McKinsey Survey: Italian consumer sentiment during the coronavirus crisis

McKinsey & Company 1
We have seen five significant new consumer behaviors, some of
which will have a lasting impact
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 2/23–2/27/2021, n = 1,091, sampled to match Italy general population 18+ years
2. Signs of spend
recovery
+47%
of consumers expect
to splurge in 2021 to
reward themselves
17%
of consumers are
optimistic about
economic recovery vs
13% in November
1. Steady
overall optimism
Up to 92%
intend to continue
purchasing online
post-COVID-19 (from
those who currently
do)
3. Stickiness of
digital
29%
of consumers have
invested in new uses
of their living space at
home
4. Rebalancing of
homebody
economy
70%
of consumers have
changed stores,
brands, or the way
they shop
5. Evolution of
loyalty

Confidence in own country’s economic recovery after COVID-191
% of respondents
Source: McKinsey & Company COVID-19 Consumer Pulse Survey
Italians are among the least optimistic about economic recovery
after COVID-19
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.” Bars may not sum to 100%
due to rounding.
Steady overall optimism
10 14 14 18 17
32 31
20
25
37
43
45 46
53 59
50 52 67
71
61
47 41 39
30 24 18 17 12
4 2
21
62
17
‘Optimistic’ change vs November
survey, percentage point
0
+9 +3 +6 +13
+4 +9 +7 +3 +5
+1
Mixed The economy will be
impacted for 6–12 months or
longer and will stagnate or show
slow growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show regression/
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
Spain
2/23–27
France
2/23–27
Japan
2/24–27
US
2/18–22
India
2/20–3/3
China
2/20–3/8
Mexico
2/20–3/2
Brazil
2/20–3/1
Germany
2/23–27
UK
2/23–27
Italy
2/23–27

Confidence in own country’s economic recovery after COVID-191
% of respondents
Despite the start of vaccination campaigns, Italian consumers’
confidence in their economic recovery is only partially improving
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.” Figures may not sum to 100%
because of rounding.
33%
38%
32%
36% 35% 37%
31%
26%
33%
21%
54%
51%
54%
54%
51% 49%
57%
60%
54%
62%
13% 11% 14%
10%
14% 14% 12% 14% 13%
17%
Jun 18–21
Mar 20–22 Mar 26–29 Apr 16–19
Apr 2–5 May 21–24
Apr 30–May 3 Sep 24–27 Nov 9–16 Feb 23–27
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 2/23–2/27/2021, n = 1,091; 11/9–11/16/2020, n = 1,076; 9/24–9/27/2020, n = 1,071; 6/18–6/21/2020, n = 1,008; 5/21–5/24/2020,
n = 1,000; 4/30–5/3/2020, n = 1,001; 4/16–4/19/2020, n = 1,002; 4/2–4/5/2020, n = 1,009; 3/26–3/29/2020, n =1,005; 3/20–3/22/2020 n = 1,003, sampled to match Italy general population 18+ years
Italy
2020 2021
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 expect a less pronounced income and savings
reduction, which is reflected in stabilizing spending
Household income1
% of respondents
Household spending1
% of respondents
Household savings1
% of respondents
Reduce slightly/a lot About the same Increase slightly/a lot
2%
54%
44% 44%
Past 2 weeks Past 2 weeks
3%
54%
3%
56%
41%
Past 2 weeks
44% 45%
7%
49%
8%
47%
9%
44%
46%
Past 2 weeks
36% 39% 33%
49% 45% 52%
15% 16% 15%
Past 2 weeks
Sept 24–27 Nov 9–16 Feb 23–27 Sept 24–27 Nov 9–16 Sept 24–27 Nov 9–16
Feb 23–27 Feb 23–27
1. Q: How has the coronavirus (COVID-19) crisis affected your (household) income, overall household spending and amount of income put away as savings over the past two weeks? Figures may not sum to 100% because of rounding.
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 2/23–2/27/2021, n = 1,091; 11/9–11/16/2020, n = 1,076; 9/24–9/27/2020, n = 1,071, sampled to match Italy general
population 18+ years

