The Spanish have changed their way of covering their basic needs at home for food, drinks, perfumery and drugstore as a result of the crisis. So much so that three out of four consumers have changed their buy a korean phone number habits to save on daily purchases and prevent their domestic economy from suffering from something as everyday as shopping, according to the Nielsen 360 Report released today by the consultancy Nielsen.Three out of four Spaniards have changed their way of shopping to saveAlthough spending per household is maintained, Spaniards go to the store more times, up 1.3% more than a year ago. In this way, they consider that they control better what they spend and, in fact, by buying more times, each act of purchase is of a lower amount, 1.1% less.
On the other hand, in this quest to find the best price, promotional activity in stores has intensified in line with the trend manifested by three out of four Spaniards, who claim to have promotions in mind when making the purchase. Of these, 12% admit to varying brands due to promotions, 37% actively seek promotional products without changing stores and, finally, 24% are directly unfaithful to their usual establishment based on the best promotion offered.Promotional activity is more intense in the manufacturers’ brand and this has resulted in the distribution brand not gaining share in 2014 for the first time in two decades (38.7%). Specifically, manufacturers’ brands sold 28.3% of their total sales in promotion in the mass market, 1.7 points more than in 2013, according to the Nielsen report.
In addition, the appropriate design of promotions based on the types of homes is important so that they are as effective as possible. According to the CEO of Nielsen Iberia, Gustavo Núñez, “promotions must have a clear customer focus. For example, almost a quarter of households have one member and more than 50% have one or two members. These households do not They are interested in promotions of weight or cargo, of large formats. This should make us think not only how the product offer should be, but also how the stores should be oriented “.
Another change in consumer habit linked to price is the place of purchase of fresh products, helped by the growing focus that supermarkets and hypermarkets are making in this matter in terms of assortment, quality, implantation, etc. These products imply greater store traffic, since their purchase is more frequent, and they generate loyalty, the objective of distribution to increase demand in the rest of the categories. All this means that, during the crisis, supermarkets and hypermarkets gained seven share points to the specialist fresh channel, going from 51% in 2008 to 58% in 2014.
The most dynamic store formatsThe two most dynamic channels in Spain in 2014 were supermarkets of 1,000 to 2,500 m2 and those of 100 to 400 m2. The former grew net by 108 units in the last year, while the latter, boosted by the franchise formula, in turn grew by 182 points of sale.Regarding the specialist channel, which includes free-service and traditional perfumeries and drugstores, it lost 294 units last year. In total, and among all commercial formats, the number of establishments in Spain at the end of 2014 stood at 60,095 points of sale.
Regarding the Internet as a De Phone Number space, e-commerce in Spain accounts for 0.6% of total market sales, in line with other mature markets such as Germany and Italy, which recorded 0.5%. However, our country is still far from other neighboring countries such as the United Kingdom and France, with more developed models and shares of 5%.At the moment, Spaniards prefer to use the Internet to search for offers and promotions on the websites of distribution chains. 35% of consumers visit these websites and, of them, three out of four seek the aforementioned discounts.