Spaniards increase buy 20% more items per purchase on average

Bigger purchases and fewer visits to the supermarket

According to a study by the consulting firm Kantar, due to the pandemic, Spanish consumers have chosen to make larger purchases to reduce the number of times they must go out shopping. In fact, according to the data published this Wednesday by Kantar, people are purchasing an average of 20% more items than in the same period of the previous year.

Since the confinement's end in May, the frequency with which consumers go to supermarkets has dropped by 4% when compared to the same dates in 2019, which is equivalent to a loss of 38 million purchases, according to calculations by the consultancy.

The study has also detected an increase in purchases aimed at filling the pantry (also called 'cargo purchases'): 61% of Spanish households make this type of purchase at least once a month, compared to 55% a year before.

This trend, which began in confinement and has lasted since then, is forcing supermarkets and brands to review their business plan to adapt to the consumers' new habits, according to the consultancy.

In addition, they have estimated that the three most important chains in the country (Mercadona, Carrefour, and DIA) have jointly lost 2.4 points of the market share, accounting for 38.4% of purchases. Regional groups and specialists have taken advantage of this fall and their share has grown by one point, to 33.7%.

Internet sales boom
Another key phenomenon that has taken place in the post-confinement period is the boom in internet sales, a channel that wasn't very representative until now and which has begun to gain weight, gaining 3.8 million purchases in the last four months.

"We now spend less time in the store, and that requires us to offer a clear structure that allows us to easily find the product we are looking for," Kantar stated.



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