Engagement in ‘normal’ out-of-home activities remains low,
also as a consequence of ongoing restrictions
12
11
42
34
13
Sep 24
Nov 9
Feb 23
May 24
Jun 21
Gen X
Gen Z
11%
13%
Millennials Baby boomers
22%
10%
High (>€50K)
Medium (€25K–€49K)
Low (<€25K)
13%
11%
14%
1. Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart shows those already participating in these activities.
2. Members of Gen Z were born from 1997–2012, millennials from 1981–1996, Gen X from 1965–1980, and baby boomers from 1946–1964. The traditionalist/silent generation is not included due to a low sample size.
~22%
of Gen Z are doing
out-of-home activities
By
generation2
By income
~14%
of more wealthy
households are doing
out-of-home activities
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 2/23–2/27/2021, n = 1,091; 11/9–11/16/2020, n = 1,076; 9/24–9/27/2020, n = 1,071; 6/18–6/21/2020, n = 1,008; 5/21–5/24/2020, n =
1,000, sampled to match Italy general population 18+ years
Consumers engaging in “normal” out-of-home activities1
% of respondents
Overall

Consumers will return to out-of-home activities once1 …
% of respondents awaiting each milestone before engaging
Consumers’ orientation to out-of-home activities is mainly
driven by restrictions and vaccination coverage
30
22
29
19
Government
lifts restrictions
Government lifts
restrictions +
other requirements
Vaccination
coverage
COVID-19 no
longer spreading
88%
of people are not
currently engaging
in “normal” out-of-
home activities
Vaccination coverage
Government lifts restrictions and…
6%
Stores, restaurants, and other
indoor places start taking safety
measures
11%
Medical authorities deem safe
5%
I see other people returning
14%
I have been vaccinated
12%
Vaccine is widely distributed
3%
Family member(s) vaccinated
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.

Italians are eager to return to getting together with friends and to
indoor dining at restaurants
16%
45%
Travel by airplane
Get together with friends
36%
Dine at a restaurant or bar
20%
25%
Get together with family
19%
Attend an indoor cultural event
Visit a crowded outdoor public place
15%
Attend an outdoor event
15%
Stay in a hotel
14%
Go out for family entertainment
13%
Go to a shopping mall
-5
Change since Nov
(percentage point)
-2
-18
-2
-5
N/A3
N/A3
-4
Top activities eager to get back to2
% of respondents for whom the activity is in their top 3 choices
N/A3
90%
shop in-person for groceries,
necessities
64%
shop in-person for non-necessities
Most prevalent activities
consumers are engaging in1
% of respondents who did activity
within last 2 weeks
1. Q: Did you leave your house for the following activities over the past two weeks? Top 2 most often-selected activities. The responder base is comprised only of those who have answered as having done the activity at least once per year prior to COVID-.
2. Q: Which of the following activities are you most eager to get back to on a regular basis? Please select the top 3 activities you miss the most.
3. Data not available or insufficient sample (n = < 50) in November 2020 survey.
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 2/23–2/27/2021, n = 1,091; 11/9–11/16/2020, n = 1,076, sampled to match Italy general population 18+ years
N/A3

