Promotions generate high frequency and the average spending in supermarkets

São Paulo-Main deciding factor in choosing the store, promotions have generated improvement in result of the supermarket networks. The performance, however, varies according to the channel: in the hypermarkets in 2016 contributed offerings, with a high of 14.5% in the frequency of ida; already in supermarkets the impact was in the Middle, which advanced on spending 4.9%.
In relation to the '' atacarejo '' segment, the lifting of Kantar Wordpanel showed that the promotions took over 1.82 million households started to consume in the channel. "It is necessary to analyse the role of vacancies in each type of store, to perform correct and promotions don''t sacrifice efforts with products that the customer would buy anyway," says the commercial and marketing director of consulting, Christine Parker.
According to the survey by Kantar, promotions with the greatest appeal to the Brazilian are the "take more, pay less" that figured in the 68% of respondents. Secondly the price discount, with 64% (see chart). For consulting, the result showed that the customer focus is to obtain an immediate advantage of promotions. The data were released yesterday (2) during the fair of Apas supermarkets Show.
Exchange of brands
Beyond the search for offers, another move in the market, with the crisis, was the trade for cheaper brands. In 2016, about 42% of consumers stated that they held the so-called '' downgrade '', according to research conducted by Nielsen and also disclosed yesterday. Still, the movement was one of the last Brazilian options. "Before changing the brand most (58%) sought other alternatives to save," says the Director of consulting, Daniela Toledo.
Some of the alternatives presented in the survey were: reduce spending at the supermarket consuming less, but without changing the favorite brands (22%); reduce food outside the home or leisure (7%); and reduce spending on clothing and durable goods (5%).
"What research has shown is that the consumer, much as was in debt and with the rent, if '' unfolded '' to try to keep the consumption of some specific products," says the Manager of Economics and research of São Paulo supermarket Association (Apas), Rodrigo Mariano. The Economist points out yet another highlight of the study were the own brand products, which showed a big potential of expansion in Brazil.
The research of the Nielsen pointed out that only 5.2% of supermarket items are of own brand in the country, while the global average is 16.1%. In Latin America this average revolves around 7.9%. "There is still a very large space for growth in this category," says Mariano.
Last year, 58 new brands have been marketed, primarily regional retailers. Already in terms of growth, the category Advanced 13.4%, compared to a high of 9.6% of the brands manufacturers.
Other trends highlighted at the event were: the search for healthier foods and the advancement of the third age in the Brazilian consumption.