Source page: McKinsey & Company
Commentary
You better shop around
Consumer | Digital | Retail
March 19, 2024 – Shoppers are changing their ways amid above-average inflation and uncertainty about interest rates. US consumers in 2022 and 2023 moved more of their spending away from traditional brick-and-mortar channels and toward online and value segments, senior partner Warren Teichner and colleagues note. Four out of five consumer packaged goods categories showed volume growth in their online channels.
To read the article, see “Consumers: Spending more to buy less,” February 16, 2024.
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Visual form
Bubble chart.
Layout / body structure
The page is arranged as a matrix with product categories down the left side and retail channels across the top. The reading order moves across each product row from food through online and then down to the next category.
What is being compared
It compares the shift in consumer spending from traditional brick-and-mortar channels to online and value channels across product categories.
Measurement system
Bubble size and color indicate the magnitude and direction of unit-volume change between 2022 and 2023. The legend distinguishes strong positive, mild positive, near-flat, mild negative, and strong negative shifts.
Visible structure inside the graphic
Each cell in the matrix contains one circle. Large bright blue circles cluster in value and online channels, while darker negative circles appear more often in grocery, household, health and beauty, and baby rows for some traditional channels.
Main takeaway from the visual
The chart shows that consumer demand is moving toward value and online channels across much of the store, while traditional channels lose share or stagnate in several categories.
Key standout values or extremes
The biggest positive circles sit in the online and value columns, especially for food and other broad consumption categories. Several of the strongest negative circles appear in the traditional grocery and household rows, signaling meaningful share loss away from conventional channels.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.