grew and consumer attention became more fragmented. Brands and retailers have followed consumers to these platforms. But broadcasting a brand campaign on digital platforms is hardly enough to sway consumers. In our research, consumers in Europe and the United States report that social media influences them the least when it comes to brand and product recommendations and that family and friends influence them the most (Exhibit 2). In China, consumers also say that family and friends are their greatest influence, though they also cite several other sources (such as social media and online reviews) as influential. 8 There are nuances, of course, depending on the category. In the travel category, for example, 38 percent of US survey respondents rank influencers who they follow among their top three trusted sources. 9 In the snack category, only 13 percent do the same. 8 Survey question: In general, which of the following influences you most when deciding on a product or brand? Rank the most influential as number one and the least influential as number six. McKinsey State of Consumer Market Survey of 2,838 consumers from China, Germany, the United Kingdom, and the United States, April 23 to May 6, 2025 (date range covers differing survey dates in the four regions). 9 Survey question: How do you get information when you are shopping for [category]? Rank the following sources of information in order, with number one being your most trusted source and number nine being your least trusted. McKinsey State of Consumer Market Survey of 2,838 consumers from China, Germany, the United Kingdom, and the United States, April 23 to May 6, 2025 (date range covers differing survey dates in the four regions). Exhibit 1 0 20 40 60 80 100 2024 2020 2019 2015 5 5 16 74 18 9 24 50 9 6 16 69 21 8 16 55 Global spend on food service categories, % of total CAGR, 2019–24, % While spending has increased across all food service categories, in-person dining has not rebounded to prepandemic levels. Delivery Drive-through Takeaway In-person dining 7 1 –3 Web <2025> Exhibit <1> of <5> — 810 pdf Note: Figures may not sum to 100%, because of rounding. Source: Euromonitor International McKinsey & Company 19 4 State of the Consumer 2025: When disruption becomes permanent