delivery costs
Products are in stock
Is natural/organic
Is available where I’m shopping
Cleaner / has better hygiene measures
40
38
22
12
12
34
23
9
17
6
13

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 sustainability and
healthy packaging
7%
7%
6%
7%
8%
78%
79%
81%
80%
83%
15%
14%
14%
13%
10%
How companies take care of the safety of their employees
Healthy and hygienic packaging
Retailers promotion of sustainable solutions
Sustainable/eco-friendly products
Company’s purpose/values
100%
Doing less Doing moreDoing about the same
Shock to loyalty

Milestones for UK population not yet engaging with out-of-home activities1
% of respondents awaiting each milestone before engaging
Under new restrictions, most UK consumers are not engaging in
‘normal’ out-of-home activities
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.
54
23
24
Government lifts
restrictions + other
requirement
Only once there’s a
vaccine or treatment
Government lifts restrictions
Medical authorities deem safe 27%
Stores, restaurants, and other indoor
places start taking safety measures 15%
I see other people returning 11%
Government lifts restrictions and…
90%
of people are not
currently engaging
in “normal” out-of-
home activities, up
from 73% in the
last survey
Homebody economy

Consumers engaging in ‘normal’ out-of-home activities1
% of respondents
Only 10 percent of UK consumers are engaging in ‘normal’ out-of-home
activities
1 Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart shows those already participating in these activities.
Homebody economy
4
28
27
10
18
12
0
30
6
24
May 21 Jun 18 Sep 24 Nov 9
Source: McKinsey & Company COVID-19 United Kingdom Consumer Pulse Survey 11/9–11/16/2020, n = 1,089; 9/24–9/27/2020, n = 1,083; 6/18–6/21/2020, n=1001; 5/21–5/24/2020, n = 1,002, sampled and
weighted to match the UK’s general population 18+ years

Most UK consumers are concerned about air travel as well as other
activities where avoiding crowds is more difficult
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
47
31
29
33
26
23
22
16
14
26
19
12
-7
-10
-15
-22
-3551%
46%
44%
41%
39%
30%
29%
28%
27%
25%
25%
25%
25%
24%
23%
22%
22%
18%
17%
33%
24%
34%
29%
30%
28%
27%
32%
30%
30%
24%
29%
25%
29%
26%
23%
25%
19%
17%
16%
31%
22%
31%
31%
42%
44%
40%
43%
45%
51%
47%
51%
47%
52%
55%
53%
64%
66%
Shop for groceries/necessities
Drive more than 2 hours from home
Shop for non-necessities
Stay in a hotel
Get together with family
Go to a shopping mall
Work outside my home
Get together with friends
Go to a hair or nail salon
Dine at a restaurant or bar
Worried
Used a clothing rental service
Rent a short-term home
Used public transportation
Go out for family entertainment
Somewhat worried
Visit a crowded outdoor public place
Go to the gym or fitness studio
Used ride-sharing service
Travel by airplane
Attend a large event
Not worried
Homebody economy
12

Masks and barriers continue to be a priority to consumers as they
decide where to shop in-store
Top priorities when deciding where to shop in-store1
% of respondents for whom this criterion is the most important2
1 Q: Once restrictions lift, which of the following factors will be most important to you as you decide which of these places to visit in person? Respondents were asked to select the most important.
2 The following categories are included in each bucket: Cleaning and sanitization—increased cleaning, improved air filtration, availability of sanitizing supplies throughout the store; Health checks—customer wellness check (e.g., temperature) on
entry, employees' wellness check (e.g., temperature) on entry; Masks and barriers—customers and employees wear masks, customers and employees provided masks and gloves, plastic barrier with cashier; No-contact purchasing—curbside
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 the
first measure, pp.
+1
-1
0
+3
0
-2
28%
24%
22%
10%
9%
7%
Masks and barriers
Cleaning and sanitization
Physical distancing
No-contact purchasing
Store regulations
Health checks
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089; 9/24–9/27/2020, n = 1,083; , sampled and weighted to match the UK’s general population 18+ years

With new government restrictions, UK consumers anticipated a low
level of engagement with out-of-home activities
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.
76%
29%
26%
18%
17%
6%
11%
6%
11%
5%
7%
6%
4%
4%
4%
Past 2 weeks Next 2 weeks
Homebody economy
79%
35%
32%
22%
21%
13%
12%
12%
12%
8%
7%
7%
5%
5%
4%Travel by airplane
Dine at a restaurant or bar
Shop for groceries/necessities
Work outside my home
Visit a crowded outdoor public place
Travel on public transportation
Go to the gym or fitness studio
Drive more than 2 hours away from home
Use ride-sharing service
Attend a large event

