Demand for water and ready meals grows in supermarkets

The increase in demand in supermarkets, in a scenario of worsening coronavirus, has not been restricted to gel alcohol. As the EXAME report found, the consumption of items such as water, ready meals and cleaning products has grown strongly. In some cases, sales outperform at Christmas, the busiest time of the year. Since last Thursday, 12, Hirota has recorded an exponential increase in sales in its 42 units in the capital, approximately 30% above the target for the period. "We're selling much more than expected, with performance similar to Christmas. We can say that we only saw a similar situation during the truckers' strike," says Hélio Freddi Filho, director of marketing and expansion of the network. According to the executive, the mix of products is a little different now, focusing on hygiene and cleaning, in addition to meat, cold cuts, dairy products and beverages such as water, teas and juices. "We have an average inventory turnover of 45 days, but in perishables it is approximately 15 days. For now, there will be no shortage of offers", he assures. Among the items that have emptying in the gondolas is gel alcohol. "We are quickly replenishing inventory, there are suppliers calling to offer the product. We will not increase prices due to lack of supply", says Freddi Filho. The hypermarket Andorinha, a large movement in the north of São Paulo, also recorded an increase in demand over the weekend. In addition to the individual as the main audience, about 10% of the company's customers resell the purchased products. "We noticed increased demand for gel alcohol and disinfectants in general. We are following the movement and talking to suppliers to ensure the offer," says Irineu Balzan, the company's operational manager. The Rio de Janeiro supermarket chain Guanabara has also reported depletion of the product in recent days. "The only item missing from the shelves was gel alcohol, but the stock has already been replenished," the company said in a statement, adding that the operation "has not yet undergone any changes due to coronavirus." Sought, the supermarket associations Abras (national) and Apas (from São Paulo) said they will not comment on the companies' stocks. Change of habit In the coming weeks, consumer habits will change. According to Luís Henrique Stockler, of Stockler Consultoria, which specializes in retail, the Brazilian of large urban centers will consume much more delivery and buy ready meals in supermarkets to avoid crowding in food courts of shopping malls and restaurants. "Retailers will have to adapt to the new habits of the consumer, who will make purchases bigger and less often, unlike what happens today. Sales of ready-made dishes will grow a lot," he says. Hirota's stores offer ready meals, which are produced in the company's own factory in the Ipiranga neighborhood. "Our goal of selling ready-made dishes has been reached at 100%, usually slightly below target," says Freddi Filho. The São Paulo chain, as well as other retail giants, have also been betting heavily on the sale of ready meals or on the so-called grab and go, which is the purchase of ready-to-eat portions at home. The business model is conducive precisely in the current period, according to stockler's consultant. "The demand for pre-prepared foods is going to increase very strongly. Retail chains and their suppliers will have to adapt to this new moment," he points out.