Italians will prioritize shopping, socializing with family and friends,
and dining out once COVID-19 subsides
Out-of-home activities done in the past two weeks1
% of respondents
25%
5%
2%
3%
13%
33%
5%
42%
19%
Get together with family
Go to the gym or fitness studio
Dine at a restaurant or bar
Go out for family entertainment
Attend an indoor cultural event
Attend an outdoor event
Visit a crowded outdoor public place
Go to a hair or nail salon
Get together with friends
60%
90%
64%
41%
14%
22%
11%
2%
12%
3%
6%
Go to a shopping mall
Work outside my home
Shop for groceries/necessities
Shop for non-necessities
Travel more than 2 hrs by car
Travel by airplane
Use public transportation
Use a ride-sharing service
Travel by train
Stay in a hotel
Rent a short-term home
+20
+50
+57
+46
+18
+2
+26
+19
+32
+39
+15
+33
+34
+29
+46
+43
+40
+16
+44
+56
1. Q: Did you leave your house for the following activities over the past two weeks? The responder base is comprised only those who have answered as having done the activity at least once per year prior to COVID-19.
2. Q: Once the coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity), how do you think the amount of time you spend doing the following activities will change relative to how often you did them before COVID-19 began?
Possible answers: “I will not do this at all”; “I will do this less often than I did before COVID-19 started”; “I will do this about the same as I did before COVID-19”; “I will do this more than I did before COVID-19.” Net intent is calculated from
adding % of respondents stating they will do more or about the same, and subtracting % of respondents stating they will do less or not at all.
Below 0 21 to 50
Net intent2 Above 50
0 to 20
Net intent2
post-
COVID-19
Net intent2
post-
COVID-19
Work
Shopping
Transport/
Travel
Social
Personal
care
Entertain
-ment

Net intent: Above +1
Net intent: -15 to 0
Net intent: Below -15
-3
+2
-2
+11
+23
+23
+16
+17
+11
+20
-7
-3
+5
+15
+17
-15
N/A3
N/A3
N/A3
+2
-2
+3
+6
+18
+8
+18
+15
+24
+11
+20
-3
+10
+13
+13
+19
20
28
34
50
65
48
46
60
54
38
9
9
29
48
47
41
34
17
9
5
6
Footwear
5
7 14
Home & furniture
6
Groceries
5
Food takeout & delivery
Tobacco products
Alcoholic beverages
6
Skin care & makeup
Quick-service restaurant
6
Restaurant
Toys & baby
5
Apparel
Personal-care products
4
Jewelry
Sports & outdoors
5
Accessories
10
Household supplies
8
8
8
7
Home improvement & garden
Kitchen & dining
Decrease
Stay the same
Increase
-56
7
-33
1
-40
-15
-11
-29
-43
-59
-43
-40
-49
-1
-21
-41
-32
-29
8
21
15
27
45
67
20
54
37
31
45
63
43
69
70
76
72
68
9
9
9
7
6
5
Pet food & supplies
10
Books/magazines/newspapers
2
Entertainment at home 10
Consumer electronics
4
Out-of-home entertainment
5
Pet-care services
Fitness & wellness
5
Vitamins & OTC medicine
Gasoline
Vehicles
4
Short-term home rentals
6
5
Travel by car
2
Cruises
Adventures & tours
4
International flights
Hotel/resort stays
6
Domestic flights
Personal-care services
-4
-4
-18
-36
-63
-15
-45
-31
-24
-60
-37
-67
-65
-72
-70
-63
-11
-39
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 insufficient sample (n = < 50) in November 2020 survey.
Signs of spend recovery
-39
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 2/23–2/27/2021, n = 1,091; 11/9–11/16/2020, n = 1,076, sampled to match Italy general population 18+ years
Expected spending per category over the next two weeks compared to usual1
% of respondents
Net
intent2
Net
intent2
Change since
Nov 2020
Change since
Nov 2020
Consumers report negative spending net intent overall, but several
discretionary categories are increasing since November

Expected spending per category over the next two weeks compared to usual1
Net intent2
Net intent for discretionary spending is improving, but still remains
negative since the start of the pandemic
-80
-20
-90
-70
-50
-60
-40
-30
-10
0
10
20
Feb
23
Mar
20
May
21
Mar
26
Apr
2
Apr
16
Apr
30
Jun
18
Sep
24
Nov
9
Source: McKinsey & Company COVID-19 Italy Consumer Pulse Survey 2/23–2/27/2021, n = 1,091; 1/9–11/16/2020, n = 1,076; 9/24–9/27/2020, n = 1,071; 6/18–6/21/2020, n = 1,008; 5/21–5/24/2020, n =
1,000; 4/30–5/3/2020, n = 1,001; 4/16–4/19/2020, n = 1,002; 4/2–4/5/2020, n = 1,009; 3/26–3/29/2020, n =1,005; 3/20–3/22/2020 n = 1,003; sampled to match Italy general population 18+ years
Groceries
Skin care & makeup
Fitness & wellness
Apparel
Out-of-home entertainment
Domestic flight

