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Global Consumer Insights Survey 2021

Dit is de twaalfde jaarlijkse Global Consumer Insights Survey van PwC. Gezien de onzekerheid als gevolg van de pandemie publiceren we de uitkomsten dit jaar in pulses. Zo blijven we flexibeler en sluiten onze inzichten beter aan op het gedrag van de wereldconsument. In deze eerste pulse volgen onze belangrijkste bevindingen op basis van de antwoorden van ruim 8.700 consumenten uit 22 landen. We richten ons op de uitkomsten voor Nederland en zetten daarbij een aantal punten af tegen het wereldwijde gemiddelde. De volgende pulse publiceren we aan het begin van de zomer. Zo kunnen we vergelijkingen blijven maken in het veranderende consumentenvertrouwen terwijl de wereld geleidelijk aan herstelt van de coronacrisis.

33%

koopt bij lokale ondernemers om ze te steunen.

24%

is bereid extra te betalen voor ethisch en duurzaam geproduceerde boodschappen.

8%

gaat elke dag naar de winkel.

42%

geeft aan geen online boodschappen te bestellen.

De portemonnee versus het hart

Nederlandse consumenten toonden zich tijdens de pandemie solidair met de lokale ondernemers van ons land: 33 procent van de respondenten gaf aan meer bij deze ondernemers te kopen om hen te steunen. Toch laten we ons nog steeds in hogere mate leiden door onze portemonnee dan door wat het hart ons ingeeft, zeker in vergelijking met het mondiale gemiddelde van 45 procent. Nederlandse millennials zijn doorgaans ruimhartiger dan niet-millennials: 41 procent geeft aan meer af te nemen bij lokale ondernemers, tegenover 30 procent van de overige inwoners van Nederland. Een kleine kanttekening: de Nederlandse winkelmarkt is relatief sterk geconsolideerd, met name als het gaat om boodschappen. Hierdoor kan het zijn dat Nederlanders minder gemakkelijk bij lokale ondernemers terechtkunnen voor hun inkopen.

Global Consumer Insights Survey
Global Consumer Insights Survey

De portemonnee versus ESG

De thema's gezondheid (zowel die van de consument als die van onze aarde) en diversiteit hebben een centrale rol gekregen aan de bestuurstafels van de meeste grote consumentenbedrijven. Maar consumenten in Nederland zijn nog niet helemaal warmgedraaid voor dit onderwerp: slechts 24 procent van de Nederlandse consumenten is bereid extra te betalen voor ethisch en duurzaam geproduceerde boodschappen, tegenover 34 procent van de consumenten wereldwijd. Het is weinig verrassend dat jongeren (en niet-meer-zo-jongeren) meer met het onderwerp bezig zijn (circa 40 procent van de leeftijdsgroep tot 44).

Slechts 35 procent van de Nederlandse consumenten laat zaken als milieuvriendelijke verpakkingen, plantaardig eten en de houding van het bedrijf ten opzichte van duurzaamheid zwaar meewegen bij hun aankoopbeslissingen. Het wereldwijde gemiddelde is ongeveer 55 procent.

Nederland shopt vaker online dan in de winkel

Het lijkt erop dat Nederlandse consumenten hun dagelijkse inkopen vaker via hun pc of hun  smartphone doen dan in de winkel: negen procent winkelt elke dag op deze apparaten en acht procent gaat elke dag naar de winkel. Hierbij is corona ongetwijfeld een belangrijke factor. Op mondiaal niveau worden de dagelijkse inkopen nog wel vaker in de winkel gedaan dan online op deze populairste apparaten (elf procent versus tien procent). 

Toch heeft de fysieke winkel zijn langste tijd nog niet gehad: 28 procent van onze Nederlandse respondenten geeft te kennen nog minstens één keer per week een winkel binnen te gaan. Van de consumenten die aangeven de afgelopen zes maanden niet minder naar de winkel te zijn gegaan, noemt veertig procent het gemak van winkelen op locatie als voornaamste reden om trouw te blijven aan hun plaatselijke winkel. Respondenten vinden het met name prettig dat je in een echte winkel langs een ruim assortiment producten kunt lopen, en de spullen kunt zien en aanraken. Het feit dat Amazon onlangs in West-Londen de eerste kassaloze supermarkt opende, is nog een aanwijzing dat er straks niet alleen maar online wordt gekocht.

Kleding en consumentenelektronica blijven de productgroepen die het vaakst via internet worden gekocht. Wat betreft het online bestellen van boodschappen lopen consumenten uit andere landen voor op de Nederlanders. 42 procent van de Nederlanders geeft aan helemaal geen online boodschappen te bestellen, terwijl dit percentage wereldwijd slechts 32 procent bedraagt.

Global Consumer Insights Survey
Respondenten met gezondheids- en veiligheidskwesties als belangrijkste reden om meer online te shoppen
Global Consumer Insights Survey

Veiligheid voorop?

Voor ongeveer 25 procent van de Nederlandse respondenten zijn gezondheids- en veiligheidskwesties de belangrijkste reden om meer online te shoppen. Als het gaat om boodschappen is dit percentage nog hoger: maar liefst 31 procent. Gunstigere prijzen en meer gemak zijn de voornaamste reden dat consumenten het onlinekanaal opzoeken. Daar staat tegenover dat slechts tien procent van de respondenten zich bij de keuze voor een fysieke winkel vooral laat leiden door de maatregelen op het gebied van gezondheid en veiligheid. Op mondiaal niveau zijn de toegenomen gezondheids- en veiligheidsnormen een van de belangrijkste redenen dat consumenten fysieke winkels mijden.

