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Global insights on consumer sentiment

Our latest analysis of consumer sentiment and shopping behaviors—and the impact of AI’s growing prominence.

Latest surveys and insights

Man checking his bank account while shopping online.
Article

An update on US consumer sentiment: Holiday budgeting begins

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Despite being wary about the economy, consumers plan to spend the same or more on holiday shopping as they did last year. Here’s the latest research from our ConsumerWise team.
A woman and young girl shop together in a brightly lit store aisle, holding hands and carrying a basket.
Article
An update on Brazilian consumer sentiment: An uptick in confidence—and caution
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Optimism ticked up in early 2026, even as consumers held steady on where and how they spend. Here’s the latest research from...
Person in an orange sweater holding a smartphone displaying a shopping app screen that says “Empty Basket”
Article
An update on EU consumer sentiment: The uptake of AI shopping tools
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Consumers’ economic outlook and spending plans remain mixed—but how they shop is starting to shift. Here’s...
A pair of hands holding a wrapped gift box decorated with a red chevron pattern and tied with a bright red ribbon. In the background, colorful lights and ornaments create a festive, holiday atmosphere.
Article
An update on US consumer sentiment: Pragmatism defines the holidays
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Economic unease, tighter budgets, and modest splurges define the 2025 holiday season. Here’s the latest research from our ConsumerWise...