Gen Z and high-income consumers have the highest expected
leisure spend
Expected leisure spend in 20211
% of respondents who plan to splurge or treat themselves
47%
Plan to splurge or treat
themselves
>70%
<30% 50–69%
30–49%
Gen Z
Millennials
Gen X
Generation2
Mid
(€25K–€50K/year)
65%
70%
27%
41%
68%
47%
49%
71% 91%3
Low
(<€25K/year)
High
(>€50K/year)
Baby boomers
Household income
27% 41% 42%
1. Q: With regard to products and services you will spend money on, do you plan to splurge/treat yourself in 2021? Figures may not sum to 100% because of rounding.
3. Insufficient sample (n = < 30).

Travel and dining are the categories in which Italians expect to treat
themselves the most in 2021
53
49
36
34
32
24
17
15
11
Restaurants, dining out, bars
Travel, lodging, & vacation
Beauty & personal care
Apparel, shoes & accessories
Electronics
Fitness, sports, & outdoors
Out of home entertainment
Items for your home
Household essentials
6
12
46
44
29
7
41
20
37
25
18
13
13
20
26
16
25
12
10
14
9
14
12
11
17
8
4
60
56
32
29
39
57
26
47
47
I am vaccinated
Anytime Family is vaccinated Govt restrictions lifted/COVID-19 stops spreading
Expected leisure categories on which people
plan to splurge or treat themselves in 20211
% of respondents who plan to splurge or treat themselves
Trigger for when people plan to splurge or treat themselves2
% of respondents who plan to splurge or treat themselves on that category
1. Q: You mentioned that you plan to splurge/treat yourself in 2021. Which categories do you intend to treat yourself to? Please select all that apply.
2. Q: Which best describes when you will most likely splurge/treat yourself? Figures may not sum to 100% because of rounding.

More than 70 percent of splurge spend will come from money
that consumers have on hand
>50%
<20% 36–50%
21–35%
Financing source of splurge spend1
% average of respondents who plan to spend, by generation
74% 71% 74% 77% 73%
34% 34% 35% 35% 35%
34% 41% 23% 14% 29%
17% 12% 11% 3% 10%
Gen Z Millennials Gen X Baby boomers
From available budget
By reducing spend
elsewhere
From savings
By using credit or a buy
now, pay later option
Avg. by
financing
source3
Generation2
1. Q: For your future splurge on previously selected items, how do you intend to pay? Please select the answer that best represents your situation.
3. Total respondents, average of answers on all splurge categories.

While net spending intent remains negative, consumers plan to
increase spend in several categories post-COVID-19
-15
-32
-15 to 0 Below -15
Above +1 Below 0
Above +25 +15 to +25 0 to +15
Net Intent3
Next 2
weeks
Post
COVID Evolution
Pet food & supplies -4 1
Vitamins & OTC medicine -11 0
Domestic flights -63 7
Hotel/resort stays -70 15
Adventures & tours -65 21
Out-of-home entertainment -63 17
Petcare services -15 2
Fitness & wellness -45 3
Personal-care services -31 2
Gasoline -24 15
Short-term home rentals -60 11
Cruises -67 -7
Travel by car -37 19
International flights -72 11
Books/magazines/newspapers -18 -5
Consumer electronics -36 -6
Entertainment at home -4 -1
Vehicles -39
Expected spending per category over the next two weeks1 compared to post-COVID-192
% of respondents
Net Intent3
Post
COVID
Next 2
weeks Evolution
Groceries 4
7
Toys & baby -11
-33
Tobacco products -12
-15
Food takeout & delivery -20
-11
Alcoholic beverages -10
-29
Accessories -9
-49
Household supplies 4
1
Apparel 0
-40
Quick-service restaurant -8
-43
Footwear -3
-43
Home improvement & gardening -4
Restaurant 16
-59
Personal-care products 4
-1
Skin care & makeup 1
-21
Sports & outdoors -4
-41
Home & furniture -9
-40
Jewelry -15
-56
Kitchen & dining -10
-29
2. Q: Once the COVID-19 crisis subsides (i.e., once there is herd immunity), do you expect that you will spend more, about the same, or less money on these categories than during the COVID-19 pandemic? Figures may not sum to 100% because of rounding.

