Most Spaniards choose to buy in the supermarket to the detriment of small business


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Consumption habits are changing in Spain. The majority of Spaniards choose the local supermarket (62%) to fill the shopping cart in front of the hypermarket (it reaches 17% and it goes up four points) and to the detriment of small commerce (15%), according to the consumer habits survey 2018 prepared by the Consumer Associations Participation Table (CECU, FUCI, UNAE and Cauce) in collaboration with Mercadona. Thus, the super is consolidated as the preferred place both to purchase fresh and perishable products and grows two points in relation to last year. This change of trend lies in the consolidation of a new profile of consumers and consequently, also of their preferences. The majority choose where to buy based on factors such as proximity (17%) quality (16%) and price (13%), in this order.

In this line, Spaniards are massively opting for quality products (44%), although the perception of this factor may be subjective and that this year there is a much less difference than in previous years between prices (23) and personal preferences (25%). It must also be emphasized that the type of brand is hardly appreciated as a decisive element of purchase.

On the other hand, from the survey -produced from the responses of 3,100 families- online commerce gains followers when it comes to buying food and grows two points, from 3% to 5%, compared to last year. Every day more users choose the internet to make their food purchases and "this leads to the expectation that there is a market niche yet to be exploited", as can be seen from the conclusions drawn in the paper. There is also a rise in confidence in digital transactions and 55% of respondents consider that the products sold through this channel are safe and of quality, despite the fact that 29% persists that they think otherwise.

The Footprint of the economic crisis still lingers among consumers with a greater awareness for saving and less waste of food. Consumers claim, in 31% of cases, that they are looking for more offers compared to 22% who say they have not changed their habits. 21% admits to take more advantage of food and 14% that has reduced spending on food. "We Spaniards look for more offers and at the same time we make the most of our food and avoid waste," says Yolanda Cerdá, director of the Consumer Product Innovation Observatory during the presentation of the conclusions of the survey. "We have a very rich distribution network in our country," says Cerdá, who says that in fresh produce the superfoods and in the purchase of products such as bread, shopkeepers still have room for life thanks to "their craftsmanship that the Spaniards appreciate ».

The caution is also glimpsed when visiting restaurants. 39% of respondents admit that they never eat or dine out of the house, a percentage that has risen by two points compared to last year.

These new trends confirm the need for large and small areas to move forward into the future. "We say that the consumer is the last link, but it is the first one nowadays", argues Víctor Yuste, general director of the Interalimentary Forum during the presentation of the results of the report. "We must understand the consumer and respond appropriately in a competitive scenario since we are not in a time of change, but a change of time," he says.

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