20200407 asia covid 19 - grocery retail survey - thailand v final-ds v2

McKinsey & Company 1
Most Thais are concerned about the financial impact of COVID-19
on their income.
21
25
39
14
31
27
30
26
25
28
22
35
12
10
4
15
7
7
3
6
5
3
I am afraid to go outside to shop for groceries now
I think the media coverage on COVID-19 is
getting too sensational and creating more panic
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 am planning to give up something I was planning
to buy because of uncertainly from COVID-19
1
2
To what extent do you currently agree with following statements?
% of respondents
Strongly agree Agree Somewhat agree Somewhat disagree Disagree Strongly disagree
~50% of respondents
believe that the media
coverage is getting too
sensational, and ~50%
are afraid to go outside
to shop for groceries
~70% are worried about
the impact of COVID-19
on their income, and
~40% are planning
some cutbacks on
discretionary spending
Source: McKinsey & Company COVID-19 mobile survey, 3/21-3/25/2020, N = 633. Sampled and balanced to match Thailand’s general population, 20+ years old.

Thai consumers report a strong focus on healthy habits, product
safety, and environmental impact.
42
45
29
26
10
39
33
40
36
15
17
17
24
28
15
3
6
21
3
23 16
1
I am focusing on improving my immunity
through more exercise and healthy eating
1
1
1
I will care more about product safety
after COVID-19 situation
2
2
1
2
I will spend more time to understand product
safety for my grocery purchases,
manufacturing processes after COVID-19 outbreak
2I will consider grocery products that are
more environmental-friendly
after the COVID-19 outbreak
I will buy more foreign grocery products
after the COVID-19 outbreak
Strongly agree DisagreeSomewhat agreeAgree Somewhat disagree Strongly disagree
To what extent do you currently agree with following statements?
% of respondents
More than 80% are
conscious about improving
immunity through exercise
and healthy eating
~80% of consumers intend
to focus more on product
safety post-COVID-19, and
70% will spend more time to
understand the safety of
grocery purchases
These trends do not appear
to significantly shift
preferences toward foreign
products, with only 25%
preferring these products
after the outbreak

Consumers appear to be reducing their dine-in spending during
COVID-19, and plan to do so after.
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: 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/stop spend from the % of respondents stating they expect to increase/start spend.
Spend preference during
COVID-19 vs. prior to
COVID-19,1 Net intent3
Spend preference after
COVID-19 vs. during
COVID-19,2 Net intent3
Groceries purchased from
grocery stores
+33%
Dine in restaurant -55% -24%
Ready made food purchased
from grocery stores
+9% +13%
Food from restaurants
delivered to home
+23%
+41%
+25%
Take out +23% +26%
Decrease Stay the same Increase
Grocery spending is growing the
fastest across categories, during
and post- COVID-19
Even after COVID-19, consumers
indicate less of a preference for
dine-in
Consumers say their spending on
take out, delivery, and ready
meals could continue to grow at
a similar pace during and post-
COVID-19

Consumers are shopping more often but only spending more online
or in convenience stores; wet markets are impacted most severely.
1. Percent of responses from consumers who visited each channel before COVID-19.
2. Q: Among the below grocery shopping channels, which ones do you visit more/less frequently during the COVID-19 outbreak compared to before?
3. 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.
4. Q: Within the below store types, which ones do you think you will visit more/less frequently after the COVID-19 outbreak stabilize?
5. 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).
6. 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).
7. 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,1
% of respondents
During vs. prior,2
Net reported behavior3
After vs. during,4
Net intent3
Change in grocery spending,
% of shoppers per channel
During vs. prior,56
Net reported behavior3
-1%
+1%
-4%
+31%
-18%
+29%
-3%
After COVID-197
% of respondents to increase
spending post COVID-19
+39%
+24%
+30%
+50%
+38%
+45%
+33%
Hypermarket
National chain
supermarket
Local supermarket
Cash & Carry
Convenience store
Wet market
Online
+12%
+10%
+7%
+49%
-1%
+28%
+39%
+14%
+5%
+8%
+40%
+10%
+25%
+6%

Hygiene practices and communication are currently the major
drivers of customer experience.
Most important factors impacting consumers’ current in-store experience,1
% of respondents selecting factor as top three
57
56
41
33
29
23
20
19
13
8
Availability of assistance from store staff
Product availability
Store staff demonstrating cleanliness practices
Promotions
Proactive communication of store cleaning procedures/policies
Availability of hygienic services for in-store use for customers
Transparent communication of changes in what the store provides
Able to shop without interacting with staff
Product prices for branded products
Availability of private brands
1. Q: What are the top-3 most important factors that will influence the shopping experience when you do fresh food shopping in during the COVID-19 period?
Cleanliness attributes

Cleanliness and hygiene practices remain important for store selection
in the next few weeks.
65
49
34 33
22 21 20
17
14 13 12
I can order
online before
going to store
and pick up or
get delivered
Crowd levels
/number of
people in
store
Robustness
of cleanliness
/hygiene
practices in
store
Ability to
shop and
pay without
interacting
with staff
Store location
(close to
home or
work)
Stable
availability
of fresh food
products
Stable
availability of
packaged/
frozen food
and other non-
fresh products
Competitive
prices on
branded
products
Store is
open early in
the morning
Stable
availability of
home brands
Store is
open until
late at night
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?