More surveys and insights

Christmas time on Regent Street in London
Article
An update on European consumer sentiment: Little change, lasting caution
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Consumers in Europe had mixed feelings about their respective economies in the fourth quarter, which translated into cautious...
A woman wearing glasses and a striped shirt is seated at a desk, looking at her laptop and eating a salad.
Podcast
How today’s consumers are spending their time and money
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What are the trends shaping consumer sentiment and behavior in 2025—and what are the implications for brands and retailers?
Clothing saleswoman assisting a customer.
Article
Brazilian consumer sentiment: Retail growth amid economic pressures
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Despite mounting pressures, Brazilian consumers’ spending patterns reveal a mix of caution, resilience, and selective indulgence....
A woman applying lipstick at a makeup counter. The counter has rows of lipsticks in various shades of red and pink, and is lit by bright lights.
Podcast
A close look at the global beauty industry in 2025
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We asked 15,000 consumers and 100-plus executives for their perspectives on today’s beauty market. In this podcast episode,...
Top view of numerous petri dishes with various cosmetics in them.
Report
State of Beauty 2025: Solving a shifting growth puzzle
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As momentum cools and definitions of beauty expand, beauty players face a new mandate: Win over skeptical consumers, recalibrate...
Conceptual image of a person carrying a shopping bag and walking from one circular portal, with a brightly colored outside scene visible inside it, towards another portal, this one containing a neon-lit futuristic store.
Article
State of the Consumer 2025: When disruption becomes permanent
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Five years after the start of the COVID-19 pandemic, consumers’ crisis-era habits have lingered. Here’s what organizations...
Rear view of a Latin American woman buying groceries at the supermarket and pushing a shopping cart
Article
Leaders in Latin American CPG: A commercial excellence evolution
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Our latest survey reveals that five commercial excellence practices are enabling leading Latin American consumer packaged goods...
Image of packages neatly stacked in front of door.
Article
What do US consumers want from e-commerce deliveries?
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As US e-commerce growth slows, retailers and logistics providers face rising delivery costs. A survey of consumer preferences...
Male swimmer punching the air during swimming competition.
Article
Leading European consumer goods with commercial excellence
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Europe’s consumer packaged goods industry players must achieve and scale commercial excellence to secure revenue, margin, and...
Assortment of pink plastic shopping baskets on a blue background.
McKinsey Direct
The state of grocery retail in Mexico
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Our latest report with Kantar finds consumers prioritizing value, shifting toward hard discount over traditional trade...
Family shopping in Supermarket
Article
Asia-Pacific consumer sentiment archive
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Our latest ConsumerWise research finds omnichannel shopping gaining momentum as consumer demand for value purchases persists.
Young woman examining list while using smart phone at supermarket
Article
European consumer sentiment: 2023–2024 archive
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Pessimism about the economy is rising again in Europe. Still, consumers said they plan to spend more this holiday season than...
A festive image of a toy dinosaur wearing a Christmas tree on its head and filling a shopping cart with multicolored puff balls.
Article
An update on US consumer sentiment: 2024
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Consumers are feeling cheerier than they have all year, but that doesn’t mean they will spend with abandon. Here’s...
Happy Latin American girl shopping with her father at the supermarket and pointing away at a shelf
Article
The state of grocery retail in Latin America
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As signs of economic stabilization emerge, our latest report in conjunction with Kantar finds that consumers across the region...
Assortment of pink plastic shopping baskets on a blue background.
McKinsey Direct
Turning a corner: The State of Grocery Retail South Africa 2024
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After several challenging years, South Africa’s grocery market appears to be turning a corner. What are the implications...
A woman buyer in a supermarket in a hijab pays for goods at a self-service checkout, convenient service for customers
Article
A growth arena: State of grocery retail 2024 Middle East and North Africa
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Grocery retailers across the Middle East and North Africa have weathered postpandemic headwinds. Nine trends shaping the sector...
Male farmer and agronomist using digital tablet in corn field
Article
Global Farmer Insights 2024
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Farmers are increasingly prioritizing productivity. A shift toward operations-focused solutions underscores a broader trend in...
Abstract background light waves in deep tunnel as seen from a train in Shanghai, China
Survey
Power forward: Five make-or-break truths about next-gen e-commerce
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McKinsey research shows that leading companies aren’t afraid to invest and are determined to make tech a centerpiece for...
Image of a woman selecting clothes using an interactive touch screen monitor in a clothing store.
Interview
What the real estate industry needs to know about experiential retail
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McKinsey senior partner Colleen Baum explains how real estate owners benefit from helping experiential retailers flourish.
Little boy with his mother buying tera and sweets at a Christmas market.
Article
Fueling growth through moments of customer delight
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Delight has the power to elevate customer experience, as well as amplify loyalty and growth for businesses across sectors.
A cheerful group of senior friends strolling down a European sidewalk, engaged in conversation and carrying shopping bags.
Article
State of the Consumer 2024: What’s now and what’s next
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Amid massive shifts in the consumer landscape, companies can’t afford to rely on yesterday’s consumer...
Assortment of pink plastic shopping baskets on a blue background.
McKinsey Direct
Talk is cheap: How much will consumers really pay for green products?
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A German study shows how an auction-based insights approach allows manufacturers of consumer products to better understand which...
Manila, Philippines Makati timelapse aerial shot of Intersection in central city area with traffic. - stock video
Article
The Philippines economy in 2024: Stronger for longer?
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The Philippine economy was more resilient than expected in 2023—current projections indicate that it could again achieve...
Shoppers carrying shopping bags walk outdoors through Bicester Village.
Podcast
Luxury retail is about ‘emotions, not transactions’
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The physical shopping experience matters more than ever, says Value Retail founder Scott Malkin, whose company owns some of the...
Directly above view of traffic circle amongst buildings, London, England, UK
Article
Winning in the European automotive industry: A micromarket approach
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The automotive ecosystem will become more competitive. Micromarket insights that allow automotive players in Europe to sharpen...
Progression of a woman serving a tennis ball
Report
Time to move: Sporting goods 2024
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Many sporting goods executives are looking to 2024 with more optimism. But in the year ahead, they will need to adapt to shifting...
A twisty branch floating though a ring with 2 marbles balancing on each side. The branch subtly resembles a line graph with an upward trend.
Article
The trends defining the $1.8 trillion global wellness market in 2024
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Our latest Future of Wellness survey finds that consumers are taking greater control over their health—and expect companies...
Top view of warehouse worker using laptop to check location of goods
Article
The power of private-label brands in distribution
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Savvy distributors know the power of private-label brands to retain customers and accelerate profitable growth. Distributors...
A jumble of identical white cubes.
McKinsey Direct
Where to play in CPG: A multi-lens approach to beat the market
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Machine learning can help Latin American consumer packaged goods players better understand consumers, categories, competitors,...

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