The consumption of olives explodes to face the quarantine by the coronavirus

The consumption of olives explodes to face the quarantine by the coronavirus

2020/20/03 - Food spending continues to grow vigorously because of COVID-19. In the week of March 2 to 8 -and within packaged food-, the greatest growth was detected in cereals (38%), legumes (37%), cocoa (25%), rice (22%) and pasta (19%), but there was also a notable increase in products such as olives (68%) due to the closure of bars and restaurants, as reported by the consulting company Kantar.
Spanish households maintain the pace of spending on food and cleaning products after the first news of the arrival of the coronavirus in Spain, according to the latest data from Kantar.

Thus, in that week spending increased up to 9% in consumer goods compared to the weekly average of the previous two months. A growth that, in the previous week, was 13%, when Spain began to notice the first effects of the pandemic. Growth driven by a higher ticket (+5%) and an increase in the frequency of purchase (+3%) compared to the average of the first eight weeks of the year.

In the week analyzed, the increase in consumption was appreciated in all categories, highlighting food and packaged beverages, drugstore and baby products, where spending increased to 18%.

Also in the drugstore, cleaners continue to stand out (19%) and complementary categories such as scouring pads (15%) or air fresheners (14%) continue to rise.

This is because, according to Kantar, “after a first moment of supplying the most basic categories such as water, milk, preserves, bleaches and disinfectants, hand soap or toilet paper, which we could qualify as the“ bunker effect ”, in the following week, consumers added to their basket other categories that come to complement the essentials, and even allow themselves some moments of pleasure during home confinement ”.

In the case of olive oil, the Professor of Marketing and Market Research at the University of Jaén (UJA), Manuel Parras, explained to Mercacei that in the very short term the increase in the consumption of olive oils in the internal market is it is producing due to the gathering of families, as it is considered a basic necessity, and due to the impulse effect that makes it buy more than what would be needed under normal circumstances. “When the coronavirus crisis passes, we will have to see how people's jobs and incomes are. Surely, it will return to the pre-crisis situation ”, he considered.

By channels, according to Kantar, the highest consumption continues to be seen in the online channel and local stores, growing by 0.3 and 0.2 points respectively, compared to the average of the first eight weeks of the year. The online channel also manages to attract 2.7% of Spanish households (+11%) and with an even higher ticket (+17%) than they usually do on a regular basis.

The consultant has indicated that the rise in purchases in mass consumption is proportional to the degree of concern over the current situation, during the period observed. Thus, the regions with the greatest concern show a greater increase in purchases in food and cleaning, with 15% growth in Levante and Andalusia and 8% in Madrid.

By demographic group, growth is especially strong in the youngest profiles: 35% in independent young people, 21% in single-parent households and 19% in couples with young children.

"With the arrival of the first containment measures, the population became more aware of the situation and went on to apply massively a greater number of preventive actions: not frequent crowds, less consumption in bars and restaurants, or wash their hands more frequency ”, Kantar has pointed out.

Regarding consumption outside the home (OOH), Spanish consumers only reduced it when they were "forced" by the closure of premises, "which makes a rapid recovery foreseeable upon completion of confinement," they have added.
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