Main research points changes in choices of which is placed in the shopping cart

The Brazilian is consuming more products like olive oil, frozen juice, desserts and snacks ready. On the other hand, are buying fewer items like soy-based beverage, soybean oil, tomato paste and Straighteners. That's what shows the research Kantar Worldpanel: consumer about the main changes and trends in the composition of the household shopping cart. The survey analyzed the purchase volume of 108 categories fast rotating in June 2017 period to June of this year, from the weekly monitoring of over 10000 homes (representing 55 million households). To the Director of marketing for Kantar Worldpanel: consumer, Giovanna Fischer, research shows a greater demand for convenience and healthier products, even in a scenario of slow recovery of the economy and household consumption. "In a scenario in which the consumer is still with the tight pocket, the choices are increasingly relevant. The consumer chooses or at cost or at benefit. Saves on some things in order to make other choices. " According to the survey, the total volume of purchases this product follows basket without significant growth for the third consecutive year, having closed the first half with an advance of just 3% in comparison with the level of the end of 2015. The Brazilian Association of Supermarkets (Open) projects an increase of 2.53% on year in sales in supermarkets in real terms. Even with a still timid recovery in consumption, research shows that some consumption grew non-essential products and more expensive. But not necessarily superfluous. "When the consumer appreciates the benefit that the category is providing, he keeps putting in the cart. Now, when a category loses relevance or fails to meet what is expected, he takes the stand, "says Fischer. As an example of products that have become more consumed by facilitating consumer's life she cites the snacks ready and industrialized toast. "It doesn't need to be purchased. You can take the bread home and put in the oven. Is a category that became kind of aspirational, "says. Increased demand and supply of products with healthy appeal research also confirms the trend of increased consumption of products with healthier appeal, which bring the symbolism of greater naturalness and purity. For the nutritionist Cynthia Antonaccio, Director of Consulting and one of the creators Equilibrium of Behavioral Nutrition Institute, the advancement of these categories reflects both an increased concern of Brazilians with health as well as the greater supply of industry. "Consumers are looking for more juice, more water, more olive oil. This is a healthy choice. But stop consuming soy oil and soy-based drink doesn't make anyone necessarily healthier. The point is that the larger quest for naturalness and nutrition grows also the offer by industry, and more natural and less processed items are gaining space in the basket of the Brazilian ", he says. Replacement of products the survey shows that there is a movement of replacement products. The increase in the consumption of olive oil, for example, was observed in all age groups and reflected in a fall in purchases of soybean oil and corn. "There is a search for quality and Healthfulness, and we have studies that show that people are using more olive oil to cook too," says the Director of Kantar. Already the pulp and the tomato puree have lost space for sauces ready. "Making tomato sauce is something that requires work. Have to chop onions, seasoning, "he notes. Another trend is to reduce the amount of cleaning products used indoors, with the multi purpose gaining preference about the specifics. "There are too many threads. Before I'd buy now purchase 2 3. And not necessarily because it's cheaper, but because no one saw the benefit of having so many different products, "says Fischer. Products put the sharp drop in the consumption of soy-based beverages is attributed mainly to a greater supply of alternatives to milk. In the age group up to 29 years, the fall was 54% in 1 year. "In the past, this was a category that grew a lot because it was an option to the lactose intolerant. Now many other products are gaining space in the gondola as almond milk, rice and oats, "explains the Director of Kantar. Another category is the that includes the hair straighteners. According to Kantar, the tendency for a "more natural" is also observed in penetration loss of products related to makeup. "It's the culture of less is more," sums up the analyst. The fall in consumption of diapers, for your time, it's a trend that had already been observed in the latest edition of the survey by Kantar and be related to various factors such as the fall of the birth rate and launching products that require fewer changes per day. Unlike the previous year's Edition of the survey, the Kantar points out that has not been identified any related directly to consumption rationalization. "What I see is that some products no longer meet what consumers are waiting and are no longer placed in the cart because you don't see more benefit to continue buying this or that product," adds.