McKinsey Survey: Italian consumer sentiment during the coronavirus crisis

McKinsey & Company 1
We have seen five fundamental shifts to consumer behavior, some
of which will have a lasting impact, as a result of the pandemic
Up to
32%
growth in
customers
purchasing
category online
even post-
COVID-19
76%
of Italian
consumers have
changed stores,
brands or the
way they shop
89%
of Italian
consumers are
not yet resuming
“normal” out-of-
home activities
Up to
80%
consumers say
they will
decrease spend
on discretionary
categories
besides grocery
32%
of Italian
shoppers
prioritize masks
or barriers when
they shop
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 11/09–11/16/2020, n = 1,076; sampled and weighted to match Italy general population 18+ years
2. Flight to
digital and
omnichannel
1. Shift to value
and essentials
3. Shock to
loyalty
4. Health and
“caring”
economy
5. 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
Italians are slightly less optimistic compared to other European
markets, with the exception of France
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.
Italy
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
With new restrictions announced, Italian consumers’ confidence in
the country’s post-crisis economic rebound is not picking up
33%
38%
32%
36% 35% 37%
31%
26%
33%
54%
51%
54%
54%
51% 49%
57%
60%
54%
13% 11% 14%
10%
14% 14% 12% 14% 13%
Jun 18-21Mar 26-29Mar 20-22 Apr 2-5 May 21- May 24Apr 16-19 Apr 30- May 3 Sep 24-27 Nov 9-16
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 11/09–11/16/2020, n = 1,076; 09/24–09/27/2020, n = 1,071; 06/18–06/21/2020, n = 1,008; 05/21–05/24/2020, n = 1,000; 04/30–
05/03/2020, n = 1,001; 04/16–04/19/2020, n = 1,002; 04/02–04/05/2020, n = 1,009; 03/26–03/29/2020, n =1,005; 03/20–03/22/2020 n = 1,003; sampled and weighted to match Italy general population 18+
years

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.
25%
Jan–Mar 2021
27%
7%
7%
Already returned to normal
19%
16%
Apr–Jun 2021
Jul–Sep 2021
Oct–Dec 2021
2022 or beyond
25%
7%
7%
14%
13%
14%
20%
Apr–Jun 2021
2022 or beyond
No impact
Already returned to normal
Jan–Mar 2021
Oct–Dec 2021
Jul–Sep 2021
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
~47%
believe their finances will
not return to normal until
the second half of 2021 or
beyond
Most Italians believe routines will not return to normal until the
second half of 2021; they are less negative about financial effects
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 11/09–11/16/2020, n = 1,076; 09/24–09/27/2020, n = 1,071; sampled and weighted to match Italy general population 18+ years

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 9–16 September
24–27
November 9–16
Household savings1,2
% of respondents
September
24–27
November 9–16
Reduce slightly / reduce a lot
About the same
Increase slightly / increase a lot
3%2%
54%
44%
54%
Past 2 weeks
44%
Past 2 weeks
35%
3%
62%
Next 2 weeks
45%
7%
Past 2 weeks
55%
44%
49%
Past 2 weeks
8%
47%
6%
39%
Next 2 weeks
Consumers expect a less pronounced income and savings
reduction, which is reflected in stabilizing spending
36%
15% 16%
49%
Past 2 weeks
45%
39%
Past 2 weeks
13%
56%
31%
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.
6%
5%
7%
7%
9%
55%
59%
62%
66%
70%
39%
37%
31%
27%
21%
100%
Becoming more mindful of where I spend my money
Spending time planning / making lists for shopping trips
Looking for ways to save money when shopping
Changing to less expensive products to save money
Researching brand and product choices before buying
Doing less Doing about the same Doing more
Italians are becoming more mindful of how they spend their money
and adopting new ways to save when shopping

Expected spending per category over the next two weeks compared to usual1
% of respondents
1 Q: Over the next two weeks, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2 Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
3 Data not available or sample size <30
9
39
23
33
45
70
84
62
61
69
72
32
13
40
61
15
19
6
23
7
13
7
11
3
Food takeout & delivery
Non-food child products
Groceries
Footwear
Alcohol
Snacks 5
Tobacco products
5
Quick-service restaurant
Restaurant 1
3
4Apparel
2
2Jewelry
Accessories
Furnishings & appliances
Skin care & makeup
10Household supplies
Personal-care products
4
4
OTC medicines
Decrease
Stay the same
Increase
23
16
30
49
82
27
67
49
53
72
62
70
77
87
84
83
14
13
8
7
6
Hotel/resort stays
Travel by car
Pet-care services
1
Vitamins/supplements
3
Out-of-home entertainment
Entertainment at home
Books/magazines/newspapers
Consumer electronics
4Fitness & wellness
3
Gasoline
Personal-care services
5
Short-term home rentals
N/A 3Vehicle purchases 3
2
4
Cruises
2
International flights 2
Adventures & tours
1
1Domestic flights
Net intent2Net intent2
+10
-25
+3
-57
-34
-17
-10
-40
-67
-83
-59
-57
-67
-70
-6
-36
-4
-3
-22
-42
-81
-24
-63
-46
-48
N/A 3
-70
-58
-64
-75
-85
-83
-82
-9
Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
Change since
first survey
Change since
first survey
-4
-12
-4
+12
-1
+8
+1
+12
+15
+8
+8
+1
+5
+3
+13
+16
N/A3
N/A3
-14
+5
+15
+1
+31
+15
+27
+26
N/A3
-6
+25
+4
-1
-4
+1
-4
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 11/09–11/16/2020, n = 1,076; 03/20–03/22/2020 n = 1,003; sampled and weighted to match Italy general population 18+ years
Italian consumers are decreasing spending across categories, but
with some signals of recovery compared to the start of the crisis

