Wednesday, September 16, 2015

Consumer calls for rationality and already reduces market shopping list

The scenario of uncertainty in the country has led consumers to rationalize more sharp spending in supermarkets. Due to the high prices and inflation, which eroded the purchasing power, especially of class C, who dispense the acquisition of some items.
Among the products that consumers are showing greater willingness to compromise are the alcoholic and non-alcoholic beverages. Both had drop in sales volume in the first half of the year to 0.3% and 2.6% respectively, reflected in the supermarket sector performance that had, at the beginning of the year, projection of 3% real growth and now sees shrinkage of 0.30%.
"One of the 35 categories analyzed by Nielsen considered of high consumption, most maintained stability. The fall appears compared to the previous year, when in 2014 the growth in sales volume was 5.8%, "says the Manager of retail services from Nielsen, Maria Fernanda Celedonio, during the Convention Open 2015.
According to a study from consulting, other categories that are presenting smaller volume of sale are: hygiene and beauty; homemade cleaning; grocery store sweet; Salt groceries and perishables. "In 2014, most of these categories had positive volumes ranging from 3% to 13% on average. Today, all are under 2.5 percent, "he added.
Economic strategies
To be able to keep budget, the Brazilians began to expand purchases of supplies, looking for more products on sale and stock up on non-perishable items. "49% say they would buy only in promotions; 48% will keep basic products; 44% will seek offers for internet and other 22% will purchase large packages, "said Maria Fernanda to DCI.
Consumers, when asked about more high prices, said that the categories more susceptible to cuts and reduction in frequency of purchase would be the bread and bakery inputs; meat and poultry and fruits or vegetables. "Within the shopping basket, the meats presented tall 17% [front Court], influenced by climatic factors," explained the Director of GfK's relationship, Marco Aurélio Lima.
The analyst said although some products-such as the onion-were discharged on pricing in 150%. "This is a weekly replacement category. So, the high weighed on consumer's pocket, "he said.
Brazilian preference
The GFK study pointed out that inflation at 9%, observed in the first semester, in addition to restrict the purchase of some items, led the Brazilian trade both brand and purchase channel. "Toilet paper, for example, 34% would trade the mark and 17% the place of purchase. Laundry detergent, 37% would change and 18% would buy in the channel with best price, "explained Lee.
The preference for channels not changed. Cash & carry (atacarejo) continues as the main place of purchase to the consumer. "What has changed is that until the neighborhood market came to be considered a channel that fills the need for a purchase of supply", explained the Director of Kantar Worldpanel: consumer, Christine Parker.
Research by Kantar identified that there was a 6.1% drop in the frequency of consumers in supermarkets. "The average purchase was spending 1% lower and the average volume of purchases fell 8.8 percent from January to June, compared to the previous year," he concluded.
DCI News Item translated automatically
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