1. McKinsey & Company 1
Korean consumers appear to be concerned about all aspects of
COVID-19—though most worried about the financial impact.
8
9
18
6
13
18
18
14
30
39
32
32
20
14
14
20
19
14
13
21
9
6
6
7
I am very worried that my family’s income
will be impacted by COVID-19 situation to a level
where I will not be able to make ends meet
I think the media coverage on COVID-19 is
getting too sensational and creating more panic
I am planning to give up something I was planning
to buy because of uncertainly from COVID-19
I am afraid to go outside to shop for groceries now
To what extent do you currently agree with following statements?
% of respondents
Strongly agree Agree Somewhat agree Somewhat disagree Disagree Strongly disagree
During the COVID-19
outbreak …
Only 20% of respondents
agree that the media
coverage is getting too
sensational and creating
more panic
Only 20% are not afraid of
going outside to shop for
groceries
Only 20% are not worried
about COVID-19’s impact
on household income;
36% are worried about
their families’ financial
stability
Source: McKinsey & Company COVID-19 mobile survey 3/23/2020~3/25/2020 , N = 1,500. Sampled and balanced to match Korea’s general population, 18-65 years old.

2. McKinsey & Company 2
Post-COVID-19, the results suggest some movement toward
increased awareness of product safety.
8
13
6
2
22
30
18
4
42
39
39
11
17
11
21
33
9
5
11
32
3
2
5
19
I will spend more time to understand
product safety for my grocery purchases,
manufacturing processes after COVID-19 outbreak
I will care more about product
safety after COVID-19 situation
I will buy more foreign grocery
products after the COVID-19 outbreak
I will consider grocery products that
are more environmental-friendly after
the COVID-19 outbreak
Strongly agree Agree Somewhat disagreeSomewhat agree Disagree Strongly disagree
Post COVID-19 …
Only 10% of consumers
claim that they will not
care more about
product safety after the
COVID-19 outbreak
More than 40% plan to
spend more time
understanding the
product safety of their
grocery purchases post-
COVID-19
To what extent do you currently agree with following statements?
% of respondents
Source: McKinsey & Company COVID-19 mobile survey 3/23/2020~3/25/2020 , N = 1,500. Sampled and balanced to match Korea’s general population, 18-65 years old.

3. McKinsey & Company 3
The results suggest a potential sustained lift for grocery; food
service preferences appear to shift toward take-out and delivery.
1.Q: How has your spending per month changed during the COVID-19 outbreak compared to before the COVID-19 outbreak for each of the below items?
2.Q: For each of the following meal options, how do you expect your spending per month to change after the COVID-19 outbreak compared to now (during the COVID-19 outbreak)?
3.Net intent is calculated by subtracting the percent of respondents stating they expect to decrease spend from the % of respondents stating they expect to increase spend.
Consumers may not dine in
restaurants as much, and
are increasingly buying
groceries from grocery
stores and delivered food
during COVID-19
Delivery could become an
increasingly key channel;
famous restaurants with
presences on delivery
platforms appear to be
capturing the majority of
customer growth
Spend preference during
COVID-19 vs. before,1
Net behavior3
Spend preference after
COVID-19 vs. during,2
Net intent3
Dine in restaurant -49% +18%
Groceries purchased
from grocery stores
+28%
+1%
Take out food from
restaurants
+11% +8%
Ready to eat food from
restaurant delivered to home
+27%
+23%
Ready made food purchased
from grocery stores
+10%
-1%
Decrease Stays similar Increase
Source: McKinsey & Company COVID-19 mobile survey 3/23/2020~3/25/2020 , N = 1,500. Sampled and balanced to match Korea’s general population, 18-65 years old.