Grocery spending has remained stable while discretionary spending
has dropped following new government restrictions
-80
-50
-70
-60
-30
-40
-20
-10
0
10
20
Sep24
Skin care & makeup
May21
Mar20
Fitness & wellness
Mar26
Apr2
Apr16
Apr30
Jun18
Nov9
Groceries
Apparel
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 Italy Consumer Pulse Survey 11/09–11/16/2020, n = 1,076; 09/24–09/27/2020, n = 1,071; 06/18–06/21/2020, n = 1,008; 05/21–05/24/2020, n = 1,000; 04/30–
05/03/2020, n = 1,001; 04/16–04/19/2020, n = 1,002; 04/02–04/05/2020, n = 1,009; 03/26–03/29/2020, n =1,005; 03/20–03/22/2020 n = 1,003; sampled and weighted to match Italy general population 18+
years

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
23
22
46
24
23
32
27
21
49
50
47
50
52
45
46
71
53
53
87
11
6
5
11
5
5
7
5
4
8
9
7
6
6
5
5
6
4
4
1
Fitness & wellness
Jewelry
Household supplies
OTC medicine
Groceries
Alcohol
Snacks
Tobacco
Accessories
Skin care & makeup
Footwear
Apparel
Pre-COVID-19 Expected growth after COVID-19
% growth in customers
purchasing category online
Flight to digital and omnichannel
~10–30%
growth in consumers
who purchase online for
most categories4
+32%
+27%
+25%
+23%
+21%
+21%
+20%
+18%
+17%
+17%
+17%
+14%
+13%
+12%
+12%
+12%
+8%
+7%
+7%
+2%

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
9
8
18
12
7
11
7
11
18
31
19
18
18
25
19
41
13
24
74
8
5
2
8
3
4
3
1
10
5
11
7
7
4
5
11
9
6
Fitness & wellness
OTC medicine
Snacks
Jewelry
Groceries
0
Alcohol
Household supplies
Tobacco
Accessories
1
Skin care & makeup
Footwear
Apparel
Pre-COVID-19 Expected growth after COVID-19
% growth in customers purchasing
category most or all online
~15–60%
growth in consumers who
purchase most or all
online for most
categories4
…with many consumers planning to shift almost completely online
+59%
+52%
+26%
+45%
+3%
+38%
+37%
+46%
+10%
+57%
+17%
+58%
+39%
+36%
+15%
+27%
+28%
+68%
+27%
+1%

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.
8%
7%
3%
14%
4%
6%
3%
4%
6%
3%
17%
16%
7%
10%
7%
7%
4%
9%
5%
4%
6%
9%
3%
3%
5%
4%
3%
6%
1%
2%
Grocery delivery
1%
Used a new store/restaurant app
2%
Used deal-finding plug-ins
Meal-kit delivery
Purchased pre-owned products
In-store self-checkout
Restaurant delivery
Purchased directly from social media
Restaurant curbside pickup
Store curbside pickup
Quick-serve restaurant drive-thru
1%
Buy online for in-store pickup
Just started using Using more Using same/less Not using
Intent to
continue,2 %
54%
42%
32%
49%
80%
37%
59%
40%
62%
71%
61%
0%
Italian customers have adopted new habits during COVID-19,
especially around grocery shopping and restaurant delivery
N.A.

