In the context of a decline in purchasing and consumption, buyers emphasize their tendency to maintain. 26% of the total expenditure of households in the retail chains is transferred to products that are capable of promoting any sales. This rate is higher than the 23% recorded in the same period last year, according to research conducted by consultant Kantar Worldpanel.
The sector in which operations consider more than total purchases is of drinks The wines and beers stand out. Also in frozen: Vegetables, frozen potatoes and hamburgers. "In freezing, we make the products of the item more accessible to households from a more attractive card.
For drinks with alcohol, proposals are expected to increase volume purchase more, "said Joaquín Oría, buyer manager of Kantar Worldpanel, adding:" For ten categories with the highest volume under promotion, households They carry 25% more product purchases with no promotion ".
Despite acquisitions under promotion has been a positive development in the past year, They were not enough to hold the volume in networks. Thus, consumption fell by 4% to the total basket Promotions purchases grew by 15% Because when they represent a quarter of the total turnover, they failed to compensate for the fall of those without promotion and those retreated by 10%.
According to consulting data Scentia, in November, The decrease in sales was demonstrated and an average of 5.9% On all channels.
The categories in which promotion purchases grew at a higher rate during the past year were: Fat, sliced bread, solutions, adult cooling desserts and face creams. "These categories have in common that they are not essential and yet they have been able to expand their buyers base under the promotion method."
According to the Kantar survey, one in four households registered At least one purchase promotion in the past year In supermarket chains, a value that increases as we surpass the social pyramid.
The home buyer of network promotions stands out for being tall and medium with housewives between 35 and 64 years old, families of 3 to 4 friends with teenagers living at home or away.
The decline in consumption, which has been taking place for several months, worries government officials, who moved the package of measures to reduce the decline in purchasing power of the middle and upper classes. In this sense, concurrent with the launch of holiday benefits programs in the country, the government has promoted operations with discounts such as fashion week, credit lines for small and medium-sized companies and assistance to low-income sectors.