4. McKinsey & Company 4
Consumers have increased their online shopping of groceries and
anticipate continued use of the channel post-COVID-19.
1. Q: Among the below grocery shopping channels, which ones do you visit more/less frequently during the COVID-19 outbreak compared to before?
2. Net behavior/intent is calculated by subtracting the percent of respondents stating they do/expect to decrease frequency/spend from the % of respondents stating they do/expect to increase frequency/spend.
3. Q: Within the below store types, which ones do you think you will visit more/less frequently after the COVID-19 outbreak stabilize?
4. Q: Which store types have you increase your spending per month during the COVID-19 outbreak compared to before? (Percentage of consumers who have used each channel).
5. Q: Which store types have you decrease your spending per month during the COVID-19 outbreak compared to before? (Percentage of consumers who have used each channel, excl. those who increased their spend at a particular channel).
6. Q: Which store types do you expect your spending per month to increase after the COVID-19 outbreak stabilizes? (Percentage of consumers who have used each channel).
Change in grocery purchase frequency,
% of respondents who visited each channel before COVID-19
Decrease Stays similar Increase
During vs. prior,1
Net reported behavior2
After vs. during,3
Net intent2
Change in grocery spending,
% of respondents who visited each channel before COVID-19
During vs. prior,45
Net reported behavior2
After COVID-19,6 % of shoppers per
channel who plan to increase
spending post COVID-19
Local supermarket
Hypermarket
Online
Convenience store
Wet market
National chain supermarket
Cash & Carry
Department store
Home shopping
+13%
+51%
-7%
+8%
-3%
-34%
-19%
+9%
-27%
+10%
+7%
+34%
-1%
+4%
+19%
+25%
-6%
-2%
Source: McKinsey & Company COVID-19 mobile survey 3/23/2020~3/25/2020 , N = 1,500. Sampled and balanced to match Korea’s general population, 18-65 years old.
+5%
+11%
-9%
+4%
-3%
+5%
-17%
+3%
-27%
19%
23%
42%
12%
12%
31%
34%
8%
17%

5. McKinsey & Company 5
About one-quarter of consumers say demonstrated cleanliness
practices among staff are a key driver of in-store experience.
23
18
18
11
7
5
5
4
4
3
3
Able to shop without interacting with staff
Store staff demonstrating cleanliness practices
Product prices for branded products
Availability of assistance from store staff
Product availability
Transparent communication of changes in what the store provides
Availability of hygienic services for in-store use for customers
Proactive communication of store cleaning procedures/policies
Promotions
Availability of private brands
Other
Most important factors impacting consumers’ current in-store experience,1
% of respondents selecting factor as top three
1. Q: What have been the most important factors for creating a positive in-store grocery shopping experience during the COVID-19 outbreak?
Source: McKinsey & Company COVID-19 mobile survey 3/23/2020~3/25/2020 , N = 1,500. Sampled and balanced to match Korea’s general population, 18-65 years old.
Cleanliness attributes

6. McKinsey & Company 6
Cleanliness and crowd levels will matter most to consumers when
deciding where to shop, after location.
35
17
14
10
8
5
3 2 2 2
1 0
I can order
online before
going to
store and
pick up or
get delivered
Robustness
of
cleanliness
/hygiene
practices in
store
Store
location
(close
to home
or work)
Ability to
shop and
pay without
interacting
with staff
Crowd levels
/number of
people in
store
Stable
availability
of fresh food
products
Store is
open until
late at night
Competitive
prices on
branded
products
Stable
availability of
packaged/
frozen food
and other
non-fresh
products
Stable
availability
of private
brands
Store is
open early in
the morning
Other
Most important factors in choosing a grocer to go to in the next four weeks,1
% of respondents selecting factor as top three
1. Q: What are the top 3 most important factors that will influence which physical store you do grocery shopping in during the next 4 weeks?
Source: McKinsey & Company COVID-19 mobile survey 3/23/2020~3/25/2020 , N = 1,500. Sampled and balanced to match Korea’s general population, 18-65 years old.

7. McKinsey and Company 7
About 10 percent have switched from their regular grocers, and
mostly in favor of online stores; ~25 percent will not switch back.
89% of consumers are still
visiting their regular/
primary store for grocery
needs
11% of consumers have
switched/started going to a
different store
73% of
consumers
who switched
stores are
expected to
switch back to
their primary
store
1. Q: Why have you switched from your regular/ primary store for your grocery store?
31
24
20
10
5
3
3
2
1
1
Changed to an online store/
mobile app-based store
Lack of good quality of fresh products
Closer to home
Store feels not to be safe/infection free
Stocked out on their private brands
Out of stock of a lot of items
Offers better delivery service
Does not offer competitive prices
on national brand products
Closer to work
Offers better curbside or
in-store pick up service
Reason for switching stores,1
% respondents who have switched stores
Post-COVID-19
situation
Source: McKinsey & Company COVID-19 mobile survey 3/23/2020~3/25/2020 , N = 1,500. Sampled and balanced to match Korea’s general population, 18-65 years old.