Wees niet scheutig met onlineadvertentiebudget

Er is een duidelijke top drie te onderscheiden in digitale platforms die populair zijn onder Nederlandse consumenten: YouTube, Facebook en Google. Daaronder staat op relatief grote afstand Instagram op de vierde plaats. Hoewel er veel geld wordt gespendeerd aan onlineadvertenties lijken advertenties op deze platforms maar bij circa 25 procent van de Nederlanders te werken. Veertig procent van de respondenten in Nederland zegt überhaupt niet op advertenties te klikken. Wereldwijd is dat percentage circa 25 procent.

Terug naar normaal…

Consumenten hebben de volgende verwachtingen over de terugkeer naar het 'normale leven' in Nederland de komende zes maanden: ze zien zichzelf weer op kantoor werken of in het winkelcentrum rondslenteren (ongeveer zestig procent van de respondenten), maar verwachten geen grote sportwedstrijden of evenementen, internationale reizen of hotelovernachtingen.

Explore the data from the Global Consumer Insights Pulse Survey

Filter the data by region and compare it to the global average or any other region

Explore the data behind our survey and customise your view by country and region
Questions and Answers Global Australia Brazil Canada China Egypt France Germany Hong Kong Indonesia Japan South Korea Malaysia Mexico Netherlands Philippines Russia Saudi Arabia Singapore South Africa Spain Thailand United Arab Emirates United States Vietnam
Channel choice In the last 12 months, how often have you bought products (e.g. clothes, books, electronics) using the following shopping channels?

Data shown:

  • Respondents answering 'weekly' or 'daily'

In physical stores 46% 51% 26% 48% 54% 58% 49% 45% 51% 46% 45% 37% 51% 40% 37% 41% 44% 60% 55% 38% 51% 50% 51% 58% 68%
Online via PC 34% 34% 30% 27% 39% 38% 38% 32% 22% 49% 23% 46% 36% 33% 37% 34% 19% 34% 46% 25% 31% 44% 44% 44% 49%
Online via tablet 38% 38% 31% 29% 48% 40% 37% 35% 32% 53% 31% 44% 43% 35% 40% 33% 27% 35% 51% 30% 30% 41% 42% 50% 48%
Online via mobile phone or smartphone 44% 47% 33% 41% 62% 49% 44% 40% 32% 55% 27% 58% 44% 38% 45% 42% 24% 46% 57% 36% 40% 52% 49% 51% 61%
Online via smart home voice assistants, e.g. Amazon Echo, Google Home, Samsung SmartThings 42% 45% 32% 41% 45% 40% 45% 43% 40% 62% 30% 41% 48% 29% 37% 35% 26% 38% 57% 37% 43% 48% 41% 60% 44%
In storeIn the current climate, which of the following attributes are important to you when shopping in physical stores?

Data shown:

  • Respondents ranking each answer in their top three

Ability to pay via contactless methods 23% 23% 18% 28% 22% 26% 21% 22% 26% 26% 14% 16% 30% 18% 23% 27% 32% 33% 21% 28% 22% 29% 29% 17% 22%
Availability of local products 26% 29% 26% 29% 21% 26% 34% 31% 16% 27% 21% 18% 25% 36% 21% 27% 19% 24% 31% 27% 35% 16% 21% 33% 21%
Increased health and safety measures (e.g. controlled numbers in physical store, hand sanitation facilities, store cleaning, protective screens) 35% 28% 42% 43% 36% 35% 32% 31% 44% 41% 25% 21% 43% 47% 31% 49% 17% 35% 35% 47% 44% 39% 48% 36% 38%
Exclusive or limited edition offerings, memberships or loyalty programs in store 22% 18% 25% 20% 27% 28% 16% 13% 21% 22% 25% 30% 26% 28% 16% 14% 32% 36% 28% 17% 21% 20% 23% 20% 22%
Knowledgeable and responsive sales associates 21% 18% 15% 15% 28% 28% 24% 19% 27% 21% 21% 24% 15% 16% 18% 21% 15% 20% 22% 22% 25% 30% 24% 22% 32%
Ability to quickly and conveniently navigate the store to find products I'm interested in 38% 39% 30% 37% 48% 36% 33% 36% 44% 38% 43% 36% 41% 36% 38% 44% 32% 28% 37% 45% 36% 30% 34% 38% 37%
Product range 35% 46% 41% 38% 25% 13% 36% 35% 28% 40% 38% 21% 43% 31% 31% 34% 59% 24% 41% 35% 28% 22% 35% 31% 42%
Ability to see and touch the products 44% 46% 34% 48% 50% 43% 38% 45% 51% 32% 60% 54% 47% 31% 50% 52% 29% 35% 50% 38% 45% 43% 33% 45% 38%
Click and collect service 18% 23% 15% 12% 16% 20% 27% 18% 19% 12% 9% 17% 14% 21% 23% 6% 27% 31% 19% 18% 16% 24% 18% 14% 15%
I don't feel comfortable going into stores 3% 3% 6% 4% 4% 2% 3% 5% 1% 4% 2% 3% 1% 3% 5% 4% 4% 4% 2% 2% 1% 3% 2% 5% 3%
OnlineIn the current climate, which of the following attributes are important to you when shopping online?

