Promotions explain 26% of spending on consumer products – 12/12/2018

In a context of declining purchasing power and consumption, buyers are increasing their tendency to save. 26% of total household spending in supermarket chains goes to products with some sort of promotion. This percentage is higher than 23% recorded in the same period last year, according to a study conducted by consultant Kantar Worldpanel.

The sector where the promotions weigh more than the total purchases is that of the the drinks The wines and beers stand out. Also in frozen: vegetables, frozen potatoes and hamburgers. "In frozen mode, promotions make article products more accessible to households from a more attractive ticket.

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For alcoholic beverages, offers are likely to increase the purchase of more volume, "said Joaquín Oría, purchasing manager at Kantar Worldpanel, adding:" For the top ten categories with the highest volume under promotion, the household they sell 25% more products compared to purchases without promotion ".

Although the promotional purchases have registered a positive evolution during the last year, They were not enough to keep the volume in the channels. Consumption fell by 4% for the whole basket, while promotional purchases increased by 15% that, accounting for a quarter of the total business figure, they have failed to offset the fall of those without promotion from those who declined at the rate of 10%.

According to data from the consulting firm Scentia, in November, the decline in sales has been accentuated and has averaged 5.9% on all channels.

The categories in which promotional purchases have increased more rapidly in the last year are as follows: lard, sliced ​​bread, tinctures, chilled adult desserts and face creams. "These categories have in common that they are not essential and yet they have managed to expand their base of buyers under the promotional modality".

According to the Kantar survey, one in four households is registered at least one promotion sale in the last year in supermarket chains, a value that increases as we climb the social pyramid.

The home buyer promotions in chains stands out for its high and average level with housewives from 35 to 64 years old, families of 3 to 4 members with teens living at home or at home. ;outside.

The decline in consumption, which has lasted for several months, is worrying government officials, who have set in motion a package of measures to mitigate the decline in purchasing power of the middle and lower clbades. In this sense, in parallel with the launch of holiday benefit programs in the country, the government has encouraged promotions with discounts such as Fashion Week, Lines of Credit for SMEs and badistance to sectors. low income.