Three digital trends consumers picked up during the pandemic are
likely to stay
Stickiness of digital
3. At-home entertainment and
digital wellness
2. Delivery services
1. Online stickiness
92%
intend to continue purchasing online
post-COVID-19
66%
of consumers currently using a wellness
app intend to continue post-COVID-19
50%
of consumers currently using restaurant
delivery intend to continue post-COVID-19
45%
of consumers currently using grocery
delivery intend to continue post-COVID-19
75%
of consumers currently streaming online
intend to continue post-COVID-19

Post-COVID-19 online purchasing is expected to grow across almost
all categories
1. Q: Have you purchased the following categories online since the coronavirus (COVID-19) began? Please select yes or no for each category. Includes % respondents who selected “yes” for the category and currently buying the category.
2. Q: Will you continue to purchase these categories online after the coronavirus (COVID-19) situation subsides (i.e., once there is herd immunity)? Possible answers: “no I will stop purchasing online altogether”; “buy less online”; “buy about the
same amount online”; “buy more online.”
3. Net intent is calculated among respondents currently buying online by subtracting the % of respondents stating they expect to decrease or stop use from the % of respondents stating they expect to increase or maintain use.
4. Low sample size (<50 respondents).
41
29
61
30
35
21
50
62
42
45
67
36
44
59
52
51
52
35
Jewelry
Groceries
Quick-service restaurant
Personal-care products
Tobacco products
Alcoholic beverages
Restaurant
Footwear
Apparel
Accessories
Toys & baby
Household supplies
Skin care & makeup
Home & furniture
Sports & outdoors
Home improvement & gardening
Kitchen & dining
51
48
81
60
71
20
35
30
23
40
24
24
31
37
37
20
Entertainment out of home
Pet food & supplies
Pet-care services
Vehicles
Entertainment at home
Fitness & wellness
Vitamins & OTC medicine
Domestic flights
Books/magazines/newspaperss
Short-term home rentals
Cruises
Hotel/resort stays
Adventures & tours
Net intent3
post-COVID-19
-9
56
38
46
45
60
74
20
25
24
13
N/A4
76
64
55
66
Since COVID-19 began
Net intent3
post-COVID-19
26
34
18
27
19
16
11
-5
37
20
35
41
30
42
31
39
54
31
Above 50
0 to 20
Below 0 21 to 50
Net intent3
Consumers’ use of online channel during1 and after2 COVID-19
% of respondents buying this category

18
15
54
24
60
64
60
58
4 6 10
8 16 22
12
70
36
14
75
20 66
26 28 30 32
80
34 38 40
85
42
55
70
44 46 74
48 50 52
65
56 76
62 68 72
40
78
20
25
30
35
45
50
Accessories
Home decoration & furniture
Apparel
Alcoholic
Jewelry
Pet food & supplies
Groceries for home
Footwear
Toys & baby supplies
Household supplies
Skin care & makeup
Sports & outdoors equipment Home improvement & gardening supplies
Kitchen & dining
Tobacco
Vitamins, supplements, OTC medicine
Meal at quick-service restaurant
Entertainment at home
Books/magazines/newspapers
Personal care
Entertainment away from home
Pet-care services
Fitness & wellness services
Short-term apartment/house rentals
Travel by car
Adventures & tours
Hotel
Domestic flights
Intent to continue to purchase online after COVID-191
Percent of users who intend to keep doing activity after COVID-19 at same or higher level
Many categories will benefit from lasting online penetration,
especially entertainment and consumer electronic
1. Q: Will you continue to purchase these categories online after the COVID-19 situation subsides (i.e., once there is herd immunity)? Possible answers: “no, I will stop purchasing online altogether”; “buy less online”; “buy about the same amount
online”; and “buy more online.” Number indicates net intent, calculated by subtracting % of respondents stating they expect to decrease or stop use from % of respondents stating they expect to increase or maintain use.
2. Q: Have you purchased the following categories online since the coronavirus (COVID-19) began? Please select yes or no for each category. Includes % respondents who selected “Yes” for the category.
Note: Thresholds of categories are defined by the terciles. The 1st tercile of Intent occurs at 26%, and the 2nd occurs at 42%.
Sustained shift to online
Greater online presence
Less-accelerated online shift
Penetration
since
COVID-19
2