Data shown:

  • Respondents ranking each answer in their top three

Ability to quickly and conveniently navigate the website to find products I'm interested in 30% 32% 29% 27% 35% 23% 23% 34% 34% 22% 39% 25% 32% 33% 33% 40% 30% 17% 36% 31% 34% 20% 23% 31% 30%
Virtual experience of products and services through augmented reality (AR) technology 9% 9% 9% 7% 14% 10% 9% 8% 11% 9% 7% 9% 8% 9% 10% 4% 8% 12% 12% 9% 7% 8% 15% 10% 6%
Virtual consultation with sales associate 9% 8% 10% 5% 12% 9% 9% 8% 8% 11% 7% 8% 11% 10% 7% 5% 8% 13% 9% 7% 9% 14% 13% 11% 17%
Live chat functionality 10% 11% 9% 10% 13% 12% 11% 8% 12% 13% 5% 9% 13% 6% 12% 13% 7% 12% 10% 10% 7% 7% 16% 12% 11%
In-stock availability of items I want 35% 44% 22% 50% 25% 37% 42% 38% 36% 36% 42% 22% 36% 29% 38% 31% 43% 26% 37% 38% 32% 28% 24% 40% 28%
The ability to see an extended range of stock compared to in physical stores 26% 20% 29% 22% 38% 17% 23% 21% 27% 15% 43% 24% 20% 26% 28% 23% 32% 25% 15% 21% 26% 21% 24% 24% 27%
Easy to use mobile app/interface 23% 25% 20% 21% 21% 30% 19% 26% 25% 25% 16% 16% 28% 17% 21% 30% 24% 33% 39% 35% 15% 33% 26% 24% 25%
Availability of online customer reviews 26% 25% 20% 31% 30% 29% 22% 21% 29% 29% 32% 27% 32% 23% 18% 37% 26% 24% 29% 25% 26% 36% 28% 24% 32%
A good returns policy (e.g., free returns, return items to store when purchased online, etc.) 31% 34% 28% 38% 34% 27% 31% 35% 32% 34% 16% 20% 26% 34% 38% 27% 25% 30% 37% 37% 38% 31% 35% 32% 34%
Fast/reliable delivery (e.g., same day delivery, pick up online purchases in physical stores or designated pick up location, visibility of the product throughout the delivery process, etc.) 41% 44% 47% 44% 33% 34% 47% 34% 41% 47% 26% 41% 45% 51% 40% 55% 39% 37% 42% 48% 44% 40% 43% 38% 44%
Personalized offering 14% 10% 22% 12% 18% 21% 17% 16% 11% 10% 6% 19% 15% 17% 9% 5% 17% 29% 10% 10% 17% 6% 20% 13% 8%
Exclusive or limited edition offerings, memberships or loyalty programmes online 18% 14% 22% 13% 13% 18% 14% 13% 18% 18% 28% 30% 18% 19% 15% 14% 19% 23% 18% 15% 21% 18% 15% 15% 14%
Consumer mobility In the next six months how likely are you to...

Answers are:

  • Likely
  • Neither/nor
  • Not likely
separated by commas in each table cell.

