The high inflation, which has affected various products for more than a year, has changed the consumption habits of Spaniards. They now visit more supermarkets, choose more own-brand products and fill their shopping baskets less.
Come on Shopping habits of Spaniards have changed due to the high inflation this has been working for more than a year. As a report prepared by Kantar Worldpanel shows, consumers are more likely to purchase products this way White stamp, Fill the basket less of purchase or go to various supermarkets.
As stated in the document, the White label products they assume so 43.5% of spending in the shopping basket of Spaniards (without taking fresh products into account). This number is also a 2.2% superior to the previous year’s data. This trend shows that price is the main motivation for consumers to choose products, considering that they are usually cheaper than products from leading brands.
On the other hand, shoppers also fill their baskets less in order to spend more money. Therefore, they are forced to go to supermarkets more often. In this sense it is Immediate purchases have come to represent them 34.4% this year, a 3.3% more than in 2021. At the same time, consumers are also going to stores more: 45.1% visit three or more stores (+2.7% compared to 2021).
The director of Kantar Worldpanel, Bernardo Rodilla, recognized that “the consumer demands more and more support or at least that it is becoming more and more crucial where to make the purchase.” “The perspective is that the promotion will continue to increase in the coming months, especially if we take into account that this promotion is important for the consumer when choosing the brands that he wants to buy is becoming increasingly crucial,” he added.
Finally, as far as supermarket chains are concerned, Mercadona continues to strengthen its leadership with a 26.1% market share (+0.3% compared to the previous year). Behind them are Carrefour with a share of 9.9% (+0.2%) and Lidl with 6.3% (+0.6%).