Thursday , December 3 2020

Promotions explain 26% of expenditure on consumer products – 12/12/2018



In the context of reducing power and consumption, buyers praise their tendency to save. 26% of the total expenditure made by households in supermarket chains goes to products reached by some type of promotion. This percentage is higher than the 23% registered in the same period last year, according to a study conducted by the consultant Kantar Worldpanel.

The sector where promotions weighs more than the total purchases is drinks The wines and beer stand out. Also in have to freeze: vegetables, frozen potatoes and hambers. "In freezing, promotions make the item's products more accessible to families of more attractive ticket.

For alcohol drinks, the proposals are likely to boost the purchase of more volume, "said Joaquín Oría, Kantar Worldpanel Store Manager, adding:" For the ten categories with the highest volume under promotion, homes they carry 25% more product in relation to buying without promotion ".

Although the promotional purchases have registered positive evolution in the last year, They were not enough to hold the volume in the chains. Therefore, the use of 4% for the entire basket decreased, while promotions grew up by 15% , when they represented a quarter of the total turnover, they did not manage to compensate for the reduction of those without the promotion of those who left at a 10% rate.

According to data from the Scentia consultancy, in November, the sales fall had canceled and an average 5.9% on each channel.

The categories where purchases grew under a higher rate promotion during the last year are: floor, sliced ​​bread, tinctures, fridge puddings for adults and face creams. "These categories are common that are not essential and have yet to expand their base of buyers under the promotion method".

According to the Kantar survey, one in four homes were registered at least one purchase under promotion during the last year in supermarket chains, increasing value as we fall down the social pyramid.

The home buyer of a chain promotions stands out for a high and medium level with housewives aged 35 to 64, families of 3 to 4 members with teenagers living at or outside the home.

The usage decline, which has been the case for several months, is worried about government officials, which sets out a package of measures to mitigate the reduction in purchasing power of classes middle and lower. In this sense, alongside launching benefit programs for holiday in the country, the Government promoted promotions with discounts such as fashion week, credit lines for SMEs and support for low income sectors.


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