Travel on a domestic flight 37%,20%,43% 42%,21%,37% 34%,14%,52% 22%,17%,62% 53%,21%,26% 58%,21%,21% 28%,24%,48% 22%,19%,59% 11%,28%,61% 54%,16%,31% 23%,26%,50% 35%,28%,37% 46%,25%,29% 47%,11%,42% 20%,19%,61% 35%,18%,47% 44%,22%,34% 68%,14%,17% 26%,21%,54% 42%,7%,42% 30%,18%,52% 45%,23%,33% 51%,20%,30% 43%,16%,41% 72%,14%,14%
Travel on an international flight 30%,18%,52% 24%,16%,60% 24%,11%,65% 21%,12%,67% 34%,23%,43% 56%, 20%,24% 31%,18%,51% 28%,23%,50% 16%,31%,53% 43%,16%,42% 12%,19%,69% 27%,21%,52% 38%,22%,40% 35%,12%,53% 32%,21%,47% 29%,17%,55% 26%,20%,54% 67%,18%,15% 30%,19%,52% 26%,13%,61% 26%,15%,59% 41%,22%,37% 66%,13%,21% 35%,13%,51% 44%,21%,35%
Stay in a hotel 43%,21%,37% 48%,23%,28% 34%,13%,53% 29%,18%,53% 57%,22%,21% 63%,17%,20% 41%,21%,38% 35%,25%,40% 19%,27%,54% 57%,14%,30% 32%,27%,41% 35%,28%,37% 55%,20%,26% 47%,14%,39% 40%,26%,34% 34%,17%,50% 32%,24%,44% 67%,14%,20% 43%,23%,35% 37%,17%,45% 40%,21%,39% 54,26%,20% 61%,15%,24% 52%,17%,31% 64%,185,18%
Stay in self-catering accommodation (e.g., Airbnb) 37%,23%,40% 38%,23%,39% 26%,17%,57% 21%,18%,61% 46%,30%,24% 54%,20%,27% 40%,23%,37% 32%,27%,42% 12%,27%,51% 49%,19%,33% 16%,22%,62% 40%,27%,33% 44%,26%,31% 46%,16%,38% 39%,28%,33% 38%,21%,42% 28%,23%,50% 51%,28%,21% 32%,17%,52% 52%,18%,30% 34%,20%,46% 49%,23%,28% 54%,21%,25% 37%,21%,42% 62%,23%,15%
Go to a sporting or mass event (e.g., concerts) 32%,20%,47% 42%,19%,39% 26%,12%,62% 21%,16%,63% 44%,27%,29% 51%,21%,28% 31%,22%,47% 25%,28%,47% 18%,30%,52% 44%,20%,37% 21%,23%,56% 30%,24%,47% 32%,18%,51% 31%,14%,54% 27%,23%,50% 24%,15%,61% 37%,27%,37% 56%,20%,24% 27%,21%,53% 24%,16%,60% 24%,16%,60% 38%,23%,38% 48%,26%,27% 39%,16%,44% 51%,19%,29%
Go back into my place of work 67%,20%,14% 71%,18%,11% 66%,13%,21% 52%,26%,22% 79%,13%,7% 74%,18%,8% 66%,19%,15% 58%,25%,17% 60%,28%,12% 87%,8%,5% 74%,13%,13% 55%,31%,13% 74%,18%,8% 72%,17%,11% 62%,22%,16% 56%,18%,27% 52%,29%,20% 79%,14%,7% 60%,27%,13% 68%,17%,15% 67%,20%,13% 73%,19%,8% 79%,13%,8% 69%,18%,14% 80%,14%,6%
Travel via public transport 50%,19%,31% 48%,19%,33% 41%,12%,47% 29%,12%,50% 74%,16%,10% 70%,9%,21% 42%,20%,38% 41%,25%,34% 68%,21%,11% 65%,20%,16% 57%,19%,24% 42%,27%,31% 41%,27%,33% 58%,10%,32% 40%,25%,35% 50%,16%,34% 62%,21%,17% 65%,16%,18% 73%,16%,12% 39%,13%,48% 52%,16%,32% 60%,19%,22% 55%,19%,26% 38%,17%,45% 72%,13%,15%
Go to a shopping mall 67%,18%,15% 79%,14%,7% 53%,13%,34% 57%,12%,22% 80%,15%,5% 78%,13%,8% 62%,24%,14% 51%,25%,24% 70%,15%,15% 67%,19%,15% 64%,23%,14% 51%,29%,20% 75%,15%,10% 71%,17%,13% 59%,22%,19% 63%,18%,18% 72%,20%,8% 82%,10%,9% 77%,15%,9% 81%,11%,9% 69%,14%,17% 75%,15%,10% 79%,12%,10% 58%,22%,20% 82%,11%,7%
Go to a gym 36%,19%,45% 36%,18%,47% 40%,12%,48% 26%,16%,58% 51%,25%,24% 61%,15%,24% 30%,21%,49% 28%,20%,53% 11%,32%,57% 55%,13%,33% 17%,17%,65% 31%,27%,41% 37%,22%,42% 48%,15%,37% 31%,23%,47% 28%,16%,57% 36%,24%,40% 60%,14%,26% 31%,26%,44% 37%,17%,46% 31%,16%,53% 46%,18%,36% 52%,21%,27% 38%,19%,43% 60%,20%,20%
Go to a restaurant 61%,20%,19% 73%,17%,11% 52%,15%,33% 53%,21%,26% 75%,16%,9% 73%,15%,12% 52%,21%,26% 49%,24%,27% 62%,27%,11% 74%,13%,13% 56%,24%,20% 54%,29%,17% 75%,15%,11% 67%,14%,20% 51%,25%,24% 53%,24%,23% 41%,29%,30% 78%,11%,11% 69%,22%,10% 64%,16%,20% 63%,18%,20% 73%,17%,10% 73%,14%,13% 67%,18%,16% 75%,14%,12%
Sustainability Please indicate to what extent you agree or disagree with the following statements around shopping sustainability

Answers are:

  • Agree
  • Disagree
separated by commas in each table cell.

When it comes to consuming single-use materials, my concerns over health and safety outweigh my sense of environmental responsibility 52%,15% 37%,21% 64%,10% 46%,17% 61%,8% 77%,8% 42%,18% 40%,17% 46%,16% 74%,8% 45%,18% 40%,23% 56%,10% 58%,12% 40%,26% 78%,6% 44%,17% 77%,4% 55%,11% 48%,16% 47%,17% 75%,8% 70%,11% 51%,15% 63%,16%
I intentionally buy items with eco-friendly packaging or less packaging 54%,15% 49%,16% 50%,16% 48%,17% 74%,4% 70%,11% 52%,13% 51%,14% 46%,17% 86%,1% 42%,20% 44%,22% 60%,11% 61%,14% 43%,21% 80%,4% 39%,20% 71%,6% 45%,20% 54%,17% 50%,15% 76%,2% 68%,7% 50%,19% 80%,5%
I choose products with a traceable and transparent origin 55%,13% 39%,22% 56%,13% 38%,21% 74%,4% 80%,7% 54%,13% 42%,14% 49%,11% 83%,3% 48%,16% 52%,17% 66%,10% 57%,14% 33%,25% 77%,5% 70%,9% 74%,7% 46%,12% 57%,16% 48%,12% 79%,3% 61%,11% 47%,18% 89%,5%
I am including more plant based foods as part of my diet due to sustainability principles 51%,20% 38%,29% 56%,18% 36%,33% 71%,5% 69%,9% 41%,25% 42%,22% 40%,21% 74%,9% 33%,25% 43%,21% 57%,16% 65%,13% 38%,34% 72%,6% 49%,18% 72%,11% 40%,21% 55%,21% 46%,24% 80%,3% 68%,11% 45%,28% 84%,4%
I buy from companies that are conscious and supportive of protecting the environment 54%,12% 47%,15% 60%,10% 46%,12% 71%,3% 78%,7% 46%,15% 47%,11% 31%,17% 84%,3% 33%,22% 48%,17% 61%,6% 70%,7% 38%,22% 78%,3% 41%,17% 72%,10% 52%,9% 62%,10% 48%,14% 78%,3% 74%,10% 51%,15% 85%,4%
I am buying more biodegradable/eco-friendly products 53%,15% 49%,18% 52%,15% 44%,19% 75%,3% 68%,12% 49%,18% 42%,17% 40%,21% 82%,2% 39%,18% 45%,19% 59%,9% 69%,9% 40%,26% 76%,4% 40%,20% 65%,9% 50%,18% 54%,16% 51%,18% 79%,4% 65%,7% 49%,18% 81%,5%
When shopping for products I check the labelling/packaging for sustainability certification(s) 52%,17% 42%,28% 54%,17% 41%,23% 72%,5% 76%,7% 47%,17% 43%,17% 42%,19% 84%,2% 32%,26% 45%,22% 58%,10% 61%,12% 34%,27% 82%,4% 42%,22% 74%,6% 46%,20% 53%,21% 45%,19% 77%,3% 67%,10% 46%,22% 81%,6%
Brand attributes Considering this list of brand attributes, which of the following influence your likelihood to remain loyal to a brand?