Almost half of shoppers have tried or switched to new stores, out of
which about 10 percent intend to not switch back.
39% of consumers are
visiting both their regular/
primary store and other
stores
6% of consumers have
switched to a different
store
52
48
40
26
26
23
19
14
13
13
Primary/regular store did not have good quality of
fresh products during outbreak
Changed to a store that offers better delivery service
Changed to a store closer to work
Primary/ regular store does not offer competitive prices
on national brand products (excluding fresh products)
Changed to a store closer to home
Changed to an online store/mobile app-based store
Primary/ regular store is out of stock of a lot of items
during the COVID-19 outbreak
Primary/ regular store feels not to be safe/infection free
Changed to a store that offers better curbside
or in-store pick up service
Primary/ regular store stocked out on
their private brands during the outbreak
Reason for trying or switching to a different store1
Post-COVID-
19 situation2
92% 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? (Percent of responses from those that have switched to/ visited the other stores)
2. Q: Do you plan to go back to shopping at your regular/primary store after the COVID-19 outbreak? (Percent of responses from those that have switched to/ visited the other stores)
55% of consumers are
still visiting their regular/
primary store for grocery
needs

For some categories, up to 60 percent of consumers are spending
more during COVID-19, with a stronger decline expected for alcohol.
Consumption during COVID-19 situation vs. before12
Anticipated consumption after COVID-19 situation vs.
during23
33
27
34
29
24
26
23
24
16
17
17
15
15
17
17
11
11
8
32
34
27
30
35
33
36
28
32
30
28
30
26
23
19
20
13
13
28
27
30
32
28
32
29
39
38
33
33
35
38
42
49
46
36
39
5
8
7
5
8
5
8
6
9
14
15
11
13
11
10
15
23
23
3
3
2
3
4
4
4
3
5
7
7
9
8
8
5
7
17
18
Personal care
Packaged food
Baby
Household paper goods
Household care5
Eggs
Fresh foods
Health care
Bottled water
Dairy
Frozen foods
Deli meats
Food prepared in store
Snacks
Beverages
Pet care
Non-beer alcoholic beverages
Beer
Significantly increased (+20% or more) No change in spending (more or less 5% difference)
Somewhat increased (+5 to +20% more)
Significantly decreased (-20% or less)
Somewhat decreased (-5 to -20%)
17
15
17
15
11
13
14
13
9
10
9
10
9
10
7
8
7
5
24
25
24
27
24
24
30
25
25
20
22
21
20
20
15
16
13
14
44
43
47
43
44
48
44
50
52
48
50
47
53
55
65
61
55
55
13
13
9
13
17
13
10
11
11
17
15
19
15
14
9
12
18
18
4
2
2
4
3
3
3
5
4
3
3
2
4
3
7
7
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 outbreak?
2. Percent of responses from consumers who buy each item before, during and after the COVID-19 outbreak.
3. Q: How would you expect you or your family’s spending per month to change after the COVID-19 outbreak compared to now (during the COVID-19 outbreak)?
4. 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.
5. Cleaning & detergent.
0%
Net inflow,
% of respondents4
-1%
-2%
0%
0%
-1%
-1%
0%
0%
-2%
-2%
-2%
-1%
-2%
-2%
-3%
-4%
-4%

About 70 percent of consumers have tried alternate brands, driven
mostly by availability; only 5 percent intend to not switch back.
32% of consumers have not
tried new/alternate product
brands1
68% of consumers have tried
new/alternate product brands1
67
35
34
31
28
New/alternate options are easier to consume
during the COVID-19 outbreak
New/alternate options offer better value
(are cheaper)
Brands that I usually purchase
were not available
New/alternate options were under
promotions/ display
New/alternate options are safer
Primary driver for switching to a new brand/product during
COVID-19,2 % respondents who have tried new/alternate product
brands
Post-COVID-
19 situation3
95% of
consumers who
switched brands
expect to switch
back to the
brands they
usually purchased
before
1. Q: Have you tried new/ alternate product brands during the current COVID-19 outbreak that you do not usually purchase?
2. Q: why did you switch from the brands you usually purchase to new/ alternate options? Select all that apply (N = 429, Percent of responses from consumers who have tried new new/alternate product brands).
3. Q: After the COVID-19 outbreak, do you in general plan to switch back to the product brands you usually purchased before? (N = 429, Percent of responses from consumers who have tried new new/alternate product brands).

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