Consumers: Spending more to buy less by hristina Adams , Kari Alldredge , and Warren Teichner

Analyzing five consumer goods categories across five sales channels in USA, we see that consumers shifted their spend away from traditional brick-and-mortar channels and toward online and value channels. Still, the volume losses in brick-and-mortar outweighed the volume gains made in online and select value channels.

Read more in Mckinsey