Data shown:

  • Respondents ranking each answer in their top three

Exceptional customer service 26% 28% 24% 32% 28% 23% 29% 19% 22% 25% 16% 27% 18% 33% 26% 26% 11% 24% 22% 30% 38% 34% 29% 32% 34%
Products that are widely available 31% 37% 23% 29% 18% 31% 29% 31% 30% 37% 34% 32% 33% 28% 25% 43% 44% 35% 31% 35% 28% 22% 28% 33% 23%
Exclusivity 18% 14% 21% 11% 14% 26% 16% 20% 23% 17% 25% 17% 17% 20% 19% 17% 19% 20% 20% 16% 17% 21% 20% 17% 14%
Reliability (the brand always delivers what I expect) 46% 46% 41% 50% 46% 29% 41% 44% 50% 41% 53% 47% 53% 39% 48% 58% 51% 32% 43% 48% 43% 41% 39% 45% 48%
Personalization 17% 14% 13% 14% 23% 18% 17% 15% 17% 13% 16% 25% 15% 21% 17% 14% 22% 15% 22% 16% 15% 24% 16% 16% 11%
Loyalty programs 26% 36% 22% 41% 24% 31% 38% 21% 22% 19% 15% 12% 29% 14% 18% 25% 36% 27% 40% 36% 22% 13% 30% 27% 21%
Seamless digital experience 12% 12% 13% 8% 12% 12% 12% 11% 12% 15% 8% 12% 16% 12% 11% 12% 19% 15% 14% 11% 15% 14% 16% 12% 16%
Enjoyable/fun experience (e.g. entertaining interaction with the brand) 20% 23% 20% 19% 31% 18% 13% 18% 19% 18% 23% 17% 20% 20% 26% 20% 9% 27% 20% 20% 20% 18% 20% 22% 24%
Commitment to giving back to society 15% 14% 17% 14% 15% 9% 12% 19% 19% 17% 13% 11% 18% 13% 15% 25% 12% 15% 14% 19% 17% 14% 19% 19% 16%
Ethical practices (e.g. Fairtrade, cruelty-free testing, workforce equity, best in practice production etc.) 24% 23% 29% 28% 25% 28% 23% 27% 16% 25% 17% 21% 24% 36% 23% 20% 21% 28% 26% 25% 28% 21% 26% 20% 27%
Engaging content (e.g. social media, influencers, advertising) 14% 11% 14% 7% 20% 24% 10% 11% 17% 15% 26% 10% 17% 15% 13% 12% 12% 18% 15% 13% 11% 19% 17% 13% 20%
Sustainable practices (e.g. commitment to net zero) 19% 15% 22% 19% 24% 16% 25% 22% 18% 22% 14% 17% 20% 20% 17% 13% 13% 18% 17% 15% 22% 17% 19% 15% 23%
Consumer evolution Thinking of the last 6 months, please indicate from the list of attributes below how if at all, you have evolved as a consumer.

Data shown:

  • (Respondents answering "I am more like this")

