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Thomas Rüdiger Smith


Leads McKinsey's ConsumerWise and loyalty work in Europe with a focus on supporting consumer and retail clients implement data-driven commercial transformations

Grounded in a deep passion for consumers and growth, Thomas has supported consumer and retail clients across Asia–Pacific and Europe for over a decade to help achieve commercial and growth aspirations.

Thomas serves clients across a broad set of consumer-facing sectors, including groceries, consumer-packaged goods, retail, retail banking, and insurance. His expertise includes working with senior leaders to develop data-driven commercial optimization, loyalty and customer engagement, growth strategies, and execution.

Beyond serving clients on commercial objectives, Thomas is deeply passionate about consumer trends and insights. He currently leads our consumer sentiment and insights work across Europe, and recently led McKinsey’s European report, the State of Grocery. Previously, he spent time mapping Generation Z across Asia–Pacific.

Examples of his recent client work include the following:

  • building a new customer engagement and subscription platform for an apparel retailer
  • building a new revenue growth management approach for a globally leading, fast-moving consumer-goods organization with a focus on optimizing its promotional approach and new pack formats
  • leading a comprehensive commercial spending optimization and allocation strategy using advanced analytics for a global beverage company
  • defining a detailed go-to-market approach and assortment strategy for consumer-packaged-goods companies in Australia using advanced analytics
  • leading multiple due diligences of European and Asia–Pacific assets within the retail, natural food, and beauty industries

Thomas is a frequent speaker and presenter at a variety of consumer events on global and local consumer topics.


An update on European consumer sentiment: Mixed feelings remain,” McKinsey & Company, January 2024

An update on European consumer sentiment: Uncertainty lingers,” McKinsey & Company, December 2023

High hopes despite high prices: An update on European consumer sentiment,” McKinsey & Company, July 2023

State of grocery Europe 2023: Living with and responding to uncertainty, McKinsey & Company, April 2023

Why retail outperformers are pulling ahead,” McKinsey & Company, July 2021

Behind the trend lines: What 12 Australian families can teach us about changing consumers,” McKinsey & Company, June 2021

Getting acquainted with a more mindful Australian consumer,” McKinsey & Company, November 2020

Survey: Australian consumer sentiment during the coronavirus crisis,” McKinsey & Company, September 2020

Australia’s next normal: The cautious consumer,” McKinsey & Company, August 2020

What makes Asia−Pacific’s Generation Z different?,” McKinsey & Company, June 2020

Survey: New Zealand consumer sentiment during the coronavirus crisis,” McKinsey & Company, June 2020

As physical doors close, new digital doors swing open,” McKinsey & Company, May 2020

The curse of ‘The Lucky Country’: In search of economic antidotes to COVID-19,” McKinsey & Company, May 2020

Asia’s Generation Z comes of age,” McKinsey & Company, March 2020


Università Bocconi
MS, CEMS, management

Copenhagen Business School
MS, finance and strategic management
BA, international business