A research performed by Kantar for Centromarca exhibits that the Portuguese are returning to pre-pandemic consumption patterns, however there are nonetheless some new habits that may stay.
With the pandemic, the takeaway enterprise has attracted new consumers all around the world. However Portugal led this progress.The information comes from Kantar consultants’ analysis, indicating the penetration price of the service Meal supply Within the first half of this yr, Portugal grew by greater than 28%.
In keeping with Kantar analysis, the habits of customers in ten international locations from totally different areas has been analyzed. In contrast with the identical semester, the meals supply enterprise within the European market has grown the quickest, with Spain rising from 44% to 51%, and from 50% to the UK 60%. %, France is 54% to 64%. In Portugal, the expansion price was 16 proportion factors, from 57% to 73%. Extra importantly, 44% of Portugal’s progress comes from so-called heavy consumers, that’s, clients who order a number of meals per week.
Asia and South America are areas the place this actuality already has a better penetration price, so progress is of course extra average. Among the many 10 international locations studied, South Korea is the nation that makes use of these providers essentially the most, reaching 99%, which is unchanged from the primary half of 2020. Mainland China adopted intently, rising from 84% to 91%, and Thailand and Brazil, each at 88%. However the progress of the 2 isn’t the identical: Thailand elevated by 10 proportion factors, and Brazil solely elevated by 8 proportion factors. Indonesia is a low-evolving nation: it has risen by one proportion level to 68%.
These information are a part of the Shopper Items Market (FMCG) background research commissioned by Kantar by Centromarca. For the overall supervisor of the Portuguese Model Product Firm Affiliation, “Portuguese have grow to be accustomed to utilizing meals supply apps to supply extra diversified provides. These figures present that this can be a actuality that has attracted consideration with the pandemic and has maintained A sure continuity, even when the Portuguese return to the workplace and work in particular person”.
For manufacturers, this represents a possibility to make up for the lack of market share within the catering market. “After all, once I purchase meals at residence or within the workplace, or now not go to the grocery store to purchase issues to prepare dinner at residence, or now not go to the restaurant to eat. Principally, for the model, the door is closed and the door is opened. The window, one What isn’t bought on one facet is bought on the opposite facet,” Pedro Pimentel emphasised.
The research titled “The place is the brand new regular?” concluded that Portugal’s buying patterns are getting nearer and nearer to the pre-pandemic interval. The truth that proves that is that the variety of purchasing journeys has elevated once more, lowering the variety of journeys per journey. Within the third quarter of 2019, the common purchasing basket capability per journey to the grocery store was 10.2, in contrast with 11.3 in 2020. This yr, we’re again to 10.5. The common value per basket is 22 euros, 2 euros larger than in 2019, and only one euro decrease than in 2020: “You begin to see costs have risen considerably,” Pedro Pimentel emphasised. Globally, in contrast with 2020, because of the impression of the pandemic, the worth of the fast-moving shopper items market has fallen by 2.2%, and gross sales have fallen by 4.8%. This can be a yr of enormous grocery store spending, however its worth has elevated by 11%. , The worth elevated by 4.8%. In contrast with 2019.
Hygiene and sweetness merchandise and home made cleansing merchandise had been essentially the most affected, with a lower of 11.2% and 6.5% respectively in contrast with 2020. “We nonetheless really feel that every one merchandise associated to life overseas, whether or not it’s girls’s cosmetics or sunscreens, and so forth., are declining. We should not neglect that there are nonetheless some individuals who nonetheless use telecommuting so much,” Pedro Pimentel (Pedro Pimentel) stated. As for family cleansing, it’s clear that Portuguese households have made large investments in family disinfection in 2020, however with the event of vaccination and extra understanding of covid-19, this funding has slowed down.
Producer manufacturers proceed to account for the most important share of Portuguese purchases, however weight continues to say no; however, distribution manufacturers, the so-called white manufacturers, have already accounted for 38.4% of grocery store payments, in contrast with 36% in 2019. By way of amount, the precise state of affairs is totally different: in the primary classes of shopper items, white manufacturers have already got a 56% share.
As for numerous consumption channels, Kantar Analysis exhibits that Portugal’s fast-moving shopper items market “continues to regulate its trajectory”.In different phrases, supermarkets and supermarkets are shedding floor, with a share of 66.1%, down from 67.5% in 2019, whereas retail shops Exhausting low cost It’s rising, with its share rising from 16.7% earlier than the pandemic to 17.1%, and it has already accounted for 8.5% of the market, in comparison with 8.2% in 2019. However it’s the quickest rising on-line enterprise, from 2.2% to three.3%. As well as, it’s the solely market section that may develop in comparison with 2020.
As well as, analysis exhibits that when purchasing on-line, customers appear to desire the producer’s model relatively than being so delicate to the affect of white manufacturers. The research emphasised that simplicity, pace, and comfort are elements that trigger customers to repeat on-line experiences, and identified that the producer’s model “could also be a lever for the expansion of this channel.
For Kantar, producers ought to search “higher use” of e-commerce and develop “on-line unique merchandise, financial savings kinds, and offline unique promotions to encourage purchases.”
The director normal of Centromarca agrees: “For manufacturers, on-line is a further alternative, they don’t have the problem of displaying on the shelf like in a retailer.”