McKinsey
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McKinsey
Mixed Chart
Retail & E-commerce
Customer and Market Segmentation
Two-part layout: left side features a bar chart comparing supermarket vs. online shopper willingness to pay more for sustainability across product categories, with numeric labels and color-coded bars; right side has a dark blue background with bold white and blue text summarizing insights and a German flag icon.
Highlights that online shoppers show greater willingness to pay for sustainability than supermarket shoppers in categories such as babyfood, snacks, and personal care, with less difference for fresh food categories like meat, fruit, and vegetables.
sustainability, online shopping, supermarkets, consumer behavior, willingness to pay, food categories, fresh produce, babyfood, personal care, market segmentation
date
D3: Online vs. supermarket shoppers have a higher willingness to pay for sustainability