Feel safe
46%
14%
39%
Somewhat
unsafe
Feel unsafe
Top activities eager to get back to2
% of respondents for whom the activity is in their top 3 choices
UK consumers are most eager to return getting together with
friends and family
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089, sampled and weighted to match the UK's general population 18+ years
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
at shopping mall/department store
21%
59%
33%
47%
Travel by airplane
Dine indoors at a restaurant or bar
21%Attend a concert, sporting event, movies, etc.
17%
20%
14%
10%
Interact with coworkers in person
Go to gym or fitness studio
10%Visit a crowded outdoor public place
10%

UK consumers continue using at-home alternatives to out-of-home
activities such as videoconferencing and video chat
17%
2%
2%
3%
2%
3%
27%
7%
2%
7%
28%
10%
32%
10%
12%
5%
4%
4%
5%
33%
10%
6%
10%
29%
10%
4%
9%
9%
4%
4%
4%
4%
3%
6%
2%
6%
Remote learning: my children
Telemedicine: mental
Telemedicine: physical
Social media
Video chat: personal
Digital exercise machine
Online streaming
1%
1%
1%
Videoconferencing: professional
Remote learning: myself
1%
Online fitness
Wellness app
1%
1%
1%
2%
Cooked regularly for myself/my family
Playing online games 1%
Watching e-sports
1%
TikTok
1%
1%
Personal care/grooming at home
Not using Using moreUsing less / the same Just started usingHave you used or done any of the
following since COVID-19 started1
% of respondents
Intent to
continue,2 %
69%
53%
43%
58%
45%
50%
62%
66%
64%
57%
57%
85%
61%
60%
59%
51%
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

71 79 848045 8160 85460 4744 48 838249 50
100
51 53 55 7857 59 61
150
50
63
200
65 67
0
767069 73 75 77
Using social media
Cooked regularly
Online fitness
Online streaming
Wellness app
TikTok
Digital exercise machine
Personal care / grooming at home
Playing online games
Watching e-sports
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).
Only some new habits adopted during the crisis are likely to remain
in the medium to long term
Homebody economy
Works for now
Accelerated shifts
Potentially here to stay

Grocery and restaurant delivery continue to attract new consumers
and increase usage from existing users
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 April from % new/increased users in November.
Have you started/increased usage since COVID-19 started1,2
% of respondents
36
33
22
4
15
10
6
14
19
21
8
10
6
2
8
8
11
12
11
Store curbside pickup
Online streaming
Playing online games
Grocery delivery
Restaurant delivery
In-store self-checkout
Wellness app
Online fitness
TikTok
Watching e-sports
Change since
April survey3, pp.New / increased users
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,053 ;4/16-4/19/2020, n = 1,002, sampled and weighted to match the UK’s general population 18+ years
-2
-4
2
-4
1
10
13
8
2
4
9
3
0
4
-5
2
-1
5
4
Homebody economy

11%
Hybrid 37%
53%In-person only
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 strongly disagree to 6 strongly agree. Figures may not sum to 100% because of rounding.
In-person is still the leading education format in Britain; only
6 percent of families in remote learning expect it to continue
Education format1
% of respondents
Homebody economy
6
4
3
Invest in at-home
learning tools
Expect online to
continue for 3+ months
Reduce work hours
Agree/Strongly agree
Change in beliefs/behaviors for those with children in remote
learning,2 % of respondents
~48%
of children in
some form of
remote learning

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.
Source: McKinsey & Company COVID-19 UK Consumer Pulse Survey 11/09–11/16/2020, n = 1,089, sampled and weighted to match the UK's general population 18+
years
>£50K
Overall
<£25K
£25K–£49K 5
Agree/Strongly agree
2
3
3
Reduction in work hours for those with children in remote learning1
% of respondents
Of families that who have children in remote learning, 3 percent
have cut work hours to meet at-home learning needs
Homebody economy
3%
of high-income
families have reduced
work hours

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McKinsey does not provide legal, medical, or other regulated advice or
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based on information currently available and do not contain all of the
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McKinsey Survey: British consumer sentiment during the coronavirus crisis

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