1. Q: Have you used or done any of the following since the coronavirus (COVID-19) crisis 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) ) crisis subsides (i.e., once there is herd immunity)? 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. Number indicates respondents who chose “will keep doing what I am
doing now” and “will increase this” among new or increased users.
9%
6%
4%
13%
3%
5%
2%
4%
7%
4%
18%
16%
3%
6%
9%
8%
10%
3%
11%
5%
4%
8%
10%
1%
1%
2%
3%
2%
7%
5%
3%
5%
2%
2%
Restaurant delivery
Grocery delivery
1%
1%
Meal-kit delivery
1%
2%
In-store self-checkout
Pay more for one-hour delivery
1%
Pay more for same-day delivery
Quick-serve restaurant drive-thru
Restaurant curbside pickup
Buy online for in-store pickup
Store curbside pickup
Used a new store/restaurant app
Purchased pre-owned products
Purchased directly from social media
Using same/less Just started using
Using more
50%
45%
63%
41%
81%
35%
63%
43%
58%
65%
66%
31%
44%
Italians continue to try restaurant and grocery delivery services
for the first time, and to intensify their usage of them
Have you used or done any of the following since COVID-19 started1
% of respondents currently using/doing
Intent to
continue,2 %

New
behaviors
spurred by
COVID-19
Intent to use after COVID-191 – Percent of 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) ) crisis subsides (i.e., once there is herd immunity)? 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. Q: Which best describes when you have done or used each of these items? Possible answers included: "Just started using since Coronavirus started", "Using more since Coronavirus started", "Using less since Coronavirus started" or "Using
about the same since Coronavirus started". Possible answers not included: "Not Using”.
3. 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).
4. Median values of the data set are used as the inflection points. Penetration median 18%, Net Intent median = 61%.
Restaurant pickup and delivery work for consumers now during
restrictions, but may not last post-COVID-19
Penetration
2
User growth3: 0–19% User growth: 20–39% User growth: 40–59% User growth: 60%+
Popular & enduring
36 80
34 82
46
42
25
35
50
0
15
66
62
2 32 38
0
48
40 44 52 54 70
5
58
56 60 74 78
Purchased pre-owned products online
Grocery delivery
Meal-kit delivery
Restaurant food delivery
Curbside pickup from a restaurant
A drive-thru line for a
fast-food restaurant
Buy online, pick up in store
Self-checkout or scan & go at a physical store
Curbside pickup from a store
Purchased directly from social media
Downloaded / used a new store / restaurant app

Italians have acquired at-home alternatives to out-of-home
activities, such as online streaming and videoconferencing
18%
3%
3%
2%
2%
1%
1%
3%
2%
9%
5%
4%
14%
11%
10%
8%
4%
1%
4%
6%
2%
11%
5%
7%
5%
5%
9%
7%
1%
5%
4%
1%
1%
3%
2%
4%
2%
3%
Telemedicine: physical
Digital exercise machine
30%
27%
Video chat: personal
Watching e-sports
TikTok
Online streaming
28%
Wellness app
13%
Online fitness
5%
Cooked regularly for myself/my family
Telemedicine: mental
Social media
12%
1%
Personal care/grooming at home
29%
26%
Playing online games
Remote learning: my children
1%
Remote learning: myself
Videoconferencing: professional
Using more
Using same/less Just started using
Intent to
continue2 %
75%
48%
34%
54%
34%
60%
48%
66%
63%
67%
62%
79%
77%
53%
61%
60%
1. Q: Have you used or done any of the following since the coronavirus (COVID-19) crisis 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) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
Have you used or done any of the following since COVID-19 started1
% of respondents currently using/doing