8. McKinsey & Company 8
The bulk of consumers have not changed consumption habits during
COVID-19, though there are increases in ramen and frozen food.
28
21
17
18
14
13
13
13
11
10
10
9
7
7
5
5
5
4
2
1
1
12
8
9
7
6
8
8
5
7
7
7
3
4
5
3
3
3
3
2
1
0
53
58
58
69
78
73
68
73
74
78
78
80
75
75
78
88
81
83
86
94
97
4
5
6
4
1
3
6
4
4
4
3
3
6
5
4
3
4
4
3
1
1
2
8
9
2
1
3
6
5
5
1
3
6
8
8
9
1
8
6
7
3
1
Food prepared in store
Deli meats
Snacks
Beverages
Mask/hand sanitizer
Coffee/tea
Beer
Ramen
Fresh foods
Dairy
Health care
Non beer alcoholic bev
Household care
Frozen foods
Bottled water
Eggs
HMR
Personal care
Packaged food
Household paper goods
Pet care
Significantly increased (+20% or more) Significantly decreased (-20% or more)No change in spendingSomewhat increased (+5 to +20% ) Somewhat decreased (-5 to -20%)
6
4
26
13
6
9
10
4
3
6
4
4
3
3
3
3
5
5
4
1
1
5
4
9
6
4
7
8
2
3
5
4
3
3
3
4
3
4
4
2
1
1
65
67
56
62
84
79
73
70
75
78
82
73
78
79
82
88
82
84
85
97
96
10
11
4
8
3
3
5
8
9
5
4
8
7
6
5
3
4
4
4
1
1
15
15
5
11
4
2
4
16
10
5
5
12
10
8
6
3
5
4
5
1
2
1. Q: How did you or your family’s spending per month change during the COVID-19 outbreak compared to before the COVID-19?
2. Q: How would you expect you or your family’s spending per month to change after the COVID-19 outbreak compared to now?
3. Net inflow is calculated by subtracting the percent of respondents stating they stop buying the item they have bought before during the outbreak from the % of respondents stating they only start purchasing the item during the outbreak.
2%
0%
-2%
14%
2%
0%
-1%
4%
3%
1%
0%
-1%
-2%
-1%
-3%
-3%
-4%
Net Inflow3
Consumption during COVID-19 situation vs. before,1
% of respondents who buy each item
Anticipated consumption after COVID-19 situation
vs. during,2 % of respondents who buy each item
Source: McKinsey & Company COVID-19 mobile survey 3/23/2020~3/25/2020 , N = 1,500. Sampled and balanced to match Korea’s general population, 18-65 years old.
0%
-1%
0%
-1%

9. McKinsey and Company 9
15 percent of consumers have tried different brands due to safety
perceptions and ~40 percent of them plan to stick with new brands.
83% of consumers
have not tried new/alternate
product brands
17% of consumers have
tried new/alternate product
brands
Reason for switching brands1
61% of
consumers
plan to switch
back to usual
brand after
COVID-19
1. Q: If yes, why did you switch from the brands you usually purchase to new/ alternate options?
28
21
17
16
15
New/alternate options are
safer
Brands that I usually purchase
were not available
New/alternate options are
easier to consume during
the COVID-19 outbreak
New/alternate options were
under promotions/display
New alternate options offer
better value (are cheaper)
Primary driver for switching to a new brand/product during
COVID-19,1 % respondents who have tried new/alternate product
brands
Post-COVID-19
situation
Source: McKinsey & Company COVID-19 mobile survey 3/23/2020~3/25/2020 , N = 1,500. Sampled and balanced to match Korea’s general population, 18-65 years old.