I am ‘digital’. 51% 42% 74% 40% 45% 72% 37% 44% 34% 68% 36% 40% 59% 71% 45% 64% 42% 68% 52% 69% 54% 61% 61% 48% 62%
I am ‘local’. 43% 48% 44% 42% 39% 51% 37% 32% 36% 69% 21% 22% 54% 46% 34% 58% 63% 53% 46% 57% 37% 52% 38% 47% 48%
I am healthy. 49% 40% 56% 39% 59% 68% 33% 34% 38% 83% 21% 53% 54% 57% 35% 60% 47% 79% 43% 62% 46% 54% 68% 47% 80%
I am eco-friendly. 50% 45% 49% 39% 61% 68% 49% 38% 39% 86% 29% 43% 63% 65% 39% 74% 41% 60% 47% 60% 40% 66% 67% 47% 74%
I am price oriented. 56% 55% 67% 52% 39% 53% 51% 44% 46% 71% 43% 42% 60% 74% 44% 72% 70% 58% 59% 73% 59% 64% 60% 55% 68%
I am focused on saving. 54% 60% 58% 57% 39% 60% 41% 40% 61% 64% 52% 34% 72% 61% 44% 71% 52% 65% 59% 70% 52% 69% 72% 59% 60%
I am optimistic about the economy. 36% 30% 44% 26% 58% 54% 18% 24% 17% 71% 12% 22% 41% 55% 29% 57% 29% 60% 33% 41% 23% 53% 61% 43% 47%
I am data conscious. 46% 30% 61% 32% 59% 57% 34% 32% 47% 76% 29% 38% 62% 62% 31% 63% 59% 55% 42% 59% 42% 67% 56% 41% 60%
Explore the data behind our survey and customise your view by country and region
Questions and Answers Global Australia Brazil Canada China Egypt France Germany Hong Kong Indonesia Japan South Korea Malaysia Mexico Netherlands Philippines Russia Saudi Arabia Singapore South Africa Spain Thailand United Arab Emirates United States Vietnam
Channel choice In the last 12 months, how often have you bought products (e.g. clothes, books, electronics) using the following shopping channels?

Data shown:

  • Respondents answering 'weekly' or 'daily' (Figures represent proportion of those who use said shopping channel.)

In physical stores 42% 56% 25% 43% 50% 41% 42% 37% 62% 36% 41% 37% 40% 37% 38% 42% 41% 56% 46% 37% 36% 38% 43% 50% 63%
Online via PC 30% 34% 31% 25% 41% 33% 29% 22% 29% 26% 13% 43% 30% 26% 29% 30% 25% 44% 36% 20% 28% 24% 30% 39% 44%
Online via tablet 33% 37% 30% 28% 40% 38% 36% 31% 36% 32% 22% 46% 30% 23% 33% 30% 25% 39% 47% 20% 28% 25% 29% 42% 40%
Online via mobile phone or smartphone 39% 46% 34% 34% 58% 42% 34% 31% 44% 44% 19% 56% 42% 30% 37% 36% 28% 42% 48% 27% 36% 37% 43% 49% 55%
Online via smart home voice assistants, e.g. Amazon Echo, Google Home, Samsung SmartThings 37% 47% 35% 36% 47% 37% 36% 40% 53% 39% 24% 45% 43% 26% 37% 32% 26% 37% 40% 26% 31% 31% 28% 51% 36%
In store versus onlineIn the current climate, which of the following attributes are important to you when shopping in physical stores? (These attributes were in respondents' top three)
Ability to pay via contactless methods 18% 16% 17% 15% 23% 19% 17% 19% 17% 16% 7% 18% 18% 23% 22% 17% 22% 22% 21% 18% 16% 23% 21% 15% 21%
Availability of local products 23% 30% 25% 23% 10% 20% 27% 30% 25% 31% 18% 18% 22% 25% 18% 23% 18% 27% 25% 31% 25% 19% 26% 23% 23%
Increased health and safety measures (e.g. controlled numbers in physical store, hand sanitation facilities, store cleaning, protective screens) 31% 28% 36% 40% 33% 35% 28% 28% 25% 31% 18% 20% 38% 44% 23% 50% 22% 32% 30% 41% 41% 38% 31% 36% 27%
Exclusive or limited edition offerings, memberships or loyalty programs in store 17% 17% 22% 13% 20% 22% 15% 12% 18% 16% 23% 28% 12% 24% 14% 7% 21% 23% 13% 16% 16% 20% 15% 13% 13%
Knowledgeable and responsive sales associates 18% 17% 18% 15% 20% 16% 16% 18% 16% 20% 17% 25% 15% 19% 18% 23% 13% 18% 18% 17% 24% 19% 17% 14% 27%
Ability to quickly and conveniently navigate the store to find products I'm interested in 31% 29% 31% 31% 33% 27% 25% 32% 29% 27% 43% 28% 30% 19% 36% 36% 33% 21% 28% 37% 22% 22% 31% 40% 31%
Product range 28% 36% 22% 28% 18% 14% 28% 34% 31% 26% 31% 18% 31% 22% 35% 18% 47% 20% 37% 35% 24% 19% 33% 25% 19%
Ability to see and touch the products 33% 34% 22% 37% 28% 28% 33% 35% 43% 27% 52% 35% 29% 18% 29% 36% 43% 20% 43% 29% 34% 37% 26% 29% 31%
Click and collect service N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I don't feel comfortable going into stores 4% 3% 4% 4% 4% 8% 5% 5% 1% 5% 4% 4% 7% 2% 4% 3% 2% 5% 1% 3% 2% 3% 3% 5% 4%
In store versus onlineIn the current climate, which of the following attributes are important to you when shopping online? (These attributes were in the respondents' top three)
Ability to quickly and conveniently navigate the website to find products I'm interested in 36% 39% 35% 36% 38% 29% 26% 41% 43% 32% 43% 32% 35% 35% 38% 43% 38% 30% 36% 37% 35% 26% 29% 36% 37%
Virtual experience of products and services through augmented reality (AR) technology N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Virtual consultation with sales associate N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Live chat functionality N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
In-stock availability of items I want 38% 47% 36% 47% 28% 38% 44% 42% 35% 39% 49% 25% 37% 41% 39% 30% 40% 30% 36% 40% 35% 33% 27% 43% 31%
The ability to see an extended range of stock compared to in physical stores 30% 29% 25% 27% 40% 27% 30% 26% 36% 22% 46% 28% 29% 25% 33% 27% 33% 20% 28% 28% 32% 30% 28% 31% 31%
Easy to use mobile app/interface 28% 31% 27% 26% 25% 26% 24% 24% 29% 29% 19% 18% 35% 23% 19% 52% 29% 31% 40% 35% 22% 44% 33% 29% 34%
Availability of online customer reviews 29% 23% 23% 27% 28% 32% 28% 22% 30% 36% 28% 29% 33% 26% 21% 39% 37% 25% 34% 34% 28% 41% 32% 30% 49%
A good returns policy (e.g., free returns, return items to store when purchased online, etc.) 32% 32% 31% 37% 40% 34% 32% 38% 28% 31% 17% 25% 27% 40% 36% 31% 26% 30% 39% 37% 35% 29% 29% 31% 29%
Fast/reliable delivery (e.g., same day delivery, pick up online purchases in physical stores or designated pick up location, visibility of the product throughout the delivery process, etc.) 42% 46% 49% 42% 43% 29% 44% 41% 33% 43% 27% 41% 41% 51% 35% 44% 43% 36% 46% 48% 50% 43% 40% 43% 44%
Personalized offering 17% 16% 26% 13% 23% 27% 18% 18% 19% 17% 7% 23% 18% 25% 13% 11% 13% 30% 12% 16% 18% 7% 23% 16% 8%
Exclusive or limited edition offerings, memberships or loyalty programmes online 21% 17% 24% 16% 17% 27% 18% 18% 19% 25% 32% 35% 22% 22% 24% 14% 19% 31% 23% 15% 22% 20% 26% 17% 17%
Consumer mobility In the next six months how likely are you to...

