The complex economic and social situation resulting from the pandemic and Russia’s invasion of Ukraine directly affects purchasing behavior. This survey reveals Roundtable Meeting for the Participation of Consumer Associations (MPAC) and MercadonaThis shows that 72% of consumers claim to have changed their habits. 20% of them are looking for better prices and 21% prefer to buy other types of products.
In addition, according to the survey, which included 3,500 families from 17 autonomous communities and two autonomous cities in the first period of 2022, this year respondents are more aware of the meaning of the vulnerable consumer figure; these are a state of subordination, helplessness or lack of protection that prevents them from exercising their rights as consumers under conditions of equality. In fact, although there are different interpretations, a clear relationship is observed between vulnerability and income, especially in rural environments and basic education levels.
On the other hand, the issue of food labeling has been controversial for years and is a pending topic of industry and administration. On the one hand, it is about consumer health, and on the other hand, because of the need to have more information about the product they are buying. In this context, the research will be carried out in 2022. they allow the consumption of expired products (59 versus 67% in 2021). Paradoxically, 66% consider expiration date to be the most important informative concept on the label, followed by product composition/ingredients (55%). Place of origin (28%) and nutritional information (26%) are in third place instead of price (37%).
It is also understood that from year to year, consumer loses the habit of reading labels. Specifically, this time for those who said they read them regularly, the decline was seven points, reaching 34% (41% in 2021). Those who say they read occasionally also decrease by four points to 54%. Despite all this, the product label remains the main source of information for consumers, with 42% of respondents finding the information provided by the product label useful.
According to that research, The consumer is aware of the importance of good eating habits.. However, while the population that thinks their habits are healthy (66%) decreases, the population that is unaware (22%) and the population that does not accept them (12%) continue to increase.
Environmental awareness is increasing
According to the analysis of the data collected, the average consumer in Spain is increasingly considering environmentally responsible companies, as they are also committed to sustainable consumption and respect the planet: 57% consider this aspect positively food at the time of purchase. The influence on the purchase decision is distributed among several factors, such as the origin of the product (25%) and how it is produced (20%). Other aspects are also valued, such as commitment to the environment (16%) or ethical behavior with the producer or distributor community (15%).
in the same line, 88% of respondents believe food waste is a big problem. To avoid this, they prefer to make more use of food (41%) and plan their purchases better (31%). Only 10% admit to doing nothing.
In terms of sustainability, 89% of consumers surveyed confirm that their eating habits affect the environment depending on how sustainable the food is. But in these months marked by the pandemic, just over half of consumers have increased their interest in buying more sustainable food.
Most of the respondents (61%) know which container to dispose of organic waste such as fruit peels and skins, meat and fish residues. More and more people are doing the sorting right to recycle the waste they produce.
Proximity, quality and price
This year Proximity replaces quality when choosing a place to buy: More than half of consumers value proximity as the main factor. It is closely followed by quality and price is somewhat invaluable, although in rural areas it is more valuable than in urban areas where quality is kept above price. Although quality remains the most important factor in food product selection, more attention seems to be paid to the most adjusted prices.
The supermarket remains the preferred commercial format for consumers to purchase food and for mass consumption (64%). Minor changes are perceived in small businesses and specialty stores, which lost 2 points compared to last year. Similarly, there was a slight increase in hypermarkets and municipal markets.
In general, the data excluding pulses and pasta, they mostly prefer to buy fresh products instead of frozen and ready-made products. Regarding 2021, there is an increase in the purchase of frozen meat and a decrease in the purchase of fresh meat. While an overall increase was observed in all products purchased in packaged/converted format, fresh pasta/pulses purchases also decreased significantly.
comfortable and effective
consumer people They continue to positively value the online purchase of food products (67%). Although half of them think they don’t need it. Positive evaluation of online shopping together with proximity preference, multi-channel It is increasingly found among consumers. In addition, convenience is the most valuable aspect of online shopping for almost half of those surveyed.
On the other hand, 43% of users state that they are influenced by information on the internet or social networks when purchasing or consuming a food or mass consumer product. On the other hand, one out of every four people continued to receive the same even though they did.
innovation for health
One in four people think so food companies should focus their innovation efforts on producing higher quality products. The rest rely very narrowly (22% and 21%) on healthier food and more adjusted prices. 16% prefer social and environmental responsibility. Digital innovation has been relegated to last place.
On the other hand, slightly more than half of the consumers generally evaluate and try the innovations they perceive in the product range they consume positively. However, 28% confirm not noticing them, and 19% initially distrust them.
More than 80% of consumers are aware of the use of new technologies when purchasing food products. Many believe that grocery stores have come a long way in just a few years. Likewise, the use of new technologies makes purchasing easier for 45%.
The Participation Roundtable (MPAC) is a discussion forum and working group created by Mercadona, Confederations and Federations of consumer and user associations CECU, FUCI, UNAE and UCAUCE. Established in 2014, MPAC meets periodically to discuss current issues, new trends and consumer habits in order to propose common solutions in the field of consumption and to establish links between administration, consumers and the business world.