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and . . . splurging?
New insights into
consumer behavior
Consumer Packaged Goods March 2016
Max Magni
Anne Martinez
Rukhshana Motiwala
CDP
Saving, scrimping, and . . . splurging? New insights into consumer behavior
Exhibit 1 of 3
Exhibit 1
Globally, more than half of consumers are worried about job loss;
one-third are optimistic about their finances.
Consumer sentiment, 2015, people who "agree" or "strongly agree," %
46
Optimistic about
countrys economy
25
Optimistic about
household finances
33
Living paycheck to
paycheck
Finding it harder to
make ends meet1
26
28
19
14
35
34
13
13
21
19
23
25
34
35
42
23
26
12
22
36
26
39
16
35
53
55
43
42
46
51
North
America
51
69
71
Mexico
and South
America
53
66
Eastern
Europe Middle
East
34
Mainland
China
Developed
Asia
Western
Europe
World
31
23
32
54
11
22
27
25
59
Other
Asia
68
South
Africa
Note: North America includes Canada and the United States; South America includes Brazil, Colombia, and Peru; Western Europe includes France,
Germany, Italy, and the United Kingdom; Eastern Europe includes Poland and Russia; Middle East includes Kuwait, Qatar, Saudi Arabia, Turkey,
and the United Arab Emirates; Developed Asia includes Australia, Japan, South Korea, and Taiwan; Other Asia includes India, Indonesia, and
Thailand.
1Compared
2Worried
CDP
Saving, scrimping, and . . . splurging? New insights into consumer behavior
Exhibit 2 of 3
Exhibit 2
30
23
22
12
11
I bought my
preferred
brand but at
stores with
lower prices
I bought
my
preferred
brand but in
lower
quantities
I bought my
preferred
brand but
only when on
sale or with
coupon
I traded
down to
a less
expensive
brand or
private label
I traded
up to a
more
expensive
brand
North America
29
20
31
Mexico and
South America
40
18
13
21
Western Europe
29
24
22
15
Eastern Europe
36
29
11
17
Middle East
35
16
12
11
21
South Africa
41
16
15
21
Developed Asia
21
27
28
12
10
Mainland China
17
28
20
23
Other Asia
35
21
15
16
Note: North America includes Canada and the United States; South America includes Brazil, Colombia, and Peru; Western Europe
includes France, Germany, Italy, and the United Kingdom; Eastern Europe includes Poland and Russia; Middle East includes Kuwait,
Qatar, Saudi Arabia, Turkey, and the United Arab Emirates; Developed Asia includes Australia, Japan, South Korea, and Taiwan; Other
Asia includes India, Indonesia, and Thailand.
1Multiple
answers possible.
CDP
Saving, scrimping, and . . . splurging? New insights into consumer behavior
Exhibit 3 of 3
Exhibit 3
Cosmetics, wine, and fresh produce were among the categories with
the highest trade-up rates.
Trade-off rates for selected categories1 in past year
among those who changed buying behavior, 2015, %
World
Cosmetics
20
Trade up
Trade down
North
Mexico Western Eastern
America
and
Europe Europe
South
America
26
16
9
10
Middle
East
11
14
13
13
16
8
8
16
15
10
37
26
Wine
18
10
Fresh
produce
16
7
10
11
13
12
13
11
9
16
Household
cleaning
supplies
18
11
12
14
19
Bottled
water
11
28
5
11
19
12
15
24
14
24
18
15
24
15
11
11
14
22
22
19
20
23
10
18
11
15
13
18
12
31
8
16
13
14
15
7
14
21
7
17
12
13
28
World
North
Mexico Western Eastern
America
and
Europe Europe
South
America
Middle
East
Note: North America includes Canada and the United States; South America includes Brazil, Colombia, and Peru; Western Europe
includes France, Germany, Italy, and the United Kingdom; Eastern Europe includes Poland and Russia; Middle East includes Kuwait,
Qatar, Saudi Arabia, Turkey, and the United Arab Emirates; Developed Asia includes Australia, Japan, South Korea, and Taiwan; Other
Asia includes India, Indonesia, and Thailand.
1The
survey results include trade-off data for more than 20 product categories.
March 2016
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