In the context of lower purchasing power and consumption, buyers emphasize their tendency to rescue. 26% of the total costs incurred by households in supermarket chains go to products achieved by some type of promotionThis percentage is over 23%, registered in the same period last year, according to a study conducted by consultant Kantar Worldpanel.
The sector in which promotions weigh more than total purchases is that of beverages. Wines and beers stand out. Also in frozen: vegetables, frozen potatoes and hamburgers. "Frozen, promotions make article products more affordable for households than a more attractive ticket.
For alcoholic beverages, bids are likely to increase purchasing power for larger volumes, "said Joaquín Oria, Manager of the Canterbury Worldwide Store, adding:" For the top ten categories of household promotion they have a 25% more product in terms of non-advertising purchases ",
Although the purchases within the promotion registered a positive development over the past year, They were not enough to maintain the volume in the chains. In this way, consumption decreased by 4% for the whole basket until promotional purchases increased by 15% when they account for a quarter of total turnover, they are unable to compensate for the fall of the jobless, which drops 10%.
According to data from the consulting company Scentia in November, the decline in sales was high and averaged 5.9% of all channels.
The categories in which the purchases within the promotion increased by a higher percentage over the past year are: lard, sliced bread, tinctures, freezer desserts for adults and face creams. "These categories have a general understanding that they are not essential, yet they have expanded their base of buyers within promotional modality."
According to the Cantar study, a quarter of households are registered at least one purchase under promotion in the last year in supermarket chains, a value that increases when we raise the social pyramid.
The home buyer of chain promotions stands out as a high and medium level with hosts from 35 to 64 years, families of 3 to 4 members with teenagers living at home or outside.
The decline in consumption, which has been going on for several months, is worried by government officials who have put in place a package of measures to mitigate the drop in purchasing power of middle and lower grades. In this sense, in parallel with the launch of holiday pay programs in the country, the government has promoted promotions with discounts such as a fashion week, SME credit lines and help for low-income sectors.