The behavior of consumers has been evolving since Spain went into lockdown, and as consultant Nielsen has corroborated in its webinar "The return to (the new) normality in consumption," a new buyer profile has emerged.
According to the consultant, post-lockdown buyers will be more concerned about control spending, as well as about the safety and traceability of the products. In fact, María Ángeles Zabaleta, Client Development Director at Nielsen, said that "the consumers of 2020 won't be like those of 2008, but a mixture of what they learned from that crisis and the habits acquired during lockdown."
After the de-escalation, there will be a greater focus on technology and the omnichannel. Due to the COVID-19 crisis, the number of households making online purchases has increased from 450,000 to around 1.1 million. "In no case is there a glimpse of the possibility that physical purchases will lose ground; consumers will simply adopt both channels," said Nielsen.
In fact, the online channel has already grown by 86.6% since the start of the health crisis. In the latest week analyzed, between April 20 and 26, there has been a 149% increase compared to the same week of the previous year.
The market, therefore, maintains its growth rate. In the case of the week of April 20 to 26, sales increased by 17%. In the nine weeks already analyzed it has grown by 21.4% in total. These increases will continue to be recorded, said the general director of Nielsen Iberia, Patricia Daimiel, since the development of the consumer goods market will go "hand in hand" with the de-escalation process. "We will continue to see increases for as long as we don't go back to the office, open bars or restaurants or send children back to school, because we will still be spending more time at home."