2025年消费者状态报告_当变革成为常态_13页_526kb.pptxVIP

June2025RetailandConsumerPackagedGoodsPracticesStateoftheConsumer2025:WhendisruptionbecomespermanentFiveyearsafterthestartoftheCOVID-19pandemic,consumers’crisis-erahabitshavelingered.Here’swhatorganizationscandointhenewenvironmenttooutcompeteinthesecondhalfofthedecade.ThisarticleisacollaborativeeffortbyBeccaCoggins,ChristinaAdams,andKariAlldredge,withAlyssaHopcus,JustinShamoun,andLauraBucklin,representingviewsfromMcKinsey’sRetailandConsumerPackageGoodsPractices.

Atthestartofthedecade,consumersadoptedaslewofnewbehaviors—almostovernight—inresponsetotheCOVID-19pandemic.Remotework,digitalconnectivity,andsoloactivitiesbecamethenormforlifeinlockdown.Today,theworldhasreopened,buttheeraofuncertaintyanditsimpactonconsumerslinger.Globally,consumersentimentisstillpooreronaveragethanitwasatthebeginningof2020,andconsumersremainconcernedaboutrisingpricesandinflation.Despitethispersistentuncertainty,theykeepspending.Infact,therelationshipbetweensentimentandspendinghasweakened.Meanwhile,consumers’expectationsforvalueandconveniencehavethemmakingunexpectedtrade-offsacrosscategories:tradingdowninoneplacewhilesimultaneouslysplurgingonsomethingelse.Thesechoicesmaybeconfusingtoanyonetryingtopredictwhatconsumerswilldonext.It’snotthattoday’sconsumersareirrational;it’sthattheoldframeworksusedtodeciphertheirbehaviornolongerapply.Whatonceseemedlikeshort-termadaptationsbornoftheCOVID-19pandemichavesolidiedintolastingbehavioralchange.Astheworldheadsintothesecondhalfofthedecade,consumer-facingcompaniesconfrontnewchallenges,butknowinghowtodecipheranunpredictableconsumercanhelpthemstayagileandrelevant.FromananalysisoftheMcKinseyConsumerWiseSentimentSurveyandStateoftheConsumerMarketSurveydata,wehaveidentiedveb