Answers are:

  • Likely
  • Neither/nor
  • Not likely
separated by commas in each table cell.

Travel on a domestic flight 33%,19%,49% 35%,24%,42% 39%,11%,51% 18%,17%,66% 47%,20%,33% 50%,14%,36% 26%,20%,54% 18%,16%,66% 23%,23%,55% 50%,22%,27% 21%,23%,57% 31%,26%,44% 36%,20%,44% 35%,14%,51% 15%,18%,67% 38%,22%,40% 27%,25%,48% 68%,14%,18% 25%,15%,61% 39%,17%,44% 26%,16%,59% 47%,22%,31% 48%,19%,32% 36%,14%,50% 77%,11%,12%
Travel on an international flight 26%,17%,57% 26%,16%,59% 26%,13%,61% 17%,12%,71% 27%,23%,50% 49%,14%,37% 27%,19%,54% 22%,17%,61% 27%,18%,55% 38%,20%,42% 10%,15%,76% 24%,21%,55% 27%,17%,56% 25%,14%,61% 22%,18%,60% 30%,19%,51% 20%,15%,66% 58%,18%,24% 30%,16%,54% 23%,13%,64% 20%,15%,64% 28%,21%,51% 58%,17%,26% 32%,13%,55% 48%,24%,28%
Stay in a hotel 36%,21%,43% 41%,23%,36% 44%,11%,45% 24%,21%,55% 47%,21%,32% 48%,18%,34% 36%,24%,40% 24%,21%,55% 26%,25%,49% 50%,19%,31% 28%,25%,47% 33%,30%,38% 39%,22%,39% 37%,16%,47% 25%,24%,51% 33%,23%,44% 20%,22%,58% 63%,17%,20% 36%,23%,41% 33%,19%,48% 30%,20%,50% 54%,22%,24% 49%,23%,28% 40%,17%,43% 71%,14%,15%
Stay in self-catering accommodation (e.g., Airbnb) 32%,22%,46% 34%,22%,44% 40%,11%,49% 19%,18%,63% 40%,26%,34% 40%,23%,37% 33%,26%,42% 21%,24%,55% 22%,31%,47% 45%,24%,31% 8%,23%,69% 37%,30%,33% 30%,22%,48% 36%,13%,51% 25%,25%,50% 41%,26%,33% 17%,23%,60% 55%,20%,24% 28%,19%,54% 45%,19%,37% 26%,19%,56% 40%,25%,35% 46%,28%,26% 33%,16%,51% 76%,15%,9%
Go to a sporting or mass event (e.g., concerts) 27%,20%,53% 31%,22%,47% 29%,15%,56% 16%,15%,69% 36%,23%,40% 41%,22%,37% 29%,22%,49% 21%,17%,61% 25%,24%,51% 40%,25%,35% 15%,22%,62% 25%,26%,49% 27%,17%,56% 23%,14%,64% 17%,19%,64% 30%,18%,52% 23%,25%,52% 53%,19%,27% 23%,18%,59% 27%,15%,58% 20%,17%,64% 33%,22%,45% 38%,23%,39% 33%,14%,54% 59%,21%,20%
Go back into my place of work 67%,19%,14% 65%,19%,15% 67%,15%,18% 53%,20%,27% 74%,16%,10% 79%,8%,13% 67%,22%,11% 60%,28%,13% 67%,23%,11% 87%,8%,5% 73%,16%,11% 49%,36%,14% 75%,15%,10% 69%,15%,16% 60%,21%,19% 69%,19%,11% 53%,25%,23% 78%,13%,9% 75%,16%,9% 67%,15%,17% 66%,19%,16% 78%,15%,8% 78%,14%,8% 64%,24%,12% 91%,5%,4%
Travel via public transport 47%,19%,33% 48%,21%,30% 47%,13%,40% 29%,15%,55% 71%,15%,14% 61%,16%,23% 37%,23%,40% 36%,24%,40% 71%,22%,8% 57%,23%,20% 53%,24%,23% 32%,33%,35% 44%,21%,35% 56%,11%,33% 31%,23%,46% 56%,18%,25% 57%,21%,22% 56%,19%,25% 76%,14%,11% 41%,12%,47% 47%,17%,35% 61%,18%,21% 50%,21%,29% 34%,13%,53% 73%,14%,13%
Go to a shopping mall 65%,20%,15% 76%,16%,8% 65%,12%,23% 55%,21%,24% 76%,16%,8% 73%,14%,12% 66%,19%,15% 52%,23%,25% 61%,30%,9% 72%,19%,9% 55%,30%,15% 44%,37%,19% 72%,20%,9% 73%,13%,15% 57%27%,16% 69%,16%,15% 68%,21%,11% 74%,17%,9% 79%,14%,8% 81%,10%,9% 64%,17%,19% 79%,15%,6% 69%,21%,9% 50%,19%,31% 88%,6%,6%
Go to a gym N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Go to a restaurant N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Sustainability Please indicate to what extent you agree or disagree with the following statements around shopping sustainability