40
35
15
25
50
45
45
0
55
50 55 60
5
65 70
35
75 80
0
Online streaming
Watching online gaming Wellness app
Video conferencing for professional use
Virtual hangouts and video chats for personal use
Telemedicine for physical health care
Telemedicine for mental health care
Playing online gaming
Remote learning for myself
Online personal training / fitness
Used social media
Cooked regularly for myself / my family
Personal care / grooming at home
Remote learning for my kids
Digital workout bike or machine
Used TikTok
1. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) ) crisis subsides (i.e., once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
2. Q: Which best describes when you have done or used each of these items? Possible answers included: "Just started using since coronavirus started”; “using more since coronavirus started”; “using less since coronavirus started”; “using about
the same since coronavirus started.” Possible answers not included: “not using.”
3. 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).
4. Median values of the data set are used as the inflection points. Penetration median = 16%, Net Intent median = 61%.
New entertainment and wellness habits show strong lasting power
Universally popular
New behaviors
spurred by COVID-19
Penetration
since
COVID-19
2
User growth3: 0–19% User growth: 20–39% User growth: 40–59% User growth: 60%+
Intent to use after COVID-191 – Percent of users who intend to keep doing activity after COVID-19
Niche and loyal

Thirty-five percent of consumers have made major life changes
involving work or study, and many have renovated their homes
Rebalancing of homebody economy
1. Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? 40% answered “None of these.”
27%
11%
5%
2%
2%
2%
2%
2%
1%
16%
12%
8%
11%
8%
3%
2%
9%
Permanently moved to a new city
Worked more from home
Went back to school
Moved into a bigger home
Reassessed my investment portfolio
Decided to change jobs
Permanently moved to the countryside
Moved into a smaller home
Permanently moved in with family
Permanently moved the suburbs
Set up a gym at home
Set up a specific work-from-home space
Renovated/remodeled my home
Bought a car
Bought a property
Sold a property
Got a new pet at home (e.g. dog, cat)
Pet adoption 9%
Work/study
change
35%
House move 8%
Home
renovation
29%
Investments/
Divestments
21%
Details next
x%
Main life events done in the last 12 months as a result of COVID-191
% of respondents
Net % of respondents per category

41%
58%
58%
65%
70%
68%
62%
62%
47%
34%
53%
76%
74%
Personal care/grooming at home
Online streaming
Remote learning: my children
Playing online games
Remote learning: myself
Watching e-sports
TikTok
Wellness app
Social media
Videoconferencing: professional
58
Video chat: personal
Online fitness
Cooked regularly for myself/my family
41
58
65
62
70
47
68
62
34
53
74
22%
57%
19%
3%
After COVID-19, 57 percent of Italian consumers expect to resume
to pre-pandemic habits regarding work from home
Rebalancing of homebody economy
25%
will either work only
from home or do so
more than before
COVID-19
Use of digital services2
% respondents who worked more from home during the crisis
Work from home after COVID-19 as compared to before
COVID-19,1 % respondents
Plan to continue or increase usage
Work only from home
Work outside home more
Work from home more
Work from home the same
25
19
17
13
8
8
6
1
-1
-2
-2
-7
-15
Diff. with those
who did not3, p.p.
1. Q: Once the COVID-19 crisis subsides (i.e., once there is herd immunity), how do you think the amount of time you spend doing the following activities will change relative to how often you did them before COVID-19 began? Asked of
respondents who selected “Worked more from home" in the Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? Possible answers: "I will not do this at all“; "I will do this less often“; “I will do this
about the same“; “I will do this more.“Figures may not sum to 100% because of rounding.
2. Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis? Respondents who selected “Worked more from home.“ Q: Compared to now, will you do or use the following more, less or not at all, once the
coronavirus (COVID-19) crisis subsides (i.e., once there is herd immunity)? Respondents who selected: “I will keep doing what I am doing now“ or “I will increase this.“
3. Difference between respondents who selected “Worked more from home“ and those that didn’t.
Diff. Above +9 Diff.: 5 to 9 Diff.: Below 0
Diff.: 0 to 4

