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Het vooroordeel bevestigd: Nederlandse consument denkt vooral met de portemonnee

Global Consumer Insights Survey 2021 – Pulse 2

In de twaalfde jaarlijkse Global Consumer Insights Survey van PwC onderzoeken we het gedrag van de consument wereldwijd, op basis van antwoorden van ruim 8.700 deelnemers uit 22 landen. Gezien de onzekerheid als gevolg van de pandemie publiceren we de uitkomsten dit jaar in twee pulses. Na de eerste pulse van begin 2021 zien we in deze tweede pulse een bevestiging van de uitkomsten voor Nederland ten opzichte van het wereldwijde gemiddelde.

43%

koopt bij lokale ondernemers om ze te steunen.

27%

noemt de prijs als belangrijkste factor voor al dan niet duurzaam winkelen.

45%

ging meer online winkelen in het afgelopen halfjaar.

23%

noemt het kunnen zien en aanraken van producten als belangrijkste reden voor bezoek aan fysieke winkel.

De portemonnee versus het hart

Aan het begin van de pandemie toonden Nederlanders zich solidair met lokale, onafhankelijke bedrijven – 33 procent van de Nederlandse respondenten gaf aan meer bij deze bedrijven te winkelen om hen te ondersteunen, tegenover 45 procent wereldwijd. Die solidariteit is flink toegenomen: in Nederland groeide het aandeel naar 43 procent tegenover 51 procent wereldwijd. Ondanks de toename, kopen we in Nederland nog steeds meer met onze portemonnee dan met ons hart. Prijs en gemak zijn bij ons nog altijd net wat belangrijker dan het ondersteunen van lokale winkeliers. Hierbij moet worden opgemerkt dat de Nederlandse detailhandelsmarkt wordt gekenmerkt door een relatief hoge mate van consolidatie, met name in de levensmiddelensector, wat de mogelijkheid beperkt om bij lokale ondernemers te winkelen.

Global Consumer Insights Survey
Global Consumer Insights Survey

De portemonnee versus ESG

Nederlanders houden zich bij bestedingen minder bezig met duurzaamheid dan het mondiale gemiddelde. Die uitslag zien we duidelijk bij:

  1. het kiezen van producten met een traceerbare en transparante oorsprong.
  2. het kopen bij bedrijven die bewust bezig zijn met het milieu.
  3. het kopen van producten met duurzaamheidscertificering.

Het wel of niet duurzaam winkelen wordt vooral beïnvloed door de prijs – 27 procent van de respondenten in Nederland noemt dit de belangrijkste factor. Andere belangrijke factoren zijn het gebrek aan duurzame opties (achtien procent) of het algehele gebrek aan interesse in duurzaam of ethisch geproduceerde producten.

In de wereldwijde getallen zien we met name dat bij consumenten in Azië, Afrika en het Midden-Oosten duurzaam winkelen hoger op de agenda staat. Wellicht wordt dit verklaard doordat mensen in deze delen van de wereld directer worden geconfronteerd met de effecten van vervuiling, denk bijvoorbeeld aan de smog in grote Chinese steden en het zwerfafval in een aantal Zuidoost-Aziatische landen.

Drijfveren rondom merkloyaliteit

Het ethisch handelen van een bedrijf neemt met tien procent een tweede plaats in als reden van merkloyaliteit, een uitzonderlijk goede klantenservice staat met negen procent op de derde plaats. De meeste respondenten (25 procent) beschouwen een merk dat zijn belofte nakomt als de belangrijkste factor om loyaal te blijven.

Global Consumer Insights Survey
Global Consumer Insights Survey

De verschuiving naar online gaat door

45 procent van de Nederlandse respondenten zegt de afgelopen zes maanden meer comfortabel te zijn geworden met het online shoppen – dit is in lijn met de wereldwijde uitkomst (51 procent) en bevestigt de trend van de alsmaar versnellende verschuiving naar online. Hetzelfde percentage van 45 procent van de Nederlanders zegt ook daadwerkelijk meer online te winkelen in het afgelopen halfjaar (versus 39 procent wereldwijd). Met name voor mode (64 procent) en consumentenelektronica (53 procent) weten Nederlandse consumenten de webshops te vinden. Voor beide productcategorieën is een betere prijs de belangrijkste reden om online te gaan (32 procent), gevolgd door, niet verwonderlijk, de tijdelijke sluiting van fysieke winkels (31 procent).

Zorgen over veiligheid van onze data relatief klein in Nederland

De belangrijkste afwegingen bij de beslissing waar men online gaat winkelen, zijn een goed retourbeleid (vijftien procent) en de beschikbaarheid van producten (vijftien procent). Als het gaat om gegevensbeveiliging, maken Nederlandse consumenten zich minder zorgen dan consumenten wereldwijd – slechts 31 procent geeft aan dat ze meer databewust zijn geworden versus 46 procent wereldwijd. Dit kan te maken hebben met geografische verschillen in de volwassenheid van de democratie en het vertrouwen in instituties – het gemiddelde voor West-Europa is 35 procent, terwijl mensen in Oost-Europa (59 procent) en Afrika en het Midden-Oosten (58 procent) zich meer zorgen maken over de veiligheid van hun data.

Global Consumer Insights Survey
Global Consumer Insights Survey

De fysieke winkel is nog geen verleden tijd…

Dagelijkse boodschappen is de productgroep waarvoor Nederlandse consumenten nog steeds het meest geneigd zijn om fysieke winkels te bezoeken. 40 procent verminderde het bezoek aan fysieke supermarkten in de afgelopen zes maanden, terwijl voor alle productgroepen samen de vermindering 60 procent was. Gemak wordt hiervoor als belangrijkste reden genoemd.

Het kunnen zien en aanraken van de producten wordt met 23 procent het vaakst genoemd als reden om fysieke winkels te bezoeken. Bij de beslissing om al dan niet naar een fysieke winkel te gaan, is de op één na belangrijkste factor de gezondheids- en veiligheidsmaatregelen. Van deze maatregelen worden verplichte mondkapjes (21 procent) en hogere frequentie van winkelschoonmaak (vijftien procent) het belangrijkst geacht. Retailers doen er dus goed aan om een veilige winkelervaring te blijven creëren.

…maar koopt men er genoeg?

50 procent van de Nederlandse respondenten geeft aan matig tot zeer bezorgd te zijn over het voortbestaan ​​van de fysieke winkels in hun lokale winkelgebied ​​door de voortgaande verschuiving naar online winkelen. Dit terwijl, als gezegd, 45 procent van de Nederlanders meer online is gaan winkelen. Dat er overlap is tussen beide groepen, lijkt onvermijdelijk en dat deze online shoppers al hun aankopen bij de webshops van lokale ondernemers bestellen, is niet aannemelijk. De zorgen over de lokale, fysieke winkels lijken zich dus niet zonder meer te vertalen in meer uitgaven bij dergelijke winkels.

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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