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 of these new habits are expected to stay even when the crisis
is over
Accelerated shifts
Potentially here to stay
Works for now
30
20
40
40
60
28 32 34 7036 40 50 60
80
100
80 88
0
Restaurant delivery
New store/restaurant app
Grocery delivery
Meal-kit delivery
Quick-serve
restaurant
drive-thru In-store self-checkout
Purchased from social media
Purchased pre-owned products online

Have you used any of the following since COVID-19 started1
% of respondents
About two-thirds of consumers have changed shopping behaviors,
and up to three-quarters intend to continue them beyond the crisis
1 Q: Since the coronavirus (COVID-19) situation started (i.e., in the past ~3 months), which of the following have you done? 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.
4 34% consumers selected “none of these.”
33%
29%
22%
21%
18%
Different retailer/store/website
Different brand
New digital shopping method
Private label/store brand
New shopping method3
Intent to
continue2
77%
71%
73%
75%
71%
66%
Consumers have tried
a new shopping
behavior4
Shock to loyalty

Value and convenience are the key drivers for Italians 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.
34%
33%
21%
26%
17%
16%
7%
35%
18%
6%
11%
5%
8%
Supporting local businesses
Better value
Better shipping/delivery costs
Better prices/promotions
Offers good delivery/pickup options
More easily accessible from my home
Offers natural/organic options
Less crowded / has shorter lines
Cleaner/ has better hygiene measures
Can get all the items I need from one place
Products are in stock
Better quality
The company treats its employees well
Convenience
Purpose-driven
Quality/organic
Health/hygiene
Availability
Value
x% Net % of respondents per
category
67%
49%
35%
24%
15%
8%
Shock to loyalty

Value is the key driver for Italians trying a new brand
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
28%
75%
16%
27%
16%
6%
Shock to loyalty
45%
37%
14%
12%
28%
18%
13%
14%
3%
16%
6%
Better prices/promotions
Better value
Better shipping/delivery costs
Is natural/organic
Products are in stock
Larger package sizes
Cleaner/ has better hygiene measures
Better quality
Supporting local businesses
The company treats its employees well
Is available where I’m shopping

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 hygienic packaging
and promotions of sustainable solutions
8%
9%
7%
9%
10%
71%
71%
75%
74%
75%
20%
20%
18%
17%
15%Company’s purpose/values
Healthy and hygienic packaging
Retailer’s promotion of sustainable solutions
Sustainable/eco-friendly products
How companies take care of the safety of their employees
100%
Doing less
Doing about the same
Doing more
Shock to loyalty

Nearly 90 percent of Italian consumers are still not engaging in
‘normal’ out-of-home activities…
57
19
24
Government lifts
restrictions + other
requirements
Only once there’s a
vaccine or treatment3
Government lifts restrictions
Medical authorities deem safe 28%
Stores, restaurants, and other indoor
places take safety measures 19%
I see other people returning 10%
Government lifts restrictions and…
89%
of people are not
currently engaging
in “normal” out-of-
home activities, up
from 58% in the
last survey
Homebody economy
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.
2 17% of the total Italian population, will engage "only once there's a vaccine or treatment.”
3 19% of the Italians not currently engaging in "normal" out-of-home activities, will engage "only once there's a vaccine or treatment.”
~17% of the total Italian
population will not engage in
“normal” out-of-home activities
until there is a vaccine or
treatment (up from 15% in the
last pulse survey)2
Milestones for the population not yet engaging with out-of-home activities1
% of respondents awaiting each milestone before engaging

Consumers engaging in ‘normal’ out-of-home activities1
% of respondents
…mainly as a consequence of new restrictions
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
13
34
42
11
42
24
18
6
12
30
36
May 21 Jun 18 Sep 24 Nov 9
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 11/09–11/16/2020, n = 1,076; 09/24–09/27/2020, n = 1,071; 06/18–06/21/2020, n = 1,008; 05/21–05/24/2020, n = 1,000; sampled and
weighted to match Italy general population 18+ years

Italians are most concerned about using public transportation
services and attending large events
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
44
37
28
30
21
30
18
10
12
10
8
5
-12
-34
-38
-25
-5463%
54%
45%
55%
39%
38%
24%
31%
27%
31%
29%
24%
24%
19%
21%
20%
18%
15%
14%
29%
31%
35%
24%
34%
36%
39%
33%
36%
30%
32%
34%
32%
32%
30%
30%
28%
26%
24%
9%
16%
20%
21%
27%
27%
36%
36%
37%
39%
39%
42%
45%
49%
49%
50%
55%
59%
62%
Get together with friends
Go to a shopping mall
Work outside my home
Drive more than 2 hours from home
Worried
Shop for non-necessities
Shop for groceries/necessities
Get together with family
Go to a hair or nail salon
Not worried
Dine at a restaurant or bar
Rent a short-term home
Travel by airplane
Stay in a hotel
Go out for family entertainment
Use ride-sharing service
Go to the gym or fitness studio
Visit a crowded outdoor public place
Use a clothing rental service
Attend a large event
Use public transportation
Somewhat worried
Homebody economy
-11

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
Homebody economy
Change since the
first measure, pp.
-2
-1
+3
+2
-1
-1
32%
22%
20%
13%
8%
6%
Masks and barriers
Cleaning and sanitization
Physical distancing
Health checks
No-contact purchasing
Store regulations
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 11/09–11/16/2020, n = 1,076; 03/20–03/22/2020 n = 1,003; sampled and weighted to match Italy general population 18+ years
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.

