Full article originally published by mckinsey.com -
Anyone who has hosted a game night over video chat or ordered groceries to be delivered at home for the first time understands how profoundly the COVID-19 crisis has changed our behavior as consumers. But which of these changes will stick? We see several that are key:
- Flight to online
- Shock to loyalty
- Need for hygiene transparency
- Back to basics and value
- Rise of the homebody economy
We’ve boiled down extensive McKinsey consumer research into ten exhibits to illustrate the trends and the consumer segments associated with each.
Flight to online
1. Digital shopping is here to stay
Physical distancing and stay-at-home orders have forced whole consumer segments to shop differently. A few months into COVID-19, consumer shopping online has increased significantly across many categories. Consumer intent to shop online continues to increase, especially in essentials and home-entertainment categories. More interestingly, these habits seem like they’re going to stick as US consumers report an intent to shop online even after the COVID-19 crisis. Categories where expected growth in online shoppers exceeds 35 percent include essentials such as over-the-counter (OTC) medicine, groceries, household supplies, and personal-care products. Even discretionary categories such as skin care and makeup, apparel, and jewelry and accessories show expected customer growth of more than 15 percent.
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https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing
