ConsumerWise

A 360° view of the consumer
To better serve today’s consumer, you need to understand what drives and motivates them.

Their needs, buying patterns, and options are changing faster than ever before, and industry disruptions are now turning into new growth paths.

We help you cut through the noise by tracking and integrating consumer sentiment, behavior, and spend around the world to provide customized, differentiated, and actionable insights. ConsumerWise provides a 360° view of the consumer through the combination of our team of experts and advisors, a growing suite of proprietary insights products and resources, and clear and timely perspectives.

Our consumer data from proprietary sources and a partner ecosystem powers our insights, giving you an “always on” view of how consumers are behaving, thinking, and feeling. This enables you to drive your strategy and business model choices and unlock growth.

How we help clients

Our ecosystem of partners and proprietary data integrates an “always on” view of how consumers are behaving, thinking, and feeling, providing a new lens to unlock growth.

ConsumerWise helps you answer these important questions:

How is consumer spend changing?

Who is and isn’t buying my products today? Is the buyer changing?

What do my core consumers want? How are they different than non-shoppers?

When will my consumer base change? How do I need to change with it?

Where and how should I talk to my consumers to be most effective?

Why are consumers changing? How do I engage with emerging trends?

How is the consumer feeling?

Economic conditions: How confident are consumers in the economy and how does this compare across regions globally?

Spending intent: What categories are consumers planning to spend in?

Purchasing behaviors: What spending behaviors are consumers adopting and why?

Environmental, social, and governance (ESG) considerations: How important are ESG factors to consumers when making purchasing decisions?

How can I adapt with the consumer?

Opportunities: Where are my strengths and opportunities?

Your customer: What defines my target customer base?

Competitive standing: How am I perceived versus competitors?

New products: Are my customers excited about a new product concept?

Business building: When do consumers use my products and where can I expand and grow my business?

Our approach

We are McKinsey’s consumer insights engine—bringing together our assets, data, perspectives, and experts into a suite of insights and capabilities.
Young couple discussing over receipt at supermarket

Access a 360° view of the consumer

Consumers’ needs, buying patterns, and choices are constantly evolving. Understanding their underlying motivations is critical to driving your strategy.

ConsumerWise uses sentiment and spend data to illustrate how consumers are thinking, feeling, and behaving. These holistic insights will help you adapt to their needs and unlock new growth.

Bring the voice of the consumer to life

Direct feedback on brands, experiences, and products is essential for a consumer-focused strategy.

ConsumerWise’s longitudinal communities provide actionable insights from ~10,000 members across North America and Europe. Quick pulse surveys, self-recorded videos, and live discussions allow us to rapidly iterate on hypotheses to inform strategic decisions.

Asian woman live-streamed ecommerce sell clothes in home at night. Beautiful girl using the smartphone and tablet for recording video.
African American man shopping in grocery store

Uncover growth pockets through predictive analytics

Looking beyond what consumers say allows you to uncover hidden preferences and unlocks for growth.

ConsumerWise uses proprietary and organizational data to shed light on how consumers prioritize different products. Coupled with our competitive intelligence analysis, we can project sales and trends to identify untapped high-growth opportunities.

Featured insights

An image of a woman with large sunglasses and a knit shopping bag looking into the window of a clothing store.
Article

An update on European consumer sentiment: Caution prevails, but some are ready to treat themselves