Intentions for out-of-home activities is expected to decrease slightly,
as government increases restrictions
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.
85%
37%
33%
37%
13%
18%
15%
11%
11%
11%
8%
4%
3%
4%
4%
Past 2 weeks Next 2 weeks
Homebody economy
90%
42%
41%
39%
22%
21%
19%
16%
15%
15%
7%
6%
5%
5%
3%
Shop for grocery/ necessities
Visit a crowded outdoor public place
Work outside my home
Use ride-sharing service
Get together with friends
Dine at a restaurant or bar
Go to a hair or nail salon
Drive more than 2 hours away from home
Travel on public transportation
Go out for family entertainment
Go to the gym or fitness studio
Attend a large event
Travel by airplane

Feel safe
31%
54%
15%
Somewhat
unsafe
Feel unsafe
Top activities eager to get back to2
% of respondents for whom the activity is in their top 3 choices
Dine indoors at a restaurant or bar 38%
43%
50%Get together with friends
24%Attend a concert, sporting event, movie, etc.
21%Visit a crowded outdoor public place
11%
21%
14%
Travel by airplane
18%Go out for family entertainment
at shopping mall/department store
Interact with coworkers in person
14%Go to gym or fitness studio
13%Go to a hair or nail salon
Italians are most eager to return to getting together with family and
friends, and to dining indoors at restaurants
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

Italians have adopted at-home alternatives to out-of-home
activities, such as videoconferencing and remote learning
19%
3%
3%
4%
3%
2%
31%
8%
3%
4%
31%
17%
28%
12%
14%
9%
4%
4%
5%
4%
31%
11%
5%
6%
29%
13%
4%
11%
8%
10%
10%
3%
5%
4%
2%
2%
5%
3%
5%
Videoconferencing: professional
1%
1%
Online fitness 1%
1%
Telemedicine: physical
Wellness app
Online streaming
Video chat: personal
Remote learning: myself
Playing online games
1%
1%
Personal care/grooming at home
1%
Social media
Cooked regularly for myself/my family
Digital exercise machine 1%
2%
TikTok
Watching e-sports
Remote learning: my children
Telemedicine: mental
Not using
Using less / the same Just started using
Using moreHave you used or done any of the
following since COVID-19 started1
% of respondents
Intent to
continue,2 %
73%
43%
30%
49%
39%
47%
47%
63%
57%
68%
66%
80%
69%
51%
52%
57%
Homebody economy
this.” Number indicates respondents who chose “will keep doing what I am doing now” and “ will increase this” among new or increased users.

UsergrowthsinceCOVID-192
Intent to use after COVID-191
Percent of new or increased users who intend to keep doing activity after COVID-19
Online entertainment and cooking habits adopted during the crisis
are likely to remain over the medium to long term
Homebody economy
Works for now
Accelerated shifts
Potentially here to
stay
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).
55 60 65 75
200
150
0
100
30 35
50
40
0
45 7050 80
Used social media
Wellness app
Digital exercise machine
Online streaming
Watching e-sports
Online fitness
TikTok
Cooked regularly
Personal care/grooming at home

Usage of grocery and restaurant deliveries and videoconferencing
continue to grow, while online streaming declined compared to April
32
25
22
13
11
11
10
7
23
21
18
15
10
9
5
3
13
10
8
In-store self-checkout
Online streaming
Grocery delivery
Restaurant delivery
Quick-serve restaurant drive-thru
Online fitness
Wellness app
TikTok
Watching e-sports
New/increased users
Homebody economy
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
Change since April
survey, pp3
Have you started/increased usage since COVID-19 started1,2
% of respondents
-10%
-2%
2%
0%
1%
1%
9%
N/A
N/A
N/A
N/A
N/A
1%
-4%
N/A
N/A
-2%
-1%
3%

In-person only
34%
38%
28%
Hybrid
Online only
Education format1
% of respondents
Homebody economy
30
24
13
Agree/Strongly agree
Expect online to
continue for 3+ months
Invest in at-home
learning tools
Reduce work hours
Change in beliefs/behaviors for those with children in remote
learning,2 % of respondents
~72%
of children in
some form of
remote learning
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.
Most children are still in some form of remote learning; 30 percent
of families expect it to continue for at least three more months

Overall
<€25,000
€25,000–€49,999
13
>€50,000
Agree/Strongly agree
16
11
16
Reduction in work hours for those with children in remote learning1
% of respondents
Among families with children, 13 percent have reduced work
hours; middle-income families are struggling to adjust
Homebody economy
13%
of families have
reduced work hours
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.”

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.

McKinsey Survey: Italian consumer sentiment during the coronavirus crisis

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McKinsey Survey: Italian consumer sentiment during the coronavirus crisis

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