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This is how inflation revolutionized the consumption of Spaniards


the price increaseat the mall It revolutionized the way of consumption for the Spaniards. with intention Spend as little as possible With every purchase, the baskets change completely, both in look and in content.

In fact, their shape is getting smaller and smaller. The supermarkets figured it out Those who enter their stores leave with fewer items, which makes the purchase more selective and informed. As explained by Kantar experts in a recent report, the goal of consumers with this strategy is Spending Control. The items chosen to be part of this new basket are not only less, but also different.

In this way, the consumer pays more attention to the price and the details of the shelves. According to the latest survey conducted by the aforementioned consultant, 49.5% of Spaniards visit different stores to “find the best prices”, up 3.9% in 2022 from 2021. There are more, even 62.7%, who always compare prices between different brands before choosing one, and these consumers grew by 5.1% in the past year. In addition, 48.9% (3% more) tend to consider several brands on the shelves before making their decision.

50% of the food is private label

One class that benefited from this change was the private label or private label, otherwise known as white brand.

Its presence in Spanish homes has multiplied strongly in recent years: if in 2020 it represented 37.2% of the large consumer baskets (food, perfume, pharmacy), in 2022 it reached 41.4%, which is a percentage Exceeding 50% if we only talk about food.

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This interest in controlling spending on purchases is also reflected in another direction, that is Prioritize buying frozen and canned foods in exchange for buying fresh food; Especially fish and meat.

how to collect NielsenIQAnd Fresh consumption is penalized To increase the acquisition of frozen or packaged products at a cheaper price. For button sample: In 2022, The fruit increased its price by 15.8%.; In that period, its evolution in volume reflected a decline of 5.5%. In case FishIts price increased by nearly 6% and its volume development decreased by 9.1%. consumption Vegetables For its part, its value decreased by 3%, while its price increased by 9.9%. Experts insist that all of this data shows a clear trend: the increase in the price of fresh produce means just that The level of buying decreases in all business formsfrom supermarkets to supermarkets through small food stores.


private label weight

as a percentage of total products

Mass consumption: food, pharmacy and perfume

private label weight

as a percentage of total products

large consumption: food,

Pharmacy and perfumes

In fact, these numbers are some of the ones the government used to make the decision What measures are being implemented to try to mitigate the effects of inflation in the shopping cart. The option that was chosen to enter into force last January is to reduce the value added tax, a measure that, despite the apparent decrease in consumption, did not include foods such as meat and fish.

It is not surprising that he gets acquainted with Department of Agriculture In a recent meeting with the entire food chain, it’s clear that they “go a lot to make purchases and each one costs less.” In addition, Luis Planas’ team posits that “although no significant differences were observed in the large families of food items purchased, there are a number of significant Greater presence of basic products, such as bread, rice, pasta or legumesAnd cut down on more expensive products like meat, fish, fruits, vegetables or oil.

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In fact, according to the latest industry estimates fish, sales of its products in its various offerings decreased by 20% In our country in the first two months of the year compared to the same period in the previous year, which they attribute precisely to not being included in this list of staple foods affected by the reduction.

Information covered by the sector indicates that these changes in consumption will continue in the coming weeks, as long as the food CPI does not take a break. In February, food was up 16.6%, according to its most recent data National Statistical Institute (INE).

Al-Kontar assumes that “the increases in food prices during the same months of 2022 are still significant, and in the same vein in the first eleven weeks of the year.”

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