Crisis reaches up to buying toilet paper

With this significant advance in price of an item as basic, there was a reduction of product purchases. If, in 2014, consumers of classes A and B bought toilet paper 12 times last year that frequency dropped to 11 times, reveals research by Kantar Worldpanel: consumer, which monitors weekly consumption of 11 1000 families in the country. A similar movement occurred with the families of class C, that cut in 2015 1 time the shopping list. In 2014, these households bought toilet paper 13 times and, in 2015, were 12 times. Already among the lower-income population, purchases of toilet paper were not reduced. "The classes are no longer where to cut. Therefore, the number of categories they are wiping away the shopping is much smaller compared with higher-income social strata ", says the commercial Director of consultancy and research, Christine Parker. Among the poorest, the focus of the reduction of purchases was the sugar product that had its price increased 45.2% in 12 months through February, according to the IPCA. In 2014, the sugar was part of the household shopping list of classes D and e in 18 times they went to the supermarket. Last year, that frequency had fallen to 17 times. The more radical cutting occurred in the refrigerant and the bag milk (pasteurised), which reached all walks of life. Both products have risen above inflation in 12 months until February. The milk was 15.62% more expensive and the soda and bottled water soared 11.97%. In the case of soda, Christine notes that, in search of economy, families are restricting consumption on special moments, like the weekend, for example. "The rationalization on purchases is widespread," says the Director. So much so that for the first time since 2006, when the consultancy began to accompany the family consumption in the country, last year the Brazilian took a smaller amount of products for home. Retraction in a basket of 96 categories, including food, beverages and toiletries and cleaning, was 8 percent in 2015 compared to 2014. In an attempt to maintain some standard of consumption, especially of those products to which he had access in recent times, like cream cheese and antiseptic mouthwash, for example, the Brazilian chose not to take these items in your shopping list, but decided to reduce the frequency with which takes these products home. In other crises, says, the products regarded as superfluous were deleted from the list of purchases. Now, families have reduced consumption, but kept the product.