Date Published: 19/02/2021
ARCHIVED - Covid prompts Spanish consumer habits to change, favouring online shopping
ARCHIVED ARTICLE
Covid-19 has caused a shift in consumer habits in Spain, with many choosing to buy online rather than braving visits to the shops
A report published this week revealed that the coronavirus health crisis has caused an increase in consumer spending of up to 12.7 per cent compared to 2019 but at the same time has changed the consumption habits of families in Spain, who shopped less in supermarkets but purchased more overall.
Spanish households chose to visit supermarkets 2.5 per cent less in 2020 but when they did shop, they filled their shopping baskets 14.1 per cent more as a result of the social effects of the coronavirus pandemic, according to annual industry results released on Tuesday (16 February) by the Kantar market research company.
"Since lockdown, we have been going shopping much less because of the restrictions on movement, a certain fear of visiting shops and a respect for the growth of alternatives such as e-commerce," said Florencio García, director of retail at Kantar's Worldpanel division.
In this situation, García points out that "every opportunity to make contact with the consumer is much more important and becomes more transcendent" for retailers. "They have to convince the customer that the shop is a safe and comfortable place, and reinvent the shopping experience," he added before reporting that all types of food chains grew over the past year.
The online channels saw the highest growth (+62 per cent), and achieved a market share of 2.6 per cent. They also increased purchase frequency by 25 per cent and, according to García, managed to extend to all regions and audiences and ceased to be exclusively for large cities and young people. Eighty per cent of sales corresponded to large companies, though Amazon's growth particularly stands out at 5.8 per cent, 1.7 per cent more than in 2019.
Mercadona consolidated its position as the supermarket chain with the highest market share in 2020, with a total of 24.5 per cent, but it fell by 1.1 per cent compared to 2019. Despite these figures, García noted that the company increased its turnover and highlighted the drop in growth experienced by the market during the year.
Carrefour consolidated its position as the chain with the second largest market share, with 8.4 per cent, although it lost 0.3 per cent compared to 2019. Lidl came in third place, managing to add 0.5 per cent market share and account for 6.1 per cent of the total number of customers.
For its part, DIA lost 0.6 per cent of its share and stood at 5.8 per cent. It was followed in the ranks by Eroski (4.8 per cent), Alcampo (3.4 per cent), Consum (2.8 per cent) and Aldi (1.3 per cent).
Looking ahead to 2021, Kantar foresees a new price war with the aim of achieving better consumer positioning.
"Chains must differentiate themselves and look for formulas. Consumers want proximity and to receive different things in a polarised society," said García, who stressed that "consumers want the best price, but they also want commitment, social responsibility and a reduction in the use of plastics".