According to the latest data from the consulting firm Kantar, in the first full week since confinement started in Spain, from March 16 to 22, Spanish people reduced their visits to supermarkets by 15%, but they filled their baskets more and spent more each time as a consequence of confinement and fear of contagion.
In that week, Spanish consumers made 18.3 million fewer purchases compared to the previous week. Despite this data, in the first week of confinement, the weekly spending was in line with that of the first 8 weeks of the year, and if we compare it with the same week of the previous year, sales grew by 10.5 %.
People over 65 years old, one of the most vulnerable groups to COVID-19, are among the ones who most drastically reduced their purchases after the state of alarm was decreed. Spending in this age group fell by 18% compared to the weekly average.
Confinement has given a boost to the online purchase of food products, which has now reached a 2% share.
Spanish consumers have gone more to local stores during the first week of confinement. This has been especially good for supermarkets, whose share of the consumer market has reached 28%. The big winner among retailers was the DIA group, whose share has increased to 6.8% (+0.2% compared to the previous week). Meanwhile, large stores such as Carrefour or Alcampo have seen their share drop.
Kantar also highlights that the brands of the main manufacturers have grown compared to store brands.
Since the start of confinement, the share of fresh products in the shopping baskets has increased by 6% (48.6%, compared to 42.6% in the previous week), while the supply of food and beverages has stabilized.
With Spanish people at home and catering establishments closed to the public, consumption outside the home has been reduced to 20% of its usual size. Home deliveries continue.