A nougat businessman admitted weeks before Christmas that nothing around him made him pessimistic. not even this year nougat would have been sold for about 10% more. “I would be worried if I saw the terraces or the empty restaurants,” said the person in question, given the optimistic sales forecast. Last three months The Consumer Price Index (CPI) reflects that life continues to be 6% more expensive than a year ago, with the gap increasing to 16% in the following cases. feed. But the terraces and restaurants are still full. “Despite the current economic situation, consumers are not giving up on going out,” concludes a study conducted by the analytics company. Weighbridge Post this Tuesday. “It also has something to do with the fact that we are less pessimistic about rising prices than we were a few months ago,” he adds.
The proportion of households who initially thought that they would not notice the consequences of inflation according to their own data has increased by 4 points since September. In addition, the consumption in the first three months of 2023 outside the house Almost 3% more than in the first quarter of 2022.
Because of this, large distribution industry (supermarkets, general food stores…) notice a drop in your sales. HE The National Institute of Statistics (INE) published at the beginning of the month that overall retail sales grew 7% year-on-year in January and only the food segment was negative. This Kantar analysis adds to this portrait that, indeed, consumption in the home is somewhat reduced.
“In pursuit of saving time and money, we are faced with a more practical and rational consumer who transfers their consumption between the hours to the outside of the home and now prefers to simplify menus both inside and outside the home,” he explains. an explanation Consumer, habits and trends expert of Kantar’s Worldpanel division, rebecca mela. “The consumer has shifted recipes in favor of cheaper ingredients and ‘delivery“Despite showing a negative trend, it continues to rob home consumption, supported by major flagship convenience,” the same executive analyzes.
convenience and pleasure
“Motivations vary depending on the context in which we find ourselves and are currently ease And pleasure In a scenario where health is losing ground, they have become the perfect combination and have ceased to be one of the main ‘drivers’.” ‘carpe diem’ consumer This is due, in part, to keeping in mind the quarantine and the crisis from the pandemic very much.
In any case, the economic context turned against one of the current shared goals of society and business: Sustainability. It is another feature that loses weight in favor of price and consumption variables such as flavor And nutritional values And Product composition” brings up the text prepared from Kantar. These three factors, in short, are the most important for the consumer today when choosing a product. Specifically, 40% of respondents categorize sustainability as an ‘irrelevant’ element when choosing a product, and 15% say they have lost interest in other aspects due to the current situation.