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Across Europe, consumers intend to limit their spending, but they deem some categories to be splurge-worthy.
Family buying fresh fruit at the municipal market
Article
Brazil’s economy is stable, but consumers are feeling down
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Despite low unemployment and strong GDP growth, Brazilian consumers are feeling the pinch. Some more than others—McKinsey’s...
A couple sits at a wooden table, engrossed in planning a trip. They are looking at a laptop displaying a travel website and a paper map in a casual home environment.
Article
An update on US consumer sentiment: Is growing uncertainty casting a chill on spending plans?
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US consumers remained optimistic about the economy at the beginning of the year, but caution around spending persisted. Here’s...
Family shopping in Supermarket
Article
Asia-Pacific consumer sentiment: A mix of growth and challenges
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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...
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...
Image of a woman with a concerned look on her face shopping online and paying with card.
Article
Consumers: Spending more to buy less
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US consumers are purchasing fewer items across categories, reflecting subtle shifts in shopping behavior with meaningful consequences...
Delivery man handing over cardboard box to female customer during holiday season.
Podcast
Holiday shopping in 2023: ‘It started early and will end late’
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In search of the best deals, US consumers are spreading out their spending across several months this holiday season. Here’s...
Young couple shopping and discussing purchase decision in grocery store.
Commentary
For US consumers, it’s a matter of ‘and’—not ‘or’
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Across the country, consumers’ spending habits are evolving—and, in some cases, going in opposite directions at the...
A woman walking down an aisle in a store while looking at personal care items. She is wearing a warm coat and holding a shopping basket, store holiday decorations can be seen in the background.
Article
US holiday shopping 2023: Consumer caution and retailer resilience
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The final stretch of an increasingly long holiday shopping season is critical for retailers, particularly as consumers focus...
A young Latin American man sitting at an outdoor café table with a laptop. He holds a credit card in one hand and is looking at his phone in the other.
Article
Mexican consumers seek value and convenience—and find it online
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Our latest consumer sentiment survey in Mexico reveals lasting pandemic effects on consumer behavior, including reduced spending...
A friendly looking young couple standing in a grocery aisle with a shopping cart. The woman holds a bag of chips up to her partner while he references his phone.
Commentary
The world of ‘ands’: Consumers set the tone
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Consumer behaviors are diverging in sometimes paradoxical directions. How can companies quickly detect—and respond to—these...
A picture of a couple shopping with smartphone in the city
Article
Vietnamese consumers are coming of age in 2023: How businesses can stay ahead
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Vietnamese consumers remain optimistic about the economy despite challenges, and are driving premium purchases even as they seek...
Woman holding phone in a grocery store
Article
The state of grocery retail in Latin America 2023
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Persistent inflation and shifting consumer preferences will test grocery retailers across the region. Four imperatives—supported...
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Article
US consumers send mixed signals in an uncertain economy
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With inflationary pressures and a tight labor market, our latest Consumer Pulse Survey shows that shoppers across America are...
Survey: Filipino consumer sentiment during the coronavirus crisis
Survey
Survey: Filipino consumer sentiment during the coronavirus crisis
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Filipino consumers who were surveyed remain optimistic on the economy post-COVID-19, with their optimism now reaching prepandemic...
Arab family using interactive screen of digital kiosk - stock photo
Article
Digital consumers in the Middle East: Rising adoption and opportunity
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The region’s consumers have embraced digital channels, and their spending is set to grow. New research highlights how companies...
Woman With Digital Tablet Having Trouble - stock photo
Survey
European consumer pessimism intensifies in the face of rising prices
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The latest Europe Consumer Pulse Survey shows an ongoing trend toward pessimism about economic recovery, coupled with widespread...
Man and child walking through department store aisles
Video
How US consumer behavior is changing: Insights for CPG companies
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With inflation at record highs and consumer sentiment at record lows, consumer-packaged-goods companies need to sharpen their...
Survey: Australian consumer sentiment during the coronavirus crisis
Survey
Survey: Australian consumer sentiment during the coronavirus crisis
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Australian consumers are feeling less optimistic and more pessimistic about the economic recovery than in prior weeks as they...
Generation Z
Collection
Generation Z
Understanding Gen Z can help retailers, marketers, and leaders seeking to build and maintain sustainable businesses that meet...

Our leaders

Christina Adams
PartnerDallas
Advises consumer-packaged-goods companies on growth strategies through a variety of channels and is a leader of ConsumerWise
Kari Alldredge
PartnerMinneapolis
Serves consumer-facing clients on commercial topics including growth strategy, marketing, and sales while helping to achieve...
Tamara Charm
PartnerBoston
Helps organizations drive holistic growth, innovation, and transformation by applying a deep understanding of consumer sentiment...
Becca Coggins
Senior PartnerChicago
Leads McKinsey’s Global Retail and Consumer Packaged Goods Practices, and advises clients on transforming performance, health,...
Eric Falardeau
PartnerMontréal
Advises leading consumer companies on strategy, branding, revenue management, and innovation, backed by advanced consumer insights...
Sajal Kohli
Senior PartnerChicago
Leads McKinsey’s Global Retail and Consumer Packaged Goods Practices and works with retail and consumer-goods companies to guide...
Jessica Moulton
Senior PartnerLondon
Helps multinational consumer-packaged-goods, retail, and food-service companies pursue strategic growth opportunities and strengthen...
Kelsey Robinson
Senior PartnerBoston
Partners with industry leading consumer-facing companies to drive top-line growth through ideation and implementation of strategies,...
Warren Teichner
Senior PartnerNew York
Coleads our Private Capital Practice globally and brings deep expertise in serving food, beauty, consumer-health and wellness,...
Anja Weissgerber
Leader of Strategy & Operations for ConsumerBerlin
Leads strategy and operations for our global consumer work using in-depth strategic, industry, and functional expertise supported...

Contact the ConsumerWise Team

Contact us