Answers are:

  • Agree
  • Disagree
separated by commas in each table cell.

When it comes to consuming single-use materials, my concerns over health and safety outweigh my sense of environmental responsibility 51%,15% 45%,18% 67%,9% 42%,20% 61%,13% 71%,9% 46%,18% 40%,18% 53%,15% 64%,8% 37%,15% 39%,20% 61%,11% 61%,13% 32%,25% 75%,6% 42%,15% 68%,8% 58%,13% 53%,17% 45%,16% 67%,9% 64%,7% 54%,13% 66%,16%
I intentionally buy items with eco-friendly packaging or less packaging 54%,14% 51%,17% 57%,12% 46%,18% 74%,5% 68%,9% 49%,16% 55%,12% 56%,7% 80%,4% 38%,17% 42%,19% 63%,7% 63%,10% 38%,22% 80%,2% 37%,23% 72%,8% 55%,11% 56%,15% 50%,17% 74%,6% 58%,11% 50%,18% 86%,2%
I choose products with a traceable and transparent origin 56%,12% 48%,16% 58%,11% 37%,21% 74%,4% 75%,7% 52%,14% 41%,14% 53%,11% 82%,5% 40%,17% 52%,16% 67%,5% 63%,7% 34%,24% 77%,4% 71%,7% 74%,9% 52%,14% 54%,12% 48%,14% 77%,4% 66%,7% 49%,15% 92%,2%
I am including more plant based foods as part of my diet due to sustainability principles 50%,19% 47%,28% 56%,17% 39%,32% 67%,5% 60%,11% 37%,28% 38%,27% 52%,13% 71%,6% 26%,26% 42%,19% 56%,10% 61%,14% 34%,30% 76%,6% 45%,17% 68%,8% 50%,17% 56%,20% 48%,22% 78%,3% 60%,11% 48%,25% 88%,6%
I buy from companies that are conscious and supportive of protecting the environment 55%,11% 52%,13% 63%,7% 49%,11% 72%,3% 72%,7% 46%,15% 47%,11% 51%,7% 79%,4% 29%,21% 43%,14% 69%,4% 71%,6% 35%,21% 80%,2% 42%,16% 65%,10% 57%,5% 62%,6% 51%,15% 77%,1% 66%,9% 54%,11% 83%,6%
I am buying more biodegradable/eco-friendly products 53%,14% 49%,19% 58%,13% 48%,17% 74%,5% 61%,10% 48%,17% 44%,17% 56%,7% 76%,6% 32%,19% 43%,14% 61%,7% 69%,7% 35%,26% 77%,3% 40%,20% 67%,10% 58%,11% 53%,13% 45%,17% 79%,2% 66%,7% 51%,16% 87%,3%
When shopping for products I check the labelling/packaging for sustainability certification(s) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Brand attributes Considering this list of brand attributes, which of the following influence your likelihood to remain loyal to a brand? - Top 3 Ranked
Exceptional customer service N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Products that are widely available N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Exclusivity N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Reliability (the brand always delivers what I expect) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Personalization N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Loyalty programs N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Seamless digital experience N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Enjoyable/fun experience (e.g. entertaining interaction with the brand) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Commitment to giving back to society N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Ethical practices (e.g. Fairtrade, cruelty-free testing, workforce equity, best in practice production etc.) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Engaging content (e.g. social media, influencers, advertising) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Sustainable practices (e.g. commitment to net zero) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Consumer attributes Thinking of the last 6 months, please indicate from the list of attributes below how if at all, you have evolved as a consumer.

Data shown:

  • (Respondents answering "I am more like this")

I am ‘digital’. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am ‘local’. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am healthy. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am eco-friendly. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am price oriented. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am focused on saving. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am optimistic about the economy. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am data conscious. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A

Contact

Milo Hartendorf

Milo Hartendorf

Consumer Markets Industry Leader, PwC Netherlands

Tel: +31 (0)62 299 15 98

Bruno van Bennekom

Bruno van Bennekom

Consumer Markets Director, PwC Netherlands

Tel: +31 (0)68 300 07 02

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