Seventy percent of consumers have tried a new shopping behavior
since COVID-19 started
Evolution of loyalty
3%
3%
4%
35%
31%
28%
23%
18%
1%
1%
2%
2%
Different brand
Different retailer/store/website
Private label/store brand
1%
34%
New digital shopping method 27%
1%
2%
New shopping method3
38%
32%
21%
70%
of consumers have
tried a new shopping
behavior
Just once Regularly
Sometimes
85%
of millennials and Gen
Z have tried a new
shopping behavior
1. Q: Since the coronavirus (COVID-19) crisis started, which of the following have you done?
2. Q: Which best describes whether or not you plan to continue with these shopping changes once the coronavirus (COVID-19) crisis has subsided (i.e., once there is herd immunity)? 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.”
3. “New shopping method” includes curbside pickup and delivery apps.
4. 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.”
Have you done any of the following since COVID-19 started and how often1,2
% of respondents
85%
80%
87%
81%
70%
Intent to
continue4

While value and convenience are top reasons for consumers to shop
in new places, 22 percent switched for purpose-driven reasons
36%
35%
23%
22%
15%
13%
9%
28%
15%
10%
17%
6%
9%
7%
6%
5%
6%
Better prices/promotions
Better value
More easily accessible from my home
Less crowded / has shorter lines
Wanted to treat myself
Better shipping/delivery costs
Products are in stock
Offers good delivery/pickup options
Can get all the items I need from one place
Cleaner / has better hygiene measures
Has more sustainable/environmentally friendly options
Better quality
Wanted variety/change from my normal routine
Offers natural/organic options
Supporting local businesses
Shares my values
The company treats its employees well
Reason for shopping at a new retailer/store/website since COVID-19 began1
% of respondents selecting reason in top three
1. Q: You mentioned you shopped from a new retailer/store/website since the coronavirus (COVID-19) crisis started. What were the main reasons you decided to try this new retailer/store/website? Select up to three.
X%
of which
29%
are Gen Z vs
sample of 22%
35%
have income
>€50K vs sample
of 22%
Value 64%
Personal choice 24%
Convenience 49%
Availability 28%
Quality/organic 22%
Health/hygiene 6%
Purpose-driven 22%

While value is a top reason for switching brands, 30 percent of
Italian consumers cite ‘quality’ or ‘organic’ as top criteria
9%
Better shipping/delivery costs
Is available where I’m shopping
Better prices/promotions
39%
Wanted to treat myself
Better value
16%
Larger package sizes
24%
16%
21%
Wanted to try a new brand I found
Is more sustainable/better for the environment
Wanted to try a type of product I’ve never tried before
19%
45%
Better quality
16%
18%
Is natural/organic
11%
12%
Supporting local businesses
6%
Shares my values
5%
The company treats its employees well
28%
Products are in stock
Wanted variety/a change from my normal routine
11%
Cleaner / has better hygiene measures
14%
Reason for trying a new brand since COVID-19 began1
% of respondents selecting reason in top three
1. Q: You mentioned you tried a new/different brand than what you normally buy. What were the main reasons that drove this decision? Select all that apply. “Brand” includes different brand, new private label/store brand. Over-arching reason
based on % of individual respondents responding to at least one reason in the group.
Value 72%
Purpose-driven 29%
Novelty 36%
Convenience 18%
Quality/organic 30%
Availability 28%
Health/hygiene 11%
Personal choice 24%
37%
have income
>€50K vs sample
of 30%
of which
45%
are Gen Z vs
sample of 30%
X%

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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