Price values continue to affect Chilean households, creating a direct impact on their costs. In this context, A study reveals how consumer buying habits have undergone major changes in recent times. which is the search for different channels when buying one of the most repeated.
According to research by Kantar World panel currently a buyer visits 13% more channels compared to 2020, a time when purchasing habits were strongly influenced by the restrictions of the Covid-19 pandemic.
The data also revealed that 46% of households visit more than eight channels to buy, while 34% visit between six and seven channels and only 20% between one and five.
Kantar Worldpanel’s New Business Manager Marlis Riedel explains that “to optimize the budget and access more convenient prices, consumers go out to look for different places when buying products. For example, if before the buyer makes his monthly that buy a supermarket and fair, now there are warehouses, wholesale markets, discount supermarkets, etc.
The effect of inflation on canals
With the aim of finding sites that offer more convenient products and with attractive promotions, an increase of 22% was observed in visits to wholesale supermarkets, followed by an increase of 18% in discount of supermarkets, 13% of supermarkets in the region. “These places offer lower average prices compared to other channels, which obviously makes them more attractive to consumers.” explained the executive.
Regarding the profile of who buys in these areas, the wholesale channel increases the participation of all socioeconomic groups in transversal, however, where the increase in its participation is shown to be the greatest during June 2022 and June 2023 in group C3 from 4.5% to 6.2%. In group C2, the difference was from